Better messages or relevant strings ?

When creating an ad you need to consider the message and the relevance of the strings in the message. In order to optimize the ad and make it "clickable" you should include keywords or keyphrases in ad title and ad description. Except that, you should be able to work your landing page in the same way, to get the most of it.

But, messages can be send in different ways. The ad title and ad description can include no strings or keywords and still be attractive ( maybe even more attractive than if they would have included them ), but that leaves you with the question about the Quality Score

What would it be your choice ? A good, attractive message or strings included ? What will provide the best user experience, in your view ?