Writing Effective Ad Copy for your Facebook Ads to Influence Your Audience

Team Pepper
Posted on 14/09/216 min read
Writing Effective Ad Copy for your Facebook Ads to Influence Your Audience

Are you a savvy internet user? Well, then you might think no one clicks on Facebook ads.

You’d be wrong here.

In 2020, Facebook generated around 84.2 billion U.S. dollars in ad revenues, according to Statista.

This clearly indicates leads are clicking on these ads.

But what is the trick to make them click on your Facebook ads? Or, more importantly, how will you convince them into buying your product or service?

This guide will have a brief introduction to Facebook ads, how you can create them, and writing copy for Facebook ads that will influence your audience to make the purchase.

So, let’s begin with an introduction to Facebook ads.

Introduction to Facebook ads

Facebook ads are basically messages from businesses and brands drafted in their voice to reach people who matter most to them, i.e., their target audience.

We can divide a Facebook ad into two sections: 

  • Facebook ad objective 
  • Facebook ad format

Facebook ad objective refers to your goals, which may be either awareness, consideration, conversions, or maybe all of them.

The Facebook ad format is how your ad appears creatively in the feed of your audience. It could be a video ad, a photo ad, a slideshow, a carousel, a dynamic product ad, or a lead form ad. You are completely free to choose the format and objective of your ad based on your preferences.

How to approach writing copy for Facebook ads?

When creating a Facebook ad copy, you need to keep in mind that you are promoting on a platform full of ‘I am browsing, leave me alone’ users. Getting their attention without disturbing them is not an easy task.

Here are certain Facebook copy best practices you need to keep in mind before your draft your copy for the ad:

  • Who is your current audience? Do they have the power to make the purchase decision? Or are they the ones who influence others to purchase (for instance, kids)?
  • Are you a new brand, or does your audience know you well? Have they had any positive experiences with your product earlier?
  • Do you have lead data, customer list, etc., from the sales team to help you better gauge your audience?

Nothing turns off a customer than seeing the same ad over and over again. This makes the ad lose its effectiveness as the customers tend to ignore it, and they might end up avoiding the brand.

Most effective ads don’t pop up more than five times to the same user. Anything above that will lead you towards higher CPC (cost per click) and lower CTR (click-through rate).


Therefore, don’t forget to tell Facebook how many times an ad should appear in each customer’s feed.  

With that said, let’s have a look at the top 5 strategies to write an awesome Facebook ad copy.

Top 5 Facebook ad writing strategies

1. Don’t forget to use Facebook targeting

When marketing your products online, try writing like you are talking to the reader in person. This reader, your target, is the one you need to woo and convince into buying your product.

Writing ad copy for Facebook involves drafting an ad copy that speaks to all your potential customers. To complement this, you can narrowly target your audience. Wondering what targeting looks like? Don’t worry; we have got an example to help you.

In the first image above, you are targeting only the people who live in the United States. But that is a huge audience base, and not all might be your targeted customers. You might not get the expected results here.

However, in the second image, you have narrowed down the audience to women who are exactly 30 or above and live in the US, and like fitness and wellness. Here you are likely to get more relevant leads and higher conversions.

2. Start with a question

A bold question might never disappoint you in getting your audiences’ attention. Questions are really helpful as they compel the reader into reading your ad. Try to phrase the question in such a manner that the answer from the user is ‘Yes’. 

For instance, you can begin your questions with the word ‘Want’, like this:

  • Want to get more leads through Facebook?
  • Want to learn the XYZ language from scratch?

 Here is a common ad example that works most of the time:

Now here is the secret – you need to ensure that the ad is well targeted! You need to know the people you are targeting and what they want. 

3. Write with urgency

You must have heard about FOMO or the Fear Of Missing Out. It’s a very powerful thing. When you plan to market your yearly sale or something similar, you just need to light a little fire under your audience base to play up the FOMO sentiment.

Here is an example to help you understand better:

They are encouraging people to take action before it’s too late. 

4. Use emojis in your copy 💪

For a Facebook ad to be successful, you need to have two ingredients: Getting the user’s attention and making them take action. One of the ways to get their attention is by adding a few emojis in your post. It may be a heart, a star, a briefcase, or a palm tree, or anything relevant to your ad. However, don’t overuse them; three is the ideal number. Otherwise, your ad might start looking spammy.

Here is how you can insert an emoji in your headline:

😱 Did you see this new headset from XYZ?

5. Less is more

While creating your Facebook ad, you need to understand that it is an investment. Actually, a major one! But don’t put too much pressure on yourself!

Just remember, ‘less is more’. Try to use compelling words while keeping your copy short and sweet. Don’t bury the lead, and also make sure it adds value. Tell your audience what sets you apart or the benefits of your product to grab their attention. You have to be unique to make them choose your product from so many ads they see in a day.

Top Facebook Ad Copy Examples

Learning through examples is one of the best and fastest ways to master Facebook advertising. Therefore, we have compiled a list of certain Facebook ads that generated extremely good results.

Winc (formerly known as Club W)

This ad worked because the visuals are clear, simple, and attractive to the wine-lovers out there. And, of course, two thumbs up for its relevance. The headline – 3 bottles for $19 – what a steal! The strong CTA used here is “get,” and that too twice.

However, adding a time limit to this ad would have increased its effectiveness.

This ad performed well because of several reasons. The rainbow colors filling the logo are eye-catchy. The ad clearly draws attention to Monday’s compatibility with Mac computers – making the product more usable for Mac users. The clear ‘Learn More’ CTA at the bottom right corner clearly invites the users to find more about this product. 

Project Repat

Despite the popular belief that you need a massive ad budget for its success, some brands prove it wrong. Project Repat has successfully proven the marketing firepower of something as small as a customer snapshot!

They have used a customer as a billboard to show how user-generated content helps in conversions. Often, less polished ads tend to work in your brand’s favor. The headline ‘Custom t-shirt quilts at the best price’ says all about the brand in just seven words!


The CTA and benefits in this ad are as clear as day. The ultimate goal of running an ad is to share a message with your targeted audience. Of course, we cannot deny that Nike’s logo will make people buy without any second thoughts!

But, the point to note here is that a brand as big as Nike does something that other brands do as well – giving a discount!


Canva can be seen as Adobe Illustrator for people having no designing skills! This ad is here in the list because the text space is used perfectly, and the overall copy is really good. The ‘No Design Skills Required’ is powerful enough to attract someone struggling to get his hands on Adobe Illustrator or Photoshop.

If you are offering any product or service for free, don’t forget to add that in your copy. The reason is obvious – everyone loves free things!

Wrapping up

Whether you are setting your foot in the world of Facebook Ads or you haven’t had success from your previous campaigns, a little guidance and inspiration never hurt.

The strategies mentioned above and ad examples can help you craft better Facebook Ads for your business or your client’s business.

Remember, there is no one size fits all approach in the world of marketing. You need to test different variations to find out what suits your business and whatnot.


1. What is a Facebook ad copy?

A Facebook ad copy is a well-articulated call to action. It can be anything from a plain text message to an intricate video clip. It should convey your motive regarding your product or service. 

2. How do I create a Facebook ad copy?

– Define your target audience
– Write a short and crisp copy. is a tool that can help you do this.
– Select the right call to action
– Match your visuals with your copy 

3. What is a Facebook ad copy example?

Let us take a look at Slack’s famous campaigning for organized team communication:


4. How do I improve my Facebook ad copy?

– Strategize your ad campaigns beforehand 
– Target your ads according to the location
– Experiment with a lot of ad variation
– Keep track of your performance