5 min read

How to Design a Facebook Ad Creative That Converts

Published on
October 13, 2022
Person holding blue cartoon like button in the air
Leah Camps
Marketing Executive
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Facebook advertising is a hugely popular marketing channel for businesses across the world, and because of that, your creative needs to work hard to stand out against a really busy feed. So, how do you design a facebook ad that actually works? In this article, we’re going to look at some ideas you can try to get the most from your facebook ad creatives. Om fact, do you know that in the news feed on Facebook, people spend an average of ‘1.7 seconds with a piece of content on mobile compared to 2.5 seconds on desktop.’ (Meta)

We’re an unlimited graphic design subscription service based in Manchester, and we’ve worked with hundreds of UK businesses to help design a whole host of graphic design tasks including lots of facebook ad creatives. So, how do you design a facebook ad that actually works? In this article, we’re going to share some tips and ideas we’ve picked up along the way that you can try to get the most from your facebook ad creatives.

1. Pay attention to your image to text ratio

With Facebook ads, it’s best practice to make sure that the creative uses more imagery than text. Keep any copy that’s used as punchy and short as you can, so that you can communicate your message to your audience as quickly as possible. If you can’t make the copy much shorter, another recommendation is to try a smaller font size so that the ratio of image to text is still larger. Meta themselves have found that ‘images with less than 20% of text perform better.

Woman measuring dimensions with her hands

2. A/B test creatives

When you’ve decided on an image creative, try A/B testing that ad so that you can continually tweak and improve as the campaign progresses. A/B testing is done when you change one variable about an ad, and see which of the options performs best. For example, you might try the same imagery and copy against a different coloured background to see how the colours of the ad affect the engagement rate. Alternatively, you might try different headlines on the same creative to see which copy performs best and gets the most clicks. 

Woman holding two phones in her hands

When you A/B test, make sure to keep a track and isolate the changes you make so you can clearly see what is affecting the performance. Run the ads for the same amount of time, and check back in after to see which ad truly performed best. By doing this as you introduce new ads, you can keep on improving the ad creative based on real data.

3. Ensure right dimensions for different placements

When setting up your Meta ad campaign, take into account that different placements will require your creative matching different dimensions. Meta provides all the aspect ratios you need to optimise your creative for across all the different placements, making sure that your ad performance isn’t hindered due to a bad crop or an image being zoomed in. 

You can view more information on aspect ratios for the various placements on Meta here.

4. Make use of carousel formats

If you have a lot of information you want to display and don’t want to run multiple separate ads, the best option is to make use of the carousel ad format. This format allows you to run multiple images in an ad that you can swipe through, offering links and relevant information to each slide in the carousel.

To make your ad creative flow better across the set in a carousel format, create your graphics so that they flow from slide to slide. 

Woman smiling and swiping across phone