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Facebook ad copy is the written text of a Facebook ad: the primary text above the image, the headline below it, the description under the headline and the call to action button. Together they tell people what you offer and what to do next.
What is Facebook ad copy?
It is every word in the ad apart from the image or video. Each part has its own job, so write them to work together and not repeat each other.
| Part | Where it appears | How to write it |
|---|---|---|
| Primary text | Above the image or video | Put the offer in the first line, because long text is cut off behind "See more". Name the audience or their problem and keep paragraphs short. |
| Headline | Below the image or video | Give a concrete benefit or the offer itself, not a slogan. Add the detail the primary text left out. |
| Description | Under the headline | Use it for one supporting fact you really offer. It does not show in every placement, so put nothing essential only here. |
| Call to action button | Next to the headline | Pick the button that matches what happens after the click, and make the landing page continue the same message. |
Write Facebook ad copy with the Ad Generator
Start from options instead of a blank screen. FounderPal’s Ad Generator is free and needs no sign-in.
- Open the Ad Generator.
- In Business description, say what your product is and how it works.
- In Target audience, name the segment you want to reach.
- Set Ad platform to Facebook.
- Choose the Language.
- Click Generate for FREE.
- Read Your Ad Copy: 2 primary text options, 6 headlines and 6 descriptions.
Pick one of each, then edit. Replace any claim you cannot back up, add your real offer and price details, and check that the three parts do not say the same thing. Paste the result into Ads Manager and preview each placement.
More tools like it are on the [FounderPal homepage](/).
Facebook ad copy length and character limits
Limits differ by placement and format, and Meta changes them. Check the current numbers in the Ads Manager preview while you build the ad.
Facebook ad copy formulas
Fill in the brackets with details from your own business. Keep every claim true.
Problem, solution, offer
"[Pain point]? [Product] helps you [result]. [One concrete detail about the offer]. [Call to action]."
Use it when the audience already knows the problem and wants a way out.
Benefit, proof, action
"[Main benefit]. [Proof you actually have, such as a feature or a documented result]. [Call to action]."
Use it when you have something credible to show and little room to say it.
Question, answer
"[Question your customer asks]? [Direct answer and what you offer]. [Call to action]."
Use it to open on the situation your audience is in, then lead into the offer.
Common Facebook ad copy mistakes
- Burying the offer after "See more", where many readers never reach it.
- Repeating the primary text in the headline instead of adding to it.
- Writing copy that does not match the landing page the button opens.
Facebook ad examples and next steps
See how other advertisers frame an offer in the Facebook ad examples. For the Google side and the general method, read how to write ad copy. For the line that sits next to the button, see how to write a headline.
FAQ
What is ad copy on Facebook?
It is the text of an ad, as opposed to the image or video. It carries the offer and the next step.
Do I have to fill in every part of a Facebook ad?
The primary text and headline carry the message, so write those first. The description is optional because it does not show in every placement. Choose a button that matches what happens after the click.
How long should Facebook ad copy be?
It depends on the placement and format, and Meta updates its limits. Put the offer in the first line of the primary text, keep the headline short, and preview each placement in Ads Manager before you publish.
Can I use AI to write Facebook ad copy?
Yes. FounderPal’s Ad Generator is free and, for Facebook, returns 2 primary texts, 6 headlines and 6 descriptions from your business description, audience and language. Edit the ones you like with your real offer before you run the ad.