Check out this list of the top 16 Facebook ad examples from eCommerce businesses around the globe and get inspiration from the greats.
True artists take inspiration from the world around them - and the same goes for those of us looking to create high-converting Facebook ads.
In this post, we'll cover 16 of the best Facebook ad examples from companies around the world who are crushing their competition.
We'll also give you best practices and resources for creating your own, too.
Let's get to it!
What makes a Facebook ad 'good'?
Before we cover the examples, it's important to take a moment to think about what makes an ad 'good' in the first place. Overall, there are several factors you should be thinking about when looking at an ad:
Is the creative of good quality?
Your creative (or ad graphic) tends to be one of the first things that will get your ad noticed by your audience. This means that your graphics have to adhere to the same high standard as your ad copy.
In some cases, having a bad quality design could even make or break a sale.
Case and point: which one of these ads would you trust to give your personal details to?
When it comes to creative, you should always think about:
- The goal of the ad itself (clicks, video views, conversions) and which ad format makes this action, well, more actionable
- The overall brand coherence (if the creative retains your brand's overall theme and design)
- If the image or video is low quality or looks 'scammy'
Given that there's an array of ad types (that we'll be getting to in just a moment), it's imperative to consider not only the message you're trying to convey but also the medium that you're using to spread the message.
For example, if you're looking to explain how your product works, a video may be a better choice than a static image. If you'd rather display several of your products, single-image carousel ads give you a better way to showcase each and every one.
Note: Not every team has a full-time graphic design service available, which can make creating high-quality ads difficult, to say the least. However, with Madgicx's Sparkle, you can have an on-demand design team that can create an unlimited amount of graphics for a flat monthly fee.
Now that we know what things to look for in our ad, it's time to sit on our throne of judgment and see the top 16 Facebook ad examples in 2022.
Is the ad copy clear, and does it explain the offer or call to action?
Text is one of the first things that people will notice about your ad. While many people focus most of their time on just the primary text, the reality is that there are several places in which your ad copy appears within an ad.
Each part of the ad copy has a specific job to do and helps explain and reaffirm your offer or the focus of the ad.
When creating ad copy, there are several important things to tick off your checklist:
- Does this ad speak to my audience by using the same terms and language they do?
- Does this ad clearly communicate the offer at hand?
- Does this ad tell the viewer how to take the next step?
If you can't give a definitive answer to any of these questions, you need to review and rewrite your ad copy so that it meets these criteria.
We know writing good ad copy is tough, which is why we have a complete guide on how to write killer ad copy here if you need some tips.
Let's hop to it!
Facebook photo ad examples
First up is our friends at Dinnerly. There are a few things I really love about this ad:
- The offer is clear and upfront—it’s a subscription-based meal box offering a very low entry price.
- The product can be understood without reading the text. Just by looking at the image, it’s clear that this is a meal subscription box that’s cheaper than its competitors.
- The CTA reaffirms the goal of the ad (to sign up).
- The graphics show a stark comparison between the two options and also fit into the theme of the offer. Seeing the competition in plain grey boxes is almost a visual representation of bland food, while the Dinnerly box looks colorful and fresh (and perhaps more delicious).
There’s very little I’d change about the ad, which gives it an A+ rating to me.
One key complaint I have about ads is that they always talk about the specifics of their product but usually never mention the biggest selling point: pain relief.
Every product is intended to solve a pain point or problem, each with its own creative spin. Ruggable, on the other hand, has put pain-points front and center in this ad.
Ruggable’s ad inspired us for a few key reasons:
- They went right in with a huge pain point for many rug owners: the inability to wash a rug in your own home without paying for expensive professional cleanings.
- They used seasonality to highlight their Halloween rug collection.
- They also cleverly hid another use case in the image by adding a dog. For those of us who own pets, we know how much damage they can do to a rug, one muddy pawprint at a time.
The only thing that could have made this better, in my opinion, would be an offer (free item, discount, etc.), as these items can get quite pricey.
The only thing better than drinking your favorite coffee is getting paid to do it. And that’s just what our friend at Dunkin’ has decided to do here.
While most companies are focused on the beginning stages of the funnel, I usually don’t see a lot of advertisers focusing on keeping their newly acquired customers. This was one of the reasons why this ad was selected for the list.
