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
