Best Copywriting for Facebook Ads: How to Write Effective Ads in 5 Steps

When it comes to writing effective and the best copywriting for Facebook ads, it is important to keep the following tips in mind:

  1. Be clear and concise: Use simple, straightforward language that is easy to understand. Avoid using jargon or technical terms that your audience may not know.
  2. Be specific and targeted: Use details and examples relevant to your audience and their interests. This will help to grab their attention and encourage them to take action.
  3. Be persuasive: Use strong, persuasive language to convince your audience that they should take the desired action, whether purchasing a product or signing up for a service.
  4. Use calls to action: Include a clear call to action in your copy, such as “Sign up now” or “Buy Now,” to encourage your audience to take the next step.
  5. Test and optimize: Try out different versions of your copy and track the results to see which ones are the most effective. It will help you to improve your ads and maximize their effectiveness over time.

How to Write Effective and the Best Copywriting for Facebook Ads?

When creating ads on this platform, follow these steps:

  • Identify your ideal client. You’re lost if you don’t know who you’re writing for.
  • Identify the desire he may have towards your offer. Go to the file you have created for your ideal client.
  • Define which emotion you want to activate. What do we want to gain? What is our objective? Is it a branding campaign? You will have to target one or the other emotion depending on your objective.
  • Your ad must be understandable, specific, and concrete. Never send an abstract message. It has to be very direct.
  • Handles a single great idea. It is useless to list many benefits, focus on a single idea, and bet on it. The human being has limited attention.
  • Measure Test. A / B test. Based on real data

Other recommendations and Top Tips

  • ✔️ Eliminate objections from your users. Put yourself in their shoes, and for each situation, analyze what objections may appear. Go ahead and create a solution for each one. ( shipping in 24h, return, etc.)
  • ✔️ Repeat the offer in various ways. Take advantage of the descriptive text, the link, the title … all parts of the ad to convey the same idea but using different approaches.
  • ✔️ Use Social Proof.
  • ✔️ Tell an uncomfortable truth about your sector. 
  •  Example: I’m going to tell you what shopping malls don’t want you to know
  • ✔️ Use magic words. Includes action verbs; they are the ones that work best. (enter, download, free, you)
  • ✔️ Make your user say “Yes .”If you ask something, the user has to answer “yes,” and their memory will activate.

More than 93% of advertisers on social media use Facebook’s advertising system. However, only some create profitable ads that meet their conversion goals. Good copywriting on Facebook Ads is essential to making this ad format successful. Do you know how to create effective ads?

Write For Your Target Audience

Don’t write for everyone. A basic principle of copywriting is to adapt your texts to the person you are writing for. Be very clear about how your ideal client is. For this, it is very useful to make a file of how your ideal client is.

Create a realistic tab as realistic as possible, detailing what that target is like (what they eat, their preferences, their customs, etc.). The tab is a common resource in digital Marketing when defining your buyer persona.

According to Eugene Schwartz, before writing an ad, you need to ask yourself three essential questions:

  • What does the customer know about his problem?
  • What does he know about your brand?
  • What does he know about your products or services?
  • Not aware. Since you are unaware of your problem, reaching this customer will take a lot of work. It is a cold lead.
  • Aware of the problem: You only know your problem and what you need to solve. We have to show this person that there is a solution.
  • Aware of the solution: You are aware of the solution and know there is a way to alleviate your problem.
  • Awareness of the product: You know that a product is sold on the market, but you need to know our brand.
  • Very aware: This is the case of our Facebook fans; they are totally familiar with our products and services and our brand. It is optional to sell this person as much. 

Depending on the degree of awareness of the target we want to reach with our Facebook Ads, we must adapt that message. The same applies to texts on a website or any other persuasive text. In Facebook Ads, we have to make different announcements depending on the user’s awareness level.

In addition to knowing your ideal client and their state of consciousness, you must be very clear about the objective of your advertisement. Finally, when launching an ad, go to the emotions and take on the task of overcoming your client’s possible objections. The hotter the lead, the more we have to talk about reasons and less about emotions.

You must adjust to the most real data when considering this advertising action. If you have previously placed ads on this platform, you will have a history of data to which to turn. Without a doubt, this is the best option because it is the one that fits your business.

However, if you do not have these own data, you will have to analyze how the market is on Facebook. Lean on a tool to analyze campaigns from other accounts and calculate a realistic CPC. This market study will be useful to know that if you are below average, your ad may not work.

You must base yourself on real data and campaigns to make your analysis as reliable as possible.

How to make an announcement in Facebook Ads with Neuromarketing criteria?

Before going into how to create these ads, let’s see what the basic structure of these ads is and what aspects they are made of. A typical Facebook Ads has a structure that conforms to the following elements:

Overview (90 characters)
Image and Image text
Title (25 characters)
Link description (30 characters)
Link + Button

According to several neuromarketing studies, the copy (the text) and the image have a lot of weight in the user’s mind. On the other hand, many consider the ad’s title very important. However, these studies have shown what people pay the most attention to in the text above.

The general description at the top of the ad is the factor that most activates memory. Therefore, it is recommended that you work those 90 characters well if you want to impact your users.

When writing it, keep the following in mind:
The first 90 characters are the most important
Includes a hook that invites you to continue reading
Be clear about the goal you want to achieve
Make a clear value proposition. 

It has to be a specific and concrete proposal of who you are or what you do. It is a great help in attracting the attention of colder users. Use the PAS Formula. The PAS (Problem / Agitation / Solution) is one of the most well-known and easy-to-apply copywriting formulas. Pose a problem that your audience has, shake it, and provide a solution (you, your product/service)

Includes testimonials. Testimonials work very well for leads who are not so cold and already have some information about the problem. We will only dwell on the image’s subject because this post optimizes the text.

However, you should remember that real images are much more successful than images obtained in image banks such as Shutterstock or Pixabay. The real ones are more credible and connect to another level.

Take advantage of the text in the image to reinforce the message, but avoid repeating the same words that you already have in the title or descriptions.


Despite what you can imagine, it is not the image that will activate the memory in the user, but the text, the copy. The title is the second-factor users look at when viewing a Facebook ad.

Be careful to avoid repeating the same sentence at the beginning of the text and in the title because you would be missing one of the two. It is best to repeat the same idea but with another text, play with the words and focus on it in another way to reinforce the message. As in the description, the title of your ad must meet these minimums:

It has to catch the user’s attention (includes a hook)
Define the main idea of ​​the ad
Activate the desire of your ideal client.

This is part of the ad that the user least looks at. However, we will also have to optimize it, especially for people interested in the product. Here are some of the things you can do to take advantage of this part of the ad:

Add more information about your offer
Highlight the main idea
Have some more benefits from your offer, minor benefits

As the description of the link, according to neuromarketing studies, this is the part where the user is least set. It is the one that least activates the memory.

However, even if the user pays less attention to it, we must pay attention to it, especially the button text. Finally, the purchase decision affects the limbic brain, the reptilian part that responds to people’s most basic instincts.

This means that we have to take great care of that button. A button too conspicuous with the word “Buy” could cause rejection in the user and not click on the ad.

As hard as the previous points are (title, description, etc.), if the link needs to be better designed, we could lose our conversion even if we have already captured the user’s attention.

Keep in mind the following tips:

  • Displays the landing page. Create a nice and friendly URL.
  • Choose the button that suits your offer.
  • The text must be aligned with the objective of your ad.
  • When in doubt, choose «More information .»Unless it’s a direct purchase option, of course, the “more information” button is the one that receives the most visits compared to other possibilities ( register, buy now, etc.)