Facebook Ads: 5 Golden Rules of Ad Copy

Dan Todd
7 min readMar 28, 2022

At The Marketeer, the core strategy we use for our done-for-you event, webinar and challenge marketing services is Facebook Ads. We’ve been running them for years, spending several million of clients money in that time. We live and breathe them, 365 days a year.

And over that time we’ve developed many golden rules to follow to ensure we get the best results for our clients. By that, I mean…

  • High numbers of event/webinar/challenge registrants, leads, etc.
  • Of high quality–most interested, most engaged, most likely to buy
  • At the cheapest cost per lead

Just one part of our golden rules involves the creation of the ad copy. We’ve learnt the hard way, what works and what doesn’t. We know the best copy to get the best results for clients.

And in todays blog, for the first time publicly, I’m going to be sharing what these golden rules of ad copy are… so you can start filling your events, webinars and challenges cost effectively.

And as the blog title suggests, there’s a total of 5 of these…

A little caveat first. Whilst we specialise in event, webinar and challenge Facebook Ads–many of these rules apply to any type of Facebook Ad–ecommerce, brand awareness, lead generation–the works.

How do I know this? Because we do all of those ads for clients too. It’s just the event/webinar/challenge side of things that we specialise in–that we focus on the most.


Let’s start with the very start of your ad copy.

This is the first part of your ad copy that people will read, and as such you need to achieve 2 things with it.

Firstly, you want to use the start to attract the right people so they read more, and take action.

Secondly, you want to put off the wrong people, so they don’t read more and don’t take action. Because that’s not good for you, or them.

The best way to achieve this is by asking a question, or making a statement.

This question or statement must directly relate to your ideal target audience and must speak to the problems they face, and that you’re here to solve them.