7 Facebook Ad Types That Convert Like Crazy in 2025

Let’s be honest — scrolling through Facebook is like walking through a noisy street market.

Everyone’s fighting for attention:

• Friends posting beach selfies
• Unskippable cat videos
• Memes from 2017 that still won’t die

In the middle of all this chaos, your ad has one job:
⮑ Stop the scroll. Start a conversation. Sell without selling.

Here's the kicker:

According to Facebook, 47% of your ad’s success depends on creative alone — how it looks and what it says. So if your content doesn’t click, neither will your audience.

And no, there’s no magic formula that works for every brand.

That’s why smart advertisers test different styles. Because every creative format drives engagement, clicks, and conversions differently.

In this blog, you’ll discover:

• 7 proven Facebook ad formats that consistently perform for e-commerce brands
• Tips from Dara Denney, one of the sharpest minds in Facebook ads, on how to use UGC to make your ads feel authentic (not salesy)

Let’s break down what works — so your ad money stop going to waste.

‍1. Before-and-After Format: Show the Transformation

What It Is

This format visually compares the "Before" (problem) and "After" (solution) — showing the clear impact of your product.

It’s one of the most powerful storytelling tools in the advertiser’s playbook.

Why It Works

• It sparks curiosity
  Humans are wired to notice change. A striking transformation instantly grabs attention and makes people wonder: "How did they do that?"
  
  
• It uses visual storytelling
  Instead of telling users your product works, you show them. Visual proof builds instant credibility — and sticks in memory.
  
  
• It’s versatile across niches
  Works like magic for categories where results are visible:
  
  • Skincare
  • Fitness & weight loss
  • Home cleaning
  • Edtech & learning apps
  • SaaS tools with dashboards (showing “before and after” of metrics)

Example

A skincare brand runs an ad with:

• A "Before" photo showing dull, acne-prone skin
• An "After" photo showing clear, glowing skin

Caption:
“Clear, radiant skin in just 4 weeks.”

No fluff. Just results.

Best Practices

• Show real, believable results
  Yes, dramatic works — but don’t overdo it. If it looks fake, trust evaporates.
  
  
• Let the visuals do the talking
  Keep text minimal. Focus on clear imagery with short captions or overlays like:
  
  • “Week 1 vs Week 4”
  • “Results after 30 days”
  • “Swipe to see the difference”

• Include a CTA that pushes the transformation
  Get viewers to imagine their own “after.” Example CTAs:
  
  • “Try it for yourself”
  • “Get your free sample”
  • “Shop now & see the change”
  • “Learn how it works”

This format works best when you're selling outcomes, not just products. And when done right, it's scroll-stopping gold.

2. Features vs. Benefits: Answer “What’s In It for Me?”

What It Is

This style combines technical features with clear, real-life benefits.
Instead of listing what your product has, focus on what your customer gets.

It answers the one question every buyer is silently asking:
“How does this make my life better?”

Why It Works

• Sells outcomes, not objects
  Customers don’t care about specs. They care about results.
  Benefits help people imagine using your product — and feeling good doing it.
  
  
• Builds relevance through context
  When you tie features to specific use cases, it clicks.
  You’re not just describing a product — you’re fitting it into their lifestyle.
  
  
• Triggers emotional appeal
  People buy for emotional reasons.
  Benefits tap into what they actually want: comfort, time, confidence, ease.
  
  

Example

Water bottle ad copy:

• Feature: “Double-walled stainless steel construction”
• Benefit: “Keeps your drinks ice-cold for 24 hours — perfect for workouts, road trips, or long days at work.”

See how the benefit paints a picture? That’s what sticks.

Best Practices

• Compare features vs. benefits side-by-side
  Use visuals, split screens, or simple bullet points.
  Example:
  
  • Feature: “Lightweight, waterproof fabric”
  • Benefit: “Stay dry and comfortable during rainy hikes”

• Show the product in action
  Don’t just shoot the product in a studio. Show someone using it — sweating in the gym, hiking, sipping, working.
  
  
• Tap into how the benefit feels
  Paint an emotional picture:
  
  • “Never sip lukewarm coffee again”
  • “Feel fresh all day — without reapplying”

• Simplify your language
  Cut the jargon. Your audience isn’t reading a tech manual — they’re scrolling.
  
  
• Flip the sentence: make it about them
  Test lines like:
  
  • “You’ll save 3 hours a week with our 1-click cleaning tool”
  • instead of “Our tool has automated scheduling”

This format forces you to stop selling products and start selling experiences.
And that’s where the magic happens.

3. Us vs. Them: Be the Better Choice

What It Is

This ad format puts your product head-to-head with the competition — and shows why you win.

Whether it’s better quality, smarter ingredients, or real benefits, this approach helps you rise above the noise in a crowded market.

Why It Works

• Clarity that converts
  Buyers are comparing you anyway — this ad just saves them the effort. Show them why you’re the no-brainer.
  
  
• Highlights your USP
  It’s one thing to say “we’re better.” It’s another to prove it. Side-by-side comparisons are a fast track to differentiation.
  
