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9 Facebook Ad Campaign Examples Critiqued for Conversion

So you’re running a Facebook ad campaign.

You’ve created the best Facebook ad your client or company has ever seen: eye-catching photos, the world’s best copy, click-worthy headlines and on-point targeting.

Now, you sit and wait.

But as time goes by, you notice that you’re getting a high number of clicks but only a small number of conversions.

These aren’t the results you expected. Your Facebook ad’s potential has gone up in smoke.

GiF of GOB failing at magic
Don’t let all that hard work go up in smoke.

There are many factors that can increase Facebook ad conversion rates, but at the end of the day, running a successful Facebook ad campaign is not just about creating click-worthy ads. It’s about guaranteeing that leads follow a seamless path from beginning to end

After the click, leads need to land on a dedicated landing page that clearly outlines what your ad promised. Otherwise, you leave them feeling as though they’ve made a “bad click” and have wound up in the wrong place.

Not sure what we mean?

Let’s learn from the mistakes of others. We’ve trawled the internet and looked at over 50 different Facebook ad campaign examples, from the ad to their corresponding landing pages. We picked out 9 of our favorites to demonstrate what great Facebook ad campaigns do (and don’t) look like.

Each critique will offer you a few basic tips that can help drive down Facebook ad costs all while giving leads the confidence they need to convert. Let’s dig in.

1. Skillshare

Skillshare offers you a plethora of videos to learn new creative skills.

Their ad is colorful and contrasts with the blue and white of the Facebook news feed. Coupled with a clear value proposition (“Unlock your potential with hundreds of online classes”), this ad is super noticeable and click-worthy:

skillshare facebook ad example critique

And the use of the word “free” doesn’t hurt. Let’s see where I land when I click.

Skillshare landing page example and critique

At first glance, the page I landed on has nothing to do with the ad I clicked. The design and copy are drastically different, leading me to believe that I made a “bad” click.

Things that are not working:

  1. The ad mentioned a free Adobe Illustrator class, but it took some time for me to notice that the video at the top is about the class in question. That’s poor message match — a headline reassuring me that I’m in the right place (by borrowing copy from the ad) would go a long way.
  2. The eye-catching image used in the ad isn’t represented on the page I landed on — not even in the video still. Better design match — the measure of how closely the design of a landing page matches the ad that brought visitors there —  would create a better experience for prospects and probably increase conversions down the line, too.
  3. At first glance, it seems that there is no call to action button or banner that shows people can they sign up for the limited time offer from the ad. A closer looks shows a soft call to action above the video: “Learn the Ins and Outs of Illustrator.” Make it easy for people to convert with a big, clear CTA that matches the offer from your ad.
  4. This Facebook ad leads to a webpage with lots of video, tabs and reviews — in other words, there is no dedicated landing page with a single goal. As our own Oli Gardner says: “One page. One purpose. Period.” Your leads click on your ad to cash in on your offer. Don’t distract them with other noise.

2. CoPromote

CoPromote provides content creators with a way to grow their audience by cross-promoting each other’s work.

And as connoisseurs of content, they sure know how to attract attention with their Facebook ads. Their clever ads — a self-assured cow riding shotgun with a dolphin and a photo of Pitbull superimposed with an impressive stat — are sure to stand out from the usual news feed noise.

CoPromote Cow and Dolphin facebook ad example critique
CoPromote Pitbull facebook ad example critique

But after the click, does CoPromote deliver on the landing page front? Both ads lead to the same in-app landing page:

CoPromote landing page example and critique
Page I landed on after clicking CoPromote’s ad.

There are so many questions going through my mind. Am I still in Facebook? Where did Pitbull go? Is this just a fashion brand’s landing page?

