A while back, I came across the idea that good writing is like Castrol GTX for your business: even tiny adjustments can significantly improve your results.

It’s worth noting that there are exceptions. This rings incredibly true, and this article will illustrate this point using Facebook ad copy as a prime example. Let’s dive into a bunch of before-and-after cases from the Facebook Ad Library to see this in action. We’ll break down the components of a Facebook ad, explore the examples, and wrap things up with some useful pointers. Here’s a quick look at what’s covered:

• Understanding the Structure of a Facebook Ad
• Copy that Highlights Features
• Ad Copy that Addresses Pain Points
• Using Testimonials in Your Ad Copy
• The Power of Repetition in Ad Copy
• Additional Ideas for Effective Facebook Ad Copy

A Crash Course on Facebook Ad Copy

Before we jump into the examples, let’s first take a look at the various elements that make up a Facebook ad:

• Primary Text: This is the copy that shows up at the top, positioned below your account name and above the ad’s visual content. Only the initial 125 characters are visible, but you have the option to write more (we’ll delve into this later).
• Creative: This refers to the visual component of your ad, which can be a static image, a carousel of images, an animated graphic, or a video. While you can incorporate text into your creative, using too much might lead to your Facebook ad being rejected.
• Headline: Appearing just below the image, your headline should be kept to a concise 40 characters or less. We’ll share some helpful Facebook ad headline tips here.
• Description: You have a brief 30 characters or less to work with in the description, which sits right below the headline.
• CTA (Call to Action): You select your CTA from a dropdown menu, choosing from options like “Download,” “Install,” “Learn More,” “Shop,” and more.

Shining a Spotlight on Features in Facebook Ad Copy

Features and benefits are fundamental in marketing. Benefits answer the “why” (why you should consider this product/service/offer), while features explain the “how” (how you’ll experience those benefits).

Before

Let’s examine an example of a Facebook ad where the balance between peanut butter (benefits) and jelly (features) is a bit too heavy on the sweet side. Here’s what it says:

• Primary Text: Our app, with its elegant design, provides you with daily insights and week-by-week guidance for this thrilling journey called life. Embark on your journey of discovery today!
• Headline: Fresh Content Daily, Size Comparison Guide, Amazing Visuals, and Weight Monitoring

It’s Feature Frenzy Time! Now, for certain products where (a) the benefits are self-evident, (b) there’s already a strong demand, and/or (c) the targeted audience is nearing the purchase stage, a feature-centric copy approach can be effective. This might be the case with this particular ad. However, it’s important to remember that purchase intent is generally lower on Facebook. Therefore, including at least one compelling benefit to create a better balance is always a good practice.

After

That’s more like it! In a different Pregnancy+ App ad, here’s what we see:

• Primary Text: Get ready for your little one’s arrival with our Pregnancy+ app.
• Text on Image: What steps will you take to stay informed and in control throughout your pregnancy?
• Headline: Get the Most Popular Pregnancy App

This version immediately gives me a reason to be interested in the app – to feel prepared for my baby. The features (covering health and wellness tips, bodily changes during pregnancy, baby’s development, and more) effectively explain how the app helps me achieve this benefit. Furthermore, the headline isn’t just a straightforward call to action; it skillfully weaves in social proof to make it even more enticing. Key Takeaway: The ideal blend of features and benefits in your ad copy depends on what you’re offering, your industry, and your target audience. However, relying solely on one or the other is rarely the best strategy.

Highlighting Your Values in Facebook Ad Copy

Having well-defined core values is crucial for every brand, whether or not you choose to emphasize them in your ad copy. This approach is particularly effective in sectors where trust is paramount, such as home services, real estate, and healthcare. In these areas, people tend to gravitate towards the familiar and reliable rather than the disruptive or edgy.

Before

Take a look at this dentist ad offering a free new patient exam. While showcasing their philosophy and sharing personal messages from each dentist is a step in the right direction, the overwhelming focus on values overshadows the offer itself.

• Primary Text: Imagine a lengthy paragraph spanning 213 words and 1197 characters.
• Text on Image: A Warm Welcome from Your [Town Name] Dentists
• Headline: FREE Dental Exam for New Patients
• Description: Give Us a Call to Schedule Your Appointment Today!

