What's the optimal strategy for testing different headlines on Meta Ads landing pages?

Start by segmenting your traffic; by ad set, interest group, or customer type. Then build dynamic pages or use URL parameters to adjust content based on the visitor’s source. This lets you show different headlines, images, or CTAs depending on who’s clicking. Even subtle changes, like referencing the visitor’s industry or need, make the page feel more relevant. If your tech stack supports it, use personalization tools to serve variations without duplicating pages. Test different versions regularly and monitor how each audience responds.