Because they compete on design and emotion, luxury brand ads are great examples for creative execution. As a matter of fact, Meta is basically the only place many luxury brands are putting their paid media dollars. A smattering of ad budget goes to display ads or YouTube, but well over 75% of luxury brands' advertising efforts happen on Facebook and Instagram. 

We’ve pulled Meta ads from ten luxury home brands to see how they’re pairing copy and imagery to entice their buyers.

Use these ads and our analysis as inspiration for your own Meta ads; there’s lots to think about here.

1. Leverage Visual Depth to Stop the Scroll

You’ve got a second—maybe less. That’s how long your ad has to earn a pause in Meta’s feed. One way to stand out is to create depth in your visuals. It makes static imagery feel more alive and immersive, pulling the viewer in instead of letting them breeze past.

Nearly all of Arhaus’ product photography, including the images in these ads, uses light and shadow to create dimension. The effect is that we can’t help but imagine what the rest of the room must look like – what must be causing those shadows – and it’s breathtaking. 

The ad copy further transports us; it’s hard not to feel a warm breeze and hear the chatter of friends and neighbors. 

With both imagery and copy, Arhaus’ Meta ads have us daydreaming about the possibilities a new outdoor set can introduce.

2. Use Negative Space to Highlight Product Design

Busy feeds are packed with loud colors and visual overload. Sometimes, the most effective creative is the quietest. Giving your product room to breathe with negative space draws the eye and signals confidence. It says, “This is the whole story, and it’s worth a look!”

Instead of staging the pieces as in a home, Maiden Home’s elegance and beauty is presented uncluttered and unadorned, inviting audiences to carefully inspect the shapes and colors at play. 

In these examples, the chairs are intriguing enough that standing alone is the only way to do them justice. The pieces make us curious, and the simplicity of the ad compels a click. 

3. Build Trust with Real-User Content

Authenticity wins attention on Meta, and nothing says real like content from actual customers. Showcasing your product in real homes or hands builds credibility and sparks ideas for viewers imagining the product in their own lives.

Castlery proves their products’ versatility by featuring the homes of real buyers in their ads. By showing actual living rooms of delighted Castlery shoppers, the ads supply both social proof and styling inspiration for a wide range of homeowners and decorators. 

4. Use Rich Color and Texture to Sell Emotion

Flat visuals blend in and get forgotten. Using layered colors, tactile textures, and bold materials makes your ad feel more dimensional, more physical, and more emotional. In a fast-scroll environment, that emotional hook matters more than polish.

Giorgetti’s ads feature rich colors and a mix of interesting materials. The spaces feel out of a biopic about a brilliant musician or a mysteriously wealthy young person. We’d love to know what the fabric and the walnut talk about; we’d love to pull those pieces right off the screen and into our front room. Girogetti’s photos and copy promise audiences a “unique and personal” experience that immediately feels natural and inviting.

5. Capitalize on Cultural Moments for Relevance

Want instant relevance? Tie your creative to something your audience is already thinking about. Whether it’s a pop culture moment, a viral trend, or an awards show red carpet, aligning your product with the conversation earns quick attention and clicks.

In this Meta ad, Koket highlights the similarities between Lana del Ray’s Met Gala gown and Koket’s side table. The two are remarkably alike! Whether their Met Gala-inspired Meta ad was a stroke of luck or a careful analysis of the evening’s attire, we’ll never know. Is there an audience match here? Do Koket shoppers love Lana? Not so sure. But perhaps Koket’s audience is abuzz about fashion, design, and what the A-listers wear. Not too much of a stretch, is it? 

6. Match Adjectives to the Aesthetic You Promise

Words shape perception. If your copy says “elegant,” your visuals better deliver on it. Great Meta ads use language that complements the look, feel, and energy of the product being shown, creating a seamless experience between what’s read and what’s seen. The words and images used in Rove Concept’s ads promise what luxury furniture should provide: sophistication – in your home office, on your balcony, and everywhere else.

