10 Top Brands’ Best Facebook Ad Examples.

These brands have done amazing things with Facebook ads, from carousels to videos. We're going through their greatest hits and talking about why they work so well.
Maxwell Gollin
Maxwell Gollin
February 27, 2019 - 13 min. read

Launching a Facebook ad campaign is hard. You have to worry about your budget, your targeting, your objectives, which formats to use…

Then there’s the hardest part of all: making the ads themselves. Sure, it’s easy to write some forgettable copy and slap on a stock photo, but producing a creative Facebook ad that gets results is a huge challenge.

To inspire you, we’ve pulled together 10 of the best Facebook ads from top brands in all shapes, sizes and styles. That means video ads, carousel ads, lead ads and more. Plus, we’ll be breaking down each ad and explaining why it works. Let’s dive in.

If you’re looking for more info on the latest Facebook ad formats, see these 5 Fresh Facebook Ad Types to Try. If you want to know more about Facebook’s ad policies, see Why Your Facebook Ads Aren’t Getting Approved.

Facebook video ad examples

1. Airbnb

airbnb facebook ad example

What makes this a successful Facebook video ad?

It’s short but sweet: As we’ve covered in Best Practices for Facebook Video Ads, six-second video ads perform better than longer ads across nearly every metric. In an era where people’s attention spans are down to about eight seconds, shorter content always wins out. Airbnb clearly recognized this when editing the ad, as it’s the perfect video length to catch the attention of a user scrolling through their feed.

It has a clear message: You don’t have to think much to get what this ad’s about. It’s laid out in the text, header, description and video itself: wanna make extra cash? See what you’d make renting your place on Airbnb. This ensures that even the most distracted viewer will get the idea.

It generates curiosity: The copy in the video does a great job of tempting viewers to get an estimate. This personalized appeal isn’t saying “see the average rental price for homes in your area”—instead, it’s pitched as a custom quote that tells people how much their own property could be earning. The logic behind this is simple—people care more when ad content is about them.

It’s intelligently geotargeted: In the text above the video, the ad states “Earn up to $2,927 a month hosting in Miami.” The video ad is clearly targeted at users in the Miami area, so the use of a concrete, localized price in the copy is highly effective at enticing them to see if they could be earning a similar amount of money.

It has a compelling CTA: The “Calculate” CTA at the end of this video ad offers the viewer a chance to instantly get a quote on the rental value of their home.

What can marketers can learn from it? Keep your video ads short (ideally six seconds or less), make them feel personal, write copy that immediately makes your message clear, include details relevant to users’ locations when possible, and throw in a unique CTA.

2. Salomon

What makes this a successful Facebook video ad?

It tells a story: The foundation of this video ad for sporting goods brand Salomon is the simple narrative that runs through it. It suggests to the audience that Salomon products open the door to journeys around the world—buy their stuff and you’ll go on an unforgettable outdoor adventure.

It appeals to viewers’ emotions: The emotional appeal of this ad is there from the first line: “Remember when you always wanted to race?” The ad calls viewers back to a nostalgic time in their childhood when all they wanted to do was play and explore, and positions the brand as a way of returning to that feeling. The joyful, enthusiastic expressions of the people in the video drive the point home even more.

It has stunning visuals: The beautiful landscapes and impressive action shots of skiers and runners make this ad a joy to look at. They capture the audience’s attention from the start and leave them wanting more at the end.

It invites viewers to join a community: Instead of selling any specific Salomon product, this ad offers viewers the opportunity to join a community around the brand. It’s selling a lifestyle to a group of like-minded people, and the “Join Us” call to action just reinforces that.

It works in multiple video formats: Facebook video ads can be served on a wide variety of devices with different layouts and displays, and Salomon is aware of that. That’s why this ad is edited so that it’s just as appealing in 1:1 as it is in 9:16. Whether viewers are watching on a smartphone or a desktop, the key parts of the video are still in frame.

What can marketers learn from it? Tell emotionally compelling stories in your video ads. When shooting for a brand awareness objective, sell the audience on the lifestyle and community around your brand before the products themselves. Use professionally-shot HD footage if you have the resources. Keep in mind the dimensions of your video and the devices you want it to display on when editing.

Facebook carousel ad examples

3. Whole Foods

whole foods facebook carousel ad example

What makes this a successful Facebook carousel ad?

It gets creative with the carousel format: Less advanced Facebook advertisers often just dump a bunch of product images in a carousel ad and call it a day. That’s not the case here—Whole Foods cleverly positions the slides to make two images connect. They’ve also placed the text on the second slide just out of view so the user needs to interact with the ad to read it.

It shows instead of telling: There’s very little copy here, but the images speak for themselves. The attractive shots of pumpkin-based dishes suggest the mouth-watering food you can make with ingredients from Whole Foods. There’s no need for wasting space telling consumers “We sell pumpkins at our supermarket and they taste good” when it’s easily implied through photos.

