Ad Copy Best Practices for Social Media Ads

Writing great ad copy is key to running effective paid campaigns. Whether you’re a franchisor creating a parent ad or a franchisee running local variations, your message should drive attention, interest, and action.

This guide covers best practices for crafting high-performing Meta ad copy within Flamel.

• Use concise language—aim for 1–2 short sentences in the primary text.

• Avoid jargon. Speak in a way your audience would naturally understand.

• Make the value clear in the first few words—most people skim.

Example:

Freshly painted rooms. Professional results. Book now and save 10% this week.

People care more about what your service will do for them than how it works.

Bad:

Our painters are trained in our 12-step paint prep process.

Good:

Your home deserves a fresh look—get it done fast and hassle-free.

Tell the user exactly what to do next.

Examples:

• Book your free estimate

• Try a free sample

• Order now for local delivery

• Claim your offer before it ends

Franchisees: personalize copy with your city or neighborhood to boost performance.

Example:

Trusted by homeowners across Austin. Let’s paint your home next.

Framel will automatically localize many parts of the ad when using Location Variables, but tailoring the voice makes it feel more authentic.

Paint a picture in the reader’s mind.

Instead of:

We sell premium pet food.

Try:

Delivering tail wags and clean bowls—premium nutrition for your pet, right to your door.

Whether your brand voice is friendly, professional, luxurious, or quirky—keep it consistent across ad copy. Franchisees should follow brand guidance from the franchisor when customizing.

Flamel makes it easy to test different parent ad creatives. Try different hooks, tones, or CTAs and use analytics to identify what performs best.

• Writing long paragraphs—your ad may get cut off on mobile.

• Using passive language (e.g., “Services are offered…”)

• Forgetting a CTA

• Stuffing too many details into the copy—save that for the landing page

• Write like you’re talking to a real person.

• Start with a pain point or a question.

• Review your ad preview in Flamel to make sure it looks good across placements.