  
• Boosts perceived value
  Especially powerful for premium products. If you're charging more, show why. Break it down. Make it obvious.
  
  

Example: Organic Baby Food

Your Brand

• 100% organic fruits and vegetables
• No added sugar
• Gently steamed to retain nutrients

Competitor Brand

• May contain pesticides
• Added sugar
• High-temperature processing (kills nutrients)

Caption idea:
“Not all baby food is created equal. See why more moms are switching to [Brand Name].”

Best Practices

• Make it visual
  Use a clean comparison chart, split-screen image, or side-by-side video. Think “simple and scroll-stopping.”
  
  
• Stick to facts
  Don’t trash the competition — just show the difference. Keep it honest, data-backed, and brand-safe.
  
  
• Frame it positively
  Focus on what you offer, not just what they lack.
  For example:
  
  • Instead of: “They use harmful fillers”
  • Say: “We only use clean, traceable ingredients”

• Know what your audience values
  Don’t compare for the sake of comparing. Highlight what actually matters to your customers — whether it’s sustainability, price, quality, or safety.
  
  

This format works because it simplifies the decision-making process.
Less guesswork. More “Conversions.”

4. PAS Framework: Turn Problems into Sales

What It Is

PAS stands for Problem → Agitate → Solution. It’s a time-tested copywriting formula that works because it mirrors how real people think.

You start by naming a real problem your customer is facing.
You agitate it — make them feel the pain a little more.
And then? You introduce your product as the solution that saves the day.

It’s storytelling with a purpose.
Instead of pushing a product, you’re solving a problem — and that is what sells.

Why It Works

• Emotion drives decisions
  Customers don’t always buy the best product — they buy the one that understands them.
  PAS speaks directly to pain points and builds urgency to fix them.
  
  
• It’s relatable, fast, and high-impact
  You’re not explaining features — you’re showing why they matter by anchoring them to frustration or struggle.
  
  
• It hooks the scrollers
  Especially effective in 15-second mobile videos, where you need to grab attention fast.
  
  

Example: Skincare Ad

• Problem: “Does your makeup melt by noon?”
• Agitate: “Touching up in public is annoying and awkward.”
• Solution: “Our long-lasting foundation stays flawless for 12+ hours — no matter the weather.”

Another Example:
Protein Bar for Fitness Lovers

• Problem: “Struggling to find a protein bar that tastes good and fuels your workouts?”
• Agitate: “Most bars are chalky, full of sugar, or leave you hungry in an hour.”
• Solution: “Introducing PowerUp — real ingredients, bold flavors, and 10g of protein to power you through your toughest days.”

How to Do It Right

• Keep it short
  Mobile-first mindset. Aim for 15 seconds or less, especially in video ads.
  
  
• Start with the pain point
  The first 3 seconds should show the frustration visually.
  Example: Woman smudging makeup at her desk. Boom — hooked.
  
  
• Let the product be the relief
  Position it as the obvious fix to the issue you just agitated.
  
  

Pro Tip

Your “before” scene is the scroll-stopper.
If you don’t grab them with the problem, they’ll never stick around for the solution.

This format is especially deadly for products solving everyday annoyances.
Make them feel seen → Make them feel the pain → Show how you make it go away.
Done right, it’s conversion gold.

5. UGC Ads: Let Customers Sell for You

What It Is

User-Generated Content (UGC) ads are casual, unscripted videos made by real people—not brands.
Think: unboxing moments, “day in the life” clips, or selfie-style testimonials.

They don’t look like ads.
That’s exactly why they work.

Why It Works

• People trust people
  92% of consumers trust UGC more than branded content. A mom filming her messy kitchen while praising a cleaning spray feels real—and believable.
  
  
• Relatability sells
  UGC feels like a recommendation from a friend, not a brand pitch. That lowers resistance and boosts engagement.
  
  
• Native to the platform
  These videos blend into the feed, making them more likely to be watched, liked, and clicked.
  
  

Dara Denney’s UGC Ad Formula (Simplified)

Step 1: Do Your Research

• Check your brand’s reviews, DMs, and comments to see what real users love.
• Use Facebook Ad Library to spy on competitor UGC ads and identify hooks that work.
  (e.g., “I was shocked this actually worked!”)

Step 2: The Perfect UGC Ad Structure

• Hook (0–3s): Lead with a bold claim or curiosity-puller.
  Example: “I stopped drinking coffee—here’s why.”
  
  
• Problem Agitator (3–6s): Highlight the pain point.
  “I was tired all day without caffeine…”
  
  
• Product Intro (6–9s): Enter your product as the hero.
  “…until I found these energy gummies!”
  
  
• Features + Benefits (9–12s): Show what makes it work.
  “No jitters. Just clean, focused energy.”
  
  
• Testimonial (12–15s): Show results.
  “I finished my work in half the time.”
  
  
• Call-to-Action (15s+):
  “Tap to try them yourself.”
  
  

Best Practices: Real People. Real Stories. Real Results.

• Keep it raw
  Handheld clips > studio edits. Skip the polish. Think quick selfie, not ad shoot.
  
