These are Facebook ad copy examples from ads brands kept paying for, not copy someone wrote for a blog post. Every primary text, headline and description below comes from a live ad, word for word.
Runtime is the proof. Meta doesn't publish spend or sales for commercial ads, but brands turn off ads that lose money. When an ad has been running for 6 months or 2 years, its copy is doing its job. The 40 ads in this post have run for 182 to 863 days, and they're all still active today.
For each ad you get the copy, the data behind it, why the words work and one thing you can steal for your own ads.
Where the copy goes in a Facebook ad
A Facebook ad has four places for words. Knowing which does what makes the examples below easier to read:
- Primary text: the text above the image or video. It does most of the selling.
- Headline: the bold line under the creative. Most brands below use it for the offer or the product name.
- Description: the small line under the headline. The best ones below add a single fact the headline doesn't, like a price or a review count.
- Call to action button: a fixed label like Shop Now or Learn More. 25 of the 40 ads below use Learn More.
Short copy that does one job
These 8 ads say one thing and stop. None of them uses more than 40 words of primary text.
1. The Farmer's Dog: one rude line about kibble
The Farmer's Dog shows its fresh food packs next to a happy dog and lets the copy pick a fight with dry food.
The copy:
- Primary text: "Dog food should be food, not burnt brown balls. Switch to a smarter, healthy pet food today and get 50% off your first box."
- Headline: "Sign up now for 50% off your order!"
- Description: "Starting at $3/day"
- CTA button: Learn More
Ad data:
- Running for: 684 days (since November 2024), still active
- Impression rank: #4 of The Farmer's Dog's creatives
- Format: Image: product shot, live in 13 ads
- Markets: US, UK and more
- Landing page: The Farmer's Dog offer page
Why it works: "Burnt brown balls" is a picture nobody forgets, and it describes the competitor without naming one. The headline carries the 50% offer and the description handles price, the next worry a dog owner has.
Steal this: Describe the old option in plain, slightly unflattering words, then put the offer in the headline.
2. Bellroy: a benefit you can feel
Bellroy's Lite Sling ad is a clean product shot of a cream sling bag. The copy is one sentence.
The copy:
- Primary text: "Our lightest sling yet makes adventures feel weightless, while keeping your essentials right where you need them."
- Headline: "Bellroy Lite Sling"
- CTA button: Learn More
Ad data:
- Running for: 809 days (since July 2024), still active
- Impression rank: #13 of Bellroy's creatives
- Format: Image: product shot, live in 15 ads
- Markets: US, Canada, UK, Australia, New Zealand and more
- Landing page: Bellroy Lite Sling
Why it works: "Weightless" turns a spec (it's light) into a feeling. The second half answers the obvious worry about a small bag: will my stuff fit? The headline is just the product name, which is all a returning visitor needs.
Steal this: Write one sentence with the benefit first and the objection answered second.
3. Made by Nacho: a founder story in two sentences
Made by Nacho's video shows Chef Bobby Flay in his kitchen holding a pouch, with his cat on the counter.
The copy:
- Primary text: "Cat food wasn't up to cat dad Chef Bobby Flay's standards. So he made it himself."
- Headline: "Cat food that meets a chef's standards"
- Description: "Get 20% off your first order at madebynacho.com!"
- CTA button: Shop Now
Ad data:
- Running for: 575 days (since March 2025), still active
- Impression rank: #2 of Made by Nacho's creatives
- Format: Video: demo, live in 7 ads
- Markets: US and more
- Landing page: Made by Nacho homepage
Why it works: It's a whole origin story in 15 words: a problem, a person with credibility and what he did about it. "Cat dad" makes a famous chef relatable. The offer waits in the description, so the story stays clean.
Steal this: Tell your founder story as problem plus action, in two sentences or fewer.
4. Liquid Death: brand voice in a merch ad
Liquid Death's image shows its Pint of No Return glass with a 5-star review badge on top.
The copy:
- Primary text: "The innovative Pint of No Return makes it possible to drink water without getting your hands wet."
- Headline: "World's most killer merch"
- Description: "The Pint of No Return"
- CTA button: Shop Now
Ad data:
- Running for: 710 days (since November 2024), still active
- Impression rank: #60 of Liquid Death's creatives
- Format: Image: review and social proof, with 1 variant, live in 15 ads
- Markets: US and more
- Landing page: Liquid Death drinkware
Why it works: The copy sells a pint glass by describing what every glass does, in a deadpan voice. It's a joke, and the joke is the reason to buy. More of the brand's ads are on our Liquid Death ad examples page.
Steal this: If your brand has a voice, use it on the boring products too. That's where it stands out most.
5. Raw Juicery: a number you can picture
Raw Juicery's video is a podcast clip: two hosts with headphones, one holding a bottle of orange juice.
The copy:
- Primary text: "Get over 3 pounds of organic nutrients in each bottle. Drink yourself clean with the highest quality juices on the planet. Raw & Organic Juice Cleanses delivered straight to your door unfrozen in 1 shipping day."
- Headline: "Free 1-Day Shipping"
- CTA button: Learn More
Ad data:
- Running for: 602 days (since February 2025), still active
- Impression rank: #28 of Raw Juicery's creatives
- Format: Video: podcast + explainer
- Markets: US
- Landing page: Raw Juicery cleanses
Why it works: "3 pounds of organic nutrients in each bottle" turns a vague health promise into something you can picture: a pile of produce in one bottle. The headline answers the practical worry with juice: will it arrive fresh?
