Copywriting Tips for Facebook Ads . . . From a Pro Ads Agency!

With billions of active monthly users, there’s no doubt as to why Facebook is often the go-to ads platform for businesses hoping to increase their revenue. 

However, you need to have good ads if you want Facebook to work as an ads platform. People often get hung up on visual creatives like photos and videos. Of course, this is incredibly important, and it may even be helpful to hire a creative studio to assist with this. That being said, it doesn’t mean that you should neglect your Facebook ad copy.

You need to find a balance between ad copy that sells your product. . . without sounding too salesy. This is harder than it sounds, which is why I’ve put together a list of copywriting tips you can use for Facebook Ads. I run my own ads agency and I’ve run ads for hundreds of companies, which means I have unique insight into what works and what doesn’t when writing Facebook ad copy. Now, without further ado, let’s get to the Facebook ad copywriting tips you came for!


Here’s a warning: the following post contains a lot of information, and it’s only the tip of the iceberg. There’s a lot more to learn, such as the different types of Facebook ad copy and how they are structured. 

We have a free copy bible that details all of this and more, so simply send an email to mentioning that you read about the Copy Bible in a blog post, and we’ll send you the link!

Tip #1: important info first

Facebook only shows the first two lines of your Facebook ad copy to users. After that, they need to select “read more” to view the rest.

Therefore, it makes sense to start with any important and captivating information in the first line. This will either entice users enough to read more, and even if it doesn’t, you got the message across early, so it’s a win-win. 

Tip #2: use emojis

Facebook is a fun, modern platform, so speak the language of the people! In other words, you should use emojis. 

Emojis are eye-catching and help to break up the text, and they’re a great way of illustrating what your Facebook ad copy is trying to say. Try to make everything connect – your copy, the emojis, and your Facebook ad image.

Tip #2: break it up

Don’t lump all the copy together into one paragraph. No one wants to read an essay when they’re scrolling social media. 

Instead, break the Facebook ad copy up into logical sections. This makes it easier to read, and users can skim through the fluff and quickly get to the parts that matter to them.

Tip #4: keep it short

Less really is more. It can be tempting to add as much information as possible to your ad copy but think about the users. There’s nothing worse than clicking “read more” only to be met with a massive document of text. 

As hard as it is, try to trim any unnecessary text and make sure that each word serves a purpose. Just a few words can make effective Facebook ad copy.

Tip #5: use prominent CTAs

The entire point of an ad is to get a user to take a specific action, but you need to tell them what that action is. That’s where your call to action comes in. 

Add a link to a product if you’re advertising it. Add a button where they can book a call or fill in a form. Make it easy for them to do what you want them to so that you can have successful active ad campaigns.

Tip #6: use lists

If you are listing the core benefits of your product or service, do it in a traditional list form with bullet points. 

This helps to make the information stand out and not get lost in the sea of other text.

Tip #7: explain what you're offering

This may seem silly to mention, but it’s something people often forget. Somewhere in your ad copy, you need to actually explain what the product or service is that you’re offering.

Don’t just assume that users will know what you’re talking about. Make it as clear as possible.

Tip #8: make it personal

You don’t want your ad to sound too much like an ad, so try to add a bit more of a personal tone to it to make Facebook users feel more connected to your business. 

However, you should try to balance this with a sense of authority, as you want to make sure that they see your company as a professional expert in your field. This is the key to a good Facebook ad that speaks to your target audience.

Tip #9: match your brand voice

Every brand has a voice and a tone. Some are very humorous and tongue-in-cheek, whereas others are very serious and professional. 

This doesn’t mean you can’t ever venture into other styles, as you’ll see in the next tip, but you do need to have some level of consistency across your Facebook ad copy. This goes for your Facebook ad headline, your copy, and your landing page if you are utilising one.

Tip #10: mix and match

As mentioned, there are loads of different copy types, all laid out in our Copy Bible, but you shouldn’t restrict yourself. 

These copy types are there to guide you and offer you some inspiration, not to restrict you, so don’t be afraid to play around and combine different Facebook ad copy styles in one Facebook ad campaign.

Bonus tip: A/B test

I feel like I’ve never written a blog post without mentioning A/B testing at least once. But that’s because it’s such an essential part of ads. 

Essentially, A/B testing means you test two things, in this case, Facebook ad copy, against each other. You keep everything else the same – the creative, the audience, the budget – and you just change the copy. Run both ads to see which one wins. And do this again. And again.

The end

There you have it! These are the copywriting tips my ads professionals use when running Facebook Ads, and they should help you too!

However, if you feel like you still have no idea how to run successful Facebook Ads, fill in the form below to chat with me about your ad strategy.

Ready to chat?

Book in a call today to have a free audit over your existing paid ads campaigns.

Discover the paid ads platforms that are right to invest in for your business.