- Turns customers into repeat customers by offering an additional incentive for those who are already buying their product in stores
- Gives its customers an alternate (and more convenient) method of purchasing its products
By capturing this side of their Facebook ad funnel, they can ensure that their customers keep coming back for more and turn into loyal product advocates.
Everyone loves a soft and cozy hoodie when it’s cold, so the same naturally goes for our furry kids, right? At least that’s what Spark Paws has to say.
They’ve done a few clever things with this ad:
- Kept the copy short and sweet and focused on the top selling points of their product
- Used supplemental text to advertise that they have a free exchange policy in case the item doesn’t fit
- Showcased the product in use on a real pet (which makes it both adorable AND useful)
The comments here are also filled with pictures of cute pets in hoodies, and given its high amount of shares, it’s safe to say this ad is resonating with other dog parents across the globe.
Facebook carousel ad examples
I might be a bit biased in my opinion, but BarkBox has one of the strongest ad games in the eCommerce industry. BarkBox is another subscription box service, but in this case, their products are meant for the fuzzier members of our family (dogs).
Here, Bark Bright (their line of dental products) hits home some of my favorite eCommerce ad tricks:
- They make good use of their ad type. By going with a carousel, they can cleverly stretch the ad into two images, and most of us would at least swipe to see the full picture. This gives them an extra engagement boost.
- They add in a freebie. Aside from free shipping, a free item is nearly irresistible to consumers. Highlighting this detail in the ad copy and image means it’s even more enticing.
- They add in another famous brand. Yeti is a popular enough brand on its own, and by combining that star power AND making it a free gift, they’re increasing their chances of making the sale.
It’s safe to say that with offers like these, I’ll surely keep purchasing from their brand for a long time.
There’s no stronger bond to alternative dressers than their trusty Doc Maartens (I know this from personal experience). But even though they’re a credible and well-known name, they still make it a point to create interesting and delightful ads.
This ad is a bit different from the others here on the list as it technically doesn’t sell anything but rather focuses on affirming the core values and culture of the company. There are a few other things that stood out to us, too:
- The bright colors really stand out while scrolling, making users stop and pause.
- The ad tells a story of someone using the product and their own experience with the brand as a whole.
- The ad copy informs us that this was actually created by an LGBTQ creator as part of the collection sponsoring the Trevor Project, a non-profit that provides support to LGBTQ teens for mental health and suicide prevention.
As more and more consumers become aware and interested in the morals and values of a brand outside of what they offer to us physically, highlighting how your org helps these causes is yet another way of ‘selling your brand’ without needing to be overly promotional.
ABC Fine Wine & Spirits
Some brands tend to play it safe with creatives and use static product shots against a white background. Not ABC Fine Wine & Spirits, however.
While alcohol nearly sells itself already, ABC used a few clever tricks to help:
- They showcased their product in use by featuring several themed cocktails. This might instigate a purchase from someone who wasn’t originally looking for this product in the first place due to the creativity.
- They used a popular movie (Hocus Pocus) and seasonal timing (Halloween) to make it more fun and exciting.
Even though alcohol is one of the more challenging things to advertise on Facebook due to their policies, they’ve done a great job of creating a very clickable ad that keeps their brand top of mind.
While Netflix isn’t an eCommerce company, they’ve expanded into this industry with the Netflix Shop. Here they sell a variety of clothes and collectibles from movies and shows they’ve created.
This particular ad caught my eye for a few reasons:
- They’re tagging another creator and using sponsored content. This can increase their reach by also capturing fans of the artist that others may already be following.
- They highlight the exclusivity of their merch in their copy.
- They used one of their strongest attractions (the Stranger Things series) to capture attention immediately.
- The designs are unique and eye-catching.
While Netflix will likely stay in the media company industry, they are (for now) still a competitor in the eCommerce marketplace to some degree.
Facebook stories ad examples
Hill’s Pet Nutrition
The only thing better than pet food that helps to maintain a balanced diet for your furry friend is one that also gives back when you do it. That, and a few other reasons, are why Hill’s Pet Nutrition made our list today.
- By giving background on how Hill’s donates a bag of food every time one is purchased, they give their audience additional incentive to buy
- They use irresistibly cute pet videos to tug at your heartstrings
- The end with a CTA which reaffirms the goal of the ad
A suggestion I’d make here is to add captions, as it's common to listen to videos with the sound off. Otherwise, this is a great use of a Stories placement by Hill’s.