Steal this: Translate your quality claim into a physical quantity.
6. Poppi: three facts and a hashtag
Poppi's video holds a green can against a blue sky with a "5g" callout next to it.
The copy:
- Primary text: "5g of sugar, ingredients you can love, & made with prebiotics #sodasback"
- CTA button: Learn More
Ad data:
- Running for: 603 days (since February 2025), still active
- Impression rank: #38 of Poppi's creatives
- Format: Video: demo + explainer, live in 21 ads
- Markets: US and more
- Landing page: Poppi homepage
Why it works: It's 11 words. The first fact is a number, and the same number is on the creative, so the copy and the visual repeat each other. "#sodasback" gives the brand a rallying cry without a paragraph of positioning.
Steal this: Lead with the one number your buyer checks first, and put it on the creative too.
7. Orb Oils: a headline that picks a side
Orb Oils shows its fragrance oils lined up in a tin. The copy is built around the headline.
The copy:
- Primary text: "Changing the fragrance game. The new must-have on your scent shelf. Shop now: www.orboils.com"
- Headline: "Gender and agenda-free scents."
- Description: "The ORB Reveal Pack is made for finding your signature scent. Try the full fragrance oil lineup before committing to a full-size bottle..."
- CTA button: Learn More
Ad data:
- Running for: 645 days (since January 2025), still active
- Impression rank: #31 of Orb Oils's creatives
- Format: Image: product shot, live in 13 ads
- Markets: US, Australia
- Landing page: Orb Oils homepage
Why it works: "Gender and agenda-free" is a rhyme and a position in four words. It tells you who the brand is for and who it isn't. The long description does the explaining for anyone who wants it.
Steal this: Put your positioning in the headline and move the explanation down.
8. Caddis Eyewear: a pun that names the problem
Caddis's video is a customer talking to camera with the caption "I'm a midlife enthusiast."
The copy:
- Primary text: "See clearly and read comfortably with Caddis readers..."
- Headline: "Because Blurry's Not Your Style"
- CTA button: Shop Now
Ad data:
- Running for: 589 days (since March 2025), still active
- Impression rank: #1 of Caddis Eyewear's creatives
- Format: Video: customer testimonial, live in 6 ads
- Markets: US and more
- Landing page: Caddis bestselling readers
Why it works: Reading glasses are a product people don't want to need. The headline turns the problem into a style choice, and the "midlife enthusiast" opener does the same in the video. It's Caddis's #1 creative.
Steal this: If your product admits a weakness, write the headline about style or identity instead.
Question and problem openers
These 8 ads open with a question or a named problem, so the reader recognizes themselves before they see the product.
9. Misfits Market: a question that lowers the stakes
Misfits Market's video replies to a comment asking about the craziest reason food gets rejected from grocery stores.
The copy:
- Primary text: "Why not try something new? Discover feel-good brands and experience fresh flavors."
- Headline: "Discover your newest grocery faves"
- CTA button: Shop Now
Ad data:
- Running for: 594 days (since February 2025), still active
- Impression rank: #6 of Misfits Market's creatives
- Format: Video: explainer + founder story, live in 63 ads
- Markets: US and more
- Landing page: Misfits Market homepage
Why it works: The video does the heavy lifting with a curiosity hook about food waste. The copy stays light: "Why not try something new?" is easy to say yes to. Live in 63 ads, it's one of the brand's workhorses.
Steal this: When the creative carries the story, keep the copy to a low-pressure question and one benefit.
10. Tempo: an excuse, then the rebuttal
Tempo's video opens with a mom who used to be an NFL cheerleader, shown in her old uniform.
The copy:
- Primary text: "Too busy to workout? Think again. Introducing Tempo, personalized virtual training from the comfort of your home. 3,500+ At-Home Workouts. Hyper-Personalized Programs... Starts at Just $39/Mo. Personal training, without the price tag."
- Headline: "The BEST Home Workout"
- Description: "Your new health obsession"
- CTA button: Learn More
Ad data:
- Running for: 637 days (since January 2025), still active
- Impression rank: #16 of Tempo's creatives
- Format: Video: customer testimonial
- Markets: US and more
- Landing page: Tempo review page
Why it works: "Too busy to workout?" names the most common excuse, and "Think again" answers it in two words. The list makes the product scannable, and the price lands last, framed against a personal trainer.
Steal this: Open with your buyer's favorite excuse as a question, then knock it down in the next line.
11. ALOHA: a question only the right buyer says yes to
ALOHA's image is a sample pack: six bar flavors arranged around the box, with "35% Off Sample Pack" at the top.
The copy:
- Primary text: "Looking for a low sugar plant-based protein bar without any sugar alcohols sweeteners like erythritol? Meet the ALOHA Bar... USDA Organic, Non-GMO Project Verified, and still mouthwateringly delicious."
- Headline: "Ends Soon: Save 35% + Free Shipping"
- Description: "ALOHA is the better plant-based protein bar for a reason, and now's the best time ever to try with the 35% off Sample Pack Promotion..."
- CTA button: Learn More
Ad data:
- Running for: 719 days (since October 2024), still active
- Impression rank: #52 of ALOHA's creatives
- Format: Image: flatlay + offer, live in 10 ads
- Markets: US and more
- Landing page: ALOHA sample pack offer
Why it works: The question is oddly specific. Most people scroll past, but someone who reads labels for erythritol stops instantly. The sample pack offer lowers the risk of trying six flavors at once.
