20 Examples of Successful B2B Facebook Ads Design

Picture of Rishabh Pugalia
Rishabh Pugalia

May 27, 2024


Facebook ads are targeted messages paid for by businesses aiming to reach a specific audience. They’re like your own personalized billboards on the world’s biggest digital highway.

  • So why should you prioritize Facebook ads design?
  • How do you create good Facebook ads?
  • And what benefits will designing Facebook ads bring to your business?

Facebook ads design is key because it ensures your content is attractive, effective, and aligned with your branding guidelines.

In this blog, we’ll look into how the principles of design and different types of graphic design can enhance Facebook ads, drawing insights from top-notch ad examples.

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    Understanding Facebook Ad Design: Key Elements to Consider

    When designing Facebook ads or using a Facebook ad design service, it’s vital to have a solid understanding of the key components. Each element, from visuals to copywriting and CTAs, plays a significant role in your ad’s success.

    1. Visuals

    Visuals are at the heart of Facebook ads design. It’s what catches the eye first. High-quality, engaging images or videos will effectively drive more people to look at your ad.

    • Always use high-resolution images and videos. Blurry or pixelated visuals can harm your brand image.
    • Ensure your visuals match your product, service, or message. Irrelevant visuals can confuse your audience.
    • Don’t clutter your visuals. Keep them simple to get your message across clearly.
    • Make sure your visuals align with your brand’s colors, fonts, and style to ensure consistency.
    • Use visuals that bring out emotions. This can help your audience connect with your brand on a deeper level.

    2. Copywriting

    Good copywriting is the foundation of effective Facebook ads. This is where you highlight your unique selling proposition and tell your audience why they should care.

    • Keep your message short and to the point. A long-winded copy can lose your audience’s interest.
    • Highlight what sets your product or service apart. What can you offer that others can’t?
    • Match the tone of your copy to your brand and audience. Whether formal or informal, consistency is key.
    • Focus on how your product or service can solve problems or improve your audience’s life.
    • Always double-check your copy for errors. Grammatical mistakes can harm your credibility.

    3. Call to Action (CTA)

    A well-crafted Call to Action can make or break your Facebook ad. The CTA button guides your audience on what to do next.

    • Your audience should instantly understand what action they’re expected to take. Make your CTA clear, interesting, and directly related to your offer.
    • Use strong command verbs to inspire action, like ‘Buy’, ‘Register’, and ‘Subscribe’.
    • Creating a sense of urgency can encourage your audience to act faster. Whether it’s ‘Sign Up’, ‘Learn More’, ‘Limited Offer’, or ‘Shop Now’, your CTA should motivate immediate action.
    • Your CTA should be one of the most noticeable elements of your ad.
    • Tell your audience what they’ll gain from taking action. Will they ‘Learn More’, ‘Get 50% Off’, or ‘Join for Free’?

    20 Examples of Successful B2B Facebook Ads

    Design plays a crucial role in enhancing your Facebook ads. While many of the following examples use a Facebook ads creator or a Facebook ad design service, the fundamental principles of design and various types of graphic design that contribute to their success remain consistent across all.

    1. Adobe

    Source: Adobe Facebook Ads Design

    Adobe’s Facebook ad design brings together human models, diverse colors for contrast, and dynamic lines and patterns for movement. Using italics in the copy directs the viewer’s attention to the graphic elements.

    2. Airbnb

    Source: Airbnb Facebook Ads Design

    Airbnb executed it with a Facebook ad that tells a story using text and a photo. It’s a fantastic ad for raising brand awareness. Simple is powerful.

    3. Amazon

    Source: Amazon Facebook Ads Design

    Here’s how Amazon’s Facebook ad displays products available in its online store. Notice the inclusion of rating stars, which subtly encourages viewers to click on the image.

    4. Asana

    Source: Asana Facebook Ads Design

    Asana’s Facebook ad uses notable contrast to grab attention, with the central circle that immediately draws the eye to the models beneath.

    5. Atlassian

    Source: Atlassian Facebook Ads Design

    Atlassian’s Facebook ad design pairs attractive graphic art and a straightforward copy to convey its message to the target audience.

    6. Cisco

    Source: Cisco Facebook Ads Design

    Cisco’s minimalist Facebook ad design centers on its logo and uses a distinctive organic pattern in brand colors to attract attention.

    7. DocuSign

    Source: DocuSign Facebook Ads Design

    DocuSign’s Facebook ad design applies the graphic design principles of balance and contrast, creating an interesting image. The copy delivers the ad’s purpose in a neat two-sentence combo.

    8. Freshworks

    Source: Freshworks Facebook Ads Design

    Freshworks’ Facebook ad design uses an effective copy to deliver important information quickly and guide viewers to click the contrasting CTA button.

