How To Write Effective Facebook Ad Copy

How To Write Effective Facebook Ad Copy

Hi, my name is Ben Heath and I’m the Founder and CEO of Lead Guru which is a London-based digital marketing agency. And in this video I’m going to talk about how you can create really effective copy for your Facebook ads. Now most people don’t spend enough time on this, but the text that’s included in your ads is really really important. So whether you’re using image ads or video ads, it’s often the text – the headline and the body text of the ad that’s going to convince people to take the action you want them to take… Or not, if it’s not very compelling. So the first thing you need to do when you’re creating copy for your ad, when you’re thinking about writing new ads. What you want to do is, you want to establish your principle hook. What is the number one reason that people will buy your product or service? I’m going to write that up here because it’s really important. Ok so think about what your product or service gets your prospects. Does it save your customers time? Does it save them money? Does it get them results that they really want? Does it even make them feel good about themselves? People buy something because they think it’s going to get them something that they really want or help them avoid something they really don’t want. You need to make that very very clear in your ad. Whatever your product or service does – this product or service will get you X or it will stop getting you Y. And both sides are important so think about that. Just as an example, I have a gym membership because I want to be in shape – for something I want. But I use an accountant because I don’t want to have to do my own tax return. So I’m using them because of something I don’t want. Now people often make the mistake of just talking about what their product or service is in their ad copy, instead of what it gets for your prospects and for your customers. What does it do for them – that’s really important. Now when you’re thinking about your principle hook, there’s a good chance that you don’t actually know what it is. You might have an idea, but when we create campaigns for our clients we’ll often create let’s say five different ads with five different hooks. And often the one we think is going to be the winner, isn’t. So we always go through that exercise, because finding the winner is critical. Establishing your principle hook and then putting that in your ad, this is what your prospects are going to get if they become a customer. That’s what’s going to convince them to buy or enquire. Now nearly all products or services will have more than one hook. So if we go back to the example of an accountant and think of different hooks. I could be using their services to save myself time and not do it myself. I could be after their tax advice to help me save on my tax bill at end of each year. I could be using them so that I don’t make a mistake and get penalized by HMRC. You get the idea. Ok, so I would strongly recommend that when you’re writing copy for your Facebook ads, you come up with a bunch of different variations – each with different hooks. So you want to create multiple ads. I’m going to put that up here – create multiple ads. What you want to do, is you want to run those ads to your target market all at the same time. And after about a week or so you’ll find out which one’s the winner, which one performs best. Then you want to pause the other ads and run with the winner. Now that simple exercise of creating different ads with different hooks, is going to make a massive difference to your Facebook ads because once you establish that principle hook and put it in your ads, that’s what’s going to convince people to take action. Ok, so I mentioned at the beginning of the video that we’re a digital marketing agency, well we specialize in Facebook advertising. And if you would like to take your Facebook advertising to another level, then we can create campaigns for you and we can help optimize your campaigns. All you need to do is let us know. If you’re interested in potentially working with us then just send us a message via our Facebook page or click on the link in the video description above. That’ll take you to our website and you’ll obviously be able to get in contact there. I’d be very happy to give you a call to find out exactly what you’re after and how we can help you with that. Ok, so if you enjoyed this video, please like, comment and share, I would really appreciate that. And I’ll talk to you soon. Bye bye


  • Opening my mind with the comment about how a product does something for the customer they DONT want to do. I've been one of the people to only focus on "it saves time and money." Thank you for the video.

  • Hey buddy. I’m in the market looking for someone to help drive traffic to my website Feel free to ping me a message as would like to connect.

  • Do we still need to manually pause the ads which are not performing very well after the budget optimation is enabled?

  • About multiple ads:
    Would we target the same audience in all ads of different ad copies?

    Different Ads + Same targeted audience.


    Same Ads + Different targeted audience?

    I hope you understood what I want to ask!

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