5 Facebook Ad Examples That Work

Rebecca Jeyaraj
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Successful Facebook ad examples are not easy to come by. However, by finding actual examples of Facebook ads that worked, you're able to see examples of clever ads that generated sales. These types of Facebook ad examples are valuable because they teach you what types of ads work, and you can mimic their style in your own ad.

The most accurate measure of a Facebook ad’s success is the amount of revenue it generates. That information is not easy to find, because most companies won't reveal how much revenue their ad generated or how well it worked.

Over the years, there have been many apps and programs that collected Facebook’s data to extract this type of information. But Facebook actively finds and bans these tools.

Programs like PowerAdSpy and Adplexity are only permitted to operate because they analyze ads that are no longer live.

So how can you find examples of recent Facebook ads that worked?

To answer that question, what you need to do is look at current Facebook ads on your newsfeed and analyze certain metrics. You can tell if an ad is working, by seeing how many comments, shares, and reactions it has garnered. You can then see which ads are working, and take a look at the ad to see what they did right.

  • Reactions: Facebook reactions ('Like', 'Love', 'Angry', 'Sad', etc.) show the ad's engagement from the audience. It means that the reader found the ad interesting enough to pause. The higher the number of reactions, the more successful the ad.

  • Comments: Comments are a measure of the ad’s success in moving the audience to action. A revenue-generating ad typically has a high number of comments, so watch for that.

  • Shares: Facebook shares are the golden standard for Facebook ads. A high number of shares shows that readers found the content valuable. It made them look good, feel smart, and appear impressive enough to share it with their friends. Shares are an organic way to gain more exposure. An ad with a lot of shares is probably converting

Each of the 5 Facebook ad examples I'm going to share with you in this article, had a high number of reactions, comments, and shares.

What rules did these ads follow to garner such a good reaction?

Then use these rules to craft your next highly-profitable, successful Facebook ad:

Facebook Ad Rule #1: First, Be Visible

If the purpose of a Facebook ad is to generate revenue, it must first have exposure. Figure 8, a dance fitness company, excels at making their ads visible. Their video has over 39,138,373 views, 18K comments, and a staggering 79K shares.

Can you imagine the volume of products Figure 8 sold as a direct result of this ad?

So here’s what they did right in their Facebook ad:

  • Headline: “Core Training Through Dance” - this simple Headline lists the benefit (“core training”) and the method (“through dance”).

  • Sub-headline: “We wanted to test Figure 8 on MEN!” - With these words, Figure 8 evoked a reaction, a pause, a question: “Men?!”

  • Video Content: The bulk of the video tells the stories of three average men who saw extraordinary results from using Figure 8. Their testimonials are interspersed with them actively demonstrating the dance moves.

  • Call-to-action (CTA): Though the body of the post is no more than a few lines, it has 2 CTAs. “Watch what happens… (It’s not what you think)” is a direct invitation that prompts the reader to click “play” on the video. Meanwhile, “Join the Figure 8 Nation Today” creates a sense of wanting to belong.

As you go through this article, you’ll notice that every Facebook ad has at least one CTA.

CTAs can be as simple as “Watch this video” or as commitment-oriented as “Buy NOW!”. Whatever you decide on, keep it clean, clear, and straightforward.

Steps to Ad Success

  1. Use simple copy throughout your AD - whether it is in the body of the post or the video itself.

  2. Include testimonials and demonstrations whenever possible.

  3. Move your audience into action by keeping your CTAs clear and direct.

Facebook Ad Rule #2: Use Copy that Stands Out and Sells

The best way to stand out from the competition is to have excellent copy. Does the copy make that much of a difference?

Consider this: GoDaddy crafted two ads for the same product. But one outperformed the other by a significant margin. Let’s take a look.

Here is the first Ad:

Manage your clients and websites - always for free. Turn fifty clicks into one with GoDaddy Pro, a free set of automation tools for designers and developers that saves you hours a day on repetitive tasks.

And here’s the second Ad:

Save time on repetitive tasks with GoDaddy Pro's automation tools that help you boost productivity. Turn fifty clicks into one with GoDaddy Pro, a free set of automation tools for designers and developers that saves you hours a day on repetitive tasks. Batch update and manage all your client sites from a single dashboard, including those not hosted by GoDaddy. More Clients. Less Problems. Get GoDaddy Pro, free.

Can you guess which ad performed better?

The first ad only had 206 reactions, 27 comments, and 43 shares, while the second ad has 10x that number of reactions, 20x the comments, and 8x the chares.

What caused such a big difference?

The copy did. The copy is what made the difference.

The second Ad speaks to the target audience (“designers and developers”) and makes them feel smart - after all, they will be saving hours on batch updates and client management.

With its short sentences and words like “More clients,” “Less problems,” and “Get GoDaddy Pro, free,” the second Ad sets a fast-paced tone and promotes curiosity and action.

Lastly, the creatives (i.e., the images) are also different. The first Ad featured the color blue while the second Ad featured yellow. Since Facebook’s color scheme is blue and white, the first image likely blended into the background and went unnoticed.

Steps to Ad Success

  1. Make your target audience feel smart.

  2. Describe the benefits of using your product or service with powerful emotion words.

  3. Be mindful of your creatives - choose ones that stand out and are noticeable.

Facebook Ad Rule #3: Captivate Your Audience And Keep Them Reading

According to the Harvard Business Review, when you elicit empathy, you inspire action. Engaging stories evoke empathy and inspire action because the reader can see themselves as characters within them.

Think back to some of your favorite stories. What did they have in common?

Did they have heroes who overcame insurmountable odds to reach their desired goals?

