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Ben Heath's 20 Highest-Converting Meta Ads Swipe File

Meta ad expert Ben Heath shares 20 of his highest-converting image and video ad templates that you can copy, customize, and launch today.

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I've been running Meta ads for over a decade. And in that time, I've worked with hundreds of businesses — from solo founders spending a few hundred dollars a month to established brands managing serious budgets. The setups look different, but the problems are usually the same.

Most of the ads that underperform aren't bad because of poor targeting or weak creative. They're bad because someone started from a blank page when they didn't have to.

The structures that convert already exist. I've seen them work across industries, business sizes, and budget levels. You just need to know what they look like.

That's what this swipe file is. I put it together with HubSpot to give you 20 of my highest-converting Meta ad frameworks, organized by business type. Whether you're setting up your first campaign or trying to get more out of an existing one, this is a practical starting point. Take a template, make it yours, and go test it.

Resource

Ben Heath's 20 Highest-Converting Meta Ads Swipe File

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How to Use This Swipe File

The slide deck that comes with this resource walks through each ad template one at a time — hook, body copy, and CTA. The idea is to keep it simple and actionable. Each slide is meant to be a starting point you can actually use, not a lot of context you have to wade through before getting to the useful part.

The swipe file is organized into five sections:

  • Ecommerce Ads (5 templates)
  • Local Business Ads (5 templates)
  • Lead Generation Ads (5 templates)
  • SaaS Ads (5 templates)

Bonus Content

The Meta Ads Advice Ben Heath Wishes More Advertisers Would Follow

Test your hook before anything else.

Most advertisers spend time tweaking colors, fonts, and imagery when the variable that actually drives results is the hook — the first line of copy or the opening seconds of video. Before you touch anything else, run multiple versions of the same ad with different hooks and keep everything else the same. Once you find one that's working, then you can start experimenting with other elements. Going in the other direction just makes it harder to know what's making the difference.

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Write hooks that name the problem, not the solution.

The best hooks start with something the reader already suspects is true but hasn't quite put into words yet. Data helps: "85% of advertisers waste money here" is more interesting than "Learn how to run better ads." Contrast works too: most people do X, but high performers do Y. What generally doesn't work is vague, feel-good language like "boost your business with better ads" — it's easy to scroll past because it could apply to anyone.

Keep copy short and lead with the benefit.

One idea per sentence. Benefits before features. If you're writing about a tool or service, lead with what the reader gets out of it before explaining how it works. People don't need to understand your product to want it — they need to understand what changes for them. Short sentences also make copy easier to scan, which matters because most people won't read every word.

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Iterate weekly, not monthly.

Meta moves fast, and ad fatigue sets in sooner than you'd expect. Build a rhythm: launch, check performance after a few days, identify what's not working, replace it with something new. The ads you're running after two months of consistent testing will be meaningfully better than what you started with.

Use real numbers when you have them.

Specific figures — percentages, time savings, customer counts — make claims feel concrete. "Cut wasted ad spend by 30%" lands differently than "reduce inefficiency." When you have data, use it. It does the credibility work for you so the reader doesn't have to take your word for it.

Meet the Expert