How to Make Facebook Ads that Sell (+ Free Cheatsheet)

It’s a lot easier to say you’re going to make Facebook Ads that perform well than it is to actually do it. Your copy might not be compelling, your offer may not be enticing enough, or you could fall into one of a hundred common mistakes.

In this blog post, we’re going to show you 5 tips that’ll help you write better Facebook Ads. These tips will help you to improve your CPC (cost-per-click), get a better CTR (click-through-rate), and ultimately better cost-per-result.

For those who need a little extra inspiration, we’ll also be showing you our free Facebook Ads cheatsheet. This includes some of the top performing Facebook Ads we’ve seen out there so be sure to check it out and get an idea of what solid ads look like.

Tip #1 - Address Pain Points & Benefits

The first thing you want to do when you make Facebook Ads is address your audience’s pain points and the benefits that your product/software brings to the table.

The reason for this is that you’re able to relate with your audience. When they see your ad they think, “Yeah, this is a problem I have that I want to solve”, and they want to find out more. Immediately after hitting that pain point, introduce your product and what benefits it offers.

This is an incredibly effective strategy and here are a couple of examples to illustrate what we mean.

Facebook Ads Example #1

The first example we have is from the SaaS company Proof, and they use the formula we just explained.

How they address the pain point is pretty smart and is disguised as Skyrocket conversions. If you’re struggling to increase your conversion rate, this is undoubtedly going to grab your attention.

Their top benefit is introduced straightaway: personalize your website.

The next example is from Freshworks, a customer support company whose product is Freshdesk.

We see the formula being used here again. The first line reaches out to companies who are struggling to keep up with their customer support queries.

This is followed up by them mentioning that Freshdesk enables companies to offer customer support from home. 

Facebook Ads Example #2

Tip #2 - Keep Ad Copy Short and Simple

This is something that is often disputed, but when you make Facebook Ads we’d recommend you keep the ad copy short and to the point. Nobody wants to read blocks of text and even if they do, the longer your text is the harder it is to keep readers engaged the whole time.

In some cases, like if you’re selling a high-end course, longer ad copy is acceptable. But for most companies it’s safer to stick with shorter ad copy that engages with readers.

Tip #3 - Tie Together the Ad Copy and Visuals

This sounds like something everyone should know but it’s a problem we see way too often. When you write Facebook Ads copy it has to tie in with the video or image you use. Don’t just use a stock image that has no relevance to the message you’re trying to convey.

If you’re sticking with the strategy in Tip #1 where you identify a pain point and a relevant benefit of your product, you could show a video of that benefit in action. SaaS companies have it easy – a screenshot of the feature is enough.

To give you an example, let’s say you’re running an ad to get people to download your eBook. In this instance, your image should be the eBook cover. It’s really that simple and tying these together has a huge impact, especially considering that the image is the first thing that people look at.

Tip #4 - Tell People What's in It for Them

People want value, they want to benefit from their actions. That might sound selfish but that’s just the way it is, so it’s your job to win them over by giving them value. Let’s take a look at another example to show you what we mean.

Facebook Ads Example #3

Here we see the formula in action again. Quick Base highlights the inefficiency of spreadsheets and proposes themselves as the solution.

The value they give users is streamlined operations. They make it easier for them to get information to the right people, and this is enough to convince users to try out their demo.

A good thing to do when you write Facebook Ads is put yourself in the shoes of your audience and ask yourself, “Does this ad help me save time, save money, or make money?”. If you don’t answer Yes to any of these, there’s no reason for prospects to engage.

Tip #5 - Provide Social Proof

This is another simple point but it’s one we see people overlook a lot when they make Facebook Ads. Showing some form of social proof goes a long way – it could be your TrustPilot rating or reviews from reputable sites.

Why is this needed? Realistically, people aren’t going to buy from a company they know nothing about. When someone sees your ad, they probably don’t know anything about you and there will be doubt in their mind about your legitimacy. You need to convince them otherwise.

Here’s what ClickUp do: they start by mentioning that they have 100,000+ teams (which in itself is impressive), but follow that up by listing well-known companies including Google. This quickly adds credibility to the solution they’re offering.

With this sort of proof, anyone who is shown this ad will have more trust in ClickUp and it won’t be instantly dismissed like most ads are.

So, if you’ve got any case studies, reviews, or work with any known companies, make sure you mention them in your ads!

Facebook Ads Example #4

Free Facebook Ads Cheatsheet

We’d highly recommend you check out the free cheatsheet we’ve put together. You’ll not only get some real value out of it by seeing what has worked for other businesses, but you’ll be able to compare your ads and identify where you have been going wrong.

Free Facebook Ads Cheatsheet

Interested? Fantastic. Go ahead and click the button above, enter your email, and we’ll send the cheatsheet your way. Don’t copy these ads though – instead, use them as a means of improving your existing ads.

Have the Professionals Make Facebook Ads

Hopefully with these tips have given you some insight into how you can make Facebook Ads that perform better than what you’re currently running.

On the other hand, you might continue to struggle with your ads. In that case, it’s time to get some extra help and let KonvertLab lend a hand. We specialize in Facebook Ads, Google Ads, and LinkedIn Ads, and we have the experience needed to improve your Facebook Ads campaign.

All you have to do is take the first step and book a call below. Press the button, select a time that’s convenient for you, and we’ll discuss what our team can do for you.

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40+ Best Facebook Ads for SaaS that we use internally when building out high performing Facebook Ad Campaigns.⤵

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