  
• Use diverse faces
  Showcase people of different ages, styles, and lifestyles. The goal: “This feels like someone I know.”
  
  
• Speak like a human
  No buzzwords. No brand-speak.
  Just honest, simple sentences like:
  “I used to have dry skin. This lotion fixed it in 3 days. I’m hooked.”
  
  
• Let results speak
  Instead of saying “fast-absorbing,” say:
  “It doesn’t leave that greasy layer. I can put my jeans on right after.”
  
  

UGC doesn’t need to be perfect. It needs to feel real.
That’s what makes people stop, listen—and buy.

6. Testimonial/Review Ads: Social Proof Sells

What It Is

Testimonial ads feature real customer stories, reviews, or quotes that highlight the value your product delivers.

‍
They answer the question every shopper is silently asking:

“Has this worked for someone like me?”

Why It Works

• Trust converts
  People trust other people more than they trust brands.
  Reviews act as proof that your product does what it says.
  
  
• Authenticity builds connection
  A real human face and voice creates emotional engagement.
  It’s not scripted—it’s relatable.
  
  
• Stories inspire action
  When customers share the transformation they experienced,
  new prospects think: “That could be me.”
  
  

Example

"I used to struggle with dry skin, but this moisturizer changed my life!"
— Sarah, Verified Buyer

Notice: It’s short. Emotional. Results-driven.
That’s the magic of a great testimonial.

Best Practices for Testimonial Ads

• Use Video When Possible
  A short, selfie-style video beats a block of text every time.
  Even better? Real users talking casually about their experience.
  
  
• Highlight the Pain → Result
  Great testimonials follow a loose structure:
  Problem → Product Experience → Result.
  
  “I had back pain for 10 years. This pillow changed that in 3 nights.”
  
  
• Add Visual Cues for Trust
  ✅ Name
  ✅ Location or lifestyle tag (e.g., “Mom of 2”)
  ✅ “Verified Buyer” label
  ✅ Star ratings or review score overlay
  
  
• Keep It Short & Snackable
  Pull powerful lines from longer reviews.
  Make it punchy. Example:
  “Finally, a face wash that doesn’t dry out my skin.”
  
  
• Use It Across Formats
  
  • Image + quote overlay
  • Carousel with review highlights
  • Video reel of different customers sharing quick thoughts

Bottom Line

Word-of-mouth marketing at scale—that’s what testimonial ads offer.
⮑ Your happy customers become your most persuasive salespeople.

7. Reasons Why: Make Buying a No-Brainer

What It Is

The “Reasons Why” format breaks down clear, compelling reasons to buy your product.
It answers the customer’s silent question:
“Why should I care?”

No hype. No jargon. Just logic meets persuasion.

Why It Works

• Simplifies Decision-Making
  You make it easier for shoppers to say “yes” by removing guesswork.
  
  
• Puts USPs Front and Center
  This format forces you to highlight what truly sets your product apart.
  
  
• Builds Instant Trust
  The structure feels rational. Direct. Helpful. Not salesy.
  
  

Example

3 Reasons Why You Need This Pillow for Better Sleep:

• Adaptive memory foam supports your neck and spine
• Cooling gel regulates temperature so you sleep uninterrupted
• Hypoallergenic cover protects against dust mites and allergies

Quick. Clear. Believable. That’s what makes this format work.

Best Practices

• Lead with a Number
  Headlines like “5 Reasons You’ll Love This Toothbrush” or “3 Ways Our Backpack Makes Life Easier” create instant structure and intrigue.
  
  
• Use Bold Formatting for Key Phrases
  Make sure your benefits don’t get lost in a block of text. Bold the "reason," then follow with 1–2 lines of detail.
  
  
• Keep It Scannable
  Bullets, not paragraphs.
  Each reason should be skimmable at a glance.
  
  
• Pair with Visuals
  Show the product in action beside each reason. For example:
  
  • A woman peacefully sleeping (next to the "cooling gel" benefit)
  • A close-up of the hypoallergenic fabric label

• Add a CTA That Feels Like a Next Step
  Examples:
  
  • “Shop now – sleep better tonight”
  • “Try it risk-free for 30 nights”
  • “See why 10,000+ customers switched”

Final Thought

This format turns logic into leverage.
By clearly spelling out the “what’s in it for me,” you move customers from browsing to buying—without shouting.

Conclusion: Think of These Ad Styles as Your Creative Swiss Army Knife

Some grab attention, some build trust, others close the sale. The brands that win don’t pick one—they test, iterate, and stack what works.

Start with one or two formats that align with your audience. Mix data-backed frameworks like PAS or “Us vs. Them” with trust-builders like testimonials and UGC. See what clicks—literally.

And remember: Your best-performing ad is likely still sitting in a Google Doc or a customer review you haven't turned into content yet.

Stop guessing. Start testing. Scale what works.

I’ve worked with 20+ brands across fashion, skincare, wellness, CPG—helping them build ads that people actually click (and buy from).

Your Facebook ads might suck. Or maybe they’re almost great. Either way, I’ll tell you.

DM me on LinkedIn for a no-BS audit.

‍