Things that are not working:

  1. Both ads lead to a single, generic in-app page. Every ad — with its unique copy and design — should have its own dedicated landing page. Generic pages like this one cause anxiety because they don’t continue the conversation you started in your ad.
  2. The in-app Facebook landing page could work, if only it elaborated on the messaging from the ad. Ads have limited real estate and require you to be concise — but the corresponding landing page has extra space and should be used to clarify the offer, elaborate on benefits and squash doubts leads might have about joining.
  3. There is nothing about the landing page that matches visually with the ad that brought you there. In fact, their choice of such different imagery is jarring. Is this a fashion app?
  4. While the in-app Facebook landing page keeps people on the same page and has a singular goal, there are still so many places people can click to distract them from the main goal of “Join Now.” Especially if they are simultaneously being retargeted in the sidebar by other brands. That makes for pretty poor attention ratio.

3. Visa meets Pizza Hut

In this ad, Visa has joined forces with Pizza Hut to offer some sweet discounts. This ad, specifically, offers 50% off your next order when you use your Visa card at the checkout. What a cheesy deal:

Visa and Pizza Hut facebook ad example critique

Especially if you haven’t eaten recently, the crisp image of the pizza is the first thing to grab your attention. The other frame shows a phone with the Pizza Hut phone app — pretty sweet context of use. You can just picture yourself using the app to get your hands on the pizza on the left.

So how does their landing page fare?

 Visa and Pizza Hut landing page example and critique

This landing page has a clear offer that is front and center: “50% off your order if you use Visa Checkout.” All in all, pretty decent message and design match. It’s a smooth trajectory: you’ve clicked on a pizza deal and ended up on with a pizza deal.

Things that are not working:

  1. The ad copy could be a little more specific and much more delightful. The main offer is subtly buried in a wall of text or on the photo when it should be front and center in a headline.
  2. Though the CTA is bold and clear, there are a few clickable URLs on the page that could serve as conversion leaks.
  3. The “Visa Checkout” logo looks like a button but isn’t. This creates confusion and friction.

4. Target

As the second largest discount retailer, Target shares weekly deals on Facebook to entice you to buy.

The ad below advertises a lovely “buy one, get one 50% off” discount.

Target facebook ad example critique

The ad design is minimalist, with hero shots of nice-looking people who are smiling (I’m assuming) because they’re loving those comfy sweaters. But what happens when you click on ‘em?

Target landing page example and critique

Is it throwback Thursday? I’ve haven’t seen a website that looked like a brochure in ages.

Things that are not working:

  1. The beautiful minimalism of the ad is lost in a sea of options on the landing page. Although the weekly deals may apply to more items than the sweaters, I really did expect to see more sweaters since it’s what the Facebook ad alluded to. A landing page with a singular campaign goal or even a curated list of items might be more effective here.
  2. The various font sizes sprawled across the page make for confusing information hierarchy. What is the headline? Which copy should the lead be focusing on when they land on this brochure-style page? It’s hard to keep focused and that can cause prospects to bounce.
  3. There are so many numbers detailing different price points that it’s easy to forgot about the 50% deal. One page, one purpose, please.
  4. There are so many places for me to click on this brochure-page I don’t know where to start. With a 12:1 attention ratio, I could spend hours clicking — but I’m much more likely to get overwhelmed and bounce.

5. MetLife

Metlife is one of the largest insurance and benefits providers in the world. This Facebook ad is selling car insurance as a work benefit option:

Metlife landing page example and critique

MetLife has used Peanuts characters as part of their marketing for many years, whether in television or printed ads. Here we see the team “getting ahead” on their tandem bicycle.

But where does this cute ad lead?

Metlife landing page example and critique]

… To this landing page with a photo of a woman sitting in her car.

Things that are not working:

  1. While the image of the car certainly relates to the auto insurance mentioned in the ad, the drastically different imagery creates a jarring experience for visitors. This landing page feels cold in comparison to the warm, friendly Facebook ad.  Where’d Snoopy go?
  2. The ad copy isn’t mirrored in the landing page. Subtle differences like “car insurance” instead of “auto insurance” create cognitive dissonance and create doubt in the mind of prospects.
  3. The landing page design leaves a lot of blank spaces on the righthand side. It’s distracting and makes the page seem broken. Especially for a service like insurance where prospects need to give up a lot of personal information, you need to do everything you can to make your operation seem trustworthy.

6. Glassdoor

Glassdoor provides employer reviews that help guide people hunting for a job.

