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6 Expert Facebook Ad Design Secrets to Increase Conversions (+ Examples)

You’re scrolling through your feed and bam, you’re hit with an amateur Facebook ad design. The image is blurry, the copy isn’t clear, and you have no idea what they’re even selling.

Ad design is important because it is how we visually communicate and present our brands to the public. You can have an amazing product and a great offer, but it will be hard to get traction if your ad is visually unappealing, confusing or just plain boring.

Great ad design:

  • Catches your readers’ attention

  • Educates them about who you are and what you are offering

  • Tells them what they should do to take that all-important next step toward conversion

Today, we want to share with you 6 Facebook ad design secrets that will have you making ad campaigns designed for success. Each of these secrets is important for old pros and new beginners alike. They will stop you from wasting your money on ads that readers scroll past and that fail to convert your target audience.

If you’re ready, let’s get started on learning the secrets behind expert ad design.

1. Consider your Ad Format

Before you begin jumping into the nitty-gritty details of how an ad will look, you first need to decide which ad format you will be using.

Facebook ad formats include:

  1. Photo

  2. Video

  3. Stories

  4. Messenger

  5. Carousel: With a carousel, you can showcase up to 10 individual images or videos, each with its own link

  6. Slideshow: They allow you to easily put together an ad combining sound with a slideshow of multiple images, but they require less data usage than video ads

  7. Collection: Using this format, you can show off all of your products in a virtual display case. Use simple images that focus on whatever you are selling.

  8. Playables: These interactive ads let people play a game or use a program before downloading, which can work great in certain niches.

Before you start your design process, consider how each of these ad formats can be used to maximize the impact of your ads.

For example, if you have a wide variety of goods to show off, carousel or collection ads could be a great fit. If your goal is to show how your product works, a video or story ad could give you the chance to do that.

In this example from Henge Docks, we see how Facebook ad design can be enhanced by the right ad format. Henge uses a carousel ad to cleverly show off their family of docking devices. Henge could have recycled two separate photo ads, but instead, they designed their ad specifically for the carousel, making the most out of their ad space.

2. Make your Value Proposition and Call to Action Clear

According to Facebook, mobile users spend an average of 1.7 seconds browsing an individual post. Design your ad to grab their attention by building your value prop into your image and keeping your CTA clear and to the point.

We can see this strategy in play in this ad from Babbel, a language learning app.

Babbel uses color contrast and bold lettering, so the value prop of “Get 6 months for FREE!” immediately grabs your attention.

They also keep their CTA brief (“Learn a language today. Speak tomorrow”) with a “Learn More” button directing traffic to their landing page.

3. Keep the Landing Page Consistent with your Ad

Ads are a promise to readers: click here and get this. If your Facebook ad design and landing page design aren’t visually in sync, high bounce rates can put your ROI at risk!

Let’s see how to do it right. This is an ad from Wix advertising their website builder that can be used to easily set up an online store.

The ad and the landing page share common design elements, including the colors, fonts, and image arrangements. These similarities help readers feel like the landing page is a continuation of the ad they clicked on and not something new. Also, the content promised in the ad is included on the landing page and the CTA “Start Selling Now” stayed the same.

When designing your ad and landing page, make sure to design them with common elements so that readers can easily transition from Facebook to your own website and other resources. It’s hard enough to get readers to click on your ad. Don’t let your landing page let you down when you’re so close to success.

4. Use the right images

The images you use in your ads represent you on Facebook, so it’s important that you are using carefully-selected (or custom-made) images that grab your readers’ attention and tell a story about your brand or product.

One of the best places to learn what makes a great image on a Facebook ad is Facebook’s resource center.

Their tips include:

  1. Using a high-quality image.

  2. Showcasing your product or service in the image.

  3. Avoiding too much text.

  4. Giving the image a clear focus.

5. Use location-specific imagery

Facebook’s great advantage is that you don’t have to make each ad appeal to everyone. You can target specific demographics or regions. Your Facebook ad design can reflect this by using ad images and copy that speak to particular audiences.

However, it’s not just about showing a picture of a famous local landmark; it’s about demonstrating that you understand who the locals are. Anyone can throw up an image of the Golden Gate Bridge when targeting San Francisco. Häagen-Dazs took it a step further with this ad targeted at the Bay Area.

The ad got a load of attention online because it spoke to how San Francisco locals see themselves. The coding language sticks out and appeals to the techies living there.

6. Design for mobile

In 2020, 79% of Facebook users only accessed Facebook from their mobile devices. Your Facebook ad design strategy needs to be mobile-first to see the best returns.

One of the easiest ways to think mobile-first is to start making your videos and images vertical, so they work better on phones.

In their mobile ads, Qantas use vertical videos to take full advantage of a typical phone screen. They also keep the text limited to let the videos speak for themselves.

The ad opens with the question, “Where are you going next?” After that, it takes us across the world, letting the full-screen videos do the talking. This ad works because it keeps things simple and uses the immersive video to remind readers of the fun that is only a plane ticket away.

It’s up to you now to put it all together

A great Facebook ad design helps you attract attention and tell a story. Each of these tips can help you do that, but it’s your job to put them together in the best way possible for your product or service.

It’s important to remember that design is not the only element that makes an ad work. Great ads also require engaging copy and a solid overarching advertising strategy to really deliver results.

We understand the difficulty in adopting an effective marketing strategy now. We are here to help you.

Contact us here.



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