    9. Google

    Google’s Facebook video ad incorporates upbeat music and kinetic typography to draw viewer attention very quickly.

    10. HubSpot

    Source: HubSpot Facebook Ads Design

    HubSpot’s Facebook ad design is a classic case of “show, don’t tell,” aiming right at WordPress users.

    11. Intuit Mailchimp

    Source: Intuit Mailchimp Facebook Ads Design

    Mailchimp’s Facebook ad design highlights its logo and UI, while the copy successfully conveys its capability to its target audience.

    Source: Intuit Mailchimp Facebook Ads Design

    Mailchimp’s Facebook ad design features a clear photo and value-based copy that highlights one of their service benefits. This example showcases how simple and human design enhances the visual appeal.

    12. Salesforce

    Source: Salesforce Facebook Ads Design

    Salesforce’s Facebook ad design includes its tagline (also present on its website and YouTube banner) and cartoon graphics, creating an appealing ad.

    13. ServiceNow

    Source: ServiceNow Facebook Ads Design

    ServiceNow’s Facebook ad design is on-brand, sporting logo-matching copy and a crystal clear CTA directing viewers’ next move.

    14. Shopify

    Source: Shopify Facebook Ads Design

    Shopify’s Facebook ad design is a brand recognition champ, sporting a shop-themed image and data-driven text in its brand colors.

    15. Slack

    Slack’s use of a testimonial video for their Facebook ad design is a smart strategy.

    16. SurveyMonkey

    Source: SurveyMonkey Facebook Ads Design

    SurveyMonkey’s Facebook ad design leverages brand colors and a simple Q&A copy to capture attention.

    17. Twilio

    Source: Twilio Facebook Ads Design

    Twilio pulls off brand recall with a bold font on its brand-colored backdrop in its Facebook ad design.

    18. Xero

    Source: Xero Facebook Ads Design

    Xero’s Facebook ad design is using appealing graphics and copy that emphasizes key features to communicate its value clearly to its target audience.

    19. YouTube

    Source: YouTube Facebook Ads Design

    YouTube’s Facebook ad design combines contrasting colors, a clear information hierarchy, a strong CTA, and influencer marketing to show its new video format.

    20. Zendesk

    Source: Zendesk Facebook Ads Design

    Zendesk’s Facebook ads design uses a clear font and contrasting colors to highlight crucial information effectively.

    Types of Facebook Ads

    There are various types of Facebook ads, each geared toward a distinct goal. This helps attract different target audiences to increase brand visibility, drive traffic to your website, and improve conversion rates:

    1. Facebook Image Ads

    Straightforward, image ads are a significant starting point for businesses in Facebook ads design. With the right graphic design, they can be highly effective.

    Design Recommendations

    File Type: JPG or PNG

    Ratio: 1.91:1 to 1:1

    Resolution: At least 1080 x 1080 pixels

    Text Recommendations

    Primary Text: 125 characters

    Headline: 27 characters

    Description: 27 characters

    Technical Requirements

    Maximum File Size: 30MB

    Minimum Width: 600 pixels

    Minimum Height: 600 pixels

    Aspect Ratio Tolerance: 3%

    Example: Grammarly

    Source: Grammarly Facebook Ads Design

    2. Facebook Video Ads

    Videos are creative Facebook ads that grab attention quickly and are effective story-telling tool. These appear in news feeds, stories, or as in-stream ads in longer Facebook videos.

    Design Recommendations

    Make sure your videos don’t have edit lists or special boxes in file containers.

    File Type: MP4, MOV, or GIF

    Ratio: 1:1 (for desktop or mobile) or 4:5 (for mobile only)

    Video Settings: H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at 128kbps+

    Resolution: At least 1080 x 1080 pixels

    Video Captions: Optional, but recommended

    Video Sound: Optional, but recommended

    Text Recommendations

    Primary Text: 125 characters

    Headline: 27 characters

    Description: 27 characters

    Technical Requirements

    Video Duration: 1 second to 241 minutes

    Maximum File Size: 4GB

    Minimum Width: 120 pixels

    Minimum Height: 120 pixels

    Example: Netflix

    3. Facebook Carousel Ads

    These creative Facebook ads allow you to display up to ten images or videos in a single ad, each with its link. Perfect for showcasing distinct features of your product or service.

    Design Recommendations

    Image File Type: JPG or PNG

    Video File Type: MP4, MOV or GIF

    Ratio: 1:1

    Resolution: At least 1080 x 1080 pixels

    Text Recommendations

    Primary Text: 125 characters

    Headline: 32 characters

    Description: 18 characters

    Landing Page URL: Required

    Technical Requirements

    Number of Carousel Cards: 2 to 10

    Image Maximum File Size: 30MB

    Video Maximum File Size: 4GB

    Video Duration: 1 second to 240 minutes

    Aspect Ratio Tolerance: 3%

    Example: Ikea

    4. Facebook Collection Ads

    A collection ad is a user-friendly format that seamlessly guides people from discovery to purchase. It showcases a main video or image, complemented by three smaller images arranged in a grid for an immersive experience.

