Running Meta Ads for the First Time?

Running Meta ads for the first time can feel overwhelming. Between audience targeting, campaign objectives, placements and creative formats, it’s easy to get stuck on “where do I even start?”

The good news: you don’t need to figure everything out at once. There are some easy to implement actions you can take immediately no matter the size of your business or your Meta spend to help start leveling up your Meta ads.

One of the easiest wins is always optimising your ad copy

In this guide, we’ll cover:

• Why copy variation is a game-changer for Meta ads.
• How to use all available copy options effectively.
• Best practices for primary text, headlines and descriptions.
• Tips for using Meta’s AI-generated copy suggestions.
• Where to check official Meta ad specs to stay compliant.

What Is Copy Optimisation on Meta?

Copy optimisation is the practice of providing multiple versions of your ad text (primary text, headlines and descriptions) so that Meta’s delivery system can test, learn and automatically show the combinations most likely to perform.

These options are available for most ad formats with the exclusion of some like Catalogue and limited options for Catalogue ads so whether your running a link click optimised static ad or a purchase optimised video ad this tip is likely to apply to you.

In simple terms: the more options you give Meta, the better it can tailor your ad to different users.

Why Copy Variation Matters

Many first-time advertisers use just one version of each text element. The problem? Meta can only show that single combination, limiting its ability to optimise your ads performance.

By contrast, adding multiple options can dramatically increase variation. For example if you add all 5 Primary, Headline and Description options Meta can actually mix and match these to create up to 125 unique combinations.

Why this matters:

• Allows Meta to test which messaging resonates with different people.
• Reduces ad fatigue by increasing the possible variations of your ad.
• Gives Meta’s delivery system more “building blocks” to optimise performance automatically.
• Think of it like giving Meta a box of Lego pieces, the more pieces it has, the more different things you can create and the more likely it is for someone to love the one they see.

Using Meta AI Copy Suggestions

Meta often suggests AI-generated text options, sometimes up to another 5 per placement that’s based on the original copy you provide meta.

These suggestions can be a huge time-saver and help spark new creative ideas, but it’s so important to make sure you always check over them all and give them a human review!

Best practices when using Meta’s AI copy generation tool:

• Proofread everything for grammar and clarity.
• Check that all claims, links and offers are accurate.
• Ensure the tone aligns with your brand voice.

Another really important thing about Meta;s AI copy suggestions is that they aren’t set in stone! If you don’t like the options Meta has generated you can have these regenerated to give you different options to pick from.

You can also edit AI-generated suggestions so it’s not a case of just using them as created or not. If there’s a version you like but it just needs a slight tweak you can click into this and make any edits you want.

Another trick if is you want to add more of your own custom written pieces of copy you can even fully replace the AI copy with your own.

Copy Length Guidelines

While there’s some degree of flexibility on the best copy length depending on placement and ad format these are some general guidelines from Meta for Maximum copy length before people will need to click see more.

• Primary text: 125 characters (after ~50 characters, text may truncate in certain placements).
• Headlines: 40 characters
• Descriptions: 25 characters

For your Primary text Meta recommends keeping your first line short and punchy to limit the chance of this getting hidden behind the see more button.

This means it’s really important to make sure your first line has a clear hook, capturing attention and explaining clearly the intention of your ad whether that be a Flash Sale, or a new collection going live.

It’s important to remember this might be the only piece of copy many of your audience see unless the click see more so it’s important to get this right to help win them over.

Always make sure the most important info is at the top for all to see not hidden away under a wall of text!

Checking Official Meta Ad Specs

Meta can sometimes update ad requirements and different formats can all have slightly different specifications.

To avoid text cutting off or formatting issues, it’s worth checking the official Meta specifications when you’re creating a copy for a new format: https://www.facebook.com/business/ads-guide/update

It includes up-to-date specifications for character limits for each placement and format as well as Image and video size requirements.

Key Takeaways

• Always use multiple text options for primary text, headlines and descriptions.
• Meta can automatically mix and match combinations — up to 125 variations when you fully use all options.
• Review AI-generated copy carefully to align with your tone of voice and ensure accuracy.
• Keep text concise: 50–150 characters for primary text and 27 or fewer for headlines.
• Check the official Meta ad specs before launching to avoid formatting issues.

By following these simple steps and guidelines you can give Meta’s delivery system more options to help optimise ads effectively all without spending any extra money, investing in more creative or creating more campaigns.

Need Expert Help?

If you’re interested in going beyond quick optimisation tips, you can read more about or expert Meta Ads management service.

Whether it’s building a full-scale Meta strategy, creative testing, audience targeting, or ongoing campaign management, we have the experience to help your brand get the best possible results.