Facebook Ad Copy Tips & Tricks

At the moment, Facebook is still the most popular social media platform for businesses. However, it's too early to know how things will continue in the aftermath of the Meta rebrand, so as it stands, let's assume this to be the case.

Facebook is the most popular social platform for promoting your business, but there is a big caveat. In order to be effective on Facebook, your ad copy must be twice as powerful.

However, writing persuasive copy isn't without its challenges, so without further ado, let's take a look at a few tips and pointers regarding Facebook ad copy.



The first thing your audience will see is your ad headline. It may very well be the single-most important aspect of your entire advertisement. Within an ideal 5-word limit, be direct & try to describe what your ad is about. Too much more and you risk sending your audience scrolling.

Furthermore, consider beginning the headline with a number or a percentage. Research has shown that headlines that begin with a number or statistic tend to resonate with quite a large number of users.

Aim to create direct headlines that leverage the essence of importance. This straightforward approach conveys commitment and clarity that resonates with users.


The Yes Effect

"Yes" questions are exactly what you're looking for in order to finally gain the unwavering support of your audience. The beauty about these questions is how they captivate the audience because they believe they are understood.

However, this must be part of a targeted effort as it will not apply to everyone. For example, if you’re advertising your delivery business you won’t go asking a question like:

“Have you ever spent money on an experience you didn’t like…”

You would instead focus on something like:

“Ever waited for your groceries long past your estimated delivery time?”

Because of this specificity, you must establish the demographics and preferences of the audience you’re targeting. Do this correctly and you’ll be able to connect with your audience through this wildly effective method and persuade them to say "yes”, both to your question – and your ad.


Calls to Action (CTA)

Alongside your headline, your call-to-action is one of the most critical aspects of your ad content. It is the advertisement’s job to appropriately direct your audience through the necessary steps required for a successful conversion.

There’s no need to add more than one CTA per post. It’s actually highly inadvisable as it runs the risk of confusing the user with too many variables.

Your Call-to-Action should be clear and direct:

  • Click here to get your 40% discount.
  • Sign up for our free newsletter
  • Claim 2 free massages today.

Follow the headline thought process in making your CTAs short, succinct, and direct!



There are many ways to go about this. You must keep an eye on your competitors to see if they’re using a piece of pop culture reference that’s working – or simply stay informed with current trends and events by using Google Trends.

A clever quip or integration of a successful trend – or even meme in some cases – can be very effective in bringing your audience closer to your business and brand.


Selling Stories

Using your ad copy to tell a story or feature a testimonial (that also mostly tells a story) is a great way to bring more users closer to your brand. Nothing can quite compare to the effect that a great story can have on the psyche of a customer.

Selling stories or testimonials is for the most part, a way for users to empathize, resonate and connect to your brand and your products or services.

Selling emotions is an old and effective practice — but the real challenge lies in its sincerity.

People can smell an insincere stories from miles away, especially when it comes to advertisements. You won’t succeed in persuading anyone if your heart isn’t in it. Quite the opposite in fact, risking the loss of a big chuck of your already-converted audience.

Some points to consider could be among the following:

  • Discussing the difficulties that people experience.
  • Personal experiences within your field.

Evoking emotions is not an easy task and your ad copy should be given the necessary time and energy to discover and address issues that individuals in your field may face and how your copy will successfully illicit an emotional response that is perceived as sincere and genuine.


The Art of Seduction

Even if your ad copy is ready to tackle the online world, there are a few key aspects to consider before posting:

  • Use images your customers can connect to. As humans, we are very visual beings, so adding an effective image to your ad copy has the power to change everything.
  • Links are also essential to creating effective ad copy. All it takes, is a single, well-placed link to fool the customer into thinking that the post in front of them is simply yet another post – not an ad – a post.

This gives your readers the impression that they are engaged with any other content on their feed. They are more likely to click on your ‘ad’ if users are under the belief that this is organic content that appeals to them.

  • Don’t go at it alone. This holds especially true if you have been creating your ad copy by your lonesome. This will without a doubt limit you in a number of ways which could then lead to anything from punctuation mistakes, to glaring omissions in content or information.


Two eyes are better than one!

Before finalizing the copy, have someone go over what you've done or go over it together. This allows for a more objective perspective and a clearer view of the ad’s essence and exactly what it is trying to convey.

By following these guidelines, your ad copy can only stand to benefit.

Facebook Ad Copy Tips & Tricks