Best Meta Ads That Actually Work (…And Why)

The Importance of Meta Ads in Advertising Strategy

In today’s saturated advertising landscape, it is crucial to stand out from the crowd. Meta ads provide a refreshing and innovative way to capture the attention of consumers. Both potential and current ones.

By breaking the traditional advertising mold, Meta ads create a sense of intrigue and curiosity. They offer a unique opportunity to engage with your audience on a deeper level and leave a lasting impression. Meta ads allow you to showcase your brand’s creativity and personality, making it more memorable and relatable to your target audience. 

Furthermore, Meta ads have the potential to go viral (…and everybody wants this, rights? 😀  ). In the age of social media, where content spreads like wildfire, a well-executed Meta ad can generate immense buzz and reach a wider audience. This can significantly boost brand visibility and awareness, ultimately leading to increased sales and customer loyalty. 

By incorporating Meta ads into your advertising strategy, you are opening doors to endless possibilities and positioning your brand at the forefront of innovation!

And it doesn’t matter if you are a solopreneur, running a small business, or working at a large enterprise – I am sure there’s a way to leverage this advertising channel to take your marketing game to the next level!

What Makes a Meta Ad Effective?

Creating an effective Meta ad requires careful consideration and a deep understanding of your target audience. No visual, or copy will do the trick if you miss to do this step right!

Tip: A good competition research can also do the trick here, or at least help you to get a better overview of who you are advertising to. 

The key to a successful Meta ad lies in its ability to surprise and captivate viewers. It should be unexpected, clever, and most importantly, relatable. An ad that resonates with its audience has a higher chance of being shared, discussed, and remembered (..and it’s cheaper 😀).

Another crucial element is the ads ability to deliver a clear message. While being creative and unconventional is essential, it is equally important to ensure that your ad effectively communicates the benefits of your product or service. The message should be concise, memorable, and aligned with your overall brand identity.

Additionally, a well-executed Meta ad should seamlessly integrate with the medium it is being displayed on. Whether it’s a television commercial, a print ad, or a digital billboard, the ad should feel native to the platform. This will enhance the overall user experience and make the ad feel more authentic and engaging.

…Okay, but this is another topic I will cover in my upcoming posts.

Now, let’s get to business! How to do all that I mentioned above – well, check out some great examples. I am not saying to copy these ads, but to get inspired. Hm, but then again, I will just leave Picasso’s quote here 🫣:

How to spy on your competitor’s ads…or just get inspiration from other advertisers?

Okay, let me just share one super-useful thing with you before we explore some great Meta ad examples. To be specific, ladies and gents, I want to introduce you to Facebook AdLibrary. 

This tool is like a window into the ads running on Facebook, Instagram, and related platforms. It’s not just for marketers; even regular users can learn about the ads they encounter.

To reach the Ad Library, follow these simple steps:

1. Visit the Ad Library: Go to https://www.facebook.com/ads/library/.

2. Search for Advertisers: Enter the name of your competitor, brand, or any advertiser you’re curious about in the search bar.

3. Browse Ads: You’ll see a list of all the ads that the chosen advertiser is running. This includes both active and inactive ads, along with detailed performance stats.

Now you’re all set!

Top 10 Examples of Great Meta Ads 

*in no particular order

#1 Faire

The Faire’s ad’s design is plain and doesn’t have any videos, animations, or fancy pictures. It simply shows the offer with the logo. You can make this ad fit your brand by using your brand’s fonts and colors, along with your own offer, instead of the original one, of course.

So, why does this ad work? 

This Faire ad works well because it follows how people look at stories by tapping to see the next part. In 3 frames, the shipping information changes from “US” to “U.K” to “Canada,” which is kind of like stop-motion animation.

#2 London Basin Co

Let me just say one thing – London Basin Co. makes great Meta video ads. In this particular campaign they use vertical videos that take up a lot of space on a mobile screen, and that’s important because most people watch Facebook/Instagram videos on their phones (about 65%).

In this video, they show off some really nice bathroom sinks. The background is all black, so you can focus on the sinks without any distractions.

It’s a simple but good video for homeowners who want to make their bathrooms look better. At the end, there’s a “swipe up to shop” option, so you can learn more about the product without leaving the Facebook app.

So, why does this ad work? 

It’s simple, but shows all the benefits that potential customers need to see. And those potential customers are on their mobile phones (…which London Basin Co’s ad designers are very aware of!).

#3: Dollar Shave Club

Dollar Shave Club’s ad took a humorous and irreverent approach to promote its subscription-based razor service. The ad was refreshingly honest, self-aware, and resonated with its target audience. It showcased the brand’s personality and differentiated it from its competitors.

So, why does this ad work? 

To put it bluntly, this ad goes straight to the core message. The copy, driven by curiosity, and the call-out to competitors, are sufficient to arouse users’ curiosity and encourage them to engage in the comments section.

