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Best Facebook Ads To Benchmark The Competition

Want to level up in your Facebook Ads? We've compiled some of the best Facebook Ads around and we'll show you why they work. Dig in for amazing insights and get inspired so you can crush your next Facebook campaign!

Winning the hearts (and wallets) of your customers can prove a long and arduous process. 

That’s why it’s important to know the steps for taking your advertising from good to great

Does this sound like you? 

  • Fresh to creating a Facebook page for your business, launching ads for the first time 

  • In and out, you’ve had a crack at running Facebook ads but results just weren’t there 

  • Seasoned expert having launched hundreds and thousands of ads before 

  • Or anywhere in between… 

Then sit tight, because no matter what stage you’re at, we’ve got the answers and the inspo for you. 

Facebook is one of the strongest platforms for advertising

It has 2.449 billion monthly active users – 1.013 billion of them in APAC alone. 

 

But this also makes the social media platform one of the most competitive. 

However, there’s no need to worry.

Getting inspiration from these following ads and knowing what generates effective a Facebook advertising campaign will ensure you have the right tools to make your ad stand out from the crowd.

Let’s get to it! 

How do I create a Facebook ad? 

1. Start with a goal in mind

 

Every success story starts with a plan. 

This is why starting with a concrete step-by-step list of what you want to achieve is the right way to go. 

Consider what you want? 

  • More conversions. More people buying in to your business? Yes please! 

  • Easier lead generation: Are you getting a lot of engagement but finding your customers aren’t showing a lot of interest after reaching landing pages? 

  • Increased Website traffic. Whether it’s attracting timely visitors for product promotions, to building awareness through educational content amplification, traffic is the ticket for most businesses.ROI. Imagine spending $3k on your ad budget, only to sell products worth  $150. These ad examples will show you how to market for better ROI. 

  • More Purchases. With smart targeting, you can drive both new AND repeat purchases for loyal customers  

  • Decreasing the number of abandoned shopping carts. This can be done by targeting people who’ve recently viewed product pages 

 

The best goals in marketing are SMART. 

Specific, Measurable, Attainable, Realistic, and Timely.

As a marketer, there’s nothing more painful than your audience scrolling past your ad and not even noticing it. 

 

 

via GIPHY

Ouch. 

A forgettable ad meant for another audience means a whole lot of wasted time, money and resources – but a wasted opportunity too. 

So how do you make your ad relevant to achieve your goals? 

Well, it’s important your ad is targeted to the correct audience

This relies on analysing data. So let’s consider the following factors: 

  • Location 

  • Age 

  • Interests 

  • Gender 

  • Marital and family status 

  • Career path 

  • Return or first-time customer or visitor 

  • Mobile, tablet or desktop visitor 

  • Company size re revenue and employees (if your audience are businesses) 

  • Industry of work 

  • Social network platform used most 

  • General interests 

  • Professional skills 

  • What type of content they consume  

  • Shopping preferences (whether they interact with vendors over the phone or in person

With these demographic, professional and personal factors in mind, you can build a persona. I.E. a semi-fictionalised representation of a specific customer group. 

Here’s a great example persona from HubSpot:

HubSpot Example-1

Source: HubSpot

From your persona, you can craft your ad. 

Facebook, unlike any other platform, has a comprehensive targeting system which means you can choose who sees your ads. 

Cool, hey!

But what if you’re a brand who wants multiple audiences to see your ads because of the products and services you offer? 

Well that’s awesome!  

You can use Facebook to your advantage by creating separate ads too. 

 

Here’s an example: 

Let’s say you’re in charge of marketing for a tech store selling everything from laptops, harddrives to security systems. 

Your target persona is a first-time mother in her 30s with a young baby. 

Knowing this, you can target your baby monitoring system. 

You also have a second target audience – university students looking to invest in a new laptop. 

You create an ad that is appealing to someone in their late teens or early 20s. 

Think about the copy, the images, the design you would have for each. 

And consider the pain points. 

The mother’s biggest concern is often safety – so your ad should emphasise that your product will keep her baby safe. 

Like with this ad:

Owlet Ad

Source: Owlet Facebook

On the other hand, the university students’ biggest priority is likely cost and features. 

If you were to target these ads to the opposite demographic, they wouldn’t work so well. 

It’s important to create personas so you can target your audience as accurately as possible. 

Targeting based off demographics like gender, ethnicity, location, age, sex and interests will ensure when you put out your ad, it hits the right audience goal. 

