What Makes You Rewrite a Landing Page Headline?

I usually rewrite a landing page headline when the bounce rate stays high, the promise feels too generic, or the ad message and page message drift apart. My rough test is simple: if I cannot tell the page’s main value in a few seconds, the headline needs work. What signals make you decide it is time to change yours?

I would keep the first-month focus on spend, qualified visits, one primary conversion, and cost per conversion. Those four usually tell me whether the campaign is learning or just burning budget. I would avoid adding follower count or raw impressions too early unless the goal is explicitly awareness.