★free guide★

How to Find Your Next Winning Ad in Your Customer Inbox FAQ ads that sell

The questions people ask you before they buy are the exact things stopping everyone else from buying. "Is it worth the price?" "Will it actually last?" "How do I even use it?"

Answer those in an ad and you've got what I call a middle-of-funnel ad. These aren't the sexy ads, right? But they often end up working really, REALLY well!

So what are FAQ ads?

A short video, 30 to 60 seconds, that answers ONE customer question the way you'd answer a friend. The question sits on screen from the very first frame, in one of these formats:

  • A question box reply: the Instagram "ask me a question" sticker, with the customer's question typed in it
  • A comment reply: a real comment sitting on screen, with the video answering it

It looks like a reply and not an ad, so people stop to read the question. And if they've been wondering the same thing, they stay for the answer.

The swipe file

These are other brands' real ads, sorted by the kind of question they answer. Every question is written exactly as it appears on screen (typos and all!).

See the ads in my swipe file

Where there's a link on an ad below, it opens that ad in Meta's Ad Library.

Price

Ask me a question
is $44 for creatine really worth it?
Arrae (supplements)The exact price is IN the question, so nobody has to go looking for it
Ask me a question
What're those drops you add into your drinks?
Buoy (hydration drops)The answer covers what it is and what it costsSee the ad →

Proof

Ask me a question
I'm skeptical about meal replacements - are they any good for me?
Huel (meal replacement, UK)Answered with the brand's study numbersSee the ad →
Ask me a question
Why would I waste money for contents insurance? lol
Lemonade (insurance, UK)The bluntest version of "why would I even need this?"

Comparison

Ask me a question
every probiotic I have tried does not help. I still struggle to poop regularly
Seed (probiotics)Why this one over the restSee the ad →
Ask me a question
i'm not ready to start minoxidil - what else can I do?
Act+Acre (hair care)An alternative to the thing the customer is nervous about

Ingredients

Ask me a question
Why do they use Monk Fruit and not Sugar?! Gross
Hydrant (hydration mix)The same video runs again with a new comment on top ("Why not just make it sugar-free?"). One video, a couple of different questionsSee the ad →

Does it work for me?

Ask me a question
how do you stay hydrated with pots??
BuoyAn answer for one specific health conditionSee the ad →
Ask me a question
Unmatched fit, feel AND value
True Classic (tees)This one's a comment, and the reply is about fit: he says these are the first tees to fit both his chest and his stomachSee the ad →

How to use it

Ask me a question
3 questions we get on Rainforest Defense Mist
Buoy (Rainforest Defense Mist)A title card, then the answers out loud: "Can you eat this?", "Can I use this as a facial spray?" and "Can I use this as a fruit and veggie wash?"See the ad →

Speed and service

Ask me a question
Wow! Lemonade pays vet bills HOW FAST??
Lemonade (pet insurance)For a product brand, this is your shipping questionSee the ad →

Where it's from

Ask me a question
where are the containers from? they match your kitchen perfectly
Caraway (kitchenware)Where to buy it, asked by someone who already loves the look of itSee the ad →

Why these ads work

Do
  • Put the question on screen from the first frame, in the native Instagram or TikTok box, so it reads as a reply
  • Use a question a real shopper would type: lowercase, typos, "lol" and all
  • Keep it to one question per ad
Don't
  • Tidy the question up: nobody tidied these ones up
  • Make it look like an ad: people stop because it looks like a reply
  • Run long: thirty to sixty seconds, the way you'd answer a friend

How to find your own questions

You probably know your top FAQs already! These are ways to find the ones you've missed, in your customers' own words.

Where the questions already are:

Ways to ask:

Pull out the ones that keep coming up: price, quality, how to use it, what it looks like before and after. Copy them down word for word, because THEIR wording is what goes on screen.

Then answer them. A question box reply, or a reply to a comment with the comment right there on screen.

Get your ads back in your own hands

If your ads feel like a guessing game right now, come and get The Ads Fix! 🔥

It's my Meta ads course for Shopify founders, and my whole method is inside: Diagnose, Rebuild, Scale. You get the masterclass, the Benchmarks Cheat Sheet, the Founder's Ad Account Audit and the 7-Day Ads Fix Action Plan, so you know what to scale, what to kill and what to leave alone. There's an Ad Vault in there too (What's Working Right Now), for when you want more examples like these.

No one cares about your business as much as you do. So let's get your ads back in YOUR hands.

Get The Ads Fix