On Facebook and Instagram, your ad isn’t competing with other ads. It’s competing with friends’ holiday photos, funny videos and the news. To win attention, it has to feel relevant instantly.
Know exactly who you’re talking to
The best creative starts with a specific person in mind. “Busy parents in Melbourne’s west looking for after-school activities” is far easier to write for than “families”.
Nail the hook
The first second decides everything. Strong hooks include:
- A bold statement or surprising fact
- A question your audience is already asking
- Movement or a striking visual
- Showing the problem they recognise
Design for the format
- Vertical video for Reels and Stories
- Square or 4:5 for feeds
- Captions on, because most people scroll with the sound off
- Text kept short and readable on a phone
Make your brand recognisable
Use consistent colours, fonts and style, and show your logo or product early. Repeated exposure builds recognition, even if people don’t click the first time.
Show proof
Reviews, star ratings, before-and-after shots, customer videos and numbers that matter. Social proof reduces risk in the viewer’s mind.
One clear action
What should they do next? Shop now, book, get a quote, learn more. One ad, one ask.
Test like a scientist
Change one thing at a time – the hook, the image, the offer or the headline – and let results guide you. What you think will work and what actually works are often different.
Don’t forget the landing page
A great ad sending people to a slow, confusing page wastes money. Make sure the page matches the ad’s promise.
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