Running Meta ads but not seeing the clickthrough rates you want? You’re not alone.
After testing countless digital ad campaigns at AB as Digital Marketing Manager, I’ve found five simple but effective tactics that consistently drive more engagement.
It all comes down to grabbing attention fast, delivering a clear message and making it easy for people to take action. After all, your audience are likely inundated with ads on a daily basis and you need yours to be the one that they click on.
Here are the tactics that are working right now to boost clickthrough rates (CTR) on Meta ads – and how you can apply them to your own campaigns.
1. Use scroll-stopping creative
Think about your own experience scrolling through Facebook or Instagram – what makes you pause? It’s usually something visually striking. That’s exactly what your ads need to be.
Here are some things to consider in your creative:
- Movement catches the eye – Think about subtle animations, GIFs or slideshows to keep things dynamic.
- Faces make connections – Humans are wired to engage with faces, especially when someone is making direct eye contact.
- Contrast matters – Bold colours and high contrast can make your ad pop off the screen.
- Before-and-after visuals work – If your product or service creates a transformation, show it!
2. Nail the first three seconds of your video ads
Meta users scroll fast. If you don’t hook them immediately, you’ll likely lose them. The first three seconds of your video ad can make or break your CTR. Here are some tips to grab attention quickly:
- Start with action – A bold statement, a fast zoom or an eye-catching product shot works far better than a slow build-up.
- Use captions – Most people watch videos on social media with the sound off, so make sure your message gets across with easy-to-read subtitles.
- Show the benefit early – Don’t wait until the end of your ad to reveal why your product is great; show the key benefit straight away!
3. Write a headline that hooks people
Your headline needs to grab attention instantly. A great rule of thumb is to keep it under 40 characters for easy readability on mobile. Here are a few ways to make it more engaging:
- Ask a question (for example, “Struggling to get more sales?”)
- Create curiosity (for example, “This one simple trick boosts ad clicks.”)
- Address a pain point (for example, “Tired of wasting money on ads that don’t work?”)
A strong headline makes people stop and read, which can help your ad get more clicks.
4. Make your CTA look clickable
You need a clear and compelling call-to-action (CTA) that actually looks clickable. Try these tricks:
- Use a strong CTA button – ‘Shop Now’, ‘Learn More’ or ‘Sign Up’ tend to outperform vague CTAs like ‘Click Here’.
- Make the CTA stand out – If your background is light, use a dark button (and vice versa).
- Reinforce the CTA in your copy – Instead of just ‘Shop Now,’ say ‘Shop Now & Get 20% Off Today!’
- Test CTAs inside the creative – Using overlays, such as ‘Tap to see more’, can boost engagement.
5. Use social proof to build trust
People trust other people more than they trust ads. That’s why social proof is so powerful. Here’s how to use it effectively in your Meta ads:
- Include customer testimonials – Add snippets of real reviews in your ad copy.
- Show real people using your product – Authentic images and videos outperform polished, corporate-looking ads.
- Use review screenshots – A screenshot of a 5-star review can be more convincing than a fancy marketing message.
Final thoughts
Increasing your clickthrough rate on Meta ads doesn’t have to be complicated. Small tweaks (for example, using better creative, improving your headlines and making your CTA stand out) can make a huge difference.
Need some help with your Meta ads? Get in touch with our digital marketing team.