Steal this: Write the question your most picky customer asks, word for word.
12. Paddle: a B2B problem stack
Paddle's static is a simple black and yellow card: "AI has changed the rules of the game," with a Get the playbook button.
The copy:
- Primary text: "Are you leaking revenue without realizing it? Checkout friction. Failed payments. Static pricing. Zero localization. This playbook shows you how to fix these bottlenecks and grow in the AI era"
- Headline: "The SaaS playbook for the AI era"
- Description: "Proven growth strategies from SaaS leaders in 2026"
- CTA button: Learn More
Ad data:
- Running for: 182 days (since April 2026), still active
- Impression rank: #4 of Paddle's creatives
- Format: Image: illustration + features, live in 421 ads
- Markets: US, Canada, UK, Australia, New Zealand
- Landing page: Paddle SaaS playbook
Why it works: "Leaking revenue without realizing it" is a fear every founder has. Then four 2-word fragments list the leaks, each one a problem a reader can check against their own business. The offer is a free playbook, not a demo. Live in 421 ads, it's being scaled hard.
Steal this: List your buyer's problems as short fragments. Each one is a reason to click.
13. Magic Mind: three problems, then a guarantee
Magic Mind's video is a man in a cap replying to a "too low of a dosage" comment, talking straight to camera outdoors.
The copy:
- Primary text: "Discover the secret to crushing procrastination, brain fog, and fatigue. Each shot of Magic Mind contains a science-backed blend of 12 powerful ingredients... Feel the magic or get your money back within 100 days of your first purchase."
- Headline: "50% OFF + FREE SHIPPING"
- Description: "Money-back guarantee"
- CTA button: Learn More
Ad data:
- Running for: 591 days (since March 2025), still active
- Impression rank: #1 of Magic Mind's creatives
- Format: Video: podcast + customer testimonial, live in 68 ads
- Markets: US, Canada, UK, Australia, New Zealand and more
- Landing page: Magic Mind 5 reasons page
Why it works: Three problems in the first line, each one a feeling the reader has had this week. The video answers a real objection from the comments. The 100-day guarantee and the headline offer remove the risk. It's the brand's #1 creative and live in 68 ads.
Steal this: Reply to a real objection in the video and put the guarantee in the copy.
14. DESIGNME Hair: say goodbye to the problem
DESIGNME's video is a close selfie: a woman with a slick back pony and flyaways sticking up.
The copy:
- Primary text: "Say goodbye to frizz and flyaways! Our new hair styling stick instantly smooths, tames, and controls hair for sleek styles that last."
- Headline: "Slick, style, slay"
- Description: "100% vegan & cruelty free"
- CTA button: Shop Now
Ad data:
- Running for: 647 days (since January 2025), still active
- Impression rank: #2 of DESIGNME Hair's creatives
- Format: Video: demo, live in 4 ads
- Markets: US, Canada
- Landing page: DESIGNME Hold.Me styling stick
Why it works: The video shows the problem (flyaways "always on 100") and the copy names it in the first four words. Three verbs, smooths, tames, controls, describe the result. The headline is three alliterative words that are easy to remember.
Steal this: Make your first line "Say goodbye to" plus the exact problem your video shows.
15. LOOPS: call out the expensive routine
LOOPS's video is a simple demo: a hand opening a mint green jar on a wooden counter.
The copy:
- Primary text: "Ditch your 12-step, $300 skincare situation. LOOPS was formulated in South Korea with clean ingredients and 4 steps...and it just got even more affordable. Glowy skin doesn't have to be complicated."
- Headline: "Glow More, Spend Less"
- CTA button: Learn More
Ad data:
- Running for: 521 days (since May 2025), still active
- Impression rank: #1 of LOOPS's creatives
- Format: Video: demo, live in 11 ads
- Markets: US and more
- Landing page: LOOPS skincare
Why it works: "12-step, $300 skincare situation" is specific and a little funny. It names two problems at once: too many steps and too much money. Then 4 steps answers both. The headline repeats the promise in four words.
Steal this: Put a number on the old way (steps, dollars, hours) so your number looks small next to it.
16. GoFlaus: a joke about the old way
GoFlaus opens on a woman covering her mouth with the caption "smelling your own breath", with an "As Seen On Shark Tank" badge.
The copy:
- Primary text: "As seen on Shark Tank! It's time to stop flossing like it's 1823... Introducing Flaus, the World's First Electric Flosser that's faster, smarter, & easier than traditional floss... 80% of customers are now flossing more regularly, and so should you."
- Headline: "Try Flaus, the Shark Tank Electric Flosser"
- Description: "Try Risk-Free - 30-Day Happiness Guarantee"
- CTA button: Learn More
Ad data:
- Running for: 582 days (since March 2025), still active
- Impression rank: #14 of GoFlaus's creatives
- Format: Video: demo + explainer, live in 27 ads
- Markets: US and more
- Landing page: Flaus starter kit
Why it works: "Flossing like it's 1823" makes string floss sound old without insulting the reader. Shark Tank opens the copy and the headline for instant trust, and a customer stat backs the claim. The description takes the risk away.
Steal this: Make fun of the old method, not the customer who still uses it.
Proof, numbers and risk reversal
These 9 ads lean on someone else's words, a number or a guarantee to do the convincing.
17. Secretlab: let the press write your headline
Secretlab's video shows its MAGNUS Pro desk in a clean setup with a pull quote from a review.