    Design Recommendations

    The first media asset from your Instant Experience is used as the cover image or video in your collection ad.

    Image Type: JPG or PNG

    Video File Type: MP4, MOV or GIF

    Ratio: 1:1

    Resolution: At least 1080 x 1080 pixels

    Text Recommendations

    Primary Text: 125 characters

    Headline: 40 characters

    Landing Page URL: Required

    Technical Requirements

    Instant Experience: Required

    Image Maximum File Size: 30MB

    Video Maximum File Size: 4GB

    Example: Dollar Shave Club

    Creating Effective Facebook Ads: A Step-by-Step Guide

    Crafting effective and good Facebook ads is a strategic process. It involves understanding your audience, choosing the right ad format, and designing an engaging, action-driven message.

    1. Your Audience

    Understand their needs, interests, and behaviors. This insight forms the basis of your ad strategy.

    2. Your Ad Format

    Options include single image ads, carousel ads, video ads, or dynamic ads, each with its use cases. Your Facebook ads design choice should align with your marketing strategy and the preferences of your audience.

    3. Your Ad Placement

    Decide where you want your ad to appear. Choose from the desktop newsfeed, right column, mobile newsfeed, video, stories, marketplace, or audience network.

    4. Your Value Proposition

    Use your Facebook ads to state what you offer clearly. Use data to back up your claims and show trustworthiness. Provide a clear CTA for viewers to follow.

    5. Your Landing Page

    Ensure your landing page matches your Facebook ad design to create a harmonious look across all platforms.

    6. Use High-Quality Images

    Use high-resolution, well-composed, and eye-catching images in your Facebook ads design. The right size and quality of images give a clearer view of your product or service.

    7. Design for Mobile Users

    Design your ad keeping mobile users in mind as a significant percentage of Facebook users are on mobile.

    8. Animated Facebook Ads

    Consider using animated Facebook ads if your branding guidelines and marketing strategy permits. They capture attention faster, are vibrant, and increase click-through rates.

    9. Test Your Ad Designs

    Use Facebook Split Testing to understand what works and what doesn’t in your ad designs.

    10. Use Minimal Texts

    Keep your ad copy to a minimum. Use a short, catchy headline and interesting images.

    11. Use Readable Font Styles

    Avoid ornate fonts that make reading difficult. Use simple styles that still give your ad impact.

    12. Use Contrast

    Use contrasting colors, textures, and sizes to make your ad stand out and attract attention.

    13. Experiment

    Use Facebook’s analytics to measure performance and tweak your ads as needed. Experiment with different ad formats, placements, colors, fonts, and images.

    Try Content Beta

    Content Beta’s experience in creating effective designs can give you a strong understanding of what works and what doesn’t in Facebook ad designs.

    We’ll pair you up with the best creatives to craft Facebook video ads, product demos, and more, that achieve your business goals and guarantee success. Click here to learn more about our design services.


    Powerful Facebook ad designs require strategic planning and execution. Connect with your audience and drive action by choosing the right ad formats, selecting placements, and using high-quality designs.

    Every element, from text to visual, expresses your brand identity and values. Experiment, refine, and maximize your ad campaigns through effective designs.

    Frequently Asked Questions (FAQs)

    The optimal size for Facebook ads varies depending on the format. For instance, a single image ad works best with an aspect ratio of 1.91:1 or a resolution of 1200 x 628 pixels. Always check Facebook’s current ad specs to ensure your design meets their guidelines.

    You can use tools like Facebook ads creator, or other design platforms such as Canva, which offer customizable templates. Start with a clear goal, choose a visually appealing image, write a compelling copy, and add a clear call to action.

    Yes, you can. Using design platforms like Canva or Adobe Spark, you can create custom templates that align with your brand’s aesthetic and messaging. This can save you time and maintain consistency across all your Facebook ads.

    Use Facebook’s ad manager to monitor metrics like click-through rates, conversion rates, and return on ad spend. This data will help you understand what’s working and what isn’t.

    Yes, Facebook offers built-in tools for A/B testing different ad elements, such as visuals, copy, or CTAs. This can help you optimize your ads based on actual data.

    Effective ad design can attract potential leads at the top of the funnel, nurture interest and trust in the middle, and finally encourage action at the bottom of the funnel.

    Good ad design gets attention, communicates your value proposition, and encourages users to take action. This is important for B2B marketing where decision-making often involves multiple stages and stakeholders.

    The choice depends on your marketing objectives, content availability, and what resonates with your target audience. For example, video ads are good for demonstrating a complex product or service.

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