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

Treat headlines like performance assets. Test them as systematically as you test ads. Begin with 3 to 5 variations that reflect different value angles or emotional appeals. Rotate them evenly, and isolate the headline variable by keeping the rest of the page consistent. Use A/B testing tools like Fibr or query-string-based routing to compare results. Focus on metrics like bounce rate, scroll depth, and conversions. Avoid vague headlines or clever phrasing that sacrifices clarity. The best-performing headlines usually combine a clear benefit with a sense of urgency or curiosity.