#4 Kay Jewelers

This Kay Jewelers Meta video ad shares a short but touching story, which they are known for, in just a few seconds. You don’t even need the sound to understand the message. 

If you’re selling something sentimental, like Kay Jewelers do, video ads work well, but make sure they have a clear and happy ending, as people watch videos on social media casually and don’t want long or complicated ads.

So, why does this ad work? 

Well, this ad works for a few reasons: it’s visually engaging, relevant to the viewer’s recent searches, demonstrates the value of the product, and includes a clear call to action for easy interaction and more relevant content.

#5 Bustle

Let’s take a look at how Bustle promoted one of its articles on Meta with a boosted post. 

Boosting a post means paying to make it reach more people, especially if it’s content that lots of folks might like. 

In this case, Bustle’s boosted post is meant for a broad audience, not just a specific group. They’ve used a bright neon sign from Amazon in the picture, and the article is full of examples , so it’s likely to grab the attention of many Amazon and Bustle followers.

So, why does this ad work? 

The Amazon Prime logo in neon lights caught the author’s attention while scrolling through the feed, making it visually appealing. It’s relevant to the author’s interests, combining their love for shopping on Amazon and reading Bustle. The use of the word “brilliant” piqued their curiosity, and the clear call to action to explore useful gadgets with fast delivery further engaged the author.

#6 Tortuga Music Festival

Good event ads need two key things: when the event happens and a reason to go. The Tortuga Music Festival ad does this by sharing the date, time, and the bands performing, plus it shows how much fun you’ll have!

So, why does this ad work? 

This ad stands out because it’s visually captivating, showcasing a beautiful beach concert setting that immediately catches the eye. It’s relevant to fans of Kenny Chesney and those with connections to Florida, making it more likely to appeal to the target audience. The clear “Buy” call to action and the urgent message of “Time is running out!” further encourage potential ticket buyers to take action swiftly.

#7 TOMS

Unlike many Meta ads you see, this one isn’t just about selling stuff. TOMS got lots of people to recognize their brand with this ad, even though they didn’t show their products.

So, why does this ad work?

Well, there’s no direct sales pitch or a “Buy now!” message, which makes us curious about what it’s all about. Plus, the cool pictures and catchy tagline help TOMS get noticed 😀.

#8 Project Repat

Contrary to what many people think, you don’t have to spend a lot of money on fancy ads. Even though some of these Meta ad examples are from big companies, Project Repat’s success story shows that something as simple as a regular picture can be a powerful marketing tool.

Ads on Meta that include content made by customers (UGC – user-generated-content) usually do pretty well. 

So, why does this ad work?

It’s smart to use a customer as a sort of walking advertisement because user-generated content tends to persuade people to buy. Ads that aren’t too polished can actually be a good thing for your brand because people tend to ignore traditional ads in their social media feeds!

#9 Allbirds

Allbirds, the shoe company, used a video ad that emphasizes simplicity and whitespace. The video is pretty short too (just nine seconds), but it shows the product in a way that grabs your attention and connects with the person wearing it. Check it out!

So, why does this ad work?

Facebook and Instagram have a lot of ads, and when people scroll through their News Feeds, all those ads can look pretty similar. To stand out, sometimes it’s best to use subtle movements and small details, just like Allbirds did in their video. While other videos may be fast and flashy, yours will be a refreshing change for your audience.

#10 LoveLeggings

Fun fact: Did you know that 95% of people really trust customer reviews when they’re deciding to buy something? 

Well, in a Meta ad, you can make those reviews really stand out! This way, shoppers won’t leave your website to look for reviews elsewhere and then forget to come back.

Love Leggings did this in the ad below.

So, why does this ad work?

LoveLeggings showed a customer wearing their products and gave them a 5-star rating with an “Excellent” label. This makes the people watching the ad feel more confident about checking out the products. If others love them, they probably will too.

A Small Bonus: Meta Ad Ideas for Different Industries

Meta ads can be tailored to suit various industries and target audiences. Here are some Meta ad ideas for different sectors:

• Fashion: A Meta ad featuring a fashion runway show with unexpected twists and surprises.
• Technology: A Meta ad that showcases the evolution of technology through the ages, breaking the fourth wall.
• Food and Beverage: A Meta ad that humorously highlights the behind-the-scenes process of creating a delicious meal or beverage.
• Automotive: A Meta ad that takes viewers on a virtual journey through time, showcasing the evolution of automobiles.
• Travel: A Meta ad that transports viewers to different destinations, breaking the boundaries of traditional travel advertisements.

How to Create Your Own Meta Ad

Creating your own Meta ad requires careful planning and creativity. Here are some steps to help you get started:

• Understand your target audience: Conduct market research to gain insights into your target audience’s preferences, interests, and sense of humor.
• Identify your unique selling proposition: Determine what sets your brand apart from competitors and how you can leverage it in your Meta ad.
• Brainstorm creative concepts: Let your imagination run wild and come up with unconventional ideas that align with your brand’s identity and messaging.
• Storyboard your ad: Create a visual representation of your ad’s flow and structure to ensure a seamless execution.
• Test and iterate: Gather feedback from a focus group or trusted individuals and make necessary adjustments to enhance the effectiveness of your Meta ad.

