Part 2: How To Write MOFU Facebook Ads That Convert (With Examples).

How to write MOFU Facebooks Ads Mylk Copy

In Part 1: How To Write TOFU Facebook Ads That Convert, I covered everything you must know to write top of the funnel Facebook ads.

While I originally wrote that post for my good pal Paul, anyone can apply the tips to their ad funnel.

In this article, I’m going to show you how to write MOFU Facebook ads that convert.

What are middle of the funnel ads?

Once someone interacts ( i.e. like, share or comment) with your TOFU ad, they move down the funnel. This means they go from being ‘cold’ to being ‘warm’.

But even though they interacted, they didn’t take the next step which is to go to your site or download your offer. Adverts at this stage of your funnel speak to this already engaged audience.

Why you need MOFU ads in your Facebook ads strategy.

Middle of the funnel, MOFU for short, ads go beyond giving your advert a new lick of paint. Because this same audience has interacted with your top of the funnel (TOFU) ad, a behavioural change has taken place. People now know your brand exists. And they might have considered buying or signing up. Yet something held them back. They’re still on the fence. They need more convincing.

Take a moment and think about this:

Do you hand over your credit card details without doing a rapid-fire Google search on the company? Unlikely.

You might check out some reviews …

Take a detour to the brand’s Instagram page …

Or even hop onto Reddit and see if users are chatting about the said brand.

Customers are smarter than ever. And it’s never been easier for them to access more info with just a few clicks of a button — all from the palm of their hand. But with a MOFU ad strategy, you can overcome this tire-kicking resistance and make the sale on the spot.

Two types of MOFU you must know about (with examples).

Ad type #1: UGC and testimonial ads with MOFU language.

UGC stands for User Generated Content. With UGC and testimonial ads, you ask previous customers to send in images, videos or a testimonial about your product or service.

The goal here is to target people who engaged with your ad but didn’t click on it. So the copy is written to expand on the creative, while also cementing social proof.

For example, here’s a UGC ad for Ardyss Body Shaper.


“The Best Shaper”

Body copy:

Here’s what Sarah Lawson had to say about her Body Magic… 

I have been using the body shaper for years. I love the design. It makes me look curvy in all the right places. I haven’t seen anything in the market similar to this. Will buy another one as a backup!” ⭐⭐⭐⭐⭐

Women all over the world are loving the new Body Magic reshaper!


Because Body Magic gives you curves in all the right places and tames bulges in an instant!

AD type #2: The ‘why’ ad.

With this type of ad, the copy reflects the why (and the what) customers love about the brand being advertised.

The key with this specific type of ad is to list out all the reasons why people should trust AND do business with you, without it sounding like a list. Here’s what I mean…


Why Women Can’t Stop Raving About Body Magic

Body copy:

Women all over the world are loving the new Body Magic reshaper!


Because Body Magic gives you curves in all the right places and tames bulges in an instant!

But that’s not the only reason babes all over the world are loving our reshaper.

We want to give women the confidence to look and feel their best in anything they wear.

And our best-selling reshaper is made with baby-soft fabric and the seamless design makes it invisible under tops and dresses… so it’s your little secret.

️ Hit the “Learn More” button and grab yours now! 📦

P.S. We’ve even designed it to give your booty extra support and lift.

Cookie-cutter templates vs original thought.

There are no ifs or buts about it. Templates are fast and easy.

They take all the hard, painstaking work out of crafting Facebook adverts. But always remember this golden rule when writing ads: that which is written without effort is read without interest.

Speaks volumes, don’t you think?

In my experience, using templates oft lead to poor results. They are written to be generic. This means they can be used as a one-size-fits-all for any and every type of biz out there. So if you don’t mind making average sales and generating a so-so amount of leads, if any, templates are the way to go.

However, if you want to make your online checkouts sing, creative copy is the level you need to pull.

For this reason alone, I prefer to go down the true and tried route: starting from scratch. This involves starting with the two types of ads mentioned above, then crafting specific copy for each one.

Sounds like hard work? Good.

If you’re serious about making bank with your Facebook ads, you need to zig when everybody else zags.

Now you might be saying, ”But Anthony, I don’t know where to begin to write ads!’

No stress. I’ve got your back. Here are a few handy tips you can use when you go down the path of writing MOFU ads:

  • Go back to your research — look for a new angle or a new fact that differentiates your brand from others.
  • Connect with Instagram, TikTok, Facebook, Snapchat influencers and create engaging UGC (User Generated Content), then tack-on a discount offer.
  • Go back to your current customer database and ASK for a positive review (might need to pony up a promo code to sweeten the deal). And the more reviews you get, the better. Convert all those reviews into a kick-ass short video.

To win with middle of the funnel ads battle, the goal is to keep testing. I can’t stress that enough.

Test new copy. Test new creative. Test discount offers.

To master Facebook ads, you need to become a student of testing.

In the final part of this series, I’ll cover off the last stage, bottom of the funnel (BOFU) ads, and how to write them so they convert.

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I write web and sales copy for brands that want to connect with more visitors and convert them to customers.

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