7 Proven Facebook Ad Copywriting Formulas

When it comes to creating effective ads—whether image, video, or text—the most underrated skill is copywriting.

Great copy isn't just the driving force behind engagement; it's what turns views into conversions

Copywriting is the Basis for Great Ads

At the heart of all effective advertising lies skilled copywriting.

Mastering this skill makes crafting compelling headlines, writing engaging video scripts, and creating powerful hooks easier.

Strong copywriting makes every type of ad—whether image, video, or carousel—more persuasive, engaging, and effective.

When you can communicate your message clearly and convincingly, your ads will resonate better with your audience, ultimately leading to higher engagement and conversions.

Let’s explore 7 powerful copywriting formulas you can apply to your own ads, each with an example for organic honey made by a local producer.

These examples are crafted for organic honey products in general.

However, you can create copy for each product/category such as propolis, raw pollen, honey mixes etc.

Whether you’re aiming to educate, inspire, or sell, these formulas will help you create ads that resonate.

Let's go.

1. Problem–Agitate–Solution (PAS)

PAS is all about empathy and resolution. By identifying the problem first, you connect with the audience's pain points.

Agitating intensifies the issue to make it feel urgent, and finally, you introduce your product as the ideal solution.

This structure helps people see both the problem’s severity and the relief your product offers.

Structure: Identify the key pain point (Problem), highlight the stakes (Agitate), and present your product as the answer (Solution).

Example 👇🏻

Problem: Tired of ultra-processed honey?

Agitate: Most store-bought honey is highly processed, stripping away natural nutrients and flavor.

Solution: Taste the difference with our locally crafted, organic honey—pure, raw, and packed with nature’s goodness.

2. Attention-Interest-Desire-Action (AIDA)

AIDA guides the reader through four psychological stages, making it ideal for grabbing attention and driving action.

First, you capture interest with an attention-grabbing statement, then build desire by highlighting benefits, and finally, prompt the reader to take a specific action.

Structure: Capture Attention, build Interest, create Desire, and guide to Action.

Example 👇🏻

Attention: "Looking for honey that’s pure and full of flavor?"

Interest: "Our organic honey is harvested from local hives, unfiltered and raw."

Desire: "Imagine adding a spoonful of rich, golden honey to your favorite recipe."

Action: "Order today and experience honey the way nature intended."

3. Before After Bridge (BAB)

This formula takes the reader from their current state to a desired outcome, with your product as the connecting bridge.

The "Before" highlights a relatable situation, the "After" paints a positive result, and the "Bridge" explains how your product makes the transformation possible.

Structure: Describe the current situation (Before), the desired outcome (After), and how your product bridges the gap (Bridge).

Example 👇🏻

Before: You’re using store-bought honey that lacks flavor.

After: Enjoy the deep, natural taste of raw, organic honey.

Bridge: Our honey is locally sourced, free from additives, and brings authentic flavor to every spoonful.

4. Promise-Picture-Proof-Push (The 4 Ps)

The 4 Ps approach blends an appealing promise with a clear picture of the product’s impact, backed by proof to build credibility.

The final push—a strong CTA—motivates the reader to act. This structure is compelling because it combines emotional appeal with evidence.

Structure: Make a clear promise, paint a picture, offer proof, and push with a call to action.

Example👇🏻

Promise: "Experience honey as nature intended."

Picture: "Imagine golden honey flowing directly from the hive to your table."

Proof: "Loved by our community for its pure flavor. 500+ Positive reviews"

Push: "Order Today and taste the difference!"

5. Clear-Concise-Compelling-Credible (The 4Cs)

This formula emphasizes clarity and brevity, keeping the message straightforward and impactful.

It’s effective because it gets right to the point while adding credibility, making it perfect for ads where every word counts.

Structure: Be straightforward, brief, interesting, and trustworthy.

Example👇🏻

"Taste pure, local honey.

Unfiltered and organic, our honey brings nature’s flavor straight to you.

Loved by locals and crafted with care.

Try a jar today!"

6. Situation–Complication–Question–Answer (SCQA)

SCQA sets up a story with a relatable situation, adds tension with a complication, and then raises curiosity with a question that leads to the answer.

It’s an engaging way to lead readers to your product as the clear solution.

Structure: Set up the situation, highlight the challenge, pose a question, and provide the solution.

Example👇🏻

Situation: "Finding real, organic honey can be a challenge."

Complication: "Most options are processed, diminishing quality and nutrients."

Question: "How can you get honey that’s as pure as it gets?"

Answer: "Our locally crafted honey is raw and unfiltered, giving you the rich taste and health benefits of nature."

7. Thesis–Antithesis–Synthesis (TAS)

TAS presents a widely accepted idea (Thesis), counters it with a fresh perspective (Antithesis), and merges the two into a new understanding (Synthesis).

This formula encourages critical thinking and positions your product as the answer that combines the best of both views.

Structure: State a conventional belief, challenge it, and merge both perspectives for a new view.

Example👇🏻

Thesis: "Most honey on the market is processed and diluted." or “Most honey on the market is FAKE!”

Antithesis: "But real honey should be raw, organic, and nutrient-rich."

Synthesis: "Our honey brings you nature’s best—pure, unfiltered, and packed with flavor and nutrients."

Of course, all of this copy can be enhanced by starting with a great hook, adding a storytelling section, inserting social proof, having a strong CTA. 

So, what I do is choose a copywriting framework and combine it with my own ad creation process. 

I simplified my own process of creating ads into this basic process:

Conclusion

Mastering these copywriting formulas can make a world of difference in the impact of your Facebook ads.

Whether you’re tackling a simple image ad or scripting an engaging video, using the right structure can transform how potential customers connect with your message.

Remember, great copy isn’t just about selling; it’s about speaking directly to your audience’s needs and guiding them to see how your product is the solution.

Ready to level up your ad copy skills?

Give these formulas a try, and see how they transform your ads.

Share your results, and stay tuned for more ad tips in the next issue.