Pro Ad Copywriting Tips for Facebook Ads

Pro Ad Copywriting Tips for Facebook Ads

Pro Ad Copywriting Tips for Facebook Ads

Are you running Facebook and Instagram Ads for your business? Are you wondering if ad copy really makes a difference in creating a high-converting campaign?

Have you wondered how to both attract your ideal client and also comply with Facebook’s algorithm to create ads that convert?

Copywriting for online advertising is different then writing a blog post, email or social media post. There is an art in getting potential clients to stop scrolling past your ad and actually click to read more.

In this article, I’ll be sharing with you a 5-part framework that I developed to write high converting ad copy for my clients. This framework will help ensure your ads don’t get rejected and show up in front of the right people.

Facebook Ads Policy

Facebook wants people to stay on the platform as long as possible. It’s designed as a social platform to connect us with friends and family.

Along the way, the platform has become a place to also run ads to people from businesses from all over the world.

As such, Facebook has put algorithms in place to protect its users, while also creating and expanding their advertising options for advertisers.

One very important thing to note is that Facebook doesn’t like money making opportunities or any negative attributes aimed at its users.

Facebook’s Advertising Policy

For this reason, if you are in a sensitive field, like weight loss, your ad copy has to speak to your ideal client but also make them feel good as they scroll through their newsfeed.

An example of this is a phrase like the following:

“Are you struggling to fit in your skinny jeans? Feeling like you just want to lose those last 5 pounds.”

This would surely get flagged inside Ads Manager. Here’s how I would write this instead:

“I just want to slide right into my skinny jeans without having to wince and shimmy. How can I shed these last 5 pounds? Ugh!”

As you’ll learn, using an ‘I’ statement is one great way to still touch on the sensitive topic without getting flagged or making someone feel bad.

Let’s dive into the 5-Part Framework.



The 5-Part Framework

 When writing your ad copy, try to think of laying out the message in five parts so your

ideal clients can easily understand what problem you are trying to solve for them. Over time, and with enough copywriting practice, you’ll be able to do this easily.

Part 1 – The Qualifier Part 2 – The Pain Point Part 3 – Relatability Part 4 – The Solution Part 5 – The Invitation



Part 1 – The Qualifier

This is one of the most important parts of your ad copy. It is just as important as the

image you run and the headline you use in your campaign. All of these things take up important real estate in the newsfeed. We’ll focus here on the qualifier.

The Qualifier is the first two to three lines of ad copy. It’s the thing your ideal client will read and qualify themselves as needing to read more to find out what your campaign is all about and how it can serve them.

These few lines are typically followed by three dots that people have to click on to read the rest of the copy. Here’s an example from an ad in my Facebook Newsfeed. Right away, I know exactly what this ad is about and how I might want to click more to see how I can use bots in my marketing.


Jenna Dancy Qualifying Statement


The qualifier does two things.

First, it helps you connect with the people you actually want to serve. Second, it helps your ideal client raise their hand as if to say, “Yep, that’s me.”

Two ways to use it.

When working in industries with sensitive topics (body talk, therapy, etc.), I like to use the qualifying statement using two powerful strategies.


Questions in the qualifying lines of copy serve to bypass the algorithm, when the message might have otherwise been flagged.

If we use the weight loss example, we might find that using questions can be really powerful. Here’s an example:

“What if you could slide right into those skinny jeans with all the confidence of J.Lo during the Super Bowl Halftime Show?”


Another way I like to use the qualifying statement is with an ‘I’ statement. Here’s an example:

“Pinching an inch? I’m pinching a lot more than that!”

I Statements allow us to really get the gist of our message out there right in the first line. It makes a faster connection with readers.

If people decide that they want to know more about what your campaign is about and how it might help them, they’ll click on the ‘See More’ button to read the rest of your ad copy. This is why the qualifying statement is so important.


Pro Ad Copywriting Tips for Facebook Ads
*paid advertising

​Part 2 – The Pain Point

Now that you’ve peaked the interest of your dream clients with the qualifying statement, it’s time to help them focus on their problem and the pain points. Because your campaign is offering a solution for them, we have to direct them to the uncomfortable feelings their problem creates.

For the health niche, we might want to direct them to the feelings of discomfort in not knowing which foods provide the best energy or how they’d like to stop eating pints of ice cream at 10PM.

For entrepreneurs, we can talk about how tired they are of being in Facebook groups at all hours of the day trying to find clients.

Here are a couple of examples respectively:

“We get it. Our clients come to us tired of eating pint after pint of ice cream at 10 o’clock at night, wishing they had more restraint and a plan of action.”

“I know you’re tired of spending hours and hours in Facebook groups, scrolling Instagram, trying to figure out Reels and making helpful comments, yet no one is reaching out to join your programs. It’s frustrating!”

With Part 2, you’re really trying to take them to a moment in time where they just know they need to make a change. And even though we’re ruffling feathers just a little bit, it’s only because we have the solution that just might change their life. We just need to help them connect with their problem first.


