We know how important quality designs are for ad performance (or you can check out Part 1 if you need a refresher!), but if your Meta ads aren’t converting, the culprit is often right in front of you: your ad copy.
Your hooks and opening lines are the first, and sometimes only, chance to grab attention and spark action. So, how do you nail it? By getting into the heads of your audience. Understand what makes them tick, then craft a message that speaks directly to those motivations.
Basically, put yourself in their shoes.
Of course, writing killer copy isn’t the only factor for a successful Facebook or Instagram ad. You also need the right targeting, an eye-catching image or video, and a strategy that not only intrigues your ideal market but actually converts them.
People don’t linger on Meta ads. If you don’t catch their attention in a split second, you’ve likely already lost. So, to make sure your message resonates and that you’re reaching the right audience, it’s important to have some tips in your back pocket. Let’s dive deeper into how to craft Meta ads that not only stop the scrolls but also drive real conversions.
Importance of good meta ads
Meta ads are powerful.
Why? Because when you know your customers and what they are looking for, Meta ads allow you to target them super specifically. Whether it’s based on location, gender, or interests, you can zero in on the exact person who’s most likely to be interested in your product or service.
Meta ads are shown as sponsored posts which appear directly in the newsfeed in both Facebook and Instagram platforms, or through the side column feature which appear on Facebook’s desktop feed. In order to make your mark and drive customers down your sales funnel, you need effective advertising copy in 3 places: the primary textbox, headline, and description. All 3 must be filled out with punchy content to help optimise performance and drive interest.
Each text section is recommended to be around the character count of:
- Primary text: 125 characters
- Headline text: 40 characters
- Description (with CTA): 25 characters
If your ad copy is too long and over the recommended character count, Meta will cut it off. This is known as truncation. To avoid any of your messages from being missed, keep it short and concise. This will not only benefit you, but your customers too. This copy is then paired with an impactful yet exciting image to help share your value to your target audience.
What makes a good ad? Top tips for writing memorable ads
So now that you know the importance of Meta Ads and the content they need, let’s take a closer look at the top copy tips to stand out.
Tip 1. Be direct and show value
When writing up your ad copy, the #1 thing is to keep it straightforward and direct. If your content has confusing jargon, is too complex, or is filled with long industry-specific words, it will only isolate potential customers who don’t understand. It will go over their heads and they’ll swipe away. What does that mean for you? You’re out a customer.
The key is to keep your messages concise. You’ll be better off if you clearly state what you’re offering and its benefits without overexplaining. Always include a strong call-to-action (CTA) like ‘Shop Now,’ ‘Download,’ or ‘Get Offer’ to guide the next step. If you’re having a sale, a recommended tactic is to lead with numbers, as that often pulls people in. Below is a great methodology to refer to when writing your copy:
| Element 1: The Hook – Lead with a killer opening line that immediately draws interest. Find a creative way to stand out and bring attention to your offering. | Element 2: The Benefit – Share what makes your product/service unique to what’s already out there. How can your offering solve someone’s problem? What makes someone desire it? | Element 3: The Action – Prompt viewers to take the next step by adding a call-to-action (CTA) of what you want them to do. |
You want attention-grabbing content that drives action, but don’t overdo it—being pushy or misleading can backfire.
- Be authentic – Align with your audience’s values and weave in your brand’s story for a deeper connection.
- Be relatable – Build trust through shared experiences, a touch of humour, or sparking their imagination.
- Be creative – Let your brand’s tone shine in a way that feels natural and engaging.
Your ad copy should reflect your brand’s identity, tone, and values. When ads don’t align with your website, social media, or past messaging, they can create confusion and weaken trust. This evidently leads to less clicks, conversions and a waste of your money. So instead, keep your messaging consistent across all platforms so you can maintain credibility and brand recognition. Being direct through your copy and showing value through your messaging (all in your brand’s tone) is the best way to do it.
Tip 2. Test multiple ads for different audiences
When it comes to targeting, develop ad copy for different audiences. Unlike a single billboard announcing your deal or new product, create one ad for a specific age group, another for a particular gender, and another for an industry interest. While your website might cater to all your customers, Meta ads let you drill down into more niche demographics. So, write targeted ads that speak directly to each group.
Before you hit “go” on any ad: TEST. TEST. TEST. Start with a small budget to experiment. If you’re unsure which copy works best, run two variations—same image, different copy—or vice versa. This will help you discover the messaging that resonates most with your audience and drives qualified clicks and conversions.
But you can’t achieve this without knowing your audience and what problem they need solved, as mentioned earlier. To write persuasive, compelling copy, it’s critical you understand what truly motivates your audience from the get-go. From there, target your various audiences.
Tip 3. Advertising copy must match the image
A strong visual grabs attention, but the right words make them stay, connect, and act. If you’re adding additional text to your graphic, keep it short, bold, and easy to read—no one should be squinting.
Some ads do quite well with a clear value proposition on the image, like “All Activewear 50% Off”, but don’t let the text overshadow the visual impact. Whether you choose to add text onto the image or not, it should have visual elements directly related to what you are writing about in the copy. Selling activewear? Show people running with it. Advertising coffee? Capture latte art at your cafe.
Tip 4. Consider ad placement
Meta ads have different effects on Facebook and Instagram. On Facebook, you can post on the feed, stories, marketplace, and groups. On Instagram, your ads can appear in the feed, stories, explore, and reels. Depending on your ad placement, your copy may fluctuate. This is because certain placements require less text than others. A video for Instagram reels needs minimal copy in the description but should include more closed captions directly in the video. A Facebook feed ad needs more copy in the primary textbox and less text in the image.
When writing your ad copy, analyse where you are putting your ad. Then if needed, slightly change the text to make it match. You can have an entire ad package of the same image and message but slightly different ad copies to test what performs better, as mentioned earlier. The asset customisation feature in Meta helps you tailor your copy to different ad placements, which in turn helps you meet your campaign objectives.
Drive conversions with good copy
Effective, targeted copy makes all the difference. When you have less than a second to connect with someone, you want to put your best foot forward to make it happen. Meta ads are an impactful way to connect with a massive audience, so start utilising them to achieve successful ads today.
If you need support, guidance, or advice in the content and copywriting world, we have in-house copywriting experts who can guide you through your Meta ad writing process. Let’s do it together!
Exchange your details here and start your next Meta ad campaign with us.
