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Starting a Facebook advertising campaign is relatively easy.

However, starting a Facebook advertising campaign with ROIs is another story.

This is because there is a science behind it. You can't just throw a picture and a decent copy together and label it a tag. You need to know exactly what you are doing and why you are doing it.

Facebook ads require strategy these days – but it's not witchcraft. It's rather medium in size, once you've figured out the pattern, you'll be able to make science successful. Think somewhere between a scientifically fair volcano and brewing your own beer (it actually tastes good).

You just need to know what works and then figure out how to create a similar formula for your company and product.

To make this process easier for you, we've put together 47 Facebook ad samples and then shared with you what makes them great.

We got all of this from the Facebook ad library – a searchable repository for every active ad that appears on one of the Facebook platforms (yes, Instagram is included).

Now put on your goggles and dive in.

Example of a Facebook ad # 1 | The economist

What makes this ad great: Timeliness is a great attribute in an ad. Jumping into the New Year's hustle and bustle makes The Economist much more responsive and empathetic for people as they think about their New Year's goals (which is probably a lot … "New Year, New Me" is everywhere).

Example of a Facebook ad # 2 | Relaxed

What makes this ad great: Slack has always done a great job of speaking to its core audience. They know that an overwhelming number of emails is one of the biggest problems for their customer avatar. Slack presents its product as a way to break out of the inbox and organize your communication. This is a great application of the before and after states.

Example of a Facebook ad # 3 | Fabletics

What makes this ad great: This video ad is great because it includes cuts between customers using the product (workout clothing) and text that explains the benefits of using Fabletics over other brands.

Example of a Facebook ad # 4 | class pass

What makes this ad great: This ClassPass ad is similar in style to the Fabletics video ad, but has a special offer. It's also about New Year's hype, which is a great strategy to build urgency (you need to buy the subscription while you are still motivated to train in the New Year, right?).

Example of a Facebook ad # 5 | Verizon

What makes this ad great: Verizon takes advantage of bundling offers and highlights them in this ad. The text and image on the display are inserted from the page that draws attention to the display because the movement is opposite to the scrolling movement.

Example of a Facebook ad # 6 | P&G

What makes this ad great: This carousel display is a great option for a company with a variety of product lines. Here, P&G highlights various products in a coherent display that shows that they can be used together.

Example of a Facebook ad # 7 | Low

What makes this ad great: Moo does a great job of highlighting its customers who use their service. Using customer references, use cases, or customer stories is a great way to show how your product can be used and to increase the likelihood that someone else will want to buy and use it.

Example of a Facebook ad # 8 | Ram trucks

What makes this ad great: Here's another great example of a customer use case from Ram. Here they advertise how companies can individualize the trucks with their own brand images.

Example of a Facebook ad # 9 | Veeam software

What makes this ad great: This display highlights relevant statistics about data. People are naturally attracted to percentages because they transmit information quickly and easily. This ad is also great because it has a highlighted CTA button that increases the likelihood that users will click the ad.

Example of a Facebook ad # 10 | Mass bookstore

What makes this ad great: This ad doesn't focus on highlighting the product, but uses a mysterious giveaway. Not disclosing what the prices are increases curiosity and excitement for the viewer, which encourages them to click and enter the giveaway.

Example of a Facebook ad # 11 | David's tea

What makes this ad great: In this ad, DavidsTEA highlights customer benefits (free shipping) and also shows some of its new products. Ads like these are great for retargeting previous buyers because they remind them of the benefits of shopping and attract them with new products.

Example of a Facebook ad # 12 | Google Ads

What makes this ad great: A Google Ads ad to use Google Ads … Ad acceptance! This ad meets a customer realization in the hope that users identify with the statement and recognize that they need the service. This is a great way to subtly point out a customer's pre-condition.

Example of a Facebook ad # 13 | Google

What makes this ad great: Do you see what's going on here? Google shows ads for the different products. For example, they run ads to encourage ads to appear on Google. However, they also run ads to promote the use of Google as a search engine. This ad shows Lil Nas X, one of the biggest rapping phenomena of 2019, as the "most wanted remix", with Google as the search engine for all of us.

Example of a Facebook ad # 14 | Brilliant earth

What makes this ad great: Brilliant Earth does a great job of targeting people who have used the build your own ring quiz (don't ask me how I know that …). Here is an example of carousel advertising with different rings.

