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Drive More Sales: Crafting Engaging Meta Ad Copy for Better Results (2024)

By Lauren Oakes 10 January, 2024, 5 mins read

You’ve tried a bunch of different headlines.

You’ve experimented with countless images.

But you’re still not getting the conversions you want from meta ads. What gives?

The answer might be found in your Meta ad copy.

Specifically, your hooks — the opening line, the attention-grabber, the eye-catcher… the money-maker.

We’ve rambled on about the importance of creatives – and of making hooks, videos and images that stand out from the competition. Content that stops the scroll.

But Meta ad copy is equally important (if not more so) for generating clicks and inspiring action in viewers.

Writing effective meta-ad copy requires you to get into the minds of your target audience, understand what motivates them, and then craft a message that speaks directly to those motivations.

In a word, it’s empathy.

If you can put yourself in their shoes and understand what is motivating them, you’ll be able to create killer headlines and description that resonate and inspires those viewers to take action. In other words, better copy equals more sales. And if you play your cards right, more sales equals more profit.

I’ve piqued your interest now, haven’t I?

What Should I Write In My Meta Ad Copy

Well, first of all, you’ve got to understand that there’s no one-size-fits-all solution. The key to being more persuasive in your copy is to trial as many (within reason) different Meta ad copy variations as possible. That way, you’ll be able to uncover the phrasing that resonates best with your target market and leads to conversions.

Long story short, to write persuasive ad copy, you need to know what persuades your audience.

It’s a bit of a chicken or the egg situation, isn’t it?

Should I make my ad copy sound smart or sound simple?

Unless your business markets exclusively to PhD candidates, it’s generally best to keep your ad copy simple and straightforward.

The more complex something is, the more you isolate potential customers who don’t understand what you’re saying.

Instead, strive for clarity and simplicity when writing Meta ad copy. Avoid big words and technical jargon that your readers may not be familiar with. After all, the goal of meta ads is to communicate your message quickly and concisely — not confuse people further!

That said, if you don’t have a strong hook (a killer opening line), then all the subsequent ad copy in the world won’t help.

Focus on crafting headlines that grabs attention and encourages viewers to click through — without being too pushy or manipulative. It’s a fine line, but one that I like to think I’ve got a pretty darn good grip on after writing thousands (maybe hundreds of thousands?) of words for brands of all shapes and sizes.

On that note, I’ve also put together a little cheat sheet of 28 of the most successful Meta hooks (feel free to steal these and possibly see an immediate improvement in results).

At its core, meta ad copy should tell a story that resonates with your target audience. Try to make it as engaging

What’s the perfect length of Meta ad copy?

Ads manager has always recommended keeping ad text near 125 characters. Why? Because of mobile. Anything longer than this would be cut off in the “see more” or “read more” section. Sure, you can still write longer copy, but the magic words should be – to recycle a longstanding marketing term – above the fold.

This should also include a few different elements:

  • The hook. If you missed it earlier, I’ve put together a cheat sheet you can take, with a few dozen of my best-performing hooks.
  • The benefit – What makes your product or service unique and worth their time? How can it solve a problem?
  • The call to action – What do you want them to do now?

Don’t forget to be creative, too. If your meta ad copy looks like everyone else’s in the industry, it will get lost in the noise. Instead, think of meta ads as an opportunity to stand out from the crowd and capture attention with clever phrasing.

So, how can I write Meta copy that converts?

If you can be authentic, relatable and creative with your Meta ad copy, you’re well on your way.

What does authentic really mean?

In a landscape of so much competition, authenticity allows you to stand out from the crowd. Think about what your target customer values, then align that with something from your own brand narrative. Show your values – and communicate your values! If you and your audience care about the same thing, you’ll connect on a deeper level.

Relatability is another important factor — build trust and credibility by connecting with people on an emotional level. That could be anything from a shared sense of humor or common life experience, to simply allowing them to imagine what it would be like to use your product.

Hot tip: by literally using the word “imagine” in Meta ad copy, you cheekily force people to picture themselves using your product or service, which really drives home the point.

Finally – be creative! Meta ads are all about grabbing attention, so feel free to get a little wild with tongue-in-cheek humor or witty one-liners — IF it suits your brand’s tone of voice.

What’s the best marketing framework for Meta ad copy?

One of the most popular marketing frameworks for meta ad copy is AIDA. It stands for Attention, Interest, Desire and Action. Put simply, you can use this to structure your meta ads so that they follow a logical flow from start to finish.

Let’s break it down:

  • Attention: Grab people’s attention with a strong hook or headline (see the cheat sheet from earlier!)
  • Interest: What information can you provide that will make people interested in what you have to offer? This is where you might solve a pain point or showcase a benefit
  • Desire: Make them want it — use storytelling and emotional language to make them feel like they need the product or service.
  • Action: Encourage people to do something. Tell them what, when and how — include a clear call-to-action.

What are examples of good Meta ad copy?

One of the most important elements of meta ad copy is that it speaks to your target audience. Here are a few tried and tested examples you can use as inspiration — these are vague, so make sure to add your own spin to make them relevant to your business.

  • “Imagine the perfect solution to all your problems. It’s here!”
  • “Stop wasting time searching — find it here in an instant!”
  • “Make your life easier with this one simple change!”
  • “Solve your biggest challenge in no time!”

I’ve got 28 of my best meta ad hook examples here — check them out and get started on writing meta ads that convert!

Got any questions? Feel free to shoot me a DM here if you want to bounce some ideas. And if you test out any of the successful hooks in my cheat sheet, let me know how it goes — I love a good Meta ad success story!

Good luck 🤞🏼 and happy Meta-marketing!

Be our next success story.