Once you’ve got this covered, it’ll be easier to nail the tone of your ad. 

A good Facebook ad also sticks in your customers’ minds. 

One way this can happen is through branding. 

Branding allows your audience to know what your brand stands for. 

This creates brand awareness. 

Let’s take a look at this ad from Suzuki.

Suzuki SA Ad

Source: HubSpot 

We can see the image is an action shot because the person is pulling out gear from the back of their car. 

What's more, this person is in an isolated place in nature. 

It’s clear this Facebook ad is appealing to the adventurer– someone who likes excitement and being able to depend on their car. 

The narrative the car company creates is one of adventure and travel. 

So, even if your ad doesn’t stick in your audience’s minds, it’s more important brand name does.

This is why it’s great practise to make your ads consistent. 

Here are some solid ways you can do that: 

  • Colour schemes

  • Music 

  • Font 

  • Themes

 

3. Copy is king

 

As a marketer, writing is the backbone of your resource pool. 

And good copy writing will appeal to Facebook users on a practical and emotional level. 

Like visual design, copy also works when it’s delivered best in threes.

Here are some tried and tested formulas to get you started on writing the strongest ad text around.  

 

A. BAB 

Before – Here’s what your world was like while the problem was still in it. Identify the customer’s pain point. 

After  – Here’s what your world will be after the problem/pain point is resolved. 

Bridge – Here’s how we can get you there. 

The Zebra

Source: The Zebra

 

Let’s break it down: 

Before – The pain point: the customer has spent A LOT of money and time on car insurance. “Want to save money on car insurance in seconds?”  

After – The customer can easily get cheap and quick insurance, and can spend those hard-earned dollars elsewhere. “This is the fastest way to compare companies and it’s absolutely free”  

Bridge – The customer can compare “Start comparing” 

 

B. The four C’s formula.

Clear, concise, compelling, credible. 

Why does it matter? 

Well, the point of an ad is to get your point across. 

So, how does it work with this ad? 

Infusion Soft Live Demo Ad

Source: Proof

Clear – Software that makes emailing easier for small businesses 

Concise – The description is only one sentence 

Compelling – A brightly coloured video stands out from the crowd. 

Credible – Offers a live demo so customers can see what they are signing up to  

 

C. SSS formula

This stands for Star – Story – Solution

Let’s consider this ad from Grammarly. 

Grammarly Ad

This is a killer ad as it uses great branding, standout colours, and eye-catching emojis. 

When it comes to copy – it nails what the audience is after. 

Star – Professionals want to come across as confident, not naggy or aggressive.  

Story – Not knowing how to amend their tone means they come across as “worried”, which leads to awkward office interactions. 

Solution – You download Grammarly’s tone detector to avoid sounding worried, and develop a better relationship with your colleagues and professional network. 

This ad appeals to the audience on an emotional level too by telling them that “sometimes ‘Just checking in’ can come across as worried.” 

How many of us message our mates, family or colleagues to ‘just check in’? 

By appealing to the emotional side of their audience and letting them know something they are doing can have a negative impact, the audience becomes worried. 

I.E., emotionally impacted. We’ll unpack this with more examples further down. 

The ad then pitches its service – the tone detector. 

Lo and behold, the practical level of catching their audience. 

This is a classic problem/solution type advertisement that works well for a huge range of audiences. 

Your copy should always ensure it pitches an issue, and a solution to that issue to ensure your audience is getting the full picture of your service or product and why they need to invest in it. 

 

D. The {Product Name} is a {product category} that {different thing it does best} formula 

This is one of the most basic of Facebook ad copywriting formulas, yet is highly effective. 

Why? 

Because it is straightforward. 

After reading the formula, the customer knows exactly what the product or service is, and why the business is promoting it. 

Here’s an example: 

Mr Rooter

Source: Webfx

This ad applies this formula perfectly. 

Let’s break it down! 

Mr Rooter is your go-to resource for all things plumbing. Sink, shower and toilet emergency services, we’ve got you covered.”

It hits all three elements of the formula, AND also has clever copy overlaid on the image – which is both graphic and visualises the customer’s pain point (clogged pipes). 

Other great tools to take your copy from good to great are headline analysers! 

They reveal how clearly and how emotive your headline reads to users. 

Some really great resources are ones from CoSchedule and AMI

And the best part? 

They’re free! 

 

4. Generate interest!

 

How? 

By creating an exciting value proposition to grab their attention. 

A value proposition is a statement that shows your customers how your product or service solves problems, what customers can expect, and why they should choose you over competitors. 

