If the ad is getting 200+ views, that would suggest that your headline is working well to attract people to your ad.
The next big question of course is "is it attracting the right people - your target audience - to your ad" and "is the main body of your ad compelling enough for the viewer to take action?"
Given that your conversions are low, the headline is either attracting the wrong people to your ad or the main body of the ad is not compelling enough to encourage the viewer to take action. A strong call to action in the main body should have the following characteristics:
- single-minded: it is asking the viewer to do one specific thing in a clear way. I often see ads with large amounts of text. As marketers (which we all are), we often feel the need to put as much information as possible, hoping that we don't miss any pertinent detail. The truth is, this often overwhelms the intended audience. All you need to do is get the viewer to the next stage of the process and that is to call you. If you try to do too many things with the add, the viewer is less likely to act.
- the message must clearly communicate the offer/deal in a way that compels the viewer to take action.
- Call to action: tell the viewer what they need to do next. I.e. Call you, email you, etc. It sounds silly, but you need to clearly articulate what you want the viewer of the ad to do.
- The offer: is the offer/deal appealing enough to get someone to take action. Are you priced right? Is the deal a good one compared to any others in the market?
These are just a few things to consider. Without seeing the add, it's difficult to provide any specific feedback. Would love to see it.