Product demos and tutorials, as we all know by now, are mostly dull and lifeless. Something that you definitely don’t want for your ad design.
By combining user-generated content into a video format, Biossance was able to combine a few key elements of video magic to create informative sales content.
- Their video showed an actual person using their product as we typically would as consumers—in our own home and not a sterile studio environment.
- They not only show you how to use their product, but by doing so, they’ve also introduced us to their entire product line. This shows diversity in products available and gives a wide array of products for us to personalize our purchases.
For those of you who may be working with a similar set of products, this is a great tactic for displaying everything you have to offer.
Rock stars are usually loud, colorful, and inspiring—ironically, these are similar characteristics that you’d want for your ad.
Here, Jackson Guitars nailed their story ad by:
Using action shots of their products via video
- Creating a unique experience by almost bringing the audience into a concert
- Focusing on easy-to-understand product features without being overly promotional
- Truly embracing their audience by using design and aesthetics they would enjoy
If you were to ask me what a cool guitar ad would look like, this would be the perfect example. Hats off to Jackson Guitars!
Bright colors are one surefire way to grab attention, and Tazo’s design team has mastered this art with this unique Stories ad.
Some things we liked were:
- Bright and attention-grabbing aesthetic
- The easy-to-read text that gets to the point quickly
- The end card that solidifies all the products used with a nice wrapup
I’ve been a fan of Tazo for a long time, but this ad definitely made me want to reach for a warm cup.
Facebook video ad examples
Influencers and content creators drive a significant amount of revenue for eCommerce brands—with some reports stating an average of $6.50 in revenue earned for every $1 spent on influencer marketing.
In that same vein, Curology has chosen to use some user-generated content for their personalized skincare line. There were several things that stood out here:
- They showcased their product by using a real-life example (and customer). This goes in line with talking to your audience about their issues in a way they’re familiar with.
- Video is the perfect medium for this type of ad. By using video, they can take you on a journey of someone who has struggled, just like their audience. It also acts as a tutorial as it shows the steps someone needs to take to get their own box.
- They add in a special offer at the end of the video.
All in all, another solid ad here. If I had to change anything, it might be to call out the savings at the bottom of the video as a static banner, just to capture some additional attention. Other than that, this is a great use of a video ad.
While cable channels have been among the top sufferers of the cord-cutting movement, the rise of provider-specific subscription services has given them a way to combat this trend.
Starz, one of those companies, uses some clever marketing tricks to increase its userbase:
- They use video to highlight a popular series, Outlander. Those who are fans of the show (or have heard of it from a friend) are likely to give this a quick pause.
- It’s also created a lot of Outlander-specific conversation in the comments, increasing engagement and visibility.
- They use a sense of urgency in their copy by using a limited-time offer.
By using a video that focuses on something that’s already successful (Outlander) instead of the technical side of what you get, Starz has once again proved that virality and engagement trumps overly technical speech.
The Hero’s Journal
When you’re selling something as ‘plain’ as journals, it’s hard to stand out in the market. Unless you’re a hero journal, that is.
I’ve been circling around this product for some time now, and their ads always stuck out to me for a few reasons:
- They immediately explain why their product is unique and different. It’s clear from the moment you view this ad that this isn’t a normal journal. They also use the power of video to show it in full, given how long a journal typically is.
- They add a user testimonial directly into the ad copy, giving a little social proof while you’re in the decision-making phase.
- They supplement the ad with a discount as a cherry on top.
For those of you who may be selling a common item, I’d look to The Hero’s Journal as inspiration for creating something a little different from the norm.
…and that’s a wrap!
Today we’ve given you 16 of the top Facebook ad examples, including video, carousel, and photo ads that you can take inspiration from. With these in mind, you can now create your own ads that are eye-catching and, most important of all, high-converting.
If you’re looking for even more examples, you can always use the Facebook ad library to search through ads from your competitors.
Don’t have enough resources to execute new ad ideas? With Sparkle, you can get a steady stream of conversion-focused graphics and videos without breaking the bank.
Tory is a digital marketing specialist and the current Marketing Manager of Breadcrumbs.io. She's been featured in various high-profile marketing blogs like Hootsuite, AdEspresso, and Databox and holds certificates for both Google and Facebook Ads. In her spare time, she gardens and paints from her house in the Florida panhandle.