This Facebook ad is meant to attract recruiters and HR professionals to Glassdoor’s Annual Employer Branding Summit in San Francisco. It shows a diligent man working on his laptop.

Glassdoor facebook ad example critique

So where do leads go once they click on this nice image?

 Glassdoor landing page example critique

Oh boy. Where should I start? There are obvious design and message match issues, but what else is awry here?

Things that are not working:

  1. For starters, the ad itself has room for improvement. The two hashtags (#EmployerBranding and #GDsummit) really only serve as a distraction from the main goal of the ad: get people to click on the CTA. Hashtags can help bring awareness to your event, but are probably better served in a piece of content rather than an ad that you’re spending dollars on.
  2. While the event registration page does a great job of incorporating social proof by flaunting their speakers, it falls short on selling the benefits of attending the conference. Especially for such a large ticket item, an agenda overview isn’t enough to communicate to prospects why they should attend. A trailer video could go a long way in creating hype and showing potential attendees what value the conference will bring them.

7. Growth Geeks

Growth Geeks is a marketplace for gaining access to professionals services in topics such as growth hacking, performance marketing, social media and more.

Their ad below flaunts one of their professionals: a “growth geek” named Vincent who can be hired on the site for help with Facebook ads. The call to action invites you to “Click here to meet Vincent:”

Growth Geeks facebook ad example critique

So what happens when you enthusiastically click?

Growth Geeks landing page example and critique

Vincent? :(

Things that are not working:

  1. Once you click through, you’re taken to a catch-all page where you won’t learn more about Vincent or even other Facebook ad experts. Instead, you get a promo video and a massive, overwhelming list of other professionals providing different services. It’s great that they’re created specific ads for specific types of professionals, but their landing pages should be just as specific. If a lead clicked to meet Vincent, they should be taken to a page where they can do just that!That’s not to say that you need to work overtime creating 50 corresponding landing pages for each of your ads. Tools like dynamic text replacement can help you leverage a single page to be customized for each unique ad you create. Because at the end of the day, more specificity = better Facebook ad conversion rates.

8. Udemy

Udemy is an online educational marketplace that provides over 30,000 courses on a variety of topics from coding to productivity.

The copy for Udemy’s ad below is a bit of a mouthful, with a lot of technical information packed into a single ad. It might be worth testing a contrasting color — this blue is similar enough to Facebook blue that it could potentially blend into the newsfeed.

Udemy facebook ad example critique

Let’s see what’s beyond the click.

Udemy landing page example and critique

Things that are not working:

  1. The sheer amount of copy on this page is overwhelming. While they do a good job of speaking to benefits and setting expectations, it might be worth testing against a shorter page with a selection of chapters. If the long landing page works best, it might be a good idea to include another CTA button near the bottom, to capture diligent prospects who read the entire page.
  2. Similarly, the social proof gets buried under the massive course breakdown. It might be worth testing placing some ratings up top, closer to the CTA, for prospects who will never scroll all the way down.
  3. The color palette and imagery from the ad aren’t reflected in the landing page. Using a similar still in the video on the landing page could be a smart way to recall the Facebook ad.
  4. The “Take this course” CTA button is off to the right and easy to miss, especially next to the large video still. This would be a great thing to test.

So what does a delightful Facebook ad campaign look like?

So we’ve seen a ton of facebook ad campaign examples that leave much to be desired — but what does a successful Facebook ad campaign look like? Let’s have a look at a company that is leading with clarity in their ads and landing pages.

9. Hired

One of the best examples out of the 50 plus examples I looked at was from Hired: a job marketplace for sales professionals.

Their ads use an eye-catching green that contrasts well will Facebook’s classic blue and white. Better yet, their copy is short and sweet and drives straight to the pain point their lead may be experiencing:

Hired facebook ad example critique

And the corresponding landing page?

Hired landing page example and critique

Boom.