The copy:
- Primary text: "The MAGNUS Pro is the best standing desk they've tested, according to The Independent..."
- Headline: "'A highly recommended home office upgrade.' | The Independent"
- CTA button: Learn More
Ad data:
- Running for: 820 days (since July 2024), still active
- Impression rank: #17 of Secretlab's creatives
- Format: Video: demo
- Markets: US, UK
- Landing page: Secretlab MAGNUS Pro
Why it works: The whole ad is borrowed credibility. The headline is a press quote with the outlet's name, and the primary text quotes the review's praise of its cable management. Secretlab barely says anything about itself.
Steal this: If a publication reviewed you, put the quote in the headline and the outlet's name right after it.
18. Chefs Edge: an order count as the headline
Chefs Edge shows a Japanese chef's knife being lifted from its wooden sheath.
The copy:
- Primary text: "One of our best sellers, crafted by hand in Sanjo, Niigata. Excellent edge retention, traditional Kurouchi (Black) finish, and a Japanese Octagon handle..."
- Headline: "Over 45,000 Orders Shipped"
- Description: "Artisan made across Japan."
- CTA button: Learn More
Ad data:
- Running for: 756 days (since September 2024), still active
- Impression rank: #34 of Chefs Edge's creatives
- Format: Video: demo, live in 8 ads
- Markets: US, Canada, UK, Australia, New Zealand
- Landing page: Tadafusa gyuto knife
Why it works: A buyer spending real money on a knife from a shop they haven't heard of needs trust. "Over 45,000 Orders Shipped" gives it in the headline. The primary text then speaks to enthusiasts with the place it's made and finish details.
Steal this: Use your order count as the headline when buyers don't know you yet.
19. Tend-2: a customer quote as the headline
Tend-2's ad shows its Hangovers capsule box over a pattern of repeated slogans.
The copy:
- Primary text: "We transformed recovery by directly targeting alcohol's worst aftereffects: Acetaldehyde buildup and GABA rebound. The result? Over 300,000 mornings reclaimed and counting."
- Headline: "'I will never drink without this again'"
- Description: "Over 30,000 customers with a 99.4% satisfaction rate"
- CTA button: Learn More
Ad data:
- Running for: 641 days (since January 2025), still active
- Impression rank: #24 of Tend-2's creatives
- Format: Video: high production, live in 24 ads
- Markets: US, Australia and more
- Landing page: Tend-2 hangover aid
Why it works: The headline is a customer quote that sounds like a promise to yourself. "300,000 mornings reclaimed" counts the outcome instead of units sold. The description stacks a second number for anyone still unsure.
Steal this: Count outcomes ("mornings reclaimed"), not just orders.
20. Tooletries: a comparison on the creative, proof in the copy
Tooletries's image puts five loofahs next to one silicone scrubber, both labeled "5 Years".
The copy:
- Primary text: "We made our Body Scrubber out of 100% Silicone so it will last longer, your lather will be better, and you'll get a deeper clean each and every time... Over 1,000 reviews. Check them out. Antimicrobial and Dishwasher Safe. Long-lasting and Eco-friendly"
- Headline: "The Body Scrubber"
- Description: "Sustainability Commitment"
- CTA button: Shop Now
Ad data:
- Running for: 696 days (since November 2024), still active
- Impression rank: #8 of Tooletries's creatives
- Format: Image: us vs them + product shot
- Markets: US, Australia and more
- Landing page: Tooletries Body Scrubber
Why it works: The image makes the argument (one scrubber replaces a pile of loofahs) so the copy only has to explain why. "Over 1,000 reviews. Check them out." is a confident invitation, not a brag.
Steal this: Let the creative make the comparison and use the copy for the reasons and the proof.
21. 8Greens: a stat that makes it your problem
8Greens's video splits the frame: a "Problems" column (bloated, feeling puffy, always hungry) next to the gummy jar as the "Solution".
The copy:
- Primary text: "MORE Fiber Please: 95% of Americans do not get enough fiber. Get 4g per serving and feel less bloated."
- Headline: "Meet Super Greens Gummies Fiber"
- Description: "Stay Regular, Stay Healthy: Discover the Power of Fiber Today"
- CTA button: Learn More
Ad data:
- Running for: 863 days (since June 2024), still active
- Impression rank: #9 of 8Greens's creatives
- Format: Video: demo
- Markets: US
- Landing page: 8Greens fiber gummies
Why it works: "95% of Americans" means the reader is almost certainly in the group, so the stat makes the problem personal. Then one number (4g per serving) and one outcome. It's the longest-running ad in this post.
Steal this: Open with a stat that puts nearly every reader in the problem group.
22. Ooomay: bestseller plus one spec
Ooomay's video shows a black tote bag on a sofa with the caption "The cutest school bag".
The copy:
- Primary text: "Meet our #1 best selling bag - carries up to a 15" macbook, made from high quality vegan leather."
- Headline: "The Maya - Save 49% Now"
- CTA button: Learn More
Ad data:
- Running for: 793 days (since August 2024), still active
- Impression rank: #12 of Ooomay's creatives
- Format: Video: demo
- Markets: US, Canada, UK, Australia, New Zealand
- Landing page: Ooomay Maya tote
Why it works: Three facts in one line: it's the bestseller, it fits a 15-inch laptop and it's vegan leather. The laptop size is the detail that matters for a work or school bag, and most bag ads leave it out.
Steal this: Name your bestseller and add the one spec buyers always ask about.
