How to Come Up with Engaging Meta Ad Topics

“What should my ad actually be about?”

One of the most common questions we hear from missionaries running Meta ads is:

“What should my ad actually be about?”

The best ads don’t start with a Bible verse or an invitation to church—they start with a real felt need. These are the personal struggles, questions, or desires people feel every day: loneliness, anxiety, purpose, peace.

When you start there, you meet people where they already are—and invite them into a conversation that can lead to Jesus.

One of the BEST resources we have is our ad store, where you can view and download hundreds of ads that have been used around the world. I recommend browsing and tailoring these ad examples to your context. 

What Are “Felt Needs”?

Felt needs are the things people know they want or struggle with.
They’re often emotional or relational, not spiritual on the surface—but they open the door to spiritual conversations.

Examples include:

• “I’m overwhelmed with anxiety.”
  
• “I feel like I have no purpose.”
  
• “I wish I could find real peace.”
  
• “Why do I still feel empty?”
  

These are powerful starting points for ads. When someone scrolling sees a message that matches their internal world, they’re far more likely to stop, click, and engage.

How to Come Up With Great Ad Topics

Here’s a simple 3-step process to brainstorm meaningful, relevant ad topics:

1. Start with real human experiences

Ask yourself:

• What keeps people up at night?
  
• What do people worry about most?
  
• What do people wish someone would ask them?
  

Common themes: stress, loneliness, identity, trauma, failure, guilt, grief, longing for purpose, navigating change.

2. Think about Jesus’ approach

Jesus didn’t start conversations with theology—He met people in their pain, questions, and need for healing. Your ad should do the same. Use your topic to reflect the way Jesus engaged: with compassion and relevance.

3. Pair the felt need with a gentle invitation

Once you’ve identified a topic, think about how you could invite someone into a simple next step:

• Chat with a Christian
  
• Watch a short video about faith
  
• Read a story of someone who found hope
  

Ad Topic Examples That Work

Here are a few topics that have performed well in campaigns across the world, especially when paired with thoughtful media and messaging.

💬 Loneliness

Ad Topic: “Many people feel unseen or alone—especially in hard seasons.”
Call to Action: “Message a Christian who will listen without judgment.”

🌪 Anxiety & Overwhelm

Ad Topic: “Anxiety can feel like a never-ending wave. Some people turn to faith to find peace.”
Call to Action: “Watch a 1-minute video on how one person found calm through Jesus.”

❓ Purpose & Direction

Ad Topic: “Ever feel like you’re just going through the motions?”
Call to Action: “Talk to someone about what it means to live with purpose.”

😔 Guilt or Regret

Ad Topic: “Many people carry guilt they can’t seem to shake.”
Call to Action: “Explore how forgiveness can bring peace.”

🛑 Burnout & Exhaustion

Ad Topic: “Life feels heavy. Some find rest in unexpected places.”
Call to Action: “Read a story of someone who discovered peace in faith.”

Final Encouragement: Start Where They Are

You don’t need the perfect theological statement to reach someone. You just need to speak to the ache they already feel—and offer hope. That’s how Jesus often led, and it’s how your Meta ad can become the start of something beautiful.

Start with the pain. Point to peace. Trust God with the rest.

Click the button below to see our full ad catalogue and start your first ad today.