Most of the time people will not watch or read and ad until the end in social media. Using an irresistible headline will either boost ad clicks or will encourage to learn more about the ad.

Make it simple, specific and interesting for your audience and never be salesy with your headline because people coming to social media for entertainment or relaxation and not for making important decisions.

Keep it interesting and encourage more clicks but be careful on not making it a useless ad with only an attractive headline. Make sure the content is powerful and promising as the headline.