Writing compelling ad copy for Facebook and Instagram isn’t just about describing your product — it’s about stopping the scroll, grabbing attention, and convincing people to take action, all within a few short lines. Whether you’re promoting a product, service, or brand, your ad text needs to be powerful, persuasive, and tailored to the platform. Let’s break down how to write texts for Facebook and Instagram ads that capture attention and drive conversions.
Understand Your Audience
The key to writing high-performing ad copy starts with knowing who you’re talking to. What are your audience’s biggest desires, problems, or goals? Are they looking to solve a pain point, achieve a dream, or find something entertaining? For example, if you’re selling a fitness program to busy moms, your ad should focus on quick, effective workouts rather than general fitness tips. The more specific you are, the more your copy will resonate.
Start with an Attention-Grabbing Hook
The first line of your ad is the most important — if you don’t hook people immediately, they’ll scroll past. Your hook needs to spark curiosity, trigger an emotion, or promise a benefit. Some proven approaches include:
- Ask a question: “Tired of wasting money on skincare that doesn’t work?”
- Make a bold statement: “Stop counting calories — there’s a better way to lose weight.”
- Highlight a pain point: “Still struggling to grow your Instagram? Let’s fix that.”
- Promise a result: “Get glowing skin in just 7 days — without expensive treatments.”
The goal is to make the reader think, “Wait, this is for me — I need to know more.”
Focus on Benefits, Not Just Features
People don’t care about your product’s features — they care about how it improves their life. Instead of listing what your product does, highlight what it does for them.
- Feature: “Our noise-canceling headphones have advanced sound technology.”
- Benefit: “Block out distractions and focus on what matters — anywhere, anytime.”
- Feature: “Our meal plans are designed by nutritionists.”
- Benefit: “Eat healthier without spending hours planning meals.”
Benefits trigger emotion — and emotion drives buying decisions.
Keep It Short and Scannable
Facebook and Instagram users scroll fast. Long, bulky paragraphs will get skipped. Stick to short, punchy sentences and break up longer ideas with line breaks. For example:
- “Want clearer skin?
No more guessing which products work.
Get a personalized skincare routine — made just for you.”**
This style is easier to read and keeps the ad flowing smoothly, even for people casually scrolling.
Use Social Proof and Trust Signals
People trust other people more than they trust brands. Including social proof — like testimonials, reviews, or stats — makes your ad feel more credible.
- “Join over 20,000 women who’ve transformed their skin with our products.”
- “Rated 4.9/5 by fitness lovers just like you.”
- “Trusted by top brands like Nike and Adidas.”
Adding numbers, names, or recognizable brands makes your ad feel more authentic and builds trust faster.
Include a Clear, Strong Call to Action (CTA)
Your ad needs to tell people exactly what to do next — whether that’s buying, signing up, or learning more. A vague CTA like “Check it out” won’t drive conversions. Instead, use action-oriented, benefit-driven CTAs like:
- “Shop now and save 20%!”
- “Get your free guide today!”
- “Book your spot before it’s gone!”
- “Start your transformation now!”
Your CTA should create urgency and make the next step feel easy and rewarding.
Adapt Your Copy to the Platform
Facebook and Instagram ads have different vibes, even though they share the same ad system. Here’s how to tweak your copy for each:
- Facebook Ads: Great for longer copy, storytelling, and detailed explanations. You can include more context, benefits, or a mini-story to connect with the audience.
- Instagram Ads: Works best with shorter, snappier copy that pairs with eye-catching visuals. Keep it light, bold, and to the point — especially for Stories or Reels ads.
For example, a Facebook ad might say: “Struggling to stay consistent with your workouts? Our 15-minute home program helps you burn fat fast — no gym required. Thousands of busy people are getting results. Start today!”
While an Instagram version might say: “15 minutes. No gym. Fast results. Let’s go! 💪 #HomeWorkout”
Test, Track, and Improve
Even the best copywriters test different versions of their ads. Create multiple variations of your headline, body copy, and CTA to see what works best. Facebook Ads Manager tracks performance metrics like click-through rate (CTR) and cost per click (CPC) — use this data to refine your copy. For example, if one hook gets more clicks than another, adjust your other ads to reflect that style.
Final Thoughts: Write Ads That Stop the Scroll
Writing texts for Facebook and Instagram ads is about more than just selling — it’s about connecting with the right audience, making them feel understood, and guiding them toward action. By starting with a strong hook, focusing on benefits, adding social proof, and ending with a powerful call to action, you’ll create ads that don’t just get clicks — they convert. Ready to write your next high-performing ad? Start brainstorming those hooks and benefits — and get ready to watch your engagement and sales grow!