Example of a Facebook ad # 15 | Bright basement

What makes this ad great: This video display does an excellent job showing the before and after states. It starts with people sipping wine and clearly not liking it. Then, after using the service, they like to drink wine that they like together.

Example of a Facebook ad # 16 | Amazon Web Services

What makes this ad great: Here, Amazon uses two of the tactics we talked about earlier, percentages and customer stories. The headline is formulated in a similar way as the news sites write their headings "____ does ____ with ____", which is appealing and striking.

Example of a Facebook ad # 17 | yeti

What makes this ad great: Fast cuts attract the user's attention and at the same time underline the diverse possibilities with which the Yeti brand fits seamlessly into the active lifestyle of the target group. Without mentioning functions, the advertising copy indicates the ethos for whom the product is intended, so that the user feels heightened by the brand.

Example of a Facebook ad # 18 | Asana

What makes this ad great: This ad is an excellent answer to the first question that a business owner has when trying to find out if they would benefit from a particular software tool (like Asana). How does it look like? In this ad, Asana gives viewers a look at the user interface and shows them exactly what they can expect from Asana. Then they made their "Start Your Free Trial Today" CTA the first sentence in their edition to make sure viewers didn’t miss their offer.

Example of a Facebook ad # 19 | ButcherBox

What makes this ad great: In this ad, ButcherBox uses the aesthetics to grab the attention of a Facebook user and then directs their attention to the upcoming holiday (Valentine's Day). Their ad mentions how important it is to buy meat over other types of meat – in this case, that it is "humanly reared, obtained from sustainable sources and fed with grass" – which the customer avatar is probably looking for when choosing meat.

Example of a Facebook ad # 20 | Open

What makes this ad great: This ad immediately gets to the point that someone who wants braces has – braces are expensive. In her ad, Candid immediately mentions that her teeth straightening solution costs 1/3 of the cost of braces. Then they show 3 myths that straighten them, demonstrate their expertise and improve their authority over the viewer. This helps the viewer to trust Candid because he sees her as knowledgeable in the field of tooth correction. And what do we know about how you can become an authority in your field? There are conversions.

Example of a Facebook ad # 21 | Daily harvest

What makes this ad great: Daily Harvest knows who their target avatar is – so they created the dish that would catch their attention. In this ad, Daily Harvest uses a video with a bowl of food to grab the viewer's attention, and then explains why he should choose Daily Harvest: carefully sourced, organic, customizable, delivered to your door. As with ButcherBox, we can assume that these are the specific requirements that the Daily Harvest customer avatar looks for when shopping for fruits and vegetables on a weekly basis.

Example of a Facebook ad # 22 | Dyper

What makes this ad great: This display is an eye catcher. When a parent of a toddler wears diapers, a child is (carefully) thrown into the air so that it stops scrolling and checking what's going on. You will quickly find that the child is playing a game that many of us have played with children ("Remember this?"). Then your ad copy immediately offers 50% discount on your first box of diapers made of plants instead of plastic. Dyper knows that in order to attract people, they have to show them what they're offering and give them the advantage of their diapers over others – that's what they did in this ad.

Example of a Facebook ad # 23 | Four Sigmatic

What makes this ad great: The ad creative in this ad is irrelevant. It benefits directly from the fact that you choose Four Sigmatic's protein over other options. The creative saying says that there are no gums, no fillers, no sketchy "natural flavors" or stevia and that it is organic, vegan and gluten-free. Instead of hoping a customer would find out how clean their protein is, Four Sigmatic is screaming it from the roofs of the Facebook ad.

Example of a Facebook ad # 24 | Hello fresh

What makes this ad great: HelloFresh uses a necessary marketing strategy to get more people to sign up for their meal subscription service – social evidence. They hired celebrities like Jessica Alba to promote their brand. Please note that this HelloFresh ad is not shown on your Facebook page, but on that of Alba.

Example of a Facebook ad # 25 | Hootsuite

What makes this ad great: This Hootsuite ad is more than just an ad. Your marketing team uses them to provide knowledge. The video explains "The Global State of Digital 2020", which really only shows how useful a platform like Hootsuite is for a company that focuses on digital advertising. They present their knowledge in space and then tie it to why you should choose Hoosuite.

