24 Powerful Facebook Ad Examples for Marketing Inspiration

Every Facebook advertising campaign serves a unique objective, from building brand awareness to generating leads and conversions. Your campaign goal directly influences the ad format and copy you should deploy.

For instance, Facebook users at the top of the funnel (TOFU) may benefit from carousel or video ads that introduce them to your product and its benefits, especially if they are new to your brand. As customers move into the middle of the funnel (MOFU) and consider a purchase, retargeting ads become highly effective, drawing website visitors back to your landing page.

Finally, at the bottom of the funnel (BOFU), the aim is to convert leads into paying customers. This stage often calls for more direct advertising content, such as product catalog ads.

Understanding the stages of the sales funnel helps in selecting the right ad format. Below, we explore 24 of the best Facebook ad examples, each illustrating effective strategies across different stages and creative types.

Carousel ads are designed to capture attention through interactive elements, allowing users to swipe or click through multiple images or videos. They are highly versatile for showcasing various products, demonstrating features, or telling a sequential story. Popular among fitness, fashion, and eCommerce brands, carousel ads, when executed well, can significantly boost engagement.

1. Circular & Co

For a clear example of how to leverage carousels in eCommerce, consider Circular & Co. Their carousel ad effectively uses a series of images to display their diverse product range. Each slide features a product description, price, and a compelling “Shop now” call-to-action, streamlining the path to purchase for interested customers.

2. SnackSurprise

The carousel format excels at highlighting customer testimonials and user-generated content. SnackSurprise, a subscription snack box brand, successfully uses this by showing real customers unboxing their goodies in each slide. This, combined with descriptions emphasizing their unique selling propositions (USPs), helped SnackSurprise achieve a 3.24 Return on Ad Spend (ROAS) and attract over 25,000 new subscribers through their Facebook campaigns.

3. Earth Shoes

Beyond products, carousel ads can effectively communicate a brand’s mission. Consumers are 4 to 6 times more likely to buy from purpose-driven companies. Earth Shoes’ Facebook ad exemplifies this by showcasing a product that appeals to environmentally conscious buyers. It highlights their commitment to reforestation in Haiti, creating jobs and planting a tree for every customer. This multi-layered messaging powerfully connects with their audience.

Video ads are powerful tools for building brand and product awareness. With over four billion video views daily and users watching over 100 hours of video content, Facebook is a prime platform for video campaigns. Effective video ads are high-quality, concise, and clearly convey your brand message, whether your goal is reach, traffic, or conversions.

4. London Basin Co.

London Basin Co. excels with vertical video ads, which command more screen space for mobile users, a critical factor given that 65% of all Facebook video views occur on mobile devices. Their video showcases a series of striking bathroom basins against a clean black backdrop, ensuring the product is the sole focus. This simple yet elegant approach effectively targets homeowners, concluding with a convenient “swipe up to shop” feature for seamless in-app purchasing.

5. Grind

Instead of a direct sales pitch, Grind uses an educational vertical video ad. By teaching users how to make barista-style coffee at home, they address a common pain point for their target audience—those who frequent coffee chains. This subtle approach positions Grind’s products as a solution, driving interest without overt sales pressure.

6. Treaty Jewellery

The Treaty Jewellery video ad focuses on its brand story and mission, rather than just products. This strategy resonates with consumers, as 64% of customers find brands more appealing when they clearly communicate their purpose. The ad effectively conveys their mission and sweetens the deal with free shipping, resulting in an impressive 4.3x ROAS and a 2,500% increase in average monthly orders. Find more of Treaty Jewellery’s video ads here.

7. Love Leggings

With 95% of people relying on customer reviews for purchasing decisions, incorporating them into Facebook video ads is highly effective. Love Leggings showcases a customer wearing their products, prominently displaying a 5-star “Excellent” rating. This immediate social proof instills confidence, encouraging potential customers to learn more without leaving Facebook. This approach led to a 598% year-over-year increase in revenue from paid social and an 8.2x average ROAS.