While the marketing copy itself isn’t bad, it’s far too long for a typical Facebook user who’s scrolling through their feed (Facebook recommends keeping it within 125 characters). This type of content would be more suitable for an “About Us” page. However, it’s worth noting that an experiment by Ad Espresso suggests that, in certain situations, longer copy can yield positive results, so perhaps that was the case with this ad. As mentioned earlier, both the main offer (a free new patient exam) and the primary call to action (to book an appointment) are somewhat buried beneath the secondary call to action (welcoming new dentists). This secondary message is given more prominence in both the primary text and the ad’s visual. Key Takeaway: While lengthy primary text can be effective in some instances, it’s vital to ensure those initial 125 characters are compelling enough to entice users to click “Read more.”

After

Now, this is much better! The primary text condenses all those 213 words from the previous Facebook ad into a concise 19:

• Primary Text: Our approach to dental care is rooted in respect and compassion – because you deserve nothing less.
• Text on Image: Prioritizing Your Health, Style, and Smile // An Unforgettable Dental Experience // Take Advantage of Our New Patient Offer
• Headline: Introducing Our In-Office Dental Savings Plan!
• Description: Join Our Dental Family!

The shortened primary text, combined with a memorable tagline, effectively conveys the brand’s values. Moreover, the ad creative now clearly highlights a special offer for new patients. The only remaining issue is the lack of clarity regarding the offer itself. Is it the in-office dental savings plan, or is it something else entirely? By pairing this primary text and creative with the headline and description from the previous example, we’d have an incredibly strong Facebook ad. Key Takeaway: Unlike Google ad copy, where headlines take center stage, the visual element is king in Facebook ads. This means your creative needs to either convey the ad’s message independently or be captivating enough to draw readers to your headline.

Zeroing in on Pain Points with Your Facebook Ad Copy

While showcasing features and benefits is essential, addressing the pain points your ad aims to solve is even more impactful. This is where emotionally resonant copywriting truly shines.

Before

This TurboTax (TT) Facebook ad centers around a solid message: TT empowers you to avoid the frustration of waiting for your tax refund from the IRS. However, without the primary text, this message doesn’t quite land.

• Primary Text: With TurboTax, get a Refund Advance in just 1 hour after the IRS accepts your e-filed return (estimated in late January). Enjoy $0 loan fees and 0% APR.
• Copy on Image: Refund Advance: Don’t play the waiting game. Then the sign the woman is holding says $4,000; talk about fast.”
• Headline: Don’t wait!
• Description: America’s #1 Free Tax Prep Provider. Last year, over 40 million returns were filed with TurboTax. Why Wait…

Here’s where the message gets a bit muddled for me:

• The phrase “Don’t play the waiting game” feels like a cautionary statement, suggesting I might be doing something wrong. While it grabs my attention, it doesn’t come across as a pain point that TurboTax helps me eliminate.
• “Don’t wait!” positioned right next to “Install now” feels more like the classic “Don’t miss out!” call to action, which isn’t inherently bad. However, it doesn’t effectively communicate the intended message that TT’s app can eliminate the hassle of waiting. Key Takeaway: If you’re incorporating pain points into your ad, consider using the pain-agitate-solution copywriting formula to truly drive home the problem.

After

Another iteration of this ad shifts the focus away from the pain point and emphasizes the benefit: a cash advance of up to $4,000 on your tax refund.

• Primary Text: [Same as above]
• Text on Image: You could qualify for a cash advance of up to $4,000 on your tax refund.
• Headline: Don’t wait!
• Description: Redefining taxes. From DIY to professional tax preparation, the choice is yours.

In this version, the benefit is crystal clear. However, the “Don’t wait!” headline still doesn’t effectively convey the speed aspect. On the other hand, the description is significantly improved. While it lacks the social proof element of the previous version, it’s more concise and memorable. Key Takeaway: Ultimately, the key is to test, test, test. I’m confident that a major brand like TurboTax knows what it’s doing when it comes to crafting effective ads. These variations wouldn’t exist if they didn’t yield results, so it’s clear TT is diligently conducting A/B testing on its Facebook ads.

After after

I wanted to include a truly solid example of well-executed Facebook ad copy (no hard feelings towards TT!). Here’s what we see in this TurboTax Premier ad:

• Primary Text: Easily import your investment transactions from numerous financial institutions with TurboTax Premier.
• Text on Image: Filing taxes with investments just got easier.
• Headline: Get the app
• Description: File for FREE: Choose to file on your own, with expert guidance, or let an expert handle it all.

