Facebook Ads: 5 Golden Rules Of Ad Copy

Author: Dan The Marketeer
Date: March 28, 2022

At The Marketeer, the core strategy we use for our done-for-you event, webinar and challenge marketing services is Facebook Ads. We’ve been running them for years, spending several million of clients money in that time. We live and breathe them, 365 days a year.

And over that time we’ve developed many golden rules to follow to ensure we get the best results for our clients. By that, I mean...

  • High numbers of event/webinar/challenge registrants, leads, etc.
  • Of high quality–most interested, most engaged, most likely to buy
  • At the cheapest cost per lead

Just one part of our golden rules involves the creation of the ad copy. We’ve learnt the hard way, what works and what doesn’t. We know the best copy to get the best results for clients.

And in todays blog, for the first time publicly, I’m going to be sharing what these golden rules of ad copy are... so you can start filling your events, webinars and challenges cost effectively.

And as the blog title suggests, there’s a total of 5 of these...

A little caveat first. Whilst we specialise in event, webinar and challenge Facebook Ads–many of these rules apply to any type of Facebook Ad–ecommerce, brand awareness, lead generation–the works.

How do I know this? Because we do all of those ads for clients too. It’s just the event/webinar/challenge side of things that we specialise in–that we focus on the most.

1. Question/Statement

Let’s start with the very start of your ad copy.

This is the first part of your ad copy that people will read, and as such you need to achieve 2 things with it.

Firstly, you want to use the start to attract the right people so they read more, and take action.

Secondly, you want to put off the wrong people, so they don’t read more and don’t take action. Because that’s not good for you, or them.

The best way to achieve this is by asking a question, or making a statement.

This question or statement must directly relate to your ideal target audience and must speak to the problems they face, and that you’re here to solve them.

For example, one of our target audiences at The Marketeer are businesses who run FB Ads but get bad results. So one of our ads might start with copy like...

If you’re tired of spending money on FB Ads and getting poor results... at a high cost... keep reading.


Do you want to get better results from your FB Ads... at lower costs?

If those reading the ad does not run FB Ads, they’re immediately put off the ad. Equally, if they do run ads and are happy with the results, they’re put off. Which is what we want.

And is what you want to do with your ad copy.

2. Key Learnings/Benefits

As mentioned, we specialise in ads for webinars, events & challenges. But 99% of ads will be talking about and promoting something that has benefits to your audience.

Webinars, events and challenges have key learnings that the attendees will receive if they sign up and attend.

The same can be said for a lead magnet, whether it’s a free book, guide, video-series etc.

And in cases where this doesn’t apply, benefits do apply. For example ads promoting a direct product or service. They have benefits for those investing in them, right?

So what does this have to do with ad copy?

Your ad copy should always always always include at-least 3-5 key learnings and or benefits of whatever it is you’re promoting.

For example, if we were running ads promoting a webinar we were running we might have copy like...

When you join us tomorrow night you will learn...

  • How to get better results from your FB Ads, for less cost
  • How to write copy for your ads that attracts your ideal audience, and repels everybody else
  • How to fill your next webinar, event or challenge wit 100’s of high-quality, cost-effective signups via FB Ads

If we were running ads promoting our done-for-you service for example, we might have copy like...

When you sign up for our 3-month Done For You FB Ads service, you get...

  • Complete peace of mind that experts are running your ads every second of the day, getting you maximum results for minimum cost
  • Freedom to focus on other areas of your business that you enjoy more, and are more natural at doing such as delivering to your clients
  • Access to our team 365 days a year for any questions and support

3. Identify

As you’ve seen so far, an important part of your ad copy – and ads in general – is attracting the right audience and repelling everybody else.

The next step of doing this is further into your ad copy where you will literally make 2 lists:

The first list is who the thing you’re promoting via ads IS FOR.

And the second? You probably guessed it...

The list of who the thing you’re promoting ISN’T FOR.

Now you might be thinking, surely the introduction part of the ad copy has already done this job?

Sure, to an extent.