23. Shakti Mat: quote the objection, then own it
Shakti Mat's image shows a man lying on a spike mat, with the words "Expensive for what it is" over his back.
The copy:
- Primary text: "'Expensive for what it is'... Sure. For spikes, foam, and cotton, it's expensive, and there are definitely cheaper alternatives. But we're not in the business of creating waste... Quality materials and the most effective acuspikes on the planet are two things we want to be known for."
- Headline: "Premium acupressure without compromise"
- Description: "30K+ global reviews"
- CTA button: Learn More
Ad data:
- Running for: 779 days (since August 2024), still active
- Impression rank: #8 of Shakti Mat's creatives
- Format: Image: review and social proof, live in 47 ads
- Markets: US, Canada, UK, New Zealand and more
- Landing page: Shakti Mat homepage
Why it works: Most brands hide their worst review. Shakti Mat puts it on the creative and agrees with it ("Sure."), which makes everything after it more believable. The description then answers with 30K+ reviews.
Steal this: Pick your most common objection, quote it and answer it honestly.
24. Henson Shaving: risk reversal in the headline
Henson's image is its blue razor on a dark background under the line "100 days risk free."
The copy:
- Primary text: "We know feeling is believing. So you can try the Henson for 100 days, and if you don't love it, we'll take it back."
- Headline: "Try Risk Free For 100 Days."
- Description: "14,000+ 5-Star Reviews"
- CTA button: Shop Now
Ad data:
- Running for: 533 days (since April 2025), still active
- Impression rank: #10 of Henson Shaving's creatives
- Format: Image: product shot, with 1 variant, live in 44 ads
- Markets: US, Canada, Australia, New Zealand and more
- Landing page: Get Henson page
Why it works: A safety razor is a switch, and switching feels risky. "Feeling is believing" admits you can't judge a shave from an ad, then the 100-day guarantee fixes that. The headline, the image and the copy all say the same thing.
Steal this: If your product has to be tried, make the trial the headline.
25. Jinx: handle the price objection first
Jinx's video starts with a creator listing "pet owner habits that are cutting dog lives short" while walking her dog.
The copy:
- Primary text: "Jinx is made with high quality ingredients with superfoods and probiotics recommended by veterinarians and pet experts. Make the switch to Jinx today."
- Headline: "Great nutrition that doesn't break the bank."
- CTA button: Learn More
Ad data:
- Running for: 499 days (since June 2025), still active
- Impression rank: #60 of Jinx's creatives
- Format: Video: organic + customer testimonial, live in 11 ads
- Markets: US and more
- Landing page: Jinx homepage
Why it works: Premium pet food has one big objection: the price. Jinx answers it in the headline before the reader asks. The video's hook does the scaring; the copy stays calm and practical. See more pet brands on our pet ad examples page.
Steal this: If price is the main objection, answer it in the headline, not at checkout.
Offer-led copy
These 8 ads lead with the deal. The trick is making the offer feel like a reason, not a discount.
26. Loomwell: a small first purchase
Loomwell's video is a nursery makeover with "Only $4" over the shot of wallpaper samples on the wall.
The copy:
- Primary text: "See It to Believe It. $4 Each For All Wallpaper Samples! (No code required) Choose Your Favorite, Install with Ease"
- CTA button: Learn More
Ad data:
- Running for: 651 days (since January 2025), still active
- Impression rank: #2 of Loomwell's creatives
- Format: Video: demo + customer testimonial
- Markets: US
- Landing page: Loomwell homepage
Why it works: Nobody buys a room of wallpaper from an ad. But $4 for a sample is an easy yes. "(No code required)" removes the last bit of friction. The sample buyer is then a warm lead for the full order.
Steal this: Sell the smallest possible first step and say how easy it is to claim.
27. Klone Scents: the price gap in one line
Klone's video shows a wall of designer cologne with the caption "3 masculine colognes that make women forget".
The copy:
- Primary text: "Smell irresistible without the $300 price tag. Our high-quality fragrances are designed to turn heads, get compliments, and make you unforgettable... all for just $39."
- Headline: "Designer scents, without designer prices!"
- CTA button: Learn More
Ad data:
- Running for: 719 days (since October 2024), still active
- Impression rank: #43 of Klone Scents's creatives
- Format: Video: demo + offer + listicle, live in 17 ads
- Markets: US, Canada, UK, Australia, New Zealand
- Landing page: Klone Scents homepage
Why it works: Two prices, $300 and $39, do all the persuading. The copy promises the result people buy cologne for (compliments), and the headline repeats the value in five words. It's live in 17 ads across five countries.
Steal this: Put the competitor's price and your price in the same sentence.
28. Spartan: a free guide, not a sale
Spartan's image is an athlete mid-lift with "Sprint/Stadion training schedule" over the shot.
The copy:
- Primary text: "Build a stronger you. This FREE workout guide is a great way to jumpstart your fitness routine and get you ready for the Spartan Race."
- Headline: "FREE Spartan Workout Guide"
- CTA button: Learn More
Ad data:
- Running for: 843 days (since June 2024), still active
- Impression rank: #5 of Spartan's creatives
- Format: Image: lifestyle, with 1 variant
- Markets: US
- Landing page: Facebook link (fb.me)
Why it works: "FREE" in caps is in the headline and the primary text. The guide gets people training for the race before they've signed up, so the copy sells the next step, not the entry fee.
Steal this: For a big purchase, offer something free that starts the buyer on the path.
