Well it seems that since the Ads in Google search no longer appear on the right side of the page, this has given Google more flexibility in ad heading length. Now advertisers get additional space in the heading section, allowing for better and more descriptive headings. This is a great new feature as there appears to have no effect on the description section. This should allow advertisers to better describe the details of their products or services. It is hoped that as a result of improved ad copy, the quality of traffic received by the advertisers will result in improved conversion rates and higher profits. It will be interesting to see over time, what impact this change will make on advertiser ROI, and visitor engagements.
If you would like to read an interesting article on the same topic here is a link: Google Expands Adwords ads heading character length.