Woah, but, isn’t that a lot to include in a simple statement? 

Yep! But that’s the trick – nailing that one statement that does all of this. 

Luckily, we’ve got a killer example for you.

Uber Ad

Source: Wordstream

The value proposition in Uber’s ad is simple: Tap the app, get a ride

It then goes on to explain how Uber works (a car comes directly to you), and why it’s better than its competitors (Your driver knows exactly where to go. And payment is completely cashless). 

It also has a clear call to action (More reasons to ride). 

Basically, within a few short sentences, Uber has convinced you their service is the best. 

Value propositions don’t have to be tricky to write. 

Think about what your business offers, why it’s better than your competitors, and what problems it solves. 

If you truly believe in your product, creating a genuine and exciting value proposition will be easy. 

Like the example above, it’s important your ad can stop your audience in their tracks, so they can view and engage with it. 

Your ad should be simple, yet should stand out from the crowd. 

Would your ad stop you in your tracks?

 

5. Test one element at a time 

 

A/B testing in Facebook ads (or multivariate/split testing) is incredibly important. 

Create a split test

It’s basically testing two of the same ads against each other with one differring element. 

Remember high school science experiments? 

You tested how quickly something would melt by putting it over a Bunsen burner.

The only factor you changed is what the element you were testing. 

The rest remained the same. 

That’s what split testing does. 

You run one standard ad – but create multiple various versions, changing one thing in each version.

This could either be the image used, the copy, the gamification feature, the colours used or a whole host of things. 

Here’s one example: 

Dominos Ad A

Dominos Ad B

Source: Facebook

These ads are almost identical – they have the same copy, same CTA button, same value deal and same headline. 

However, the images are slightly different. 

As you can see, the first image has just one pizza with the copy on the right hand side. 

The second has three pizzas with the copy on the left hand side. 

This is A/B testing at its most basic form. 

The ad variation that performs better will be recirculated. 

Let’s have a look at another example. 

Bunnings Ad

Source: Facebook 

Can you pick out the differences between them? 

They are ALMOST identical!

The only difference is the first line of the copy. 

The first ad reads ‘Beat the heat at home’, while the second ad reads ‘Keep your cool this summer.’ 

Though these aren’t major differences, they are still valuable to A/B test as the ad that performs better will tell the business whether their audience prefers negative language (the first example), or positive language (second example). 

 

25 of the best Facebook ads

We know that in a highly competitive and expensive advertising landscape, the fight for attention is difficult. 

So here are the best Facebook ads we’ve complied.

After all, in the digital age, success is all about standing out.

 

Interactive ads 

 

These are the ads that encourage and lead your audience to engage with your post. 

They help brands tell stories, enhance personalisation and they offer more data, such as what questions your audience may have engaged with and what their responses are. 

 

A. The tagger 

Spotify Ad

Source: DigitalMarketer.com

Encouraging your audience to tag others in your ads is a GREAT marketing tactic. 

It not only engages your audience, but also increases your outreach with no extra effort or spend. 

While this is an interactive campaign, it is also seasonal as it was produced around the time of Halloween. 

Promotion seasonal advertisements are a great way to engage audiences.

Why?

Campaigns only run for a limited amount of time, and are also themed to the season, making them attractive. 

 

B. The player 

Adespresso example

Source: AdEspresso

This unique example of interactive targeting is an effective way of increasing engagement, and conversions. 

Why? 

  1. It is VERY apparent on the targets’ message feed. There’s no way someone’s missing that ad as it’s smack bang in the middle of the screen.

  2. The colours stand out. The ad is majority brown and gold, which contrast to Facebook Messenger’s blue and white theme. This makes it extremely eye catching.

  3. The CTA button reads ‘Play Now’. This implies the game can be played as soon as the user taps on the CTA, as opposed to the CTA ‘Download Now’, which implies that there is a multi-step processes in place to play the game. 

The slight difference subconsciously communicates that they won’t have to add information like their email address or credit card number to play the game. This makes it convenient and lucrative. 

 

C. Gamification  

Gamifi-what?!

Don’t worry, it’s not as complicated as it sounds. 

Gamification is basically a tool to engage your audience beyond asking questions in your copy. 

It can be things like quizzes, asking your audience to respond in messenger, playing basic versions of virtual games or solving questions. 

Apart from engagement, it encourages loyalty and motivation to buy your product or service. 

Basically, it is the idea of adding games into a non-game context. 