Mike Gillett’s ad for his coaching business reads very much like a hero story. His Facebook ad garnered 3.8K reactions, 366 comments, and 624 shares.

In his coaching ad, Mike takes the reader on a captivating journey as he overcomes setback after setback. He talks about losing his mother at the age of 15, overdosing not long after, and breaking his back and ankles in college - the doctors told him that he’d never run or jump again. He was lost and hopeless until he discovered the power of his mind.

Once he found his mental strength, Mike not only healed his body, he went on to an illustrious career on the police force, in the army special forces, and as a bodyguard to celebrities like Sylvester Stallone.

Even though his audience didn’t go through exactly what he did, the audience resonates with his emotions. They sense triumph despite extraordinary pain, and they cheer for him as he succeeds.

The reason this Facebook ad works is because it makes the readers want to overcome their struggles. The story is so engaging that by the time they get to the CTA, they are ready to commit.

Steps to Ad Success

  1. Make it personal - tell your story or your organization’s origin story.

  2. Use celebrity or brand endorsements where possible to stand out from competitors.

  3. Position yourself as an authority and build credibility by referencing your experience.

Facebook Ad Rule #4: Have a Personal Conversation With Your Audience

When a business advertises a service for “No Money,” you may wonder whether it’s legitimate.

Marie Forleo’s Facebook ad, which has 10K reactions, 802 comments, and 3.2K shares, certainly is.

Let’s look at this short Ad:

Start Your Dream Business With No Money Yes, all these tools are really FREE. You don’t need $1000s in the bank or a fancy investor. If you’ve been dreaming of starting or growing a business, this guide is for you… Download my free checklist and discover 322+ FREE tools you can use to start and grow your dream business — all for zero dollars.

So what makes Marie’s Facebook ad work?

It’s the fact that it is a dialogue with the reader. Let’s take another look at it, but this time, with the reader’s thought process inserted:

Ad: Start Your Dream Business With No Money Reader: I’ve always dreamed of starting my own business… but surely it’s not possible without money Ad: Yes! All these tools are really FREE Reader: Really? But won’t I need- Ad: You don’t need $1000s in the bank or a fancy investor. Reader: Ok… then what do I need? Ad: If you’re dreaming of starting or growing a business, this guide is for you. Reader: Well, I am dreaming of starting my own business ... I guess I need to start somewhere… what do I do? Ad: Download my free checklist and discover 322+ FREE tools you can use to start and grow your dream business — all for zero dollars. Reader: Wow! 322+ Tools… and it’s zero dollars! I'll buy this now and tell my friends about it, too.

Also, note how the copy repeats itself - for example, the ad copy repeats things like, “No Money,” “Free,” and “Zero Dollars!”. Repetition reinforces the message and makes the Ad more memorable.

Steps to Ad Success

  1. Imagine your ideal client sitting across from you and have a conversation with them.

  2. Show your audience that you can help them achieve their dreams by giving away knowledge - this builds trust.

  3. Use specific numbers in your Ad (“322+”) because they elicit curiosity.

Facebook Ad Rule #5: Take a Stance and Go Viral

Our final Facebook ad example has 27,298 shares and 1.9M views. All within two months.

What made this ad go viral? It isn’t because it’s short (it’s one of the longer examples in this article with a 7:24 minutes long video).

It’s not because it is colorful or happy. It has a somber educational tone and showcases dark colors.

But here’s what this Facebook ad example does have: It has easy-to-read, engaging text and clear CTAs. It tells a story and speaks directly to the audience.

It also taps into human emotions like fear, regret, familiarity, comfort, and hope for a better future.

So what is this ad all about?

It starts with the controversial Headline: “They Want You To Be Poor.” And the reader can’t help but want to know who “they” are and how they “want you to be poor”. It then continues: 

Does this sound familiar? 1. Go to school.  2. Work hard for good grades.  3. Get a degree.  4. Find a job.  5. Grind your gears for 40 years in a 9-5 job with a steady paycheck.  6. Retire at age 65 . . .

At this point the reader is nodding along in agreement.

Throughout the body copy and the video itself, Dan Lok, the Chinese-Canadian entrepreneur and businessman behind the clever ad, goes on to explain that the current education and employment system is a remnant from the 1950s.

He calls on names like Steve Jobs, Richard Branson and Elon Musk. He then tells his audience that they can do much better for themselves.

By the time the reader gets to the end, they are hooked, curious, and wanting to learn more.

In short, this Facebook ad example went viral because it educated its audience and made them feel differently than before.

Steps to Ad Success

  1. Be firm about your ideas - don’t be afraid to be controversial.

  2. Back up all your claims with research and relevant details.

  3. Educate your target audience - they will only come back for more.

Summary

By following the above steps to Facebook ad success, you will be able to craft your next profitable Facebook advertisement that works.

Remember to tell a story, have strong CTAs, educate your audience, and give away knowledge so that you are visible and start apart from your competitors. Each of these objectives needs first-class copy.

If you are a trained copywriter yourself, you’ll be able to whip up the ad without any trouble.

If you are not a trained copywriter, however, I caution you to be mindful of Facebook’s Advertising Policies. Not only are there many rules and limitations, but they are also regularly updated and ever-changing.

To hire a professional copywriter who can not only write Facebook ads that work, but who is also up to date on Facebook’s ad policies, schedule a call today.

Rebecca Jeyaraj

Rebecca Jeyaraj combines her background in sales, management and law, with her interest in the psychology of persuasion and advertising to write results-oriented copy that trends. She also enjoys editing, strategising and launching marketing campaigns for international organisations.

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