8. Bite Toothpaste Bits

Bite Toothpaste Bits offers an excellent example of a short, impactful video ad. According to Matt Lally, founder of TheGiftYak, the ad employs two key strategies: “Their hook is in the product itself. It evokes curiosity and intrigue from the user. The second strategy is the use of social proof. After you see the product, your eyes shift upward and see the testimonials. Testimonials are great at displaying value. They also expertly include star ratings for those who don’t read, but only skim.”

9. Sweet Packs

Coupons and video ads are a potent combination. For 35% of DTC brand customers, a discount code provides the final push to purchase. This Sweet Packs Facebook ad uses a short video to reveal the contents of a mystery box, sweetened with a 10% discount on top of a flash sale. This compelling offer led to a 500% increase in subscriptions, 10,000 new customers, and a 3.2x ROAS, exceeding their initial goal.

Collection ads are ideal for eCommerce sellers with multiple products, enabling them to promote a curated selection within a single ad unit. The key is to keep the items relevant to the viewer’s interests, perhaps showcasing boots in one ad and dresses in another based on audience segmentation.

10. 001 Skincare London

The primary goal of a collection ad is to encourage users to browse. 001 Skincare London masterfully combines a video of their founder discussing the product line with a scrollable selection of items. This approach allows them to convey their brand message and value proposition while giving users immediate access to explore and purchase the featured products.

11. Next Home

For top-of-funnel customers unfamiliar with your offerings, collection ads can quickly introduce your product range. Next Home’s ad effectively showcases best-selling items. Crucially, their messaging, “Get them before they’re gone,” injects a sense of urgency, motivating prompt action by highlighting a limited-time offer.

12. Doughnut Time UK

Some products are inherently visually appealing, making high-quality images paramount. Doughnut Time UK leverages this with collection ads that highlight its delectable range of doughnuts. The vibrant, mouth-watering imagery makes their ads almost impossible to scroll past in a Facebook news feed, driving immediate craving and curiosity.

Retargeting ads are crucial for maintaining brand visibility and staying top-of-mind. When a visitor shows interest in a product on your site but leaves, the Facebook Pixel collects this data, enabling your retargeting campaign to remind potential customers of previously viewed products. Research shows that retargeting can boost conversion rates by up to 150%, with click-through rates 10x higher than other display ads. While scaling campaigns with retargeting is straightforward, effective messaging goes beyond a simple “Come back to our site!” as these examples demonstrate.

13. Olaplex

After a customer purchases items from their website, Olaplex effectively uses retargeting to suggest complementary products they haven’t yet bought. Their ad for shampoo stood out by highlighting a clear USP with a simple tagline: “3x brighter hair compared to top purple shampoos.” In a saturated haircare market, this specific benefit powerfully draws customers back to their site.

14. Etsy

When setting up a new Facebook ad, Dynamic Product Ads are an excellent option. This format uses website data to personalize ads based on a visitor’s browsing history. Etsy provides a stellar example of this, using a carousel format to display products a user has already shown interest in. These personalized recommendations are highly effective at guiding potential customers back to complete their purchase.

15. London North Eastern Railway

Brands selling products across multiple channels often want to direct customers to their proprietary eCommerce site, where profit margins are highest. London North Eastern Railway uses a retargeting campaign with ad copy like “Thinking of taking a trip?” to re-engage past visitors. Instead of directing them to third-party booking platforms, the ad encourages direct booking with the promise of the “best price,” successfully steering customers to their preferred sales channel.

16. Waterside Holiday Park

This ad from Waterside Holiday Park exemplifies a highly targeted retargeting strategy. Focused on last-minute availability, the campaign directed its budget toward both MOFU and BOFU audiences who were already familiar with the brand. This included individuals who visited their sites within 30-180 days, social engagers who interacted with social posts in the past 365 days, and those who viewed Waterside videos within 180 days. Custom lists from their CRM were also utilized to maximize effectiveness.

While video content often dominates, static images still hold significant power in advertising. Not every product requires movement to convey its quality or appeal. With compelling ad copy and high-quality graphics, a single image can effectively capture attention and prompt desired actions. The key is to use authentic, branded imagery—avoiding generic stock photos—that genuinely represents your product or brand.