Example of a Facebook ad # 26 | hubspot

What makes this ad great: We love this Hubspot ad because it shows directly on the first line of your copy who you are advertising for. "Call all agencies and companies that offer marketing, sales, customer service, web design, CRM and IT services." This ad will reduce the noise and will not ask for a lead – they want the lead, which is a great strategy to ensure that your marketing dollars are not spent on unqualified leads.

Example of a Facebook ad # 27 | Imperfect foods

What makes this ad great: Imperfect Foods picks up a global problem and brings it to a food delivery service. What they did in their ad is asking people to “get involved with us in the fight against food waste!”, Which gives people more than an offer for a free month – it gives them a moral reason to stand up for themselves to register their service.

Example of a Facebook ad # 28 | Instagram

What makes this ad great: We have included this Instagram ad because it differs from most of the ads mentioned here. This ad should not cause users to log in to Instagram. It serves to market what Instagram does to end online bullying. While most ads are trying to convert, this ad only shows how Instagram is dealing with one of its biggest problems, and is marketing itself as a secure platform.

Example of a Facebook ad # 29 | Klaviyo

What makes this ad great: Klaviyo is an email marketing platform and do you know what the customer avatar needs to know? As much as possible about email marketing. Klaviyo has used the marketing jargon “Explore 11 segments you should market to)” excellently, which only produces qualified leads who understand what a segment is and see value in knowing who those segments are that Klaviyo discovered , They also double their ad offer by giving attendees a $ 5 Starbucks gift card to attend their webinar. This ends with the offer to try Klaviyo at a discounted price.

Example of a Facebook ad # 30 | La Colombe coffee roaster

What makes this ad great: La Colombe Coffee Roasters has used the food subscription delivery service, but is limited to coffee lovers. Just like at Klaviyo above, they target qualified prospects for their coffee subscription service by mentioning their product in the first sentence of their ad. Anyone who isn't interested in coffee can flip through, but anyone who likes to try new coffee will keep reading and find out that they can get a month's worth of coffee for $ 0. Not a bad deal for a passionate caffeine or.

Example of a Facebook ad # 31 | Mailchimp

What makes this ad great: This ad is aimed specifically at digital marketers who want to integrate Lightspeed into their email service provider. This is niche advertising at its finest – there is a very specific customer avatar here, and Mailchimp did everything possible to find it with this ad motif.

Example of a Facebook ad # 32 | Monday

What makes this ad great: Monday gets straight to the point in her ad. You specify what Monday does (manages marketing projects) and what you can do with it (banner requests, campaign tracking and content creation). Her video then shows a Facebook viewer what her software looks like so that the user can see how valuable this would be for his team. This reduces the resistance that someone has to put up to register. This is further reduced by the 14-day free trial offer on Monday.

Example of a Facebook ad # 33 | NordVPN

What makes this ad great: We love this NordVPN ad because it knows how confusing it is to explain a VPN to people – especially through a Facebook ad. The NordVPN marketing team divided the ad motif into two parts: who can use it (Windows, Android, Linux, iOS) and then uses the video to show why users should use a VPN. This is a great example of explaining a difficult concept in a limited amount of space and time.

Example of a Facebook ad # 34 | Open table

What makes this ad great: OpenTable knows how valuable its product is when it comes to busy Valentine's Day restaurant goers. They did a great job of reminding people of the shortage of available tables in their copy "The countdown to Valentine's Day is on". This marketing strategy has proven itself time and again.

Example of a Facebook ad # 35 | QuickBooks

What makes this ad great: What's an entrepreneur's biggest fight? Have more time. If you are an entrepreneur, you know how difficult it is to manage your team, accounting, product, brand, etc. on a daily basis. Quickbooks knows this and uses their ad text to show how business owners save 42 hours per month using their accounting platform. Who wouldn't want 42 more hours a month? This is a great way to make your product's value tangible to viewers.

Example of a Facebook ad # 36 | Revive superfoods

What makes this ad great: This Revive Superfoods ad is quick and to the point. While some ads work well with tons of copies and an exaggerated video, Revive finds success on the simple side of digital advertising. We mentioned this ad in this article to make it clear that your customers sometimes want very simple and precise ads.

Example of a Facebook ad # 37 | ritual

What makes this ad great: This is another example of using social proofs to gain credibility for your product. Ritual uses social evidence from Vogue, CNN, Forbes, and scientists to show why their vitamins are superior. They also touch the resistance their avatar has against buying vitamins: they are skeptical that they work at all. This is an excellent example of using proven marketing strategies to show people that your product is what they were looking for.

