Should you put the location in the headline?

Yes, the neighbourhood or the town, because that is what the person just typed and what tells them they can get there. Do not put an area so wide that the ad promises a place you will not travel to serve. Write the name the way people search it, not the administrative name of the district. Check that it fits and that the trade is still there. The headline says “Madrid” for a sierra venue. The click is from someone who will not come up, and the person in the town does not think it means them. The headline with the trade and the specific place, and the description with how to book. If the place does not fit, it goes in the first description; it does not disappear.