Part 3 – Relatability

This is the part where you get to ride in like a knight in shining armour to save the day. In the relatability section of your ad copy, you’re letting them know that you’ve either been in their shoes or you’ve helped clients in a similar situation who have gotten great results working with you.

Your credibility is highlighted here as well. Have you written for a large publication in your industry? Do you have a certification, degree or signature tools. Think of all the ways you can create a bond where they can relate to you, yet also know that you’re the expert who knows where they’ve been and where they’re going.

Here’s an example for the health and wellness industry:

“We’ve helped over 50 clients this year slide into those skinny jeans with lots of happy tears, woo-hoos and virtual high-fives.”


Part 4 – The Solution

While it seems like there is a lot of writing before you even get to mention your solution, I hope you can see why it’s so important to paint a picture for them so they can emotionally connect to your message of transformation.

Here’s an example:

“I’ve been there! It took me years to finally figure out how to keep the weight off. But when I did, everything changed for me and I want to help you experience that change, too. That’s why I created The Five Foods Framework to get and keep you on track.”

In most cases, this will be a free lead magnet that they can use to help solve their problem. Here are some examples of types of lead magnets we see our clients use.

Types of Lead Magnets

 Your lead magnet should be aligned with your paid offers and programs. I call this the

‘aligned freebie’ because it gives them a taste for what it would be like to work with you.

For instance, if you teach people to lose weight and feel great in your $495 program, you might create a lead magnet that is The Ultimate Blueprint on Intermittent Fasting.

Or if you are an online business coach, you might offer The Ultimate Facebook Ads Toolkit.

Two important things your lead magnet should do.

First, it should give them a quick win. If you teach people how to get their listings on the front page of Etsy, your lead magnet should be something they can easily do that they may not have thought of before like using the right keywords for their listings.

Second, your freebie should be something they can implement immediately. This shows them that taking a swift and simple action can really move the needle on the path to their dreams. And it shows them that your tools can really help them, which may translate to a paid client or student for your coaching, courses and programs.


Types of Lead Magnets



This is the easiest lead magnet to create. Simply head to Canva and use one of their many templates to create your PDF. This both gives them something they can use today and provides that quick win. Here’s an example of one of my current downloads:


Download Example: Coach’s FB Ads Jumpstart Primer



A video series allows your ideal client to get a full sense of who you are and how you can help them. When they can watch you teach something that is going to inspire, educate or entertain them, they’re using multiple senses to increase the know, like and trust factor so important in online marketing.


Most masterclasses are free with a pitch at the end for your programs, it’s still a lead magnet that helps get people on your email list, even if they don’t buy off of the masterclass right away. It’s still a way for you to teach something educational and showcases how your tools can help them solve their problem.

The Bullet Points

At the end of this section, it’s important to add bullet points of what they will take away from your solution. Many people will scan your ad copy, but the bullets will catch their eye. We never write ad copy without them.

The bullet points also tell them why each takeaway is important to them. We often have a ‘so that’ statement at the end of the bullet point, just to make sure they can see how valuable the solution is.

Here’s an example of possible bullet points for the Five Foods Framework:

The secret food that will boost immunity, so that you stay in the zone

The so-called ‘healthy’ food that is making you bloated

The combination of food that will skyrocket your energy, so you can get more done


Part 5 – The Invitation

And finally, it’s time to make them an offer to help solve their problem. Here is where we can invite them to download or watch your free gift.

The invitation also paints a picture in their imagination as to what life might look like after taking the steps outlined in your solution.

Do they want to look like a million bucks on a date? Rock that bikini again. Sell out their programs?

Whatever they desire, make sure to highlight that and put them in that future event. Here’s are some examples:

“So, what do you think? Are you ready to pop the champagne as you close your cart to a sold out program? Then download The Coach’s Launch Lab here >>>”

“If you’re inspired to feel runway ready for your next date, then I invite you to download my free 5-part video series on ‘The Confidence Files for Singles’ and make this summer the season of love.”



I hope this framework has helped you to see how easy it is to write ad copy that both attracts your ideal client and passes the algorithm.

As you begin writing ad copy using this framework, you’ll see higher conversions, more qualified clients on your email list and less expensive ads. All it takes is just to get in there and flex that writing muscle.

So, what do you think? Has this framework opened your eyes on how to write great copy? Will you use this framework to write copy for your next campaign? Let us know in the comments below.

Tammy Cannon

Tammy Cannon

Entrepreneur | Speaker | Coach | Author


Tammy Cannon

Tammy Cannon is an online marketing entrepreneur helping clients generate thousands of leads and sales for their businesses for the past 10 years. She is an author for Social Media Examiner and has been featured on award winning podcast episodes such as The Art of Paid Traffic and Vibrant Happy Women. Facebook Ads Coaching is her niche of choice.


Learn 5 simple things you can do to boost your social media presence in your marketing strategy.

