How to create Facebook ads that convert – 8 effective tips

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Did you know, 93% of social media marketers emphasize utilizing Facebook ads to reach their audience?

With over 2.7 billion active users on Facebook, the social media giant has proven to be an effective marketing platform for generating brand awareness and increasing sales and leads.

Although Facebook advertising can be a highly effective tool, many companies still struggle to achieve positive ad campaigns.

But there’s no need to fret. Let’s get you some of the top tips and recommendations for creating Facebook ads that convert.

1. Know the Right Length of Your Ad Creative

How long should your Facebook ad creative be? It really depends, but most marketers running ads for lead generation targets a good rule of thumb with at least 25 characters per line.

That means if you have two lines of text, it’s approximately 50 characters. And so forth.

The majority of Facebook ad users older than 35 years old prefer to read shorter, rather than longer ads.

See below the ad from One Solution Home Care:

They know their target audience isn’t general Z. So, they have focused more on the message than visuals.

Their message is concise, trustworthy, and offers a specific call to action. A short copy like this is ideal for lead generation ads!

2. Use Relevant Images in Your Ad Creative

Another very important thing to consider is using relevant images in your ad creative. The image you choose for Facebook ads should be related to the product or service you are advertising.

For example, check this ad about women’s health from Axia Women’s Health.

This ad about a pregnant mother smiling at her daughter will surely persuade women to click and learn more about the organization. This is the perfect example of the ‘image says it all’ strategy.

But such photos require great investment and time commitment. Not all e-commerce businesses can invest in hiring professional photographers or an agency to take such enticing photos.

That’s where stock images come in to create beautiful and creative ads using professional-looking visuals without the hefty price tag.

When you purchase stock photos, you can easily cut down the price of your ads and save time that would otherwise be spent on editing and designing.

Stock images come with a licensing agreement which means you own the right to visuals that you use.

3. Include a Strong Call to Action

The point of your ad should be crystal clear, and a good call-to-action (CTA) helps drive people to the desired action.

Have you ever gotten the following statement in an email?

“Kindly respond with your thoughts.”

It’s not very helpful for soliciting feedback, is it? Typically, you want your CTA to get prospects to take action.

For example:

  • Discover how to leave your job and work for yourself!
  • See How Much You Can Save by Reducing Your Mortgage Payment.

These CTAs will surely get prospects interested in clicking-through and learning more about the service.

Remember, the CTA should match the offer and clear up any questions in the process.

And if you are an e-commerce brand, you should use more specific language that conveys a sense of urgency about your product and intrigues the FOMO of customers.

For example:

Shop Now: $10 Off All Orders Over $50! Ends Saturday!

This CTA is easy to understand and will likely persuade people to take action before the offer expires.

4. Test, Test, and Test Again

The key to continuously improving your ads is testing. You never know what will work with your target market until you test different images, messages, and CTAs.

There are many ways of testing Facebook ads — how much money per ad, how long it runs, what headlines or copy to use, and so on.

You can test different images, headlines, and descriptions to see which are the most effective at driving sales.

Test your ads with small changes at first, and then keep track of which ads work best through metrics such as click-through rates and conversions.

For instance, check this ad strategy by They are showing the same message in their ads but testing the different colors.

They are utilizing color psychology to test which images improve the click-through rate. The ads will run simultaneously and help them learn which one works better for them.

Split-testing your Facebook ads using color psychology can be one of the best ways to see which variant of your ad gets more clicks and conversion.

By running ads through Facebook’s campaign manager; you can easily split test different versions of banner ads to see which ones work best for your brand.

5. Use Discounts to Improve Facebook Ads

If you run Facebook ads for an e-commerce business, you may consider running sales and offers to entice people into making a purchase. Yes, it is easy to give discounts, but you need to think strategically.

A high converting ad will always over-hype a coupon code, deal, or discount to make your ad even more appealing.

It is also a good idea to offer more than one discount. For instance, check this ad from dog Care.

They are running two different Black Friday discount offers with different deals and color variations.

Check another example from Kiyonna Clothing. The first ad is offering a 30% discount on complete stores. While the next ad is giving Black Friday offers with a 60% huge discount.

Ad 1:

Ad 2:

The idea is: if customers want discounts, compel them to spend more.

6. Use Emotional Language in Your Ad Creative

You should also use emotional language when writing your ad copy. The truth is people don’t like to read long ads.

They want information quickly and efficiently, which means you should use emotional language to get your point across.

It is good to write a short yet informative ad copy that gets people excited about the product or service you are selling.

For instance, check this ad from Luck Love Dog. They are using emotional messaging to attract dog lovers who would do anything to help shelter dogs.

This ad gets the highest clicks and possible orders from people who care for animal shelters.

You will also notice that the ad is just a one-liner with no over-optimization. A simple message: if a single order can get a shelter for dogs, who wouldn’t click?

It is important to use emotional language when writing your Facebook ad copy.

Ads with emotional language are more likely to make people feel an emotional tie with your business.

7. Include Simple Lead Gen Form

It is also important to make sure that you have a simple way to contact your company and request more information about your product.

You can use this as another opportunity to promote your brand and compel people to take action by including CTAs on the form itself.

However, don’t force people to share their personal information with you right away.

Instead, let them know exactly what they will receive in exchange for their contact information.

It gives them the confidence to provide their name and email in exchange for more information about your product or service.

8. Keep Your Ad Simple and Appealing

Make sure your Facebook ad looks good. An eye-catching image will go a long way toward grabbing people’s attention.

Your ad should be simple enough to make the product look appealing and attractive but not so elaborate that it becomes too distracting.

For example, check this ad from Bremont Watches:

They have used simple language, no fluff, and straight to the point. The main thing is to make people curious enough to click on the CTA button to discover more about their watches.

An ad like this is ideal for a luxury or mid-level brand with high budgets and strict budgets.

The takeaway from this ad is to make your product look appealing without overwhelming people with information.

Remember, when it comes to Facebook ads, less is definitely more.


Finally, it is a good idea to keep your ads short. You want to get your point across quickly. Generally, people are busy, so you should save long explanations when people click through to your website.

There are several things you should consider when creating an ad for Facebook. Mainly, people don’t have time to sit down and read your long product descriptions.

If your copy reads like a sales pitch, you won’t convert your target audience into customers.

In the end, using Facebook ads is an excellent way for companies to gain more exposure and drive more people to their websites.

With these tips, you can create Facebook ads that will convert and attract the right audience for your company.

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