The ads below showcase two different approaches GKIC is using on Facebook to generate leads. The first two ads are focused on getting a free "Business Growth...View More Kit" and the second two are focused on sending prospects to a free live cast that will teach "12 Strategies to Grow Your Business". Although each ad is different, there are several strategies they use in all of their ads. The first and most prominent strategy is that they use a lot of action-based copy, probably more so than I've seen anywhere else. Each of their headlines focuses on the action to take ("CLICK HERE NOW", "Click To Claim", "Snag Your Spot"). This type of wording is also prevalent in the images they use ("Register Now", "Claim Your"). The second similarity is that they emphasize urgency & limited-time ("claim before July 6th" and "one-time only livecast"). In the first two ads for the free kit, the  copy is the same, but the images are different. Many have shown that cartoons can be very effective in that they're disarming and friendly. That's the strategy they use in their first ad. The last two ads are interesting in that they tested them in two ways: 1. Changing the action-based headline and 2. Switching copy on the images, focusing one on "FREE" and the other on the "12" strategies being used. Also, the second ad uses "Register Now" in the bottom right. This is a great example of what to test in your own ads.