Facebook Ads: 8 Golden Rules of Ad Creation

Dan Todd
7 min readFeb 27, 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 ads themselves. We’ve learnt the hard way, what works and what doesn’t. We know the best ways 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 creation are… so you can start filling your events, webinars and challenges cost effectively.

And as the blog title suggests, there’s a total of 8 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.

Golden Rule 1: Multiple Short/Long Copy

First things first, let’s talk copy. Copy is an essential part of your ads, allowing you to hook your target audience in and convince them to take the action you want them to.

So what copy works best? Good question!

It varies. People are all different. Target audiences and industries vary. There’s no best practice for the most perfect copy.

But there are best practices and rules to follow to find out what works for YOUR audience.

It’s called testing.

And the key to testing with copy is the size — long and short.