1
TABLE OF
CONTENTS
03 INTRODUCTION 07 LEAD MAGNETS
04 HOW TO USE THIS BOOK 20 OFFERS
05 FROM AD TO ACTION 39 CAROUSEL
47 WEBINARS + EVENTS
53 AWARENESS
72 ARTICLES + BLOGS
81 A P P I N S TA L L S
84 SIGN UP + FREE TRIAL
2
How can you get more from your Facebook Advertising?
What makes a great Facebook ad that is holy-guacamole
INTRO – gorgeous & high performing?
DUCTION
Each ad needs to stop people from scrolling on by, and to pique interest in what you have to
say enough to compel a click through to your high-converting landing page. That means that
your ad needs to be cleverly architected with just the right art & copy (words & pictures) to
make a powerful pitch.
But how do you do that?
The best Facebook advertisers don’t magically know what will work for their audience
(though...that would be cool). Instead they build that knowledge by testing lots of different
strategies and seeing what sticks. They try out different approaches, see what works, and pay
attention to the results.
All of these real-world, handpicked examples contain both the beauty (art & copy) and the
brains (marketing strategy) that make a great Facebook ad. Use them to inspire your next
campaign, see what works, and do more of what your audience loves.
Happy business building!
The Leadpages team
3
How this book is organized:
The following chapters are sorted primarily by ad format and offer type — that’s what we
HOW TO USE figured would be most helpful.
THIS BOOK:
Why can’t I just search by ads in my industry?
These pages are chock-full
of seriously sleek examples Grabbing people’s attention and getting them to take action means giving them something
of Facebook Ads that we
fresh, new, and slightly unexpected. Sometimes the best, most innovative ideas come from
consider to be best-in-class
marketing. Use them to looking outside your industry for inspiration!
inspire your next campaign,
power-up your art & copy,
and also get an introduction The next time you’re crafting a campaign, here’s what we recommend:
to some Facebook Ad
1. Define your offer
formats you’ve never tried
before. 2. Craft your high-converting landing page
3. Pull out your Leadpages Facebook Ad Look Book and whip up an outrageously gorgeous ad
4. Review your Facebook Ad & Landing page copy to ensure both your message & your design
are aligned
All trademarks and registered trademarks are the property of their respective owners.
4
Super Targeted Best-dressed High-Converting
Web Traffic Facebook Ad Landing Page $$$ ROI
FROM AD TO
ACTION: Optimize both pieces of your Facebook ad campaign puzzle
Every (single) Facebook ad should point directly to a targeted landing page.
Squeeze more success from
your ad spend by sending Ads that point to your home page, a cluttered catalog, or your Facebook business page will
traffic to a dedicated
leave your audience totally confused about what to do next.
landing page.
You invest your time & money
to capture web traffic with Continuity + Clarity = Conversion
a Facebook ad — but if you
send people to a home page, Align each ad with a unique & high converting page so that your traffic:
a static web page, or your
Facebook business page,
Sees what they expect to see
you’re 1) confusing people
and 2) burning through your Trusts that you delivered the content you promised
budget
Knows what action to take next
Converts!
5
If your audience doesn’t care they won’t act. Target your
It’s Relavant audience & align your message to their needs & wants.
WHAT MAKES
A GREAT It’s Visual
Visual ads are more likely to be shared & remembered.
Chose designs with stopping power and that will resonate
FACEBOOK with your audience.
AD? General messages are generally easy to walk away from.
It’s Clear
Get down into the nitty gritty of your offer and use a clear
The ads that melt-your- call to action.
heart and win your business
are the ones that are Ad copy should address both rational and emotional triggers
carefully built from the It’s Compelling
that get people to click (by balancing of features & benefits).
ground up. Here are what
we consider to be the top
six factors.
Reduce friction and frustration by aligning your ad with a
It’s Consistent
unique landing page that reinforces the ad’s message and
delivers on its promise.
It’s Inspired Content clutter is real. Use this booklet of inspiration to get
your ads to start standing out from the crowd!
6
Lead Magnets
7
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Lead Magnets 8
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Lead Magnets 9
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Lead Magnets 10
Lead Magnets 11
People respond to human faces - it’s some
scientific phenomena that is ingrained in our
brains. So, showing people’s faces in your ads
can strike the right psychological chords. Test
it out some time!
Check them out
Check them out
Lead Magnets 12
Facebook Ad Call to Action Buttons
Increase sales and traffic on your website by adding call
to action buttons. Call-to-action buttons are available for
ads shown in News Feed only on both mobile and desktop
placements.
Lead Magnets 13
Lead Magnets 14
Lead Magnets 15
Lead Magnets 16
OMG, Hurry UP!
Urgency and scarcity are powerful forces to compel people to
click & convert. It boils down to loss aversion, which basically
means that people tend to have a stronger desire not to lose out
than a desire to win something
Lead Magnets 17
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Lead Magnets 18
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Lead Magnets 19
Offers
20
Offers 21
Offers 22
Offers 23
Offers 24
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Offers 25
Offers 26
Offers 27
Offers 28
Offers 29
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Fun Fact
93% of Social Media Advertisers Use Facebook Ads And 24%
use Instagram Ads (...also owned by Facebook)
[Social Media Examiner’s 2017 Social Media Industry Report]
Offers 30
Offers 31
Positive Polly? OR Negative Nelly?
Sentiment in advertising sells. According to
[Smart Insights], the majority of Facebook ads
are Neutral or slightly positive. While emotional
content is memorable, controversy can cause
problems.
Offers 32
Offers 33
Offers 34
What’s my word count?
Keep your message short & sweet, clear &
compelling. According to [Smart Insights] the most
popular lengths are:
4 word headlines
15 word link descriptions (just 0 of word limit)
Offers 35
Offers 36
Check them out
Offers 37
Offers 38
Carousel
39
Carousel 40
Carousel 41
Carousel 42
Feeling Blue?
Color psychology is not mere hokus pokus.
Scientific studies delve deep into how color
compels emotion (and action). In fact, 90% of all
snap judgments we make about products can
be traced back to color (Management Decision
study).
Carousel 43
Carousel 44
Carousel 45
Carousel 46
Events & Webinars
47
Events & Webinars 48
Check them out
Fun Fact:
Images account for 75-90% of Facebook
advertising performance
[Consumer Acquisition Whitepaper]
Check them out
Events & Webinars 49
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Events & Webinars 50
Events & Webinars 51
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Events & Webinars 52
Awareness
53
Awareness 54
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Awareness 55
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Awareness 56
Awareness 57
Awareness 58
Awareness 59
Awareness 60
Awareness 61
Awareness 62
Awareness 63
Awareness 64
Awareness 65
Awareness 66
Awareness 67
Check them out
Awareness 68
Awareness 69
Awareness 70
Awareness 71
Articles + Blogs
72
Articles + Blogs 73
Articles + Blogs 74
Articles + Blogs 75
Articles + Blogs 76
Facebook Ad Formats
Video
Image
Collection
Carousel
Slideshow
Canvas
Lead Generation Ads
Offers
Post Engagement
Event Responses
Articles + Blogs 77
Check them out
Articles + Blogs 78
Articles + Blogs 79
Check them out
Articles + Blogs 80
App Installs
81
App Installs 82
App Installs 83
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