A counterintuitive opening hook for Facebook ad success

A counterintuitive opening hook for Facebook ad success


What I love:

  • Counterintuitive Opening Hook – Going against the grain is a great way to grab attention
  • Audience Positioning – Within the first 14 words, someone knows if they are in the right place or not. Want to be featured in the media? Well, read on.
  • Inferred Authority – People ask me all the time who my publicity team is. This is inferring that Susie gets lots of media attention and you should pay attention to her.


What I’d test:

  • Susie has lot’s of ad copy variations in the ad library but they all use the same ad copy. Even if you have found your unbeatable ad you should always be testing. You never know whey your winning ad will keel over and die.
  • I’d break up the text to make it easier to read. Aim for one line of text max, and never go over two. Single lines make it easier to read.
  • The image above is only ⅓ of the ad. I’d test shorter ads formats as it give Meta an opportunity to follow up and show people a variety of ads. Remember, not everyone is ready to register straight away. 

UPLEVEL ADS – Ad Swipe Files: