Contributed by Deep Kakkad

The original post has been broken into two parts to make it more digestible for readers, with the second part being published soon after.

If you do or aim to advertise your business on Facebook, taking a look at these case studies & lessons will give you ideas to improve your ads to get better results.

Case Study 1

Facebook ads for Running Heroes

Lesson 1 – Make the image visually attractive 

Because, of course, image (or other creative) grabs the attention. Here’s how to make your images stand out:

  • Do not use stock photos

I’ll know within a second if a post has used a stock image. I’ll scroll past it, without even giving a glance. If you need using stock photos, look for fresh ones.

Read how to find free stock images online.

  • Use real images with people looking at the camera.

It grabs people’s attention when someone (especially attractive) is looking at them. Because we tend to feel obliged to look back at someone who is looking at us.

  • Use color that contrasts with blue

People subconsciously scroll through bluish images without giving a look, because Facebook is themed blue. Use contrasting colors to attract attention.

Lesson 2 – Start with action verbs like Get, Download, Start, etc.

Action verbs generate the energy of acting and it makes the person imagine themselves getting/downloading the product, by acting on the ad.

Case Study 2

Facebook ads for CoSchedule

Lesson 3 – Ask a question answered with YES

  • Are you a human? – Yes!
  • Are you a startup? – Yes!
  • Do you use ProductXYZ? – Yes!
  • Would you consider using our Product? – Ye.. Um Yes, let’s try.

Lesson 4 – Compare yourself with a competitor/product that is already famous

This is simple logic – If you are showing guts enough to compare yourself to someone better than you, you are received better than you are.

Lesson 5 – Relevance

Well, how to make the ad reach to relevant people is a whole different story but making the viewer feel like the ad they are watching is relevant to them is very important. If I had seen the ad without the “looking for an alternative to HootSuite?” I might not understand what this CoSchedule thing is. That might lead me to believe that, whatever I am seeing isn’t relevant to me.

Case Study 3

Facebook ads

Lesson 6 – Strong CTA

Tell the consumers what they should be doing.

Lesson 7 – Use Emoticons

Well, it isn’t childish. And it grabs the consumers attention. See how this ad drives your attention to the download link. It’s the mixture of the word FREE and the arrow emoji.

Lesson 8 – Use keywords like – FREE, DOWNLOAD, TRIAL, TODAY, NOW, YOU

Case Study 4

Facebook ads

Lesson 8 – Make them think or Leave them thinking

I was researching Facebook ads for this post when I found this ad. First thing I did was search – “What do Dropbox, Uber, and Airbnb have in common?” So, if I was scrolling Facebook and saw this ad, I would definitely show interest in the ad and click the play button.

Oh, and if you’re still thinking about Dropbox, Uber & Airbnb – it’s how they grew using referral programs.

Lesson 9 – Use unique words

Because common ad words will make people subconsciously skip your ad.

This is part one of a two-part series about successful Facebook ads and the lessons behind the successful campaigns. Read part 2 here.

To read about Facebook ads and other interesting topics, check out our Voices and Tech for Business sections.

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About Deep Kakkad

_MG_1838.JPGDeep Kakkad is a 21-year old Growth Hacker, who has worked with more than 30 startups as a consultant. He is also the Marketing and Growth Lead at

He is also the Founder of Hiresolve, a recruitment platform designed to eliminate fake CVs and bring back quality to the recruiting industry.

Deep also blogs about digital advertising and can be found on LinkedIn.


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