Google announced that they are making a change to certain ads that will allow you to display more information --in the headline.
"Starting today and over the next few days, Google is changing the placement of the first description line for certain ads that appear above the search results on Google." "For some ads where each line appears to be a distinct sentence and ends in the proper punctuation, description line 1 will be moved to the headline and separated by a hyphen. As a result, some top placement ads will have longer headlines," explains Google.
Here's an example: (Before / After)
Google says that "the change results in higher clickthrough rates for ads that are shown with the longer headline, as well as other top ads that appear beside them. It also creates a better experience for users by highlighting more information in the ad."
"While only some ads will be shown with the longer headline, you can increase your chances by ensuring that each line of your ad appears to be a distinct sentence and ends in the proper punctuation (e.g., a period or a question mark). Since this is a global change, punctuation will vary by country."