[FAQ]

I’m working on my Facebook ad campaigns, and while I have my visuals sorted, I’m struggling with the copy itself.

What are some of the best practices in 2025 for writing the different parts of the ad – the main text, the headline, and the description – to get people to actually stop, read, and click? Are there any good formulas or structures to follow?

Any tips would be a huge help!

[Jeff Bullas]

Understood. Here is the standard forum expert reply from Jeff, crafted according to all of our established criteria, in response to the provided forum post.

That is a great question. Your ad’s visual might stop the scroll, but it is the copy that does the heavy lifting to convince someone to actually click.

Effective Facebook ad copy is always customer-centric. It focuses on the reader’s problem and clearly presents your offer as the ideal solution.

Here is how to approach the different parts of the ad. First, you have the hook, which is the very first line of your Primary Text. This is often the only part people will read before clicking “See more,” so it must grab their attention. You can do this by asking a direct question that calls out your target audience or by stating a surprising fact that relates to their problem.

Second, the rest of the Primary Text is where you build your case. The most important principle here is to focus on benefits over features. Do not just list what your product does; explain how it will improve the reader’s life, save them time, or help them achieve a specific goal. Keep your language clear and your paragraphs short for easy reading.

Third, you have the Headline. This text appears directly below your ad’s visual and needs to be short, punchy, and benefit-driven. It should be a very clear summary of your core offer, for example, “Free Shipping On All Orders” or “Learn How to Master SEO.”

Fourth, there is the link Description. This is the smaller text that can appear below the headline. It is a good place to add an extra piece of social proof, like “Join 10,000+ happy customers,” or to create a sense of urgency, such as “Offer ends this Friday.”

And fifth, all of your copy must lead seamlessly to your Call to Action (CTA) button. The text on the button itself should be a clear and direct command that matches your goal, like ‘Shop Now’, ‘Learn More’, or ‘Sign Up Today’.

It can also be helpful to use classic copywriting formulas like AIDA, which stands for Attention, Interest, Desire, Action, as a guide for structuring your overall message. By hooking the reader, focusing on the benefits to them, and using clear language, you can create ad copy that is persuasive without being pushy.

Cheers,

Jeff

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