Check out this ad from MobileMonkey: 

Mobile Monkey

Source: Facebook 

Not only is it visually exciting with the bright colours and image of the unicorn, it’s incredibly engaging. 

This ad is appealing not only because of its colour and its enticing copy, but also because of its gamification. 

Because it asks the audience to type something in to messenger, it automatically makes the ad interactive, engaging the audience after piquing their interest through the colours and copy. 

But let’s break it down even further. 

Games work when there is a challenge that leads to a reward. 

The challenge in this case, or the task, is typing in the phrase “Send Me the Secrets” into messenger. 

The reward, is receiving the secrets on building a chatbot in 5 minutes. 

Simple hey? 

This ad is interesting as it goes the extra mile. 

It offers a technique on how to build a chatbot, and the gamification part of it is exactly like that of a chatbot. 

Talk about meta marketing! 

 

D. The vote

Hello Fresh Facebook Ad

The interactive concept behind this ad is simple. 

With Facebook’s year-old reaction features, marketers have grabbed the opportunity to use them for engagement. 

And HelloFresh has mastered just how! 

 

Seasonal campaigns 

 

A. Shopify

This ad works well as it uses a person to promote the business’ service. 

This establishes a human connection, as your customer feels they are being spoken to by another person, not a business. 

It creates a sense of urgency by dropping in the Black Friday Sale. 

 

B. Target

Another Black Friday ad!

Target Black Friday Ad

Source: Adespresso

This time, it reels audiences in with its stand out visuals and copy 

By asking ‘it’s here’ three times, audiences have no choice but to question ‘What’s here?’ 

The dog’s eye as the Target symbol works really well too – on a brand awareness level, customers will not forget the company that created the ad. 

 

Testimonials 

This ad type is pretty self explanatory. 

The marketing tactic is to use external validation and reviews to boost a product or service. 

Check out these examples below. 

 

A. Singapore Airlines 

Singapore Air

Source: Facebook

This ad works well as it is pitching itself with awards won, AND also adding client testimonials.  

 

B. Clearskin

This ad works well as it uses real-life customer testimonials and customer success stories to pitch to more customers. 

When customers are used to market products, a sense of trust is created for other potential customers as they see another person who is just like them using a product with great results. 

 

Fear of missing out (FOMO) 

 

Before we dig deep into some great Facebook ad campaigns, let’s look at the psychology behind FOMO. 

It is described as the “fear of making the wrong decision – the one that will leave you feeling like you’re missing out on what could have been.” (i-D)

This is why consumers get FOMO. 

And it’s a perfect opportunity to leverage fear-based marketing tactics. 

Let’s have a look at some good ones. 

 

A. The limited time offer 

STC FB Ad

Source: Facebook

Here are four things the image does effectively:

  1. It creates the feeling of FOMO. If you don’t use this coupon by 11 December 2019, it will expire, and you will not be able to get $25 tickets anytime after 

  2. It uses repetition. $25 tickets for under 25s sticks in your mind. 

  3. It targets a very specific demographic. Under 25s usually cannot afford pricey theatre tickets, so by having a cheaper deal targeted to a demographic who is most likely to benefit from it, the ad hits the mark 

  4. Showing demand. Right under the description it shows “192 people got this offer”. This is social proof the advertisement is both legitimate, and popular. 

 

B. The hot deal 

This ad works well as it gives two offers in one ad: 

A cheap subscription to the New Yorker magazine, along with a free tote bag. 

Two birds with one stone! 

Source: Facebook

 

Emotional ads 

A. Nike 

Nike emotional FB ad

Source: Facebook

Immediately, Nike has your hearts with this canvas ad. 

Even if you’re not a parent after sportswear for your bub, this ad is appealing to a wider audience - i.e. anyone who finds babies doing adult things cute. 

This is smart advertising, as it works on two levels. 

It not only appeals to the audience through its cuteness, but also leaves the audience wanting more – and delivers that through the carousel. 

The promise of more cute baby photos doing athletics is likely enough to get a parent to swipe through. 

And boom - Nike has achieved their objective of getting their target demographic to engage with their ad.  

Carousel ads work really well when there are multiple photos and products you as a marketer want to display. 

Note as well how simple this ad is. With just short copy, a couple of photos and a CTA button, it became one of Nike’s best performing ads. 

 

B. Promo 

Promo FB Ad

Source: Facebook 

Consider the idea behind the video. 

It’s simple, appeals to the target audience (small businesses) and uses clever copy and a good idea to deliver its message. 

