Facebook/Meta Ads

Psychology-first advertising framework for Facebook and Instagram ad campaigns.

Creative Strategy

The Curiosity-Benefit Intersection

Effective ads create curiosity about a specific benefit. The viewer must want to know more about something that directly helps them.

Headline Formulas

• Breaking News — position your offer as timely and urgent
• Native Content — blend into the feed to earn attention before selling
• Pattern Interrupt — visual or textual elements that break scroll behavior

Copy Rules

• Lead with the benefit, not the feature
• One clear CTA per ad — don't dilute with multiple asks
• Match ad copy tone to landing page tone (consistency builds trust)
• Test multiple hooks with the same body copy to isolate what drives clicks

Creative Best Practices

• Design for mobile-first (85%+ of Facebook traffic is mobile)
• Use authentic imagery over polished stock photos
• Keep text minimal on images (Facebook deprioritizes text-heavy creatives)
• Test video vs. static for each audience — there's no universal winner