7. Use Story-Driven Copy to Elevate Product Value

Product specs are forgettable. Stories stick. When your copy hints at a journey, a person, or a place, your ad becomes more than just a sales pitch. It becomes an invitation into a narrative your audience wants to join, or better yet, buy into.By giving its audience a few examples of what these stories may be and referencing their globally-sourced products, Currey & Company promises eclectic and delightful pieces without all the tariffs and bubble wrapping that accompany a purchase, and without an online cart. The copy here brilliantly matches the unusual pieces shown in the photos, and we imagine most people are interested in a ceramic cow, truly. 

8. Offer Utility Instead of Just Product

Sometimes the best way to sell a product is not to sell it at all, at least not right away. Ads that offer help, tools, or personalized advice can win trust faster than a discount ever could. Especially in cluttered categories, utility becomes a real differentiator.

Lulu and Georgia Meta ads sell furniture by offering free design support. Clever, ehh? Their Meta ads offer custom floor plans and mood boards made by Lulu and Georgia designers, which we’re confident will be full of Lulu and Georgia rugs, end tables, couches, and decorations. The ad copy here could’ve gone a little farther to exaggerate the pain point: trying to curate a beautiful space is a lot of work. Especially if you’re working off of a Pinterest board on which half of the links to that dreamy chandelier or pinstripe curtain set are missing or broken. Lulu and Georgia could ramp up the language around their unique selling point to strengthen these ads, but we applaud the strategy here.

9. Highlight Customization as the Core Experience

Your audience isn’t just buying a product; they’re solving a personal need. If what you offer can be tailored to fit them perfectly, lead with that. Customization on Meta is an opportunity to show that you really get your customers. Interior Define’s ads invite their audience to take the designer’s seat and build bespoke furniture, choosing from hundreds of materials, features, and finishes. Surprisingly, the ads don’t focus on the boast of owning one-of-a-kind pieces. Instead, their advertisements offer help and a solution for shoppers who feel they’re never satisfied. Interior Define says, “Don’t settle.” Well, except into your custom couch, I suppose.

10. Reinforce Brand Origin to Signal Exclusivity

The right backstory can instantly elevate your product. Whether you’re born from a famous collab, a niche community, or a cultural hotspot, tying your brand to its origin story builds instant trust and makes your product feel more worthwhile.

The Soho Houses are a collection of beautifully designed homes dotted across the globe as safe havens of inspiration for members-only creatives. Soho Home came to life when guests came begging to know where they could purchase the magnificent pieces curated for each unique House.

As a consequence of this opportunistic arrangement, Soho Home pieces seem bespoke and almost necessary for a creative and inspired space. Their pieces are automatically associated with exclusivity, travel, and the arts. We’d mention the Soho Houses in every one of our Meta ads, too.

Meta Creative Testing and Optimization

Creative fatigue means wasted spend. Even the strongest ad will lose its edge if shown too often. Testing your creative isn’t an optional thing; it’s the backbone of sustainable Meta ad performance.

Use A/B testing to compare different visuals, headlines, CTAs, and copy angles. Meta’s built-in tools like Experiments and A/B Tests make it easy to isolate variables and track results. Don’t just test once; keep testing on a rolling basis. The goal is to find what works now, not what worked last quarter.

Tip: Test early and often, but don’t test everything at once. Focus on one change at a time so you know what’s actually making a difference.

Common Creative Mistakes to Avoid

No matter how good your strategy is, the wrong creative can tank performance. Here are a few of the most common mistakes we see on Meta:

  • Overdesigned or cluttered visuals: Simplicity wins. If your ad looks like a flyer, it’s already lost.
  • Generic stock imagery: People scroll right past anything that feels fake or impersonal. Use real photos or fun graphics when possible.
  • No clear CTA: Even the best ad won’t convert if the next step isn’t obvious.
  • Ignoring mobile-first layouts: If your ad isn’t designed for vertical screens, you’re not meeting your audience where they are.

The simple fix is to think like your audience. Would you stop to read your ad?

At 97th Floor, our advertising specialists are committed to a thorough process of audience research and ad testing. We fine-tune copy, creative, and targeting until everything is just right and our clients are getting the maximum return on investment. 

Learn more about our advertising services, and let’s talk about how we can make Meta ads work for your brand.

Meta Creative Best Practices FAQs

Rotate creative frequently. One of the most overlooked Meta ads best practices is managing creative wear-out. Update your visuals every 2–4 weeks, monitor click-through rates and relevance scores, and have multiple ad variations ready to go.