How To Write Copy For Facebook Ads (A Tactical Approach For Marketers Who Are Still Honing This Skill)

Aazar Ali Shad
2 min readJan 28, 2022

Most people think the creativity on Facebook Ads stands out. True, but very rarely do we give enough credit to a good copy. Based on my 100s of tests on Facebook ads in the past month, I have seen copy standing out with the same creativity.

Before telling you some copy secrets. Let’s make sure we are on the same page.

1 — You really need to know “who” you are writing this copy for? For example, broad audience, lookalike, detailed targeted audience, or for someone who is brand, product, and problem aware.

From unaware > problem aware > solution aware > product aware > most aware.

2 Why does it matter to them? What are you promising? This person instead of swiping up to see his another friend pos will stop and pay attention to you. Here you need to think about benefits and self desires.

3 — Make it relevant to the creative — How does your creative actually further answer the copy or resonate with it.

4 — Twist further with emotions — What emotion does your copy need to evoke.

5 — Start a story, don’t end — The job of an advertorial is to make the reader curious enough to click and learn more on the landing page. Make the hook so interesting for your story the user is “compelled” to learn more.

So, here are some ways to make your copy interesting to read.

1 — Make it poetic

Example: Real bread isn’t made in factories. It’s baked in bakeries.

2- Ask a question

Example # 1: Looking to rent retail space? Rent locations in your city by the day, week, or month.

Example # 2: 1 million Muslims in New York, and you’re still single?

3 — Make a BOLD statement

Example # 1: PMS f*cking sucks. Flo makes it suck less.

Example # 2: The 3–2–1 Newsletter — “The most wisdom per word of any newsletter on the web.”

4 — Address the pain point upfront

Example: Underwear that absorbs your period.

5 — Tell a story

Example: From being handpicked by Elon Musk → to starting a school at SpaceX → to Synthesis.

Make new ads based on these insights.

Check out marketing examples inspiration to find these examples.

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