Facebook isn’t just the social media platform with the highest return on investment for digital marketing. As of 2025, it’s also the most used social media tool for marketing globally. Using Facebook advertising to its fullest advantage is a major boon for your business—both domestically and internationally.
Keeping your ads creative is nearly always an effective strategy for digital marketing. You’ll need compelling visuals and graphics that stand out on both desktop and mobile devices, plus impactful Facebook ad copy. Successful ads take consumers from their Facebook feed to a landing page that will ideally usher them all the way to checkout.
Let’s take a deeper look at how you can create Facebook ads that stop thumbs mid-scroll and bring in new customers.
What are the different parts of a Facebook ad?
Facebook ads all follow a relatively simple framework. You can input unique types of media or present this information in distinct ways, but all ads will contain these elements in one way or another:
- Primary text. This section will only display 125 characters and should feature a bold statement or a catchy tagline to grab attention and demonstrate product value.
- Creative. Your visual component sits immediately beneath your primary text. You can include additional ad copy within this graphic or video, but you’ll need to add it directly to the media itself.
- Headline. Directly below your creative work is the headline in which you use 40 characters or fewer to summarize what your ad is promoting.
- Description. The bottom text of your ad is the description, which uses 30 characters or fewer to emphasize a key point directly related to the product or event you’re advertising.
- Call to action. The clickable call-to-action link that leads to your website, online store, or product page should be a concise and direct instruction for consumers to follow now that they’ve seen the ad.
Types of Facebook ads
The type of Facebook ad you create will depend on the type of visual media you have on hand, as well as how you’d like to present it. Here are some of the most prominent examples:
- Photo. This is the simplest type of image ad. It displays a single photo of your product.
- Carousel. Carousel ads allow Facebook users to swipe through images of multiple products.
- Slideshow. These ads show a series of photos that play as a short video.
- Collection. Collection ads feature a primary photo or video of your product with three smaller images below it.
- Video. Facebook video ads promote your product or business using a short video clip.
- Leads. Facebook lead ads open up to a form in which you can collect potential customers’ contact information.
10 real-world Facebook ad copy examples
- Fulton Insoles
- Element Brooklyn
- Cocolab
- Made In Cookware
- Calzuro
- Fly By Jing
- L:a Bruket
- Dieux Skin
- Anyday
- Bed Threads
There’s a fine line between a good ad and a great ad, and the quality of copy is often a deciding factor. Here are some of the best Facebook ad examples to give you some inspiration:
1. Fulton Insoles
This video ad from Fulton Insoles is a good example of how to use primary text to establish a product’s value propositions—in this case, custom-molded arch support and cushioning foam—as well as highlight a money-back guarantee. This copy also foregrounds additional benefits like eliminating foot, knee, and back pain—all at a fraction of the price of competitors’ products.
The brand’s money-back guarantee further incentivises consumers to click the “Shop now” link.
2. Element Brooklyn
By comparing the price of its soap refills directly to the luxury scents they emulate, Element Brooklyn shows customers exactly how the product addresses their pain point: cost. The creative graphic clearly shows that Element Brooklyn offers a much lower price than the competitor for a similar scent. Not to mention, it does so in humorous slang. Repeatedly emphasizing the brand’s more affordable take on luxury scents is what makes this ad work well.
3. Cocolab
Cocolab’s use of illustration in this Facebook ad image complements its product, the Kids Reflosser. Its child-friendly design really makes the ad pop. Still, while the visuals appeal to children, the ad copy itself targets parents.
Cocofloss uses features and benefits to show what makes its flosser better than other kid-friendly options. The ad also foregrounds how the brand has improved this product based on feedback from the previous one. This lets its target audience know it's always looking for ways to better serve them.
4. Made In Cookware
In this slideshow ad by Made In Cookware, the brand makes it clear that what its pans may lack in color, they make up for in quality. The ad copy is witty and direct, foregrounding the brand’s emphasis on quality over the cutesiness of other brands.