It keeps the copy fun and light: The text the ad does contain is mostly pumpkin-based wordplay that pokes fun at the pumpkin spice trend. This keeps the focus on the carousel images and shows a playful, human side to the brand.

What can marketers learn from it? When making carousel ads, get creative with the layout and give viewers a reason to click to the next slide. If you want to showcase the images or videos in your carousel, keep the copy to a minimum and use the best quality shots you can get.

4. Square

square facebook ad examples

What makes this a successful Facebook carousel ad?

It focuses on the products: Square wants to promote its card readers with this carousel ad, and it’s successful in doing so. The card readers are front and center in the carousel photos, and they really pop in contrast with the minimalist blue background.

It uses the carousel format for structure: Each slide in the carousel highlights a different product from Square and shows what it can do. This makes the ad feel clear and organized while showing off the full spectrum of Square’s functionality.

It offers value: People love free stuff. The first slide’s caption, “Get Your Free Square Reader”, is offering a supposedly valuable product at zero cost. Even skeptical consumers are likely to click to a landing page to check if the card readers are actually “free”.

It distinctly lists the product’s benefits: The text above the carousel pitches consumers a simple card reader with “Clear pricing, fast deposits, no surprises.” Clearly stating the unique value of the product from the get-go encourages viewers to learn more.

What can marketers learn from it? If your objective is to get conversions, keep the focus on the product and the obvious value it offers consumers in the visuals and copy of your carousel. Using carousel slides to highlight different features and benefits of the product is also highly effective.

Facebook Instant Experience/Canvas ad examples

5. American Express

What makes this a successful Facebook Instant Experience/Canvas ad?

It uses the format to take users on a journey: Facebook Instant Experiences* are a great medium for storytelling, and this ad really takes advantage of that. It takes viewers on an interactive trip that emphasizes how these credit cards enable similar journeys in the real world.

It livens up a ‘boring’ industry: It’s not always easy for brands in the financial services sector to get people excited. This ad combines beautiful visuals with copy that focuses on what experiences these credit cards can offer. The key here is that the product isn’t the center of attention—it’s what the product can do for consumers.

It fits with the brand: American Express is a huge credit card company, and the highly-polished tone and style of this canvas ad reflect that. They understand the need for their brand to be positioned as trustworthy and professional, so the clean and direct way the ad is presented conveys that to the audience.

It smoothly transitions to a CTA: At the end of the Instant Experience, the viewer is presented with copy reading “Get. Set. Go.” leading into an “Apply Now” CTA. The ad is able to leverage the narrative it has just presented about exciting travel opportunities to pitch their cards as the start of a new journey, and it has a handsome mobile landing page at the end to boot.

What can marketers learn from it? Match the visuals and copy of your canvas ad to how you want consumers to see your brand. Build up to the CTA in your last slide with clever introductory copy. If you’re in a less glamorous industry, focus on experiences or lifestyles your products can enable over the products themselves. Finally, plan out a storyboard for your canvas ad that maps out the interactive experience you want viewers to have.

*As of September 2018, Facebook Canvas ads have officially been rebranded to “Instant Experiences”

6. Sephora

Sephora facebook canvas ad instant experience

What makes this a successful FacebookInstant Experience/Canvas ad?

It generates excitement: Quick cuts, action shots, enthusiastic faces, confetti…this Instant Experience by Sephora is definitely an attention grabber. The use of bright colors also makes the products really stand out and pop on the white background.

It uses the format for structure: The ad takes advantage of the canvas ad/Instant Experience format to present Sephora’s product ranges in a clean, organized way. It also encourages viewers to get active and swipe between the tabs to explore all the gift ideas on offer.

It nails the copy: It may not pop out at you, but the captions for each product range are catchy and fun, e.g. “Sometimes the smallest gifts can mean the most. And be the cutest.” They hit the right balance between entertaining and informative while calling attention to the best aspects of the featured products.

What can marketers learn from it? Even though Instant Experiences/Canvas ads are mostly visual experiences, having short, catchy copy will add extra oomph to your messaging. Use the format to sort your products into different categories that viewers can swipe between. Lastly, capture people’s focus by working dynamic, colorful shots and quick cuts into your video ad content.

Facebook lead ad examples

7. Facebook Blueprint

facebook blueprint lead ads examples

facebook blueprint lead gen form

What makes this a successful Facebook lead ad?

It offers a clear benefit: Who knows how to make Facebook lead ads better than Facebook themselves? This lead ad for a Facebook Blueprint webinar makes a compelling offer: if you sign up now, you’ll learn how to get more people to check out your product catalog.

It knows its target audience: This is a good example of an ad that’s probably highly targeted, as it’s appealing directly to digital marketers. The accompanying photo is designed to appeal to young, trendy professionals, too, making the ad more compelling when targeted at a similar audience.

It has simple, clear copy: No BS here. Even skimming through the ad for a couple of seconds, users will understand what it’s offering. People don’t want to give up their contact info unless there’s an obvious justification for it, and Facebook provides that here.

