How To Write Engaging Facebook Ad Copy

This week’s blog post is probably unlike any other Facebook related blog post that you’ve read.

Because I’ve realised that I’ve been a bit of a numpty lately. I’ve been continuously sharing content all based around targeting, audiences and new features.

But in reality, there’s one thing I’ve totally overlooked.

And it has the potential to be the deciding factor between the success and failure of your Facebook Ads.

Do you know what that is?

The copy.

The little bit of text that sits around your ads; the eye-catching headline and the lead-in copy that urges them to click the link.


When you get your copy right, it persuades your prospect to commit to clicking your link and pre-sells them on your opt-in/product before they click the advert.

This brings your cost-per-conversion down and improves the relevancy score of your adverts.

It makes a hell of a difference.

Look at this advert I’m currently running for a client, as an example.

Through laser-targeting the right audience, using an eye-catching image and writing engaging copy – we’ve been able to score a 10/10 relevance score with Facebook and get conversions for just 66p each (it also helps that it’s a brilliant offer!)



So, this week, I’m going to share the 6 biggest Facebook ad copy fundamentals.


1. Match your text with the image

It’s vital that your text ties in with your image, making your advert congruent and avoiding confusion.

This also allows you to have some fun with your adverts by using eye-catching images and buzzwords in your copy with a tongue-in-cheek style.

2. Speak to your audience

Think of your avatar (your ideal customer) and write your advert copy totally focussed towards them.

This works especially well if you’re selling a product/service that has some personality, as you can talk in a conversational tone and use language/wording that resonates with your ideal audience.

3. Be Recognisable

Your message should be congruent, your language and tone should be the same throughout your marketing so that your audience can read your copy and instantly feel familiar and comfortable around it.

This means using set words, phrases and the same tone of language.

4. Keep it short & simple

Don’t natter.

Keep your message short and to-the-point, don’t stray from point-to-point, clearly outline what the prospect will get and what they need to do in order to get it.

Short copy always outperforms long copy with Facebook ads.

5. Stick to one call-to-action

Linking to my previous point. It’s important that you keep your message clear with just ONE call-to-action.

For example, asking them to ‘like your page’ and ‘sign up for your check-list’ causes confusion and will generally result in the prospect not taking action.

You should ask for one thing, and one thing only.

6. Include a time-frame

Deadlines work incredibly well in Facebook ad copy.

Putting a deadline date on your adverts, saying there’s a strict number available or adding scarcity elements to your adverts persuade people to take action and reduces clicks without commitment.


Follow my 6 steps and you’ll be able to sharpen up your Facebook copy skills and get your adverts engaging with your ideal prospects and getting more “pre-sold” clicks.

Speak next week,
Emma x




  • Jeanne

    Reply Reply May 30, 2015

    Hi Emma,
    I like what you share..
    Facebook is very picky and keeps changing all the time! Writing content for my ads is a nightmare.They sometimes reject my ads with a generic rules and appealing is a hit & miss.
    They cannot even tell you exactly where the problem is.. Sometimes, it is only ONE single word that made your ad being rejected. Wonder if you can provide a list of them?

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