“Ditch the colorful coatings and invest in timeless non-toxic cookware that lasts” is a call to action telling customers to start putting their money into more sustainable products, rather than products that look nice but don’t stand up to wear and tear
5. Calzuro
Italian clog maker Calzuro uses this Facebook carousel ad to showcase available color options that match the fall season. This ad campaign encourages customers to purchase Calzuro clogs as an accessory to complement the colors of autumn. It is concise and persuasive.
“Fall favorites” and “Check out our fall colors” are clever because they imply that these colors are specifically available as seasonal offerings, despite being year-round options. Doing so creates a sense of immediate necessity around adding them to a customer’s wardrobe now by highlighting their autumnal look.
6. Fly By Jing
To promote the launch of its new quick-cooking noodles, Fly By Jing ran multiple video ads in partnership with a popular review account. This particular ad features testimonial praise to provide social proof that everyday consumers are fans of its product.
The ad copy uses humorous nods to modern dating language like “No strings attached, just noods” and “Breaking up with takeout” to deliver playful praise of the noodles with every pun intended. Additionally, the ad copy lets potential customers know they can find the product at their local Target if they don’t want to shop online.
7. L:a Bruket
The copy in this L:a Bruket ad demonstrates that the brand has solved the customer pain point of frequently losing lip balm. The product: a convenient, portable lip balm sleeve. Throughout, the ad puts repeated emphasis on words like “limited” and “exclusive” to create urgency. It uses this accessory as a hook for what is actually a set of three lip balms, which is a smart way to bring people to the Lip Balm Trio product page. Without purchasing that set, there is no way to get the Lip Balm Holder.
8. Dieux Skin
Often, Facebook carousels promote multiple products within a single ad. This fantastic example from Dieux Skin uses the format to promote a single product as thoroughly as possible.
Dieux is a brand that prides itself on supporting its product claims and ingredients with data, so it makes sense that its advertising showcases that data as well. The copy from this ad is punchy when it comes to the primary text, but it expands a great deal in the carousel images themselves. Having a detailed breakdown of the Mini Angel Air Gel Cream, how it works, and why it works, makes this ad feel robust and informative.
9. Anyday
This Facebook video ad from microwave cookware brand Anyday combines a recipe tutorial with compelling copy that leans into the culture of social media ads. The primary text is a great example of how you don’t need an actual testimonial to create an ad that feels like one.
Writing in the testimonial style, Anyday’s ad focuses on the pain points of being overwhelmed by home cooking while also being dissatisfied with the alternative of “sad food.” Presenting the copy in this manner is a smart way for the brand to use the personal touch of a user-generated content (UGC) aesthetic to its advantage.
10. Bed Threads
In this image ad from bedding retailer Bed Threads, the brand uses minimalist art direction and praise from a valued source to present its product and create consumer trust. The static image features a bed with a chocolate brown duvet and contrasting pink pillows in a mostly off white room.
The primary text uses a shoutout in Vogue to catch attention, while the creative section features a text overlay with a direct quote from the review itself. This ad tells customers that Bed Threads sheets are soft and comfortable, and that an established fashion institution is willing to back up their quality.
Facebook ad copy examples FAQ
How do you write Facebook ad copy?
Use ad copy to highlight features and benefits of the product, share a testimonial review, or address a customer pain point. If you want, you can combine these approaches too. Once you’ve decided how you wish to plot out the text, distill your points down to grab attention in just a few seconds.
What is an example of good ad copy?
A recent ad from Dieux Skin reads, “Powerful peptides, now pocket-sized. Mini Air Angel Gel Cream is here. Perfect for trial, travel, and topping off your routine.” This copy establishes the product features and benefits, explains use cases, and uses repetition of the “p” sound to capture attention with alluring alliteration.
How long should Facebook ad copy be?
The primary text of Facebook ad copy should usually be less than 125 characters, unless you’re using it to anticipate a reveal or to build tension. Additionally, a Facebook ad headline should be less than 40 characters, while a description should be less than 30 characters.
