At least you're learning how not to throw money away with broad keyword matching as your "competition" is using the shotgun approach to sell anti-virus software. lol
Re: the longer title, I have quite a few of these and they do convert better. Adwords made changes a year or so ago that boost ads to a longer title by moving the first description line up to the title. To get this privilege, you need to hit the quality score that puts the ad above the organic results. So, when I say that they convert better, it's both due to the placement and the visual look that more closely mimics the organic results.
a guy who knows both the lawn business and web strategy