Which ad texts should you test first?

First two headlines with the same thing behind them: one with the neighbourhood and one with this week’s offer. Five tones of voice are not tested while you still do not know whether people want the place or the menu. Write both on the phone, inside the character limit, and keep the same link. One difference only. Text, photo and page are changed at the same time. A week later there is a winner that cannot be explained. The two texts in the same group, and after fifteen days you keep the one that brought calls. The other comes off; it does not pile up.