29. Tuft & Paw: stacked discounts, clearly explained
Tuft & Paw's video shows a cat sniffing a bowl of food with the caption "cat food".
The copy:
- Primary text: "This cat food is AMAZING and here's why... Promotes healthy digestion, a lustrous coat, and hydration. Made of premium ingredients. Expertly developed by feline nutritionists. Made in USA. 25% off your first order when you subscribe plus get an additional 20% off with code TUFT20"
- Headline: "Trust the experts"
- Description: "Upgrade their diet today"
- CTA button: Shop Now
Ad data:
- Running for: 702 days (since November 2024), still active
- Impression rank: #48 of Tuft & Paw's creatives
- Format: Video: demo + listicle
- Markets: US
- Landing page: Tuft & Paw cat food page
Why it works: "Here's why..." promises a list, and the list delivers four reasons. The offer comes last and spells out exactly how both discounts work, including the code, so nobody is confused at checkout.
Steal this: If you stack offers, write out each one and the code in full.
30. Thistle: the offer, then the effort it saves
Thistle's image shows four meal jars under the line "Autopilot your diet."
The copy:
- Primary text: "Fresh meals that show up ready... no planning, no prep... just enjoy"
- Headline: "Try Thistle and get 40% off your first week!"
- Description: "Start today for less than $8 per meal!"
- CTA button: Learn More
Ad data:
- Running for: 820 days (since July 2024), still active
- Impression rank: #57 of Thistle's creatives
- Format: Image: product shot, with 1 variant, live in 36 ads
- Markets: US and more
- Landing page: Thistle gut health page
Why it works: The primary text sells the result in a rhythm: no planning, no prep. The headline gives the first-week discount, and the description turns the price into a per-meal number that feels small.
Steal this: Break your price down to the smallest unit (per meal, per day) in the description.
31. The Painted Paper: copy for people who already bought a sample
The Painted Paper's video is a bathroom makeover with "Finally easy DIY" over the shot.
The copy:
- Primary text: "Loved the Sample? You'll Adore the Full Design! Complete your order now: It's the perfect time to bring your favorite wallpaper home!"
- Headline: "Finish Your Room Today"
- Description: "Free Shipping"
- CTA button: Learn More
Ad data:
- Running for: 617 days (since February 2025), still active
- Impression rank: #39 of The Painted Paper's creatives
- Format: Video: demo + before and after, live in 11 ads
- Markets: US
- Landing page: The Painted Paper homepage
Why it works: This is retargeting copy. It speaks only to people who ordered a sample, and it says so in the first three words. The headline gives them a finish line. The same creative also runs with cold-audience copy ("Refresh your room in minutes"), so the brand swaps the words, not the video.
Steal this: Write a version of your best ad's copy for each stage of the funnel.
32. Great Clips: the price is the whole ad
Great Clips's video shows a man getting a haircut with a "Haircut coupon $9.99" sticker.
The copy:
- Primary text: "Snag your $12.99 haircut coupon and save today."
- Headline: "$12.99 Haircut Coupon"
- Description: "Get your haircut coupon"
- CTA button: Get Offer
Ad data:
- Running for: 185 days (since April 2026), still active
- Impression rank: #4 of Great Clips's creatives
- Format: Video, live in 519 ads
- Markets: US, Canada, UK and more
- Landing page: Great Clips offer page
Why it works: Nine words of primary text, a price in the headline and a Get Offer button. Nothing gets in the way. It's live in 519 ads, the most of any creative here. One detail: the video still shows $9.99 while the copy says $12.99, so the brand updates the price in the copy without recutting the video.
Steal this: For local or service offers, make the price the headline and the button match it.
33. CAINTÈ: two promises and an offer, no sentences
CAINTÈ's video is a close shot of a chain necklace on bare skin, with only the brand name on screen.
The copy:
- Primary text: "CAINTÈ | 100% Waterproof jewelry | Lifetime Warranty Buy 3 for 2 at CAINTÈ today"
- Headline: "Shop CAINTÈ here"
- CTA button: Learn More
Ad data:
- Running for: 587 days (since March 2025), still active
- Impression rank: #3 of CAINTÈ's creatives
- Format: Video: model try-on, live in 63 ads
- Markets: US, UK, Australia and more
- Landing page: CAINTÈ homepage
Why it works: The copy is three fragments separated by bars: waterproof, lifetime warranty, 3 for 2. Each one answers a doubt about jewelry (will it tarnish, will it last, is it worth it). The buy 3 for 2 offer raises the order size.
Steal this: Write your copy as three fragments: two promises and one offer.
Feature lists and specs
These 7 ads use lists, numbers and specs. They're longer, but each line can be skimmed.
34. Rogue Fitness: specs as the selling point
Rogue's image is its Monster Rack in a gym, shot straight on.
The copy:
- Primary text: "Best in class. Rogue Monster Racks are made in the USA from 3x3” 11-gauge steel and laser cut in-house for a consistent 2” hole pattern throughout. The numbered uprights are robotically welded for superior strength..."
- Headline: "Build your ultimate Rogue Monster Rack now!"
- CTA button: Shop Now
Ad data:
- Running for: 800 days (since August 2024), still active
- Impression rank: #10 of Rogue Fitness's creatives
- Format: Image: product shot
- Markets: US and more
- Landing page: Rogue Monster Series
Why it works: Home gym buyers compare specs. "3x3” 11-gauge steel" and "2” hole pattern" mean nothing to most people and everything to the buyer. "Best in class" is a claim; the specs are the proof.
