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How to Approach Facebook Ad Copy

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When you think of Facebook ads, the first thing that often comes to mind is the imagery you’re using. After all, Facebook and Instagram are all about the visuals. But don’t forget about the ad copy!

You can approach your Facebook ad copy in many different ways depending on your business, goals, and products, so which one is right for you? Let’s find out.


This strategy is all about showing the customer that you understand their problem—and have solved it. They can relate to the ad, and they’re immediately drawn in to see the solution. Here’s an example: Are you sick of your eyes looking tired no matter how rested you feel? A Blepharoplasty might be for you.

In this copy, the problem is posed as a question (“Are you sick of your eyes looking tired no matter how rested you feel?”), and it attracts those who have bags under their eyes or droopy eyelids. Then they introduce the service, Blepharoplasty. From that point, you can go into more information about what a Blepharoplasty is (an eyelid surgery for those who didn’t know), and who might be a good candidate.

It’s an effective ad because it appeals strongly and quickly to a specific pain point. 

Social Proof

Social proof goes a long way, and you can use popularity-focused terms like “fastest-selling,” “highest-rated,” or “award-winning” to mimic that vibe in a Facebook ad. Bring up the thousands of 5-star customer reviews you have. Share text pulled directly from a well-written customer review or a user-generated image. Showcase a review of your brand in an esteemed source or publication. You’re using social proof to build trust and leverage a little bit of FOMO.

Feature-Benefit Selling

Feature-benefit selling is the process of connecting the things your product helps your customer do (features) to the goals it will help them achieve and the pain points it will help them eliminate.

For example, if you’re posting all of your social media content manually, it might be taking up a lot of time. So a platform like SproutSocial could win over someone with its automated posting feature: You no longer need to work around your posting schedule with SproutSocial. Make your posts in your free time, and we’ll take care of the rest.

This might seem similar to Problem/Solution, but the main difference is that Problem/Solution is based on the entire product. Feature-Benefit Selling is focusing on a specific feature of a product that helps them stand out.


Running timely, season-specific Facebook ads ensures your content is relevant to users right now. 

Remember: you can position your product or service as seasonal even if it’s also evergreen. A simple example would be an eCommerce company selling organic knits and throws. Come Mother’s Day, they promote the knits as being an essential part of a “care kit” for moms to enjoy their day in comfort. During the winter holidays, the throws can be advertised as the perfect gift to keep you warm around the fireplace. And so on.

Seasonality can also help you reach high-intent audiences with gift suggestions. If you do this, use the timeliness to promote urgency, since folks only have a certain amount of time before the holiday passes.


Holidays aren’t the only time to leverage urgency. You can mention that you’re only offering a sale or coupon code for a limited time. Or maybe you’re only releasing a certain number of bundles that contain high-value products. And if it’s true, you can mention that your items sell out fast. Urgency hits an impulse button that makes folks more likely to purchase quickly, so they don’t keep scrolling, forget about you, and then never come back. 

This not only applies to products, but events. Urgency can be based on both quantity and timeliness. If you have an event coming up soon then they need to act quickly to make sure they secure themselves.

Offer a Deal

Deals and offers are a copywriter’s dream, and ads are a great place to shout them out. When the customer feels like now is the time to purchase and that their risk is low, they’re more likely to follow through.

Whichever strategy you use, remember to look at the data. Even if you find an ad that drives results, you can continue to test different versions of the copy with A/B testing. Or you can try different imagery to accompany your successful ad copy. Over time, you’ll be able to see clear patterns and develop a custom-for-your-brand copywriting strategy that works for you. If you’re not sure what ad copy style would work best for your business, you can always reach out to us for a free consultation