smallcompany - 5:29 am on Sep 27, 2011 (gmt 0)
It looks like your ad with the price mentioned "scares" away people set not to pay that much. That's why your other ad has a higher ROI as people clicking on it are fine with the price.
Also I see your both ads get served closed to equally. What are the settings on your campaign level for how ads are delivered: standard or accelerated?
That may help you get more info through the performance data for your fine tuning and chase for better price per click when about ads.
In other words, if you're on standard now, accelerated may serve the better ad more which may finally reduce price per click more than now. Not a rule but my guess something like that could happen. Then you check your ROI and figure what works better for you.
Oh yeah... if you ever think about changing your ads, don;t actually change them, but pause and create new ones. That will always give you a chance for one step back if you screw up your QS shown on a keyword level.