But in order to maximise your results, and minimise your costs, from ads you need to narrow your audience further.

Using us at The Marketeer as an example once again... yes we want businesses who use FB Ads and also get bad results.

BUT we want to narrow it further. Because not every business in this situation is applicable to our help or whatever we’re offering.

For example, if the business runs very little ads and has very little ad budget – there's only so much we can help them. That’s why we usually work with those who have a monthly ad budget of at least £2k... and £5k+ for done-for-you.

So an example of our lists would be...

This webinar is for YOU if...

  • You spend at least £2,000/month on FB Ads
  • You want better results from your ads and more for your ad spend
  • Etc.

Then, to make things really clear, you want a second list which covers the opposite. For example...

This webinar is NOT FOR YOU if...

  • You spend less than £2,000/month on FB Ads
  • You don’t run FB ads very often or at all
  • You’re happy with the results you’re getting from your ads

Make sense? I hope so!

4. Flaunt

Next up, expertise. We all have expertise in different fields. Your ad copy must clearly and accurately share this expertise so your ideal audience understand why they need your help – need to click your ad – need to take your offer, etc.

With most businesses we work with, this expertise is focussed around the owner/founder of the business as they’re the expert, they’re the person who is front of house.

In other cases, it can be the history of the business itself.

Expertise can and should include...

  • Number of years serving X clients
  • Getting X results
  • Working with X well known people
  • Publishing X books
  • Hosting X webinars
  • Helped X people
  • In X countries
  • Etc.

Skies really are the limits here. The key is you’re honest and accurate. Don’t make claims that are not true.

For our own ads, where it’s my expertise on show, our list may look something like...

Dan has...

  • Been running FB Ads for over 5 years
  • Promoting and filling 300+ webinars, events and challenges
  • Spending over £3m of client ad spend
  • Across multiple industries including Property, Business, Marketing, Sales, Self-Development, Legal, and more
  • For clients across the UK and wider world
  • To audiences on 4 continents


Sharing expertise like this is common practice in many marketing practices, not just FB Ads, so I’m sure it’s clear why we want to do this. But if it’s not clear, think of it this way...

You’re running your ads to largely cold audiences – people who’ve never heard of you before, or don’t know you well at all.

They need the confidence in what you’re saying you can help them with, isn’t actually just BS.

They need a reason to read more, learn more and click on your ad – and not the dozens of other ads they come across on FB each day, not to mention the hundreds of times they’re promoted to across countless mediums and platforms, virtual and in person.

And this my friends, is how you do that!

5. Expectations

Last but not least, whatever you’re promoting... whether it’s a webinar/event/challenge/book/lead magnet/video/group/page/product/service/offer/bonus... you need to set clear expectations!

Expectations on what to expect if people were to click your ad and take the next steps.

What to expect if they’re giving you’re their contact information, or even money, to take the next steps.

They need to know what’s going to happen next. And this all needs to be accurate. And, my friends, you need to deliver upon every single word!

For example, if we were running a webinar we might use ad copy like...

This free training webinar will run for approx. 90 mins starting Sunday night at 8pm. When you sign up, we’ll send you all of the information you need straight to your inbox and to your phone, so you know how to join us.

This may sound pretty obvious, but it’s critical to be completely transparent and ethical when running ads. No smoke and mirrors. No dodgy marketing ploy. Give the correct information, and deliver on it. Nothing less.

A Gift For You

As a thank you for reading today I want to offer you a free copy of our guide: The 9 Key Components For Running Facebook Ads To Your Webinars And Events.

Helping our clients fill their events and webinars, or supporting them to do so themselves, via Facebook Ads is something we do 365 days a year.

How do we do this?  

Through our done for you and done with you services that you can learn more about here.

Whilst you’re here, I’d like to invite you to learn how The Marketeer continually filled the UK’s market-leading portfolio builder and property educator webinars and events over the last 24 months.

Finally, I have an ever increasing catalogue of free resources to help you fill your events and webinars.

Sell more. Inspire more. Change more lives.

Take care,


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