Facebook ads can be tricky, and the subject matter of them varies tremendously between niches. In general, what do you find works best in your Facebook ad copy? A 'call to action'? - "LIKE this page if you agree!" A statement of cause? - "We stand for the betterment of animal rights in the USA!" Something clever - a poem or witty sentence etc. I could go on and on... What do you find works best? In terms of both getting a high CTR and even getting a low CPM if you have a rule of thumb for that.