Steal this: If your buyers compare specs, put the specs in the copy and skip the adjectives.
35. Breeze Balm: goodbye, hello
Breeze Balm's image shows its pink tubes around a sign reading "Covers redness".
The copy:
- Primary text: "A 3-in-1 BB Cream that not only applies effortlessly, it evens out blemishes, has SPF20 and powered by skin loving fruits to keep your skin soft and healthy during the day."
- Headline: "Goodbye Cakey Make up - Hello Glowy skin!"
- Description: "A Daily Glow BB cream that hydrates, protects and evens."
- CTA button: Learn More
Ad data:
- Running for: 646 days (since January 2025), still active
- Impression rank: #27 of Breeze Balm's creatives
- Format: Image: product shot + features, live in 21 ads
- Markets: US, Canada, UK, Australia, New Zealand and more
- Landing page: Pomegranate Daily Glow BB Cream
Why it works: The headline is a before and after in words. "3-in-1" sets up the list, and the description repeats the three jobs (hydrates, protects, evens) for anyone who skipped the primary text.
Steal this: Write a "Goodbye X, hello Y" headline with the problem first.
36. Norse Organics: a day by day timeline
Norse Organics's image is a cartoon face with spots next to its tin, under the line "12 years of acne and pimples went in 9 days".
The copy:
- Primary text: "Day 1 - Removes dead skin cells Day 2 - Cleans skin pores Day 3 - Kills acne bacteria Day 4 - Reduction in red bumps Day 5 - Regulate natural oil production Day 6 - Prevents new acne Guaranteed. Or your money back."
- Headline: "Stop embarrassing acne"
- Description: "Scientifically proven, 100% natural"
- CTA button: Shop Now
Ad data:
- Running for: 723 days (since October 2024), still active
- Impression rank: #16 of Norse Organics's creatives
- Format: Image: illustration + product shot
- Markets: US, Canada, UK, Australia, New Zealand and more
- Landing page: Norse Organics stop acne page
Why it works: A timeline turns a list of benefits into a story with a plot. Each day is short and scannable, and the guarantee lands right after Day 6. The cartoon keeps a sensitive topic light.
Steal this: Turn your benefits into a day by day or week by week timeline.
37. Leaf Shave: a list for a considered buy
Leaf's image is a woman dermaplaning her cheek, under a quote: "The only tool that has come anywhere near what I get when a professional does it."
The copy:
- Primary text: "Leaf Dermaplaner bridges the gap between in-clinic visits with your esthetician... Compatible with standard safety blades. Recyclable refills (steel blade-guard and blades). Affordable refills. Designed for a lifetime of use. Zero disposable plastic"
- Headline: "Compatible with standard safety blades"
- CTA button: Shop Now
Ad data:
- Running for: 541 days (since April 2025), still active
- Impression rank: #10 of Leaf Shave's creatives
- Format: Image: model try-on, with 1 variant
- Markets: US and more
- Landing page: Leaf dermaplaning collection
Why it works: The headline is a boring fact that removes a real worry: will I be stuck buying their blades forever? The list then covers refills, durability and plastic, the three things a buyer of a reusable tool checks.
Steal this: Use the headline for the fact that removes the biggest hesitation, even if it isn't exciting.
38. MUTHA: clinical numbers in a checklist
MUTHA's image shows its body butter jar on a stack of bread, with "Your pregnancy ritual" on the side.
The copy:
- Primary text: "Your skin deserves the best. MUTHA Body Butter is clinically proven to hydrate for 48 hours and minimize the appearance of stretch marks... Clinical Results: 100% of users reported softer, more supple skin. 96% saw reduced appearance of stretch marks..."
- Headline: "Glow Like a MUTHA"
- Description: "Take $20 off your first order"
- CTA button: Shop Now
Ad data:
- Running for: 621 days (since February 2025), still active
- Impression rank: #17 of MUTHA's creatives
- Format: Image: product shot + features, with 1 variant
- Markets: US and more
- Landing page: MUTHA stretch mark care page
Why it works: Luxury skincare copy can sound vague. MUTHA puts its clinical results in a checklist with percentages, which reads like evidence. The headline is a playful pun on the brand name, and the description carries the offer.
Steal this: If you have study results, list them as numbers in a checklist.
39. Woof: how it works in 5 lines
Woof's image is a green "New Product Alert!" card showing its Pupsicle toy and Treat Mix bag.
The copy:
- Primary text: "Meet Treat Mix, the just-add-water way to refill the Pupsicle!... Pupsicle refills made easy. Make 20+ treats per bag. Just add water for homemade happiness. Big flavor for them, no fuss for you. Lower-calorie for treats on repeat"
- Headline: "Get 10% OFF Your First Order!"
- Description: "Just Add Water"
- CTA button: Shop Now
Ad data:
- Running for: 552 days (since April 2025), still active
- Impression rank: #9 of Woof's creatives
- Format: Image: product shot + offer, with 1 variant
- Markets: US and more
- Landing page: Woof Treat Mix
Why it works: It's a new product, so the copy explains how it works before it sells. Each line is one fact, with a number (20+ treats) doing the value math. "Just Add Water" in the description is the whole pitch in three words.
Steal this: For a new product, make every list line answer "how does it work?"
40. Hismile: one thing vs two things
Hismile's video is a creator reacting to her teeth after a whitening strip, with the caption "These are NOT turkey teeth!"