This ad effortlessly conveys the pain point (the complexities of filing taxes with investments), the solution (TurboTax Premier), and the desired action (downloading the app). » Explore more examples of effective ad copy here.

Creating a Sense of Urgency in Your Facebook Ad Copy Examples

Speaking of “Don’t wait, act now!” – urgency is another copywriting essential, and this applies to more than just Facebook ads. Even subtle changes, such as swapping “Install” for “Install Now,” can significantly impact your ad’s performance.

Before

While the exclamation points in this real estate Facebook ad example attempt to inject some urgency, it could be much stronger.

• Primary Text: Searching for a house in Port St Lucie? Gain a competitive edge in this market by getting pre-approved for a mortgage before you even make an offer. We’ve helped countless clients achieve their dream of homeownership. Reach out to us below to explore your mortgage options – we can help you put together a strong offer. It’s the perfect time to buy a home!
• Copy on Image: LOW Down Payment Options Available!
• Headline: Now Is The Ideal Time To Buy A Home!

You can add exclamation points to just about anything to try to create a sense of urgency. The missing piece here is the why. Why is now the best time for me to buy a home? Key Takeaway: Here’s a bonus tip – notice how this ad, despite having lengthy primary text, immediately gets to the point in the first paragraph and then provides supporting details in the next. This is a clever copywriting technique worth noting.

After

Now we’re talking!

• Primary Text: [Same as above]
• Copy on Image: STOP Paying Rent and Start Building Equity!
• Headline: Rates Are at Historic Lows—Don’t Miss This Opportunity to Buy!

This ad guides the reader’s eye in a seamless clockwise flow. The word “STOP” alone conveys a sense of urgency, making the exclamation point redundant. We now have a compelling why:

• The ad highlights the potential negative consequences of inaction.
• It emphasizes the attractive benefit of low rates.

In addition, the word “STOP” naturally draws your attention to the headline, which plays on a common fear. This, in turn, leads you to the “rates are low” rationale. If the ad has successfully piqued your interest up to this point, you’ll likely continue reading the supporting information in the primary text. It’s a well-executed flow. Key Takeaway: While urgency is a common element in ad copy, not everyone backs it up with a clear explanation of why there’s a need to act quickly. By incorporating these supporting details, your Facebook ad will stand out from the crowd.

Leveraging the Power of Testimonials in Facebook Ad Copy

Considering (1) how powerful online reviews are and (2) the fact that testimonials are essentially amplified reviews, using them in your ad copy is a no-brainer.

Before

I appreciate the authentic approach this business takes by featuring a real customer and a DIY-style video (it adds a human touch and builds trust). However, there are a few things that miss the mark. Here’s what the ad says:

• Primary Text: What sets [Business Name] apart from the competition? It’s quite simple, really – it’s our experience, reliability, and unwavering dedication to ensuring 100% customer satisfaction! See what our valued customers are saying about their experiences.
• Text on Image: Shasta, a Happy Customer
• Headline: Your Trusted AC & Heating Professionals for Over 65 Years!

Issue #1: The testimonial itself is missing in action. Sure, you’d hear it if you watch the video with the sound on, but captions or text overlays are essential. Not only do roughly 80% of Facebook users watch videos without sound, but having text also improves memorability. I’m more likely to remember that the customer’s name is Shasta than anything she might say in the video. Wouldn’t you agree? Issue #2: The primary text falls flat with its generic and overused language. Phrases like “experience, reliability, and unwavering dedication to ensuring 100% customer satisfaction” could be made more authentic by either using more compelling language or incorporating specific details such as “65 years of experience” or “4.8-star rating.” Key Takeaway: Replace or rephrase generic terms to make your ad copy more believable and engaging. If you’re using a video, make sure the message comes across even without the sound on.

After

Now, this is how you showcase a testimonial. This version uses three customer review quotes as its primary text – nothing fancy, but far more effective than the previous example’s generic statement.

• Primary Text: _“I was blown away by the exceptional service.” // “_They took the time to explain everything clearly and gave me lots of helpful advice.” // Incredibly professional and genuinely caring. Top-notch work!”
• Headline: Proudly Serving Austin Since 1954

The only remaining issue is the ad creative. While smiling faces and high-quality visuals are great, the lower-quality, more genuine video in the first example feels more relatable. Also, the headline in this version, while conveying credibility, comes across as less welcoming, and “65 years” has a stronger ring to it. If we combined the primary text from this example with the elements of the first, we’d have an outstanding Facebook ad. Key Takeaway: What your customers have to say about your business – even if it’s something straightforward – carries far more weight and credibility than what you say about yourself.

