Running ads on Facebook and Instagram doesn’t have to feel like a guessing game. With the right creative approach (and a dash of strategy), you can achieve impressive ROI even on a modest budget.  

Why is the right creative approach is important? 

• Every single day, around 5 million new ads are launched through Meta Ads Manager. That means your ad isn’t just competing, it’s battling against an endless scroll of distractions, all fighting for a split second of attention. 

• On average, users are exposed to 6–10 ads in a single session, so if your creative doesn’t stand out, it’s gone in a blink.  

Here’s our guide to creating ads that stop the scroll, spark curiosity and convert clicks into action. 

1. Start with the Right Format  

Facebook Ads offer multiple format options,  always include both 1:1 (square) and Reels (vertical) formats to avoid awkward cropping. 

On top of that, keep Instagram’s ad safe zones in mind. This ensures key text and visuals don’t get covered by interface elements, so your message stays clear and easy to see. 

2. Hook Their Attention  

Add a visual hook that draws the eye straight to your ad. Movement, bold contrast, or a strong focal point works wonders. Your creative must make someone pause mid-scroll. When creating a hook, think of the following: 

• Who is your target audience? 

• What is a common paint-point that your target audience is facing and how can your product or service help? 

• What desired result does your audience want that you can help achieve? 

3. Keep Branding Subtle  

Less is more when it comes to branding. Too many logos or slogans can feel pushy, so keep your visuals relatable and inviting instead of overly commercial. 

4. Optimise For Where Your Audience Is 

Most people interact with ads on mobile, so keep visuals simple, uncluttered, and easy to read on small screens. But don’t forget desktop too! If your audience spends more time there, make sure your ads still look sharp and engaging in a larger format. Always optimise creative for where your audience is most active. 

5. Keep Your Copy Short & Snappy  

Your audience is scrolling fast, so your copy needs to land in seconds. The secret? Use a CTA that matches the moment. 

• If you’re driving immediate action, go bold with “Shop Now” or “Buy Now.” 

• If you’re building awareness, keep it softer with “Learn More” or “See How.” 

Clear, concise, and timed to where your audience is in their journey = higher impact. 

6. Blend In… or Stand Out? 

The best ads feel like they belong in the feed. Choose imagery that complements the style of content your audience already loves. This helps your ad feel like a natural part of their browsing experience, not an interruption. 

But don’t ignore the flip side: sometimes “super ad-y” creative (bold headlines, obvious product shots, clear CTAs) cuts through the noise even better. The key? Test both approaches and see which style resonates most with your audience. 

Why It Works  

Facebook and Instagram are crowded spaces, and the ads that win are the ones that connect. Sometimes that means clear, authentic, content-like creative. Other times, it’s the bold, “yes-this-is-an-ad” style that grabs attention. 

The truth? There’s no one-size-fits-all approach. What matters is testing different styles to see what resonates. If your ad is visually strong, relevant, and connects with your audience, it works, whether it blends in or stands out. 

Ready to Improve Your Ads?  

If you’re ready to create social ads that deliver real results, our team can help. From creative direction and copywriting to campaign strategy and reporting, we’ll help you turn your Facebook and Instagram ads into measurable growth.  

Get in touch today and let’s make it happen!