Things that are working:

  1. The landing page expands on their value proposition by offering specific benefits: “5-10 Job Interviews with one application.”
  2. They use much of the same language from their ad on their landing page, though they may want to test matching their headline from their ad exactly with that of their landing page.
  3. The color palette from their ad carries across to their landing page, with an eye-popping CTA button in that familiar bright green.
  4. Hired’s landing page has a CTA button at the top and two at the bottom. Some offers are more complex or higher commitment, and may require longer landing pages to really make the sale. If that’s the case, you want to be sure to have multiple CTAs so that people have one in reach to click when they’re sufficiently persuaded.
  5. All of the call to action buttons on their landing page have one goal: to get leads to sign up. That said, there are a few hyperlinks on this page and Hired may want to test removing them to see if that helps focus attention.

All in all, an awesome effort. Way to go, Hired!

The bottom line

We don’t have access to these companies’ stats or conversion rate data — these ad campaigns may have actually produced significant results. But at what cost?

When your Facebook ad is disconnected from the corresponding landing page, you create poor experiences for them. And that’s bad news for everyone.

So don’t cut any corners with your Facebook ad campaigns. Continue the conversation from your ad to your landing page, and keep prospects focused on the singular goal of your campaign. No distractions.

About Helen Arceyut Frixione
Helen is a Writer and Content Strategist at Unbounce. She’s worked in startup, agency and freelance environments. With a marketing background in social media strategy, community management and user acquisition, she loves using data to inform herself, but also enjoys the occasional animated cat gif. Find her on Twitter @haaf
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Comments:

  1. Mike Hardenbrook

    Great article. I’m chiming in as part of the team of GrowthGeeks.com…and the guy who ran that specific ad – Definitely agree that we would have created a better experience sending to the specific gig page for Vincent.

    We actually tested both and sending to the homepage converted much better. Every. Single. Time.

    It was an experiment on many fronts, whether sending to the homepage with a more general ad creative was better OR a specific ad creative by name to specific gig pages, and then we tossed in the mix of both.

    The ads with a name got a better CTR. But we followed highest converting ads, not highest CTR – which is a typical mistake marketers make.

    What we found was 100% of the time running to the homepage converted better (even though it was a ton of offers, and needed improvement for sure on clarity). The clutter was deliberate however, and did convert. As a paid traffic guy, I would love to follow congruency from ad to lander to checkout in principal. That campaign however performed counterintuitively to conventions of paid traffic.

    That ad with Vincent we only ran for a short while and then turned to using specific images of people, but not by name or specific tactics. This was more true to the branding and ease of understanding.

    We’ve since moved to a cleaner value prop style homepage and also limited the number of offering. Conversions are going up every day. Happy to provide Unbounce with more results if interested :)

    Thanks for the critique. I totally agree with what you found. If anyone is curious to know more, my email is – mike at growth geeks

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    • Helen Arceyut Frixione

      Hey Mike! So awesome to see you chime in. That’s what’s always hard with critiques, we can only go on design and user experience unless we have all the data.

      Having the corresponding data and stats always provides so much more insight and allows one as the performance marketer in charge to iterate and A/B test more effectively.

      Best practices are just guidelines and should never become strict laws.

      I’m happy to hear that the deliberate clutter worked to increase conversions rather than hinder them. I guess this depends on the offer and if your product is a marketplace etc.

      Thanks for giving me (and our readers) some insight into your thought process and for sharing your results.

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  2. Joe

    This is great Helen – but where can we see around up of all the FB ads that are really good? Or was it hard to find?

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  3. M2Comms | PR Agencies in the Philippines

    Hi Helen,

    I do agree that an ad, especially a Facebook ad has the best potential to garner conversion and that it should have a high number of conversion instead of clicks. I do agree that there are companies who do a bad job in online advertising and make you click their ad under false pretenses. Companies should learn to maximize advertising in social media because people can only take so much and you wouldn’t want your customers to not get the satisfaction you’re working hard for to deliver.

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    • Helen Arceyut Frixione

      Agreed! First impressions are very valuable, even online. :) Making them count means spending a little more time delivering a seamless campaign.

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  4. Cristina Ramirez

    This is such an interesting article! Thanks for sharing. Now, I will be paying closer attention to companies ads on Facebook and I will be using this article as a reference to evaluate the ad.