Example of a Facebook ad # 38 | SeatGeek

What makes this ad great: SeatGeek doesn't just use its Facebook ad as an ad for its ticket buying platform. You are announcing that Billie Eilish's 2020 tour tickets are now available. This is a great ad because people who love singer Billie Eilish use SeatGeek to buy their concert tickets and sweeten the deal with a coupon code that's $ 20 cheaper. Better yet, how easy will it be for your marketing team to see the impact of this campaign with its discount code? Brilliant.

Example of a Facebook ad # 39 | SEMrush

What makes this ad great: What do we have here? A SEMrush magnet that is aimed at people who want to learn more about SEO. Guess which software is used by SEMrush marketing professionals. You guessed it – SEO. This ad copy does a great job of guiding people through the customer value journey, from raising awareness to conversion, by choosing the lead magnet.

Example of a Facebook ad # 40 | Social Media Examiner

What makes this ad great: In this ad, the Social Media Examiner talks about the after-state that someone will experience if they don't attend their Social Media Marketing World conference. This ad indicates that they are not up to date on key social trends and do not know how to successfully implement the latest techniques – something their customer avatar will definitely not want to experience.

Example of a Facebook ad # 41 | sweat

What makes this ad great: This ad is another great example of how effective it is to show people what to expect in your product before buying it and then make them an offer they don't want to say no to. The fitness trainer and creator of the sweat app, Kayla Itsines, not only tells people in the copy of this ad what she expects from her training app, but she also does the exercises herself in the video. Then she offers $ 1 for a month of sweat, lowers the entry barrier, and makes people think, "Why not, I'll try."

Example of a Facebook ad # 42 | Social SXSW

What makes this ad great: This SXSW ad targets a subset of SXSW attendees – those interested in art installations at their annual conference in Austin, Texas. We love this ad because it is so specific to one of their customer avatars. We're not sure if they do, but an ad like this gives SXSW the ability to segment users who have signed up for this ad as "Art Interested" and put them in a specific email funnel, who talks about the art of art. SXSW.

Example of a Facebook ad # 43 | The bustle

What makes this ad great: This ad reminds us of a trick to ensure that people understand what you said to them: "Tell them what you will tell them, and then tell them what you said to them." In this one The Hustle does just that. First they tell you what they do, then they show you how they do it, and in the end they remind you what they're doing. This is a great copy of the ad that emphasizes the value they are trying to present.

Example of a Facebook ad # 44 | Tony Robbins

What makes this ad great: There are several ways to sell information products, and in this case Tony focuses on cumulation. In this ad, his marketing team shows that you don't have to learn an entire career how to become more like Tony if you only take his Business Mastery course. Your promise is a quicker result that almost everyone of us is looking for.

Example of a Facebook ad # 45 | Traffic & Conversion Summit

What makes this ad great: We spend a lot of time looking at Facebook ads and seeing what makes them great (aka this article). This is how we created our own Facebook ad, which we know will be converted. What does this ad have similar to the others we've seen so far? Like Tony, we offer a collection of knowledge in a short time. Like HelloFresh, we use the social evidence from A-player marketers that we have at our terms and conditions levels. And finally, we add a little FOMO by showing you how many marketers will be there and what you will miss if you don't come to San Diego.

Example of a Facebook ad # 46 | Waymo

What makes this ad great: How do you get people to get into a car without a driver? They put someone in the car they are familiar with and show the viewer that you can do it if that person trusts their company. That's how Waymo Driver got Larry Fitzgerald to drive his self-driving car to show that it's safe and cool.

Example of a Facebook ad # 47 | Zapier

What makes this ad great: And finally, we have Zapier. What we love about this ad is that it shows in a video step by step how Zapier supports businesses and uses a real-time testimonial from a happy customer. Whenever your customers can speak for you, let them.

Wow, that was a lot. You can now remove the goggles.

If you look at so many Facebook ads, the ads that appear in your news feed will now show patterns. You will see how marketers use social evidence, benefits, offers, scarcity, and FOMO to get people to click the button. These are all patterns that also work for your company. See? This is definitely not rocket science. It only takes some basic knowledge to find out what people are buying and how this works in a Facebook ad template.