So much so in fact, that it received 4.6k likes and over 600 comments! 

The humor element of this ad also means it is more likely to stick in the audiences’ minds. 

However, as strong as this ad is, there is one downfall. 

Notice how the headline truncates after the first five words? 

A more effective headline would be one that is concise enough to fit within the specs of that advertisement. 

 

Other clever examples 

 

A. Pura Vida Bracelets 

Pura-Vida-gif

Source: Sprout Social 

This ad works well as showcases the product in the first slide, but then goes on to showcasing more elements and behaviours that are associated with the product. 

It is colourful, and doesn’t just sell the product – but the lifestyle too. 

Subconsciously, this ad will tell them customer that by purchasing these bracelets, they will have access to a beachy, carefree and sunny lifestyle. 

 

B. HelloFresh 

This ad works really well as it is multilayered – playing two videos in one. 

These videos correspond with each other, which is what ties the ad together. 

As there is a lot happening on the screen, the viewer is forced to concentrate slightly harder to understand what is happening, which in turn increases their engagement. 

It is visual, simple and colourful. 

 

C. Shopify

Let’s have a look at this ad from Shopify: 

Shopify Fb Ad

Source: Pinterest 

This ad immediately sticks out because of its simplicity. 

But it also compels the audience as it immediately draws their eyes to the centre of the image using the dark and lightness contrast.

Simple, yet effective. 

As Google puts it: “Straightforward messages deliver results.” 

 

D. Best Buy

Best-Buy Ads

Source: DigitalMarketer.com

This ad works well on a range of levels. 

It is colourful, and the copy creates a sense of urgency (Prep for the Holiday Savings event), while also promoting an event the company is hosting! 

 

E. Purple 

Purple Mattress FB Ad

Source: DigitalMarketer.com

This ad works well as, like the HelloFresh ad format, it works on two sides of the screen. 

It promotes the product with a video less than 10 seconds, but shows exactly how well the product works. 

The copy also guarantees a trial period and a free return in the case of customer dissatisfaction. 

This benefits customers, and so is highly appealing. 

F. Nespresso 

NESPRESSO George Coloney Ad

Hey George Clooney 😉 Source: DigitalMarketer.com

The copy seeps into the video, which creates excitement for the customer because it is unexpected. 

The copy is also clever, as the video responds to it in a quite literal way. 

The medieval theme also creates a feeling of adventure, which ads to the appeal and the sense of excitement. 

By doing this, your audience is more likely to pause scrolling their news feeds to watch the ad as they understand what is happening in it. 

Boom! You’ve got their attention. 

 

G. Ladder 

This ad creates a comparison to show how quickly the service delivers. 

Making coffee doesn't take long, so the promise of being able to complete a life insurance plan before finishing coffee is lucrative.

Ladder Fb Ad 

Source: DigitalMarketer.com

 

H. Accenture 

Accenture

Source: Hubspot

This ad takes the meaning of ‘threats’ quite literally. 

By synchronising the copy and the video, that ad comes across as cohesive, engaging and credible (one of the very important copywriting Cs!) 

 

I. BookClub

Book Club FB Ads

Source: HubSpot

Sometimes, there’s nothing more daunting than making a decision. 

Bookclub’s ad makes it easy for audiences by deciding their book for them!

On top of that, it lays out four book covers in an attractive way. 

 

J. DropBox

This fun, short video (falling within 30 seconds) shows the audience exactly how to use DropBox.

There’s nothing more enticing than marketing that tells the audience exactly what it is selling.

 

K. NatureBox

BOOM! Immediately looking at this ad you know what it sells. 

The visual layout is appealing, looks fresh, and appetising. 

Plus, the huge free trial copy is emphasised, while fitting in with the overall colour scheme of the ad. 

Nature Box

Source: HubSpot

 

Over to you 

 

Writing a Facebook ad isn't as easy as waving a magic wand, but it isn’t as difficult as Romeo trying to win over Juliet.

With this guide, I hope you see how these ads show what effective advertising is, and you feel empowered to go out and conquer advertising on Facebook. 

Which type of ad you choose will highly depend on your budget, your brand, your target audience and their Facebook using behaviours. 

This toolbelt offers you how to write effective ad copy, why simplicity delivers and a step-by-step process on creating appealing Facebook ads. 

Inspiration can strike at any second – so make sure to have a look at these examples to see how you can create your next high quality Facebook ad. 

Still craving for more? Check out our Digital Marketing Game Plan. Available to you, for free!

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