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    • Helen Arceyut Frixione

      Great to hear that Cristina! That’s a great way to keep up with trends and also get insights on what to test in your campaigns.

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  5. Julia Brice

    A very informative and interesting article. Thank you.

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  6. Tammy

    Such a fantastic breakdown of the do’s and don’t of landing page etiquette.
    I learnt so much and will be implementing much of it in my up and coming campaigns.

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  7. Neil

    Fantastic, Helen. I’ve been good about consistency in copy, but design match has not been something I’ve considered. Thanks much.

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  8. Alexis

    I sort of knew why my last FB ad campaign was a bust but your post nailed it down – my landing page was weak and didn’t correspond closely enough to the ad itself. Thanks for putting this solid resource together!

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    • Helen Arceyut Frixione

      Alexis, I’m pumped to hear this post has clarified things for you. I hope it comes in handy for your next Facebook ad campaign.

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  9. Jenny

    Will critique our next scheduled FB ads with this post in mind – some solid points to implement, thank you!

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  10. Corey Zeimen

    The main problem with most of these ads is the fact that these companies get lazy when it comes to targeting their lists. Why are people not targeted users with what specifically they likely want or are interested in, or, if they are more generally targeted, why is the offer not offering them more irresistible to lower their CPC costs?

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    • Helen Arceyut Frixione

      Good point Corey! Staying in a A/B testing mindset is not easy, but it’s super important for ROI.

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  11. Cziel

    I laughed when I also didn’t find Vincent :D. Anyway, great critiques! This gave me a couple of ideas for my own FB ad campaigns. Thanks!

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    • Helen Arceyut Frixione

      And… I’m still looking for him. :D

      Happy to hear this post inspired you Cziel.

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  12. Nora Fatehi

    Very Interesting and unique article. Loved article specially the “CoPromote” ad campaign. hahaha…waiting for articles like this.

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  13. Danny Breedlove

    I am glad I read this blog. Last year I started an Online Self Preparation Tax business. I am in the process of created a new campaign so that I can take advantage of peak tax season (end of January, beginning of February). Prior to this tax season I experimented with a number of campaign ideals so that I can see what works. My best ad campaign cost me $.63 per post engagement and my worst ad campaign cost me $1.23 per post engagement. What cost per post engagement would be considered a successful campaign?

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    • Helen Arceyut Frixione

      Hi Danny,

      The cost of a Facebook campaign is dependent on several factors: creative, copy, targeting as well as other smaller factors.

      A successful campaign by definition is the one that provides the greatest ROI but it can also be a campaign that provides insights and helps inform your next campaign. The more you know the better positioned you are to drive down costs.

      I can’t really answer this question without taking a look at your campaigns and what your specific goals are, but I can point you in the right direction. I know that salesforce does come out with a benchmark PDF every year. –> https://www.salesforce.com/blog/2015/07/salesforce-ads-benchmark-key-trends-across-facebook-twitter.html

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  14. Weightloss King

    Thanks for the post,

    Two concerns:
    1. I have a e-book that I want to promote but I don’t have testimonies yet. Is it possible to have a successful campaign without them?

    2. My original plan was to send leads to a gumroad landing page for payment because I hate paypal. Should I create a separate landing page from a good ebook template then send them elsewhere for payment? I am looking for sales not just an email list.

    Thanks

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  15. Cain Velasquez

    Facebook ad is a great help in getting conversion.
    I am glad I found this article.

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  16. Mark H

    How do you take such beautiful full-page screenshots?

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  17. sonali singh

    Facebook page has high potential instead of number of click. its a perfect place in targeting your company.

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  18. Helit Yair Pur

    Great article! Your insight regarding aligning the ad with the landing page also applies in the app marketing world. In Storemaven we see that ads using the same creative theme as those used in the app store convert much better.

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  19. Liz Laenger

    Glad to found this article. There are number of online marketers who use Facebook to make their online marketing campaigns to target audience.

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  20. Bobbie Smith

    This article is one of the most informative, by far, that I’ve read in quite a while, and certainly the best I’ve read on this subject. You examples and observations are bang on! Very impressed.

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Comments