4 Ways to Grow with Facebook Ads

4 Ways to Grow with Facebook Ads

4 Ways to Grow with Facebook Ads
Have you ever wondered how a Facebook or Instagram advertising campaign can grow our business?
Do you have an email list, social media account or podcast you’d like to grow but doing so organically is taking a little longer than you’d like?
In this article, I’m going to walk you through 4 ways Facebook Ads can help grow your business quickly.
First, let’s talk about marketing funnels as this is the framework I want you to visualize as we continue.
Are you a martini drinker? Think about a martini glass as your funnel. The top is wide and broad, allowing for new leads to pour in. It’s at the top of your funnel, you’re finding out what your target market likes. Using this analogy, do they like Gin or Vodka. Dry or with a twist?
You get the idea.
Facebook ads allow us to broadcast our message at the top of our funnel, so we can find out what our ideal client wants and how best we can communicate the value of our services. It’s a great way to test your market and your offers.
Let’s dive into the 4 ways Facebook ads can grow your business.

Growing Your Email List

 This is one of the most common ways to use Facebook ads to grow your business. My clients have generated over 50,000 leads in just the past few years running campaigns to grow their lists.
However, these types of campaigns require more than just asking people if they want to join your newsletter.
With this funnel, we want to give something away for free in exchange for their email address. This would be your juicy lead magnet that gives them a quick win and is aligned with what you sell.
Here’s the flow of this funnel:
Ideal clients see ad for juicy lead magnet and clicks >>> lands on opt in page and enters email >>> gets redirected to a ‘thank you’ page and receives lead magnet in email
And you’ve now got a new subscriber! If your ad budget is $500/per month, you can expect 150-250 new email subscribers each month!

Growing Your Calendar Bookings

Now, just like in the previous example, we want to provide a lead magnet that your ideal client wants. In my experience, ads straight to a calendar booking are typically expensive and lead to low quality, no-show leads.
Your calendar is a precious part of your business, and giving the link to every Tom, Dick and Harry won’t give you the cream-of-the-crop clients.
Let’s talk about the ‘thank you’ page I mentioned in the previous flow.
This part of your campaign is one of the most important pieces to successfully growing with ads.
I’ve used thank you pages to upsell, book calls, send to social media, etc. Never underestimate the power of the ‘thank you’ page!
Here is the flow of the calendar booking funnel:
Ideal client sees juicy lead magnet and clicks >>> lands on opt in page and enters email>>> gets redirected to a thank you page and also receives the lead magnet in their email >>> watches video on the thank you page inviting them to book a call >>> they click on calendar invite and book a call
What we’ve done here is add a video of you inviting them to book a call with you. In some cases you can embed your calendar service (i.e. Acuity or Calendly) right on the page for them to book.
You’ve also added this person to your email list! So you can email them anytime if they don’t book on the thank you page.

4 Ways to Grow with Facebook Ads
*paid advertising

Growing Your Podcast Downloads

Do you have a podcast and want more listeners? Ads can help grow your list and your downloads.
What one of my clients did was put together a juicy lead magnet of 5 podcast episodes with a common theme. For you it might be, mindset secrets, manifestation hacks, love your life, etc.
Create a lead magnet that gets auto-delivered as soon as someone subscribes. Inside, it has all 5 episodes with links out to listen.
Then, on the thank you page, you invite them to listen to Episode #1 to get to know you and your why behind your podcast.
Here’s is what this funnel flow looks like:
Ideal clients sees podcast lead magnet ad and clicks >>> lands on opt in page and enters details >>> gets redirected to thank you page with invite to listen to Episode #1while lead magnet gets delivered to their email

Growing Your Social Media or Facebook Group

Since we don’t own our followers on Instagram or any social media, it’s important to curate those emails because you do own those.
This is why I never suggest running a ‘like’ campaign. Again, we don’t own those Page Likes, so it’s like putting money in your martini glass, pouring Gin inside and lighting it on fire.
But there is a natural side-effect that occurs when we run lead magnet ads like we’ve been talking about in these funnel flows.
Again, that thank you page comes in handy here. I tripled my Facebook Group members by running a lead magnet campaign and inviting them to join my group right on the thank you page.
Couldn’t be easier.
Running a campaign directly to a group doesn’t work as well and is more expensive(plus, you don’t get that coveted email).
Here’s the funnel flow for group and socials:

Juicy lead magnet ad gets clicked >>> person opts in >>> gets invited to join one social media platform or Facebook group

The beauty of this flow is that you can change the thank you page each week to grow another social media platform if you want to.
Ok…there you have it. Four ways to grow your business with Facebook Ads. If you want to know what you’ll need to run a successful lead generation campaign, download my free ​Facebook Ad Primer here.
And let me know, which funnel flow will you focus on to grow your business?
Tammy Cannon

Tammy Cannon

Entrepreneur | Speaker | Coach | Author


Tammy Cannon

Tammy Cannon is an online marketing entrepreneur helping clients generate thousands of leads and sales for their businesses for the past 10 years. She is an author for Social Media Examiner and has been featured on award winning podcast episodes such as The Art of Paid Traffic and Vibrant Happy Women. Facebook Ads Coaching is her niche of choice.


Learn 5 simple things you can do to boost your social media presence in your marketing strategy.

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