If you’ve ever run Facebook ads, you’ve probably had at least one moment where you thought, “This should be working… why isn’t it?” The targeting looks fine, the budget is there, but the ads just don’t convert.
All Facebook ad campaigns rest on the same 5 pillars: The campaign settings, the audience, the creatives, the sales funnel, and the offer. When a campaign isn't performing, it is most often due to one of these.
In this article, I'm going to break down five tips that will help improve the ad creation process.
Tip #1: How to create as a team
Before diving into the nitty gritty of ad copy, I want to touch on a workflow I use when creating ads as part of a team. Feel free to mold this around your own team, but let's imagine we have an account manager, a copywriter, a designer, and a media buyer working together.
Next, let's imagine that the client has been onboarded by the account manager (could also be the media buyer). After analyzing the account (previous ads, upcoming sales, etc.) the account manager will then create a creative brief for the copywriter.
A brief for a campaign could look something like this:
Client Link:
Ad subject:
Audience:
Language:
Theme:
Design:
Problems faced by the ICP:
CTA:
Etc: Any other fields.
The copywriter will then create different types of hooks and copy:
Here is an example of what that could look like. I made this example for a french client, but you can see the various hooks and copy.
*NOTE: Make sure to test one thing at a time. In this case, I only created 1 copy for three hooks. If there's too much, we won't know what we're A/B testing.
Here is the follow-up page which includes information for the design which will be transmitted to the designer.
The designer will then use that brief and copy to create the designs for the ads.
The designer will then provide the copy and designs to the media buyer.
Of course, all this could be done by one person as well!
Tip #2: Define your USP
By defining your USP (Unique Selling Proposition), your ads will stand out from competitors and help you design ads that perform better.
What questions do I need to ask myself to find our USP?
Who is my target audience
Age, career, specific need, location, etc.
What main problem does my product solve?
Make sure this is a painkiller and not just a vitamin.
What is the main advantage of my service?
Ex: Save time, comfort, make more money, etc.
How is my product/service different from competitors?
Why should clients choose me over my competitors?
Here is an example USP statement for a marketing agency: We help brands double their ad spend in under 120 days by using our data-driven framework, without wasting money on campaigns that don't work.
*Note: You do not need to write this as the main ad copy, but it makes sure you're on the right track.
Tip #3: Write copy that stands out
Even with a strong offer and clear USP, your ad won’t convert if the copy blends in with every other post in the feed. Good copy grabs attention, keeps people reading, and drives action. Here’s how to make yours stand out:
Focusing on benefits rather than just features
Consumers want to know how your product/service helps THEM.
Ex:
Make your copy "sexy"
A bloc of text isn't fun to read. We need to make it enjoyable and easy to skim (Space, emojis, clear CTA)
Ex:
Test various offers and angles
Here are multiple different angles you can try. It's important to test only 1-2 elements at a time to see what works.
Promotion + Urgency/Rarity
Product benefits
Social proof
Problem VS Solution
Lifestyle change (when using our product)
Humour
Storytelling (UGC possible)
Exclusivity
*For inspiration, check out the facebook ad library. Filter by ads that have been running for a while. These have a higher probability of converting successfully.
Final Thoughts
Creating Facebook ads that actually convert isn’t about following a strict formula or copying what everyone else is doing. It’s about being clear, understanding your audience, and testing what works!
