Facebook and Meta ad copywriting
Facebook and Instagram ads get a fraction of a second from someone who wasn’t looking for you. That’s what paid social copy has to do: earn attention, make a promise, and hand off to a landing page that keeps it, all in a few lines.
What the copy has to do
Stop the scroll with something specific. “Food so fresh, he’ll think you made it yourself” does more than any adjective, because it puts a picture in someone’s head.
Work with the creative, not next to it. The image and the copy should make one promise. When they make two, the reader notices before they can say why.
Handle the objection in the body line. The headline earns attention; the sentence after it answers the hesitation that stops the click.
Set up the landing page. Whatever the ad promises, the page has to deliver in the same words. Ad copy written in isolation from the page is the most common reason paid traffic doesn’t convert.
Regulated categories
Healthcare, supplements, financial products, and pet health all constrain what an ad can say. The copy has to persuade inside those limits. I’ve written Meta ads for a major health system and spec rewrites in mortgage lending, both categories where the wrong word triggers a disclosure.
Frequently asked questions
Should ad copy be written before or after the creative?
Before, or at least at the same time. The copy carries the argument and the creative has to illustrate it. When the image comes first, the writer is working backward from a picture.
How many ad variations should you test?
Enough to learn something, which usually means changing one variable at a time. Two headlines against the same image and body tell you about the headline. Two completely different ads tell you nothing about why one won.
What makes Facebook ad copy different from Google ad copy?
Intent. Someone on Google is searching for something; the ad just has to match it. Someone on Facebook is doing something else, and the ad has to interrupt. That’s why Meta copy leans on specificity and emotion where search copy leans on relevance.
Tell me what your copy needs to do
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