How-to

How to write Facebook ad copy: primary text, headline and description

A Facebook ad has three pieces of writing: primary text (the main message above the image), a headline (the bold line by the button) and an optional description. Meta recommends keeping primary text to 50 to 150 characters and the headline to about 27 characters so nothing is cut off. Lead with what the customer gets, add one proof point, and end with one clear action.

By the Moonlighters team. Last updated 11 October 2026.

What each piece does

Primary text: the main message, shown above the image. It is where you hook attention and say why someone should care.
Headline: the short bold line next to the call-to-action button. It should state the offer or outcome in a few words.
Description: a supporting line that appears in some placements and is often hidden. Never put essential information only here.
Call-to-action button: chosen from a list, such as Learn more or Book now. Make the wording of the ad agree with it.

Length

Meta's ads guide for Facebook Feed image ads recommends primary text of 50 to 150 characters and a headline of about 27 characters (checked 11 October 2026). Longer text is usually cut off behind a "See more" link and long headlines are truncated, so put the key point first. See the Meta ad size guide for the image specifications.

A simple structure for primary text

Hook. A line a real customer would stop for: their problem, a question, or a clear benefit.
Benefit. What they get, in plain words.
Proof. One genuine point, such as years in business, a real review or a guarantee you stand behind.
Action. One thing to do next, matching the button.

An example (invented for illustration)

Primary text: "Family car looking tired? We come to you. Full interior and exterior valet in 90 minutes. Book online in 2 minutes." Headline: "Mobile car valet, Christchurch" Button: Book now.

The example is invented to show the structure and does not describe a real business or offer.

Common mistakes

Burying the point. Put the benefit in the first line, before any cut-off.
Several offers in one ad. One ad, one idea, one action.
Claims you cannot back up. Ads must not be misleading, so avoid "best", "guaranteed" or "free" unless it is true and the terms are clear.
Repeating the image. If the image shows the product, the text should say why it matters.
No dates on a deadline offer. Say when it ends, and switch the ad off then.
Mismatched button and text. If the text says "Book now", do not choose "Learn more".

Test copy as well as images

Change one thing at a time, such as the hook or the offer. The simple creative test guide shows how.

Our creative subscription includes the copy to go with each concept.