Mastering Social Media Advertising: Top Examples and Trends in Australia

When done right, social media ads can tap into your target audience and leave a lasting impression. But there’s a thin line between the ads that work and those that don’t.

Exploring successful Facebook ad examples is a great way to ignite your creativity, providing insights into how to craft effective strategies that engage your audience. To help you get inspired, we’ve collected twelve of the best Facebook ads we’ve seen over the past 12 months.

Over the past year, the top social media advertising examples have been characterised by a blend of authenticity, interactive content and personalised experiences. Brands across the world focused on creating genuine connections with their audiences, making the most out of user-generated content to foster authenticity.

The rise of short-form video also continued, driven by platforms like TikTok and Instagram Reels, highlighting the importance of concise, engaging content in capturing audience attention. This trend has captivated a broad range of generations - no longer just Gen Z and younger Millennials, showcasing a universal shift towards more visually stimulating forms of communication. Users of all ages are now seeking out content that is not only informative but also entertaining and relatable.

Each of these twelve Facebook ads examples showcases a memorable blend of creativity, strategic insight and audience engagement.

Mejuri is a contemporary jewellery brand known for its minimalist yet sophisticated designs. Their ethos of making luxury accessible shines through in their Facebook ad examples.

• Embraces seasonal marketing: By targeting zodiac signs during their seasons, Mejuri effectively taps into the interests and preferences of their target audience, positioning themselves as a great option for birthday presents.
• Celebrity endorsements: Mejuri has worked with a number of celebrities over the years, including Renée Rapp. Emphasising celebrity partnerships in ads positions Mejuri as a fashionable and desirable choice for customers, adding an extra layer of prestige to their products.
• Makes the most out of UGC (User Generated Content): Mejuri taps into the power of social proof, demonstrating the genuine satisfaction of their customer while simultaneously making their ads more relatable and persuasive to customers.

Lyka Pet Food is a pet nutrition company renowned for its fresh, human-grade dog food made with high-quality ingredients.

• Engaging content: Lyka’s social media ads examples stand out for their bold and thought-provoking statements (i.e. ‘would you eat your dog’s food?’) that challenges pet owners to reconsider the quality and nutritional value of the food they feed their pets.
• Visual proof: The Facebook ad examples feature photographic evidence of dogs with improved skin condition after switching to Lyka, providing compelling social proof of the product’s efficacy.
• Clear CTA: Lyka’s ads include a clear and actionable call to action to encourage viewers to take the next step - order now - and experience the ‘real food difference with Lyka’.

UKO is a provider of co-living spaces, offering modern, fully-furnished accommodations that cater to flexible lifestyles with an emphasis on community. With Rocket, UKO launched a new ad campaign on Facebook in 2023, aiming to showcase their living spaces and increase tour bookings.

• Tells a compelling story: Through a harmonious blend of text and imagery, these Facebook ad examples from 2023 tell a compelling story that clearly showcases the appeal of their modern, fully-furnished living spaces. 
• Clear CTA: The presence of a clear call-to-action, inviting viewers to “book a tour” ensures that potential renters know exactly how to engage further.
• Highlights USPs: These ads emphasise phrases like “ready to rent” and “fully furnished” to effectively communicate the core advantages of their offerings.

Results: Over the three months that their refreshed Facebook ad carousel example went live, these new videos dominated UKO’s campaign’s spend, leading to a 14% increase in on-platform leads and a 28% decrease in Cost Per Lead (CPL) period-over-period. The Click Through Rate (CTR) also saw a 40% increase, while the Cost Per Click (CPC) dropped by 27%. Impressively, the campaign also saw a Conversion Rate of 11%!

Renowned for its commitment to sustainability, Tasman Eco is an Australian business that offers a range of eco-friendly, high-quality nursery furniture.

• Bullet point marketing: Using a concise bullet point marketing strategy, Tasman Eco communicates the key benefits of their products upfront (i.e. 30 years of experience, free shipping) and emphasises the value proposition of their brand. 
• Testimonials: Tasman Eco features quotes from satisfied customers, which serve as compelling endorsements that reassure potential buyers of Tasman Eco’s commitment to customer satisfaction and product excellence.
• Visual branding: These social media advertising examples are characterised by calm, neutral colours and minimalist designs that reflect Tasman Eco’s sustainability ethos. The use of serene and earthy tones seamlessly reinforces the company’s brand identity and values.

Clifton Lifestyle is a luxurious lifestyle resort for over 55s looking to downsize into a new designer home. In 2023, Clifton Lifestyle approached Rocket with the task of running a Facebook ad campaign to increase brand awareness and drive enquiries. 

• Impactful tagline: The tagline ‘live the lifestyle you’ve always dreamed of’ encapsulates the essence of the offering, speaking directly to their target audience (i.e. over 55s looking for a blend of luxury and convenience in their retirement years).
• Clearly demonstrates value proposition: The ads showcase brand-new, purpose-built resort facilities that emphasise luxury, beachside living
• Disclosed price: The Facebook ad examples provide immediate clarity on price so viewers immediately know what’s on offer and for how much.