The copy:
- Primary text: "Wait WHATT?! Instant brightening. Targets surface stains. One strip. Most strips do one thing. V34 Whitening Strips do two... Short 30 minutes application. See the difference for yourself!"
- Headline: "This is WILD"
- CTA button: Shop Now
Ad data:
- Running for: 353 days (since October 2025), still active
- Impression rank: #16 of Hismile's creatives
- Format: Video: demo + before and after + customer testimonial, live in 184 ads
- Markets: US, Canada, UK, Australia, New Zealand and more
- Landing page: Hismile best sellers
Why it works: The copy opens with the viewer's own reaction ("Wait WHATT?!"). Then "Most strips do one thing. V34 Whitening Strips do two." is a comparison without naming anyone. Short lines match the fast cut of the video. It's live in 184 ads.
Steal this: Compare your product to the category ("most X do one thing"), not to a named competitor.
Patterns across these 40 ads
We counted these from the copy and data of the 40 ads above:
- Short primary text wins more than long. The median primary text is 26 words. 20 of the 40 use 25 words or fewer, and only 4 go past 60 words.
- Headlines stay short. 38 of the 40 use a headline. The median is 28 characters, and 31 of the 38 are 40 characters or fewer.
- Numbers are everywhere. 26 of the 40 put a number in the headline or primary text: a price, a percentage, a count of orders or reviews, or a spec.
- Offers go in the headline. 10 of the 40 put the offer in the headline (a discount, free shipping, a coupon, a free guide or a risk-free trial) and keep the primary text for the product.
- Learn More beats Shop Now. 25 of the 40 use Learn More, 14 use Shop Now and 1 uses Get Offer.
- Lists make longer copy skimmable. 9 of the 40 use a bulleted, checkmarked or day by day list in the primary text, including GoFlaus and MUTHA, two of the 4 ads that pass 60 words.
- Questions are rarer than you'd think. Only 7 of the 40 put a question in the primary text.
- Emojis are optional. 15 of the 40 use emojis in the primary text. The other 25 run fine without them.
- These creatives are top performers. 19 of the 40 rank in the top 10 of their brand's own account, and 3 are #1.
- Brands reuse copy that works. 22 of the 40 creatives are live in 10 or more separate ads. The median runtime is 643 days, and 36 of the 40 have passed 500 days.
- Most link deep. 29 of the 40 send the click to a product, collection or offer page. 11 go to a homepage.
How to find ad copy like this for your brand
You can read any brand's ad copy for free in the Meta Ad Library (see our Facebook Ad Library guide), but it won't tell you which copy a brand keeps paying for. Here's how to find it in Adspo:
- Pick a category or competitor. Browse a category or search any of 10,000+ verified brands.
- Sort by longest running. Filter to active ads only, so you see copy that's still live today.
- Check the impression rank. Copy on a creative in the top 10 of the brand's account is worth studying. Copy on a creative ranked #1,700 is probably a forgotten test.
- Read every ad on the creative. Brands often run the same video with different primary text for cold and warm audiences, like The Painted Paper above.
- Save the best to a board. Group copy by angle (problem, proof, offer, list) and brief from it.
For the full creative side, see our 50 best Facebook ad examples, the longest running Facebook ads and our guide to creative strategy.
Frequently asked questions
What is Facebook ad copy?
Facebook ad copy is every piece of text in an ad: the primary text above the creative, the headline below it, the description under the headline and the call to action button. In the 40 ads in this post, 38 use a headline and 25 use the Learn More button.
What is the difference between primary text, headline and description on Facebook ads?
The primary text sits above the image or video and does most of the selling. The headline is the bold line under the creative, and the description is the smaller line under the headline. In our examples, the headline usually carries the offer or the product name (median 28 characters), while the description adds one proof point, like Henson Shaving's "14,000+ 5-Star Reviews".
What is a good Facebook ad description example?
A good description adds one fact the headline doesn't. From the ads in this post: The Farmer's Dog uses "Starting at $3/day", Shakti Mat uses "30K+ global reviews", Magic Mind uses "Money-back guarantee" and Woof uses "Just Add Water". Each is short and answers a doubt the buyer still has.
How long should Facebook ad copy be?
Shorter than most people write. Across these 40 long-running ads, the median primary text is 26 words. Half of them use 25 words or fewer, and only 4 go past 60 words. Long copy can work, but it needs a list or a clear structure so people can skim it.
What makes good Facebook ad copy?
In these examples, good copy does one job: names a problem, makes an offer, proves a claim or answers an objection. 26 of the 40 include a number, 10 put an offer in the headline, and most link to a specific product or offer page instead of the homepage.
Where can I find Facebook ad copy examples from my competitors?
The free Meta Ad Library shows any brand's live ads, including their copy. Adspo goes further: it shows each creative's runtime, its impression rank within the brand's account, every ad that uses it and the landing page, so you can see which copy a brand keeps paying for. Adspo covers 10,000+ verified brands and has a 7-day free trial.
Wrapping it up
Good Facebook ad copy usually does one job. The Farmer's Dog picks a fight with kibble, Shakti Mat quotes its harshest review, Klone Scents puts two prices in one sentence and Great Clips lets the price be the whole ad. These 40 ads have run for 182 to 863 days, and the copy behind them is mostly short, specific and full of numbers.
Find the copy your competitors keep paying for, check where it ranks in their account and write your next ad from what lasts. Try Adspo free for 7 days and sort any brand's ads by longest running.