# How to write Facebook ad copy > Write Facebook ad copy in four parts: problem, proof, offer and action. Meta's recommended lengths, a before-and-after example and mistakes to avoid. - **Author**: Marxx - **Published**: 2026-11-16 - **Category**: Creative - **URL**: https://marxx.ai/library-guides/how-to-write-facebook-ad-copy --- Write Facebook ad copy in four parts: the buyer's problem, one piece of proof, a clear offer and a single action. Put the strongest line first, so the ad still works if a reader stops after it. ## Know the parts of an ad - **Primary text** is the text above the image or video. - **Headline** sits below the media, next to the button. - **Call to action** is the button, such as Shop Now or Send message. See [what a call to action is](/glossary/call-to-action). Meta's Ads Guide recommends 50 to 150 characters of primary text and a 27-character headline for Facebook Feed. For Instagram Feed it recommends 125 and 40 ([Meta](https://www.facebook.com/business/ads-guide/image/facebook-feed), checked 2026-10-20). These are recommendations. If you write more, keep the key point near the start. ## The 4-part formula | Part | Job | Example we wrote | |---|---|---| | Problem | Name the buyer's situation | "Lunch cold by 2pm?" | | Proof | One fact they can trust | "Steel, leak-proof, keeps food hot for 6 hours" | | Offer | What they get, with price | "INR 799, free delivery above INR 499" | | Action | One next step | "Order today" | ## Steps 1. **Pick one buyer and one angle.** Copy for everyone sounds like copy for no one. See [how to come up with ad angles](/guides/how-to-come-up-with-ad-angles). 2. **Use their words.** Copy phrases from reviews and support chats. 3. **Write the first line last.** Write the body, then pull out your best line and move it to the top. For video, match it to your [hook](/guides/how-to-write-ad-hooks). 4. **Cut.** Remove every word that does not help someone decide. 5. **Write 3 to 5 versions** that change one thing, such as the first line or the offer. ## A worked example Say you sell a steel lunch box for INR 799. **Weak:** "Best lunch box in India. Buy now. Limited offer." **Better:** "Lunch cold by 2pm? This steel box keeps food hot for 6 hours and does not leak. INR 799, free delivery above INR 499. Order today." The better version names a problem, gives a fact, states the price and asks for one action. It is about 125 characters, close to Meta's recommended length for Instagram Feed. (The lunch box and its claims are made up for this example. Only claim what you can prove.) ## Rules that catch copy out - **Do not point at the viewer.** Meta bans lines that assert or imply a person's health or financial status, such as "Do you have diabetes?" ([Meta](https://transparency.meta.com/policies/ad-standards/objectionable-content/privacy-violations-personal-attributes/), checked 2026-10-20). - **Do not promise what you cannot prove.** "Best" and "number one" need a source. - **Keep the offer the same on the ad and the page.** A different price breaks trust. ## Let Meta write extra versions Ads Manager can generate up to five variations of primary text and headline. Meta lists English, Portuguese and Spanish as supported input languages (checked 2026-10-20). It shows variations when it predicts they help, and you will not see results for each text ([Meta](https://www.facebook.com/business/help/180641596861873)). For a clean test, write and launch your own separate ads. We make Marxx. It reads your connected Meta ad account and tags creative by hook, angle, format and offer, so you can see which angles your copy already covers. ## FAQ ### How long should Facebook ad copy be? Meta recommends 50 to 150 characters of primary text for Facebook Feed. Longer copy can work if the first line earns the read. Test short against long. ### Should I write Facebook ads in Hindi? Write in the language your buyer uses when they talk about the product. Test Hindi, Hinglish and English against each other. See [how to make ads in regional Indian languages](/guides/how-to-make-ads-in-regional-indian-languages). ### Can I use AI to write the copy? Yes. Give it a brief, real customer words and your limits, then check every claim. See [how to use ChatGPT for Facebook ads](/guides/how-to-use-chatgpt-for-facebook-ads). --- - [More Creative articles](https://marxx.ai/library-guides/category/creative) - [All articles](https://marxx.ai/library-guides)