What actually makes Facebook ad copy convert better right now?

I’ve been reviewing different ad creatives lately, and one thing keeps standing out: the copy often matters more than the design.

Some ads with simple visuals perform surprisingly well when the text:

• speaks directly to one pain point
• uses a strong first-line hook
• avoids sounding overly promotional
• gives one clear action to take

For example, copy that starts with a question often gets more attention than generic benefit statements.

I’m curious what has worked best for you lately in Facebook ad copy?

Are shorter ads performing better, or are longer story-based ads still winning for certain audiences?