Ad copy
Ad copy examples from ads that last
Ad copy examples from over 68,000 live Facebook and Instagram ads, and the lines worth stealing in each category.
- live ads read
- Over 68,000
live ads read
- open with a bold claim
- 42%
open with a bold claim
- mention an offer
- 24%
mention an offer
- use the Shop now button
- 91%
use the Shop now button
The three parts of a Facebook ad
Every Facebook and Instagram feed ad has the same three places for words: the primary text, the headline and the button.
Meta's own sample ad. In live ads, the median primary text runs 88 to 195 characters by category, the median headline 21 to 30, and 91% use Shop now.
One ad worth copying from each category
The longest-running live ad from a brand in each category, with what it does that you can do too.
Clothing
Meshki
MMeshki
Sponsored ·
“Outfit sorted. Plans set. Next-day delivery makes last-minute easy.”
Shop nowmeshki.us
Get it Tomorrow. Order before 12pm.
Why it works. The headline is a delivery promise with a cutoff time. For a last-minute outfit, speed is the product.
153 days live · Carousel · Bold claim hook · 8 live ads use this copy
See it in Meta's Ad LibraryShoe
KURU Footwear
KKURU Footwear
Sponsored ·
"Thank you from the bottom of my feet. I now own 6 pairs of KURUs and will never wear a different brand again." - Jeannie E.
Shop nowkurufootwear.com
Women's ATOM
Why it works. A customer's words as the whole ad. “Six pairs” is proof no brand claim can match.
600 days live · Carousel · Customer quote hook
See it in Meta's Ad LibraryJewelry and accessories
Rowan
RRowan
Sponsored ·
“Piercing by Nurses. Hypoallergenic Jewelry Always.”
Book nowheyrowan.com
Rowan Ear Piercing
Why it works. Answers a parent's two fears about ear piercing, who does it and what touches the skin, in seven words. 71 live ads carry it.
183 days live · Video · Bold claim hook · 71 live ads use this copy
See it in Meta's Ad LibraryUnderwear
MeUndies
MMeUndies
Sponsored ·
“this is your sign to refresh the drawer… limited prints, don’t wait”
Shop nowmeundies.com
SHOP NOW ➡️
Why it works. A nudge, not a pitch: “this is your sign” borrows how people talk online, and “limited prints” gives a reason to act now.
167 days live · Carousel · Bold claim hook
See it in Meta's Ad LibraryMakeup
Lawless
LLawless
Sponsored ·
“No needles. No downtime. Just gloss. A smoothing, hydrating plump that enhances your lips in one swipe.”
Shop nowlawlessbeauty.com
Ditch the Needles - Shop Lawless
Why it works. Three short negatives that name what the buyer is avoiding (fillers), then the product in two words. 92 live ads carry it.
220 days live · Video · Bold claim hook · 92 live ads use this copy
See it in Meta's Ad LibraryHair care
OUAI
OOUAI
Sponsored ·
“Finally, a Detox that doesn't suck.™ Our clarifying shampoo is safe for all hair types & deeply cleanses a-OUAI dirt, oil & buildup for strands that are shiny & healthy.”
Shop nowtheouai.com
BEST-SELLING DETOX SHAMPOO
Why it works. A trademarked one-liner that sounds like a friend talking. It turns a dull product, clarifying shampoo, into a promise.
270 days live · Carousel · Bold claim hook
See it in Meta's Ad LibrarySupplement
Momentous
MMomentous
Sponsored ·
“If your results don’t match your effort, the problem may not be your discipline. It’s your gut—and fiber is the foundation that makes everything else work.”
Shop nowlivemomentous.com
Fiber Is the Missing Link
Why it works. Moves the blame off the reader (“not your discipline”) and onto a fixable cause. That reframe is the whole sell.
126 days live · Video · Bold claim hook · 2 live ads use this copy
See it in Meta's Ad LibraryFood and snack
Hormbles Chormbles
HHormbles Chormbles
Sponsored ·
“0 sugar. 10 g protein. And it tastes reeeeeally good - honestly, not sure how we pulled it off.”
Shop nowhormbles.com
A revolutionary treat
Why it works. Two numbers, then a joke at its own expense. The numbers make the claim; the joke makes it believable.
329 days live · Carousel · Number as proof hook · 5 live ads use this copy
See it in Meta's Ad LibraryHome goods
BrüMate
BBrüMate
Sponsored ·
“Over 30K ⭐⭐⭐⭐⭐ reviews. Colors go fast, so grab your leakproof Era before it sells out.”
Shop nowbrumate.com
DON’T MISS OUT
Why it works. Proof (30K five-star reviews) plus scarcity (colors go fast) in two sentences. The headline adds the urgency.
397 days live · Carousel · Bold claim hook · 5 live ads use this copy
See it in Meta's Ad Library
What the copy has in common
Across every category, the live ads brands keep paying for say one thing, plainly, and rarely lead with a discount.
How the copy opens
Live ads by their first line.
Bold claim
28,760 ads · 42%
New or launch
10,212 ads · 15%
Product showcase
7,498 ads · 11%
Offer first
4,949 ads · 7%
Question
2,532 ads · 4%
Audience callout
2,377 ads · 3%
What they offer
24% of live ads mention an offer. The most common:
Free shipping
6,009 ads
Percent off
5,897 ads
Free gift
2,025 ads
Sitewide sale
1,141 ads
Bundle price
1,067 ads
Ad copy by category
Each category lists the brands with the most live ads in it, and needs at least 20 of them.
23 brands
Clothing ad copy examples
Over 17,000 live ads. 41% open with a bold claim; 28% mention an offer.
22 brands
Shoe ad copy examples
Over 5,500 live ads. 55% open with a bold claim; 13% mention an offer.
21 brands
Jewelry and accessories ad copy examples
Over 4,700 live ads. 41% open with a bold claim; 18% mention an offer.
21 brands
Underwear ad copy examples
Over 6,500 live ads. 43% open with a bold claim; 12% mention an offer.
24 brands
Makeup ad copy examples
Over 6,300 live ads. 37% open with a bold claim; 27% mention an offer.
22 brands
Hair care ad copy examples
Over 6,300 live ads. 39% open with a bold claim; 35% mention an offer.
22 brands
Supplement ad copy examples
Over 6,500 live ads. 38% open with a bold claim; 35% mention an offer.
21 brands
Food and snack ad copy examples
Over 4,800 live ads. 48% open with a bold claim; 20% mention an offer.
23 brands
Home goods ad copy examples
Over 10,000 live ads. 43% open with a bold claim; 20% mention an offer.
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Frequently asked questions
- What is ad copy?
- Ad copy is the words in an ad. On Facebook and Instagram that's three parts: the primary text above the image or video, the headline under it, and the button. The image stops the scroll; the copy says why to click.
- How long should Facebook ad copy be?
- Shorter than most people write. The median primary text in the live ads we read runs 88 to 195 characters depending on the category, about one or two sentences, and the median headline is under 30 characters.
- Which call to action works best on Facebook ads?
- Brands overwhelmingly pick Shop now: 91% of the live ads we read use it. The exceptions match the ask: Sign up when the ad trades a discount for an email, Learn more when the page explains before it sells.
- Where do these ad copy examples come from?
- From Meta's Ad Library. Replo's ad library reads every live ad from the biggest advertisers in each category. We quote the copy as written and link to each ad; we don't copy images or videos.