It doesn’t overdo the lead gen form: This form manages to get valuable information for profiling leads without feeling overwhelming to the person filling it out. It has four simple fields that can be filled off the top of one’s head in about 60 seconds.

What can marketers learn from it? When running lead gen ads, try to keep your forms as short as possible to lower the barrier to entry—as long as they still get the essential info you need. Make it obvious what people are giving you their information for, and make it clear how it benefits them. Finally, make sure to target lead gen ads precisely to ensure your leads are relevant and high quality.

8. Sleeknote

sleeknote facebook lead ads examplessleeknote facebook lead gen form sample

What makes this a successful Facebook lead ad?

It doesn’t feel like an ad: With this great example of an asset download form by Danish startup Sleeknote, you feel like you’re reading an organic post by a B2B brand. It has a personal, conversational tone that makes the reader feel as if they’re reading content from a friendly industry peer.

It opens with concrete stats: Most people don’t trust ads, but they do trust cold, hard stats. The opening appeal that Sleeknote themselves grew their organic traffic 412% isn’t just impressive—it’s proof that your marketing peers are boosting their traffic and you can do it too (with help from this toolkit).

It understands its target persona: Sleeknote is marketing to marketers, and they know what marketers like. The copy is relatable for any growth marketers who are all about “turbocharging traffic and conversions” and offers tips based on their own experiences of trial and error.

It gives viewers a peek: The sleek graph pictured in this lead ad highlights the type of data-driven insights readers might expect to find in the toolkit being offered. That drives curiosity around the context of the graph and what other valuable information might be available in the asset.

What can marketers learn from it? If you’re doing B2B marketing, treat your target audience like your peers. Try combining stats, customer quotes, and a conversational tone in your copy. Focus on the business challenges that your audience faces. Additionally, keep your lead gen forms as short as you can while leaving in the most essential fields.

Facebook image ad examples

9. Adobe Stock

adobe stock facebook photo ad

What makes this a successful Facebook image ad?

It speaks for itself: What better medium for Adobe to promote its stock image library than with an image ad? Instead of overloading the consumer with copy, it lets a stunning visual show the kind of quality photos the platform presumably provides.

It cleverly uses visual effects: The attractive filter on the background photo isn’t just for show. It gives the visual a muted look so Adobe Stock’s logo can really pop out at the viewer.

It boldly leans on its brand: The barebones copy here, “Stock only like Adobe can,” wouldn’t work for a lesser-known brand. It might even come across as arrogant. However, Adobe is such a big name that it can confidently claim that its reputation precedes it. This positions Stock as a market leader with no real rivals (whether it’s true or not). Also, notice how the words ‘Adobe’ and ‘Stock’ are mentioned about eight times.

It’s refined: Adobe is promoting its new Premium and Editorial stock image collections here, so it needs to demonstrate premium quality in its ad. It succeeds in doing so with an image that screams professional production quality.

What can marketers learn from it? A picture is worth a thousand lines of copy, so keep the viewer’s focus on your visuals. If you’re shooting for brand awareness with your image ad, put your logo and brand name front and center. If you’re promoting premium products, make sure your images are HD and premium quality. If you’re advertising for a well-known brand, don’t hesitate to bring up its reputation.

10. Slack

facebook image ad samples slack

What makes this a successful Facebook image ad?

It’s funny: This ad from Slack appeals to viewers’ sense of humor with goofy imagery. After all, who doesn’t want to feel like they’re riding a pink unicorn through a rainbow?

It offers to solve a common problem: On top of being witty, the copy for this ad emphasizes the problems Slack will solve for users. You’ll sit in fewer useless meetings by centralizing communications and save time, making work better in the process. That’s about as clear a value proposition as it gets.

It teases the product: Instead of showing a screenshot and trying to explain how Slack works in a single image, this ad makes big promises without giving much detail about the product. If you’ve never heard of Slack, the ad only tells you that it has something to do with centralizing work comms, making you want to click on the CTA to learn more.

It pushes the brand: This ad does a great job at promoting brand awareness. The word ‘Slack’ appears four times in the copy, and the brand colors are cleverly worked into the rainbow pictured in the ad. Without being too in-your-face, this image ad gets their logo and brand name to the top of viewers’ minds.

What can marketers learn from it? Use humor as an opening attention-grabber, then make an irresistible value proposition (especially if your product is sort of dry). With the limited space of Facebook image ads, tease the best aspects of your brand or products, then direct people to a landing page to learn more. Last of all, work your brand name, colors and logo into your ads whenever possible to improve brand recall.

The best Facebook ads: What they have in common

Facebook ads can serve a large array of marketing objectives, and they come in a huge variety of different formats. However, there are a few factors that all great Facebook ads have in common. They all grab people’s attention early and often. They all use clear, catchy copy. And they all have high-quality visuals.

Of course, there are tons of other things marketers need to consider to have successful Facebook ad campaigns. For instance, they need to set the right goals, nail their targeting, and coordinate with their team. To make those parts of Facebook advertising easier, check out our shiny new tool, Advertise👇📢