Tools and Resources for Creating Meta Ads

Creating a Meta ad can be a complex process, but there are several tools and resources available to help you bring your vision to life. Here are some popular options:

• Video editing software: Programs like Adobe Premiere Pro, Final Cut Pro, and iMovie provide powerful editing capabilities for creating visually stunning Meta ads.
• Graphic design tools: Tools like Adobe Photoshop and Canva allow you to design eye-catching visuals for your Meta ads.
• Storyboarding software: Applications like Storyboarder and StudioBinder help you create and organize your ad’s storyboard.
• Social media platforms: Platforms like Instagram, Facebook, and TikTok offer various creative features and ad formats to showcase your Meta ad.

Tips for Optimizing Your Meta Ads

To ensure the success of your Meta ad campaign, consider the following tips:

• Keep it authentic: Stay true to your brand’s identity and values. Authenticity is key to creating a Meta ad that resonates with your audience.
• Be bold and daring: Don’t be afraid to push the boundaries and take risks with your Meta ad. The more unconventional and unexpected it is, the more likely it is to stand out.
• Leverage social media: Use social media platforms to your advantage. Share your Meta ad across different channels and encourage user-generated content to amplify its reach.
• Track and analyze performance: Monitor the performance of your Meta ad campaign and make data-driven decisions to optimize its effectiveness.

Conclusion: Embracing the Power of Meta Ads

All in all, Meta ads have the potential to revolutionize your advertising strategy. By embracing creativity, authenticity, and innovation, you can create Meta ads that captivate and engage your audience. 

So, don’t be afraid to think outside the box and embrace the power of Meta ads in your advertising strategy.

Useful Meta Ads FAQ:

1. Do Meta Ads Work?

Well, a politically correct answer would be – it depends. But, it all depends on what you want to advertise (e.g. some stuff is prohibited) and if your target audience is active on Meta platforms.

But, if Meta platforms seem relevant for your business, then without any doubts – yes, Meta ads are effective! They can reach a specific audience, there are lots of people using the platform, and you can get valuable data to analyze. When businesses keep trying different approaches and have a smart plan, they can make more money from their Meta ads than they spend.

2. How Do Meta Ads Work?

Meta ads work by selecting a group of Facebook/Instagram users who are similar in certain ways and showing your ad to them on their Feeds, Inboxes, Stories, etc. (ad placement options are constantly evolving). There are eight different ad formats to pick from, each designed for specific goals you want to achieve with your ad.

To use these ads effectively, you must first decide who you want to show your ads to. When you start creating a new Meta ad, you can make a custom audience with various details like:

• Where they live.
• How old they are.
• Their gender.
• The languages they speak.
• What they’re interested in and how they behave on Meta platforms.
• Their connections to your other Facebook pages related to your business.

You can even make what’s known as a Lookalike Audience, where Meta finds people who are similar to a particular “source” audience you specify. This source audience can include the information mentioned earlier.

3. What Ad Copy Works the Best?

In many cases, the captions for the ads were too long to fit in the initial view (you had to tap “see more” to read the whole caption). That’s why it’s super important to make the first line of your caption really eye-catching. Here’s how you can do that:

• Keep your words short, clear, and to the point. Put the exciting part in the first sentence or two, so people see it right away.
• Remember, people using mobile devices have short attention spans, so the shorter your message, the better.
• Have a strong Call to Action (CTA). This is the most important part of your ad because it tells people what to do after they see it. 

Here are some tips for making your CTA better:

• Make sure your CTA matches your campaign’s goals. Do you want people to buy something, sign up for a newsletter, or give you their email?
• Be specific with your CTA. Avoid using a general “Learn more” button. Facebook offers more than 20 CTA options for different ad types.
• Test different CTAs with A/B testing to see which one your audience likes the most.

For more in depth advice on how to write a good CTA check out these 6 Tips for writing a good call-to-action.

4. What’s the Anatomy of the Perfect Meta Ad?

While each ad has its own goal, they all share common building blocks. Even though there are different types of Meta ads, they all have similar parts that you should pay attention to. These important elements are:

• Headline: This is like a short summary of what you’re offering in your ad.
• Post Text: It’s the text right above or below your image. It’s usually the first thing people read.
• Description: Some ads have this extra space where you can provide more details about your product or offer.
• Media: This is the big part, your image or video. It’s what catches people’s eyes.
• Call-to-Action: This is a button at the bottom of your ad that tells people what to do next.

However, what you say in each ad should be unique to your business and your goal. Here are some general tips that can help you create effective Meta ads, although they’re not strict rules.