Results: This Clifton Lifestyle campaign significantly improved its cost efficiency, achieving a CPL that is 36% cheaper than the CPL in the previous quarter without the updated creative strategy.

Loop Earplugs is an ecommerce business that specialises in creating earplugs designed to provide noise reduction and comfort.

• Comparative advertising: Loop uses comparative advertising to highlight the shortcomings of other earplugs in the market and position Loop as the better alternative. 
• Bullet points: Like many of the best Facebook ads, these ads employ a concise and punchy format, delivering essential information in a clear and easily digestible manner.
• Quiz marketing: One of the standout features of Loop’s advertising strategy is the incorporation of quiz marketing. Loop engages with potential customers in a meaningful way by linking to a useful quiz that helps customers find the right earplugs for their needs.

Compare the Market is a comparison website that offers users a straightforward and efficient way to compare a wide range of insurance, financial products, energy plans and more.

• Celebrity testimonials: Compare the Market leverages celebrity testimonials, such as those from Catriona Rowntree, to build trust and authenticity with their audience.
• Free app downloads: These Facebook ad examples from 2023 effectively use lead generation magnets, offering free app downloads as an incentive, which helps to enhance user engagement by providing tangible value.

Brand characters: Compare the Market employs familiar meerkat characters in their Facebook ads to reinforce branding and enhance brand recognition, while also helping to evoke positive emotions and associations with their brand.

• Boody is a sustainable clothing brand that focuses on creating everyday essentials made from eco-friendly and organic bamboo materials.

  • Focus on USPs: Boody’s Facebook ad carousel examples emphasise their unique selling points, specifically their commitment to sustainability and use of organic bamboo in clothing production. This focus on sustainability resonates with eco-conscious consumers who prioritise sustainable products, helping to attract and retain customers who align with Boody’s values.
  • Maximising UGC: Boody leverages short-form videos from content creators as part of their advertising strategy on Facebook. UGC serves as social proof of Boody’s quality and style while also fostering a sense of community among Boody’s audience.
  Strong visual elements: With calm and earthy colours, the ads evoke a sense of tranquillity and connection to nature, aligning with Boody's commitment to sustainable and eco-friendly practices.

Defence Australia is the governmental department responsible for the defence and national security of Australia.

• Striking use of colour: Desaturating most of the image to black and white while retaining some text in colour helps to draw attention and create visual impact.
• Targeted advertising: Emotive words such as ‘resilience’ and ‘courage’ are cleverly employed so that Defence Australia speaks directly to the qualities that are highly prized within the defence force. 
• Clear CTA: Defence Australia’s job application ads feature a clear and actionable CTA, prompting viewers to ‘apply for a job’. This straightforward CTA directs interested individuals to take the next step in the application process, making it easy for them to pursue employment opportunities within the defence force.

SnapWireless offers wireless charging solutions and tech accessories designed to enhance the convenience of charging smartphones and devices.

• Makes the most out of UGC: SnapWireless uses UGC to showcase real-life experiences from satisfied customers, which helps to bring authenticity and credibility to their ads. 
• Competitions: By offering incentives and prizes, SnapWireless provides an opportunity for customers to interact with the brand, participate in a fun experience and potentially win valuable prizes.
• Bullet points: SnapWireless' Facebook ads use bullet points to quickly list the benefits, features and selling points of their products in a clear format.

Commonwealth Bank is one of Australia's leading financial institutions, offering a comprehensive range of financial services.

• Visual branding: Each ad is highlights specific bank products within the context of Commonwealth Bank’s distinctive brand identity. The use of the bank's colour scheme across all videos ensures consistent visual branding, strengthening brand recognition and recall.
• Focus on speed and simplicity: Commonwealth Bank repeatedly assures customers of a seamless, efficient experience across all of their financial services (i.e. ‘get a response in 60 secs’), which resonates with the modern consumer’s expectation for quick, hassle-free transactions.
• Emphasis on versatility: By presenting different financial solutions tailored to various customer needs, from consolidating debts to facilitating summer shopping with StepPay, Commonwealth Bank does a fantastic job of showcasing their broad range of products.

The Oodie is a brand renowned for its oversized, ultra-soft and cosy wearable blankets.

• Highlights key benefits: The Oodie’s advertising strategy shines by spotlighting the expansive variety of designs and sizes available, catering to a wide audience with different tastes and preferences.
• UGC: Leveraging UGC plays a big role when it comes to The Oodie’s social media ads. This strategy provides authentic visual proof of the product’s quality and appeal while also actively fostering a sense of community among the users.

Clear CTA: A clear and compelling 'Shop Now' call-to-action (CTA) punctuates The Oodie's advertisements, guiding viewers towards making a purchase with ease.

From looking at some of the best Facebook ads listed of the previous year, it’s clear that the key to resonating with your audience lies in creativity, authenticity and a deep understanding of their desires and needs. The examples we’ve discussed offer actionable insights for brands looking to make a mark in the digital landscape in the year ahead.

Want a fresh perspective on your social media marketing strategy? Our experts at Rocket Agency would be happy to have a discussion with you about how to grow your business’s online presence with impactful social media campaigns.