Using Repetition Strategically in Facebook Ad Copy

Repetition is a powerful psychological technique rooted in the mere-exposure effect (not to mention common sense). However, there’s a right way and a wrong way to use it.

After

This one’s a home run! There’s no “before” version because SoFi absolutely nails the use of repetition in both of these Facebook ad examples. This first example masterfully employs overt repetition in its creative: Tired of Fees? No origination fees. No pre-payment fees. No late fees. Seriously, we mean it. The image even features a fly swatter with the word “NO” on it.

The repeated use of “no” effectively emphasizes SoFi’s value proposition while also creating a sense of empowerment for the customer. It simply wouldn’t have the same impact if it were written like this: Enjoy no origination, pre-payment, or late fees. Or With SoFi, say goodbye to: - Origination fees - Pre-payment fees - Late fees Don’t you agree? Key Takeaway: If you’re going to use repetition, go all in! Aim for a bold statement that avoids coming across as uninspired or repetitive.

After after

There’s a difference between redundancy, where repetition feels unnecessary or lazy, and consistency, where repetition is done artfully. SoFi hits another one out of the park with this second no-fee Facebook ad.

• Primary Text: Fees are a waste of your hard-earned money. That’s why we simply don’t charge them.
• Text on Image: Get cash quickly—and without any fees // Make the switch to a SoFi Personal Loan // Join the ZERO FEES movement
• Headline: Ditch those pesky fees
• Description: Get a SoFi personal loan and say goodbye to unnecessary charges.

This ad tells you seven different times that you won’t pay any fees – and it does so creatively: Kick those unnecessary fees to the curb. The Zero Fees Movement Say goodbye to being nickeled and dimed. These phrases use interesting and engaging language (we’ll delve deeper into this in our headline examples post) that reinforce the empowering and bold tone of the ad. Key Takeaway: By using strong verbs and a dash of creativity, you can transform redundancy into a rhythmic flow that captures your audience’s attention.

Even More Tips & Ideas for Effective Facebook Ad Copy

Building on the key takeaways we’ve covered, here are some additional ingredients to help you craft exceptional Facebook ads:

• Product Description: For ads featuring products with specific, sought-after features, consider using a product listing approach – within the character limits, of course. No lengthy Amazon-style descriptions here!
• Explainer Statement: If you’re promoting a product or service that requires a bit of explanation, a concise explainer statement might be all you need.

• Deadlines: If you’re running a sale, competition, or limited-time offer, be sure to clearly communicate the deadline.
• Text Overlay: This is where the magic happens in your ad. Your text overlay should deliver a clear and impactful message. Your primary text, headline, and description can then either reiterate this message or provide additional details.
• Catchy Taglines/Slogans: These work wonders in your description as they’re easy to remember and are the last thing people see as they scroll. Find examples and tips for crafting slogans here.
• Call to Action: Ensure your call to action extends beyond just the button. Your creative, headline, and/or primary text should also clearly convey the desired action.
• Controversy: Perhaps the most effective technique for stopping those thumbs in their tracks.
• Summary Headline: If you’ve written quite a bit of primary text, your headline can serve as a concise summary.
• Questions: Questions often pack a more powerful punch than exclamations. You can choose to answer the question within the ad or leave it open-ended.
• Emojis: Emojis add a touch of warmth and personality to your ad copy. They also work well for formatting bullet points.
• Plain Language: Readability is paramount in all forms of writing, but it’s especially crucial for Facebook ads. Users are typically in scroll mode, so apart from an attention-grabbing image, your copy needs to be easily digestible at a glance.
• Emotions: Just like your copy, your imagery, font sizes, and color choices should be strategically selected to elicit specific emotions from your target audience.

Take Action: Put These Facebook Ad Copy Examples & Tips to Work

As CopyKooks aptly put it, even minor tweaks and adjustments to your ad copy can significantly impact its effectiveness – just like engine oil keeps your car running smoothly. Use these before-and-after examples as inspiration to identify areas for improvement and experiment with different approaches to create your own winning Facebook ad copy!