Advertising on Meta
Ad Copy Examples: 30 Facebook and Instagram Ad Texts by Industry
30 Facebook and Instagram ad copy examples by industry, plus the structure of an ad, three proven formulas, character limits and what Meta rejects.
Written by Genly's AI team, reviewed by Marlon Bonink
· 7 min read
Your visual is done and your audience is set. Then comes the empty "Primary text" box in Ads Manager. Below you will find the structure of strong ad copy, three formulas that keep coming back and 30 examples by industry that you can adapt right away.
Short answer: Good Facebook and Instagram ad copy opens with a line that triggers recognition, names one concrete benefit or offer and ends with one clear action. Put the key message in the first 125 characters, because the rest gets cut off behind "See more". Write about the customer's situation, not the person, or Meta may reject your ad.
The structure of ad copy
A Meta ad has four text fields. Meta recommends a maximum length for each, because longer text gets truncated.
| Field | Where it shows | Recommended length | What goes in it |
|---|---|---|---|
| Primary text | Above the visual | First 125 characters visible | Hook, benefit, offer |
| Headline | Below the visual, bold | About 40 characters | The offer in a few words |
| Description | Below the headline (not shown everywhere) | About 30 characters | Extra reason: free shipping, today only |
| Call to action | Next to the headline | Fixed options | Learn more, Shop now, Book now |
Three formulas that work
1. Problem, agitate, solve (PAS). Name a familiar problem, make the cost of it tangible and offer your solution. Strong for services.
2. Before and after, in words. Describe how things are now and how they will be. Use words here, not before-and-after photos of bodies or skin.
3. List with proof. Three short benefits plus a number or review. Strong for online stores and known products.
30 ad copy examples by industry
Adapt the examples to your own offer, city and price. The headline follows the primary text.
Online store
| Formula | Primary text | Headline |
|---|---|---|
| List | Organic cotton, free returns and next-day delivery when you order by 10 pm. Over 2,000 reviews, 4.7 stars on average. | Shop the new collection |
| Problem | Another T-shirt that twists after three washes? Our basics keep their shape, wash after wash. | Basics that last |
| Offer | This weekend only: second item half price. While stocks last. | 2nd item 50% off |
| Before and after | From a drawer full of tangled cables to one tidy charger for every device. | One charger for all |
| Proof | "Finally a backpack that is actually waterproof." See why 1,200 cyclists rate us 4.8. | See the backpack |
Hair and beauty salon
| Formula | Primary text | Headline |
|---|---|---|
| Offer | New in the neighborhood: cut and blow-dry for $45, Tuesday evenings too. | Book your first visit |
| Problem | Twenty minutes of styling every morning? With a cut that suits your hair, you are done in five. | Free cut consultation |
| Situation | Tuesday afternoon, nothing to do but relax. A 60 minute facial, now $55. | Your hour of calm |
| Proof | The town's favorite salon for 12 years. 300 reviews, 4.9 stars. | Book online now |
| Seasonal | Wedding or party in December? Book your updo now, Saturdays are filling up. | Reserve your spot |
Real estate agent
| Formula | Primary text | Headline |
|---|---|---|
| Offer | Curious what your home is worth today? Free valuation within 48 hours, no strings attached. | Free home valuation |
| Proof | We sold 64 homes in town this year, in 23 days on average. | Sell with us |
| Problem | Not sure whether to sell first or buy first? We will run both scenarios with you. | Book a call |
| Situation | Kids moved out and one staircase too many? We help you downsize without the hassle. | Free advice session |
| Explainer | What does selling really cost? See every fee in one overview, from commission to inspections. | Download the overview |
Cleaning company
| Formula | Primary text | Headline |
|---|---|---|
| Offer | A clean home every week for $35 an hour, with the same cleaner and no contract. | Get a quote |
| Situation | Come home on Friday to a spotless house. The whole weekend is yours. | Book a trial clean |
| Proof | 180 offices in the city trust us with their cleaning. Same team, same times. | Office cleaning |
| Problem | Just moved and no energy left for the move-out clean? We will leave it spotless. | Move-out cleaning |
| Seasonal | Spring cleaning this month: windows, kitchen and bathroom in one day. | Pick your date |
Coach or trainer
| Formula | Primary text | Headline |
|---|---|---|
| Problem | Dreading Monday already on Sunday night? Six sessions to get back in control of your work. | Free intro call |
| Explainer | Three questions to ask yourself before you quit your job. Download the checklist. | Free checklist |
| Proof | 140 business owners went before you. Average rating 8.6 out of 10. | See the program |
| Offer | Four spots left in the November group program. Starts November 7, online. | Sign up |
| Situation | From answering email until 10 pm to closing your laptop at 6. | Book a call |
Home services (HVAC, roofing, solar)
| Formula | Primary text | Headline |
|---|---|---|
| Problem | Furnace keeps shutting down? A technician in your area today. | Get a technician |
| Explainer | What would a heat pump save in your home? Find out in one minute. | Calculate your savings |
| Proof | Over 900 heat pumps installed in the region, rated 9.1 by customers. | Get a quote |
| Offer | Free roof inspection this month, with photos and written advice. | Book your inspection |
| Seasonal | Winter is coming. Get your boiler serviced now before the calendar fills up. | Schedule service |
What Meta rejects
- Personal attributes. "Are you overweight?" or "Struggling with debt?" implies you know something about the reader. Write about the situation instead: "Lose weight without a diet" or "Get on top of your finances".
- Exaggerated promises. "Guaranteed within a week" or "100 percent results" often goes wrong.
- Special ad categories. Ads about employment, housing and credit follow extra rules, with fewer targeting options.
For more on rejections and boosting, see boost post vs. Facebook ads.
Writing ad copy with AI that does not sound like AI
AI writes fast but often too smoothly: "Discover the ultimate solution for all your needs." Avoid that:
- Give it your brand: who your customer is, how you talk and what exactly your offer is.
- Ask for concrete details: a city, a price, a moment of the day.
- Ask for five variations and pick two.
Genly's AI agent already knows your brand from scanning your website. It writes copy in your tone of voice and builds the ad right away. Read more in how to make ads with AI.
Frequently asked questions
How long should ad copy be?
Make sure the core message sits in the first 125 characters. After that it can run longer, but only if every sentence adds something.
Emojis or not?
One or two emojis can make copy easier to scan, for example as bullet points. A row of emojis looks cheap.
How many variations should I test?
Start with three to five, changing one thing each time: the opening line, the offer or the length. Keep the winner after a week and write new variations.
Editor
Marlon Bonink
Co-founder of Genly
This article was written by Genly's AI team and reviewed by Marlon before it went live. How we work with AI: AI transparency.