17. Butternut Box

Not all Facebook ad campaigns need a hard sell, especially for top-of-funnel audiences. Butternut Box provides a perfect illustration of this by using a simple, engaging meme. This humorous approach sparks laughter and encourages sharing, effectively building brand recognition without directly pushing a product. It allows potential customers to become familiar with the brand in a lighthearted, non-salesy way.

18. Printsy Pets

“One of the best ways to create successful ads on Facebook is by leveraging user-generated content,” states Andrea Bosoni, Founder of Zero to Marketing. “In my experience, this type of creative shot on phones regularly performs better than overproduced and heavily branded content.”

Bosoni highlights Printsy Pets as an excellent example: “A company that does this well is Printy Pets, a website that gets your pet printed on custom socks, blankets and apparel. One of their most successful ads is a slideshow of happy customers showing off their new products.”

Bosoni elaborates on why it works so well:

• It looks native and blends with the organic feed (similar to a boosted post).
• If you’re in their target audience, it makes you stop the scroll.
• It’s immediately apparent what the product is.
• It clearly explains how the service works in a few sentences.
• It doesn’t need sound to be effective.

19. BURGA

Sometimes, the image itself can carry most of the selling power with minimal copy. BURGA’s ad for phone cases is a prime example. Jonas Brazys, Burga’s media buying strategist, notes: “This ad was one of the best we launched last spring and performs well up to this day. A key part of the performance is the simplicity and colour palette. We see three cases matching similar designs. Therefore, the ad seems chic and elegant, resonating with our audience. It also has a one-liner, ‘Protection with style’.”

Brazys adds: “These two are the most important features for our target audience when choosing a phone case. In the bottom part of the ad, we also have our Buy 2 Get 2 offer, which creates more intent to buy. So does the direct call to action to swipe up to shop.”

20. BestSelf Co

Leveraging social proof significantly boosts Facebook ad effectiveness. BestSelf Co exemplifies this by prominently featuring a glowing review from a New York Times contributing writer within its ad image. This instantly builds credibility and trust, influencing potential customers with a powerful endorsement.

While visuals like videos, images, and carousels grab attention, it’s the ad copy that sustains interest and converts it into action. Therefore, dedicating ample time to crafting your advertising message is as critical as selecting your visuals. The ultimate goal of Facebook ad copy is to sell the concept of ownership, allowing your audience to visualize themselves using and benefiting from your product through evocative and descriptive language.

21. Corston Architectural Detail

Corston Architectural Detail provides an excellent example of conversion-optimized Facebook ad copy. They skillfully use power words like “stylish,” “timeless,” and “sophisticated” to evoke desirable traits in furniture, signaling quality and longevity that justify the investment. To further build trust, the ad employs a bulleted list highlighting key benefits such as “quality,” “engineered in the UK,” and “fast delivery,” addressing potential customer concerns directly.

22. Punchy Drinks

The most effective Facebook ad copy mirrors the natural language of its target audience. Punchy Drinks achieves this by using fun, relaxed language that resonates with its demographic. The phrase “Don’t just take our word for it” subtly implies widespread approval, building social proof even when direct product experience isn’t possible through the ad.

23. DUSK.com

ECommerce retailer Dusk.com demonstrates the tasteful and effective use of emojis in Facebook ad copy. While data suggests emojis can increase interactions by as much as 57%, moderation is key to avoid distraction. Dusk.com uses emojis as visually appealing alternatives to bullet points, with each emoji thoughtfully selected to align with the brand and products they sell, enhancing readability and engagement.

24. Beco

Effective ad copy often targets a specific pain point or strong desire within the audience. This Beco example excels by addressing its target customers’ concern about plastic waste. Beco’s commitment to reducing waste is central to its ad copy, demonstrating the type of mission that customers increasingly seek before purchasing from new brands, fostering a powerful connection.

Advertising on Facebook is undoubtedly a powerful way for eCommerce brands to connect with their target audience. As competition intensifies, gaining insights into what your competitors are doing, and drawing inspiration from successful campaigns, becomes increasingly valuable.

Use these 24 Facebook ad examples as a springboard for your own creativity. Experiment with different ad creatives, messaging, and formats to discover what resonates most with your audience. Consistent testing and optimization will lead to significant improvements in your campaign results.