If you’ve ever run a Facebook ad for your book and thought, “Wow, look at all these likes… but where are the sales?”, you’re not alone. Many authors fall into the same trap: creating ads that spark intrigue, rather than drive intent.

This post explains the difference, why intent should be your focus, how to recognise the right metrics, and what kind of ads actually lead to conversions, rather than just clicks.

Intrigue vs Intent: What’s the difference?

Both intrigue and intent can grab attention, but only one motivates the reader to take action that matters.

• Intrigue-based ads aim to stop the scroll. They use mysterious images or vague, clickbaity copy to spark curiosity. The goal is to get someone to click just to see what the fuss is about.
  Example: “You won’t believe what happens in Chapter 7…”

• Intent-based ads speak directly to people who are already inclined to buy. These ads use clear messaging, strong genre signals, and a direct call to action. They appeal to readers who are actively looking for their next book.
  Example: “A gripping new psychological thriller for fans of Gillian Flynn. Download now.”

An intrigue ad might win the battle for attention. But here clicks means cost. An intent ad wins the sale. Whereas here, clicks mean profit.

Why authors should care about intent

It’s easy to fall for the appeal of low-cost clicks. Intrigue-based ads can rack up likes, shares and comments while keeping your CPC (cost per click) low. But that doesn’t mean they’re working if your objective is sales.

In fact, many of those clicks are just from people who are curious. Not people looking to read, or even be interested in actual books, and almost certainly not people ready to buy.

Intent-based ads typically cost more per click, but those clicks tend to be higher quality. You’re reaching readers who are actively searching for their next read. They see your ad, recognise the genre, and follow through to the purchase.

The most important number isn’t your CPC or how many people clicked. It’s how much each sale costs you (the relevant acronym is ACOS, the average cost of sale).

Remember: intrigue brings attention. Intent delivers customers.

What an intent-based book ad looks like

To create ads that drive intent, you’ll need four key elements:

1. An image that states, ‘This is a book’

Your ad should leave no doubt you're promoting a book. Not a film, a game, or a piece of abstract art. Or a cute cat or dog (even if they are gorgeous). You’re promoting a book. Ideally the image should include a cover, a title, and supporting copy that makes this immediately obvious. This approach weeds out all the low to no intent clickers.

2. Clearly signal the genre

Beyond that, you also want to signal the genre straight away. Use visual and textual cues that help the right readers recognise their kind of story at a glance. Think tropes, colours, taglines, and comparisons that feel familiar to fans of your genre. You’re not aiming for mystery here, you’re giving someone exactly what they’re already looking for.

The goal is for a potential reader to pause and think, “This looks like the kind of book I read”. That’s high interest.

3. Direct, benefit-led copy

Your ad copy should speak directly to the reader’s interests and reading desires. Avoid vague or abstract language. This isn’t the place to showcase poetic flair or leave things open to interpretation. Instead, focus on what the reader gets out of the book. What kind of experience are you offering? What emotions, settings, characters, or twists will appeal to them?

Good copy doesn’t just describe the book. It highlights why the right reader will enjoy it. Think in terms of reader benefits: escape, excitement, heartache, suspense, satisfaction. Pair that with clear genre cues and familiar comparisons.

Here are a few examples:

• “A gritty noir thriller perfect for fans of Ian Rankin and Tana French. Dive into a world of secrets, suspicion, and moral compromise”.

• “Lose yourself in a sweeping historical romance with strong heroines, forbidden love, and devastating choices”.

• “Love cosy crime with clever twists? This charming village mystery will keep you guessing until the very last page”.

Make it feel like the book is solving a problem they didn’t know they had: what to read next.

It’s also potentially beneficial to include actual reader reviews your book has received. Social proof is often a very powerful motivator.

4. A clear, applicable call to action

Once you’ve captured their attention and explained the value of your book, the next step is crucial: tell them exactly what to do. Don’t assume they’ll know, and don’t leave it open-ended.

A strong CTA creates forward momentum. It converts interest into intent which becomes a click, and a click into a sale.

Use clear, directive language such as:

• “Buy now”

• “Download your copy today”

• “Start reading instantly”

• “Read free with Kindle Unlimited”

Avoid soft or ambiguous phrases like “Find out more”, or “Learn more about the author”. Those might suit a blog or website banner, but they weaken the buying impulse.

Place the CTA where it can’t be missed, ideally at the end of the ad copy, and possibly even mid-copy if you're running longer text. The clearer and more immediate the action, the more likely they are to take it.

5. A landing page that matches the promise

This is where many promising ads fall apart. You’ve attracted the right reader with the right ad then now you need to deliver on what you promised. Because, and not many people realise this, the job of the ad is only to get a prospective reader to your product page. Then, the ad wipes its hands clean because that’s job done. The product page has the task of to completing the purchase.

The landing page, whether it’s an Amazon page, a BookFunnel link, or your own site, should match the tone, genre, and message of the ad exactly. If the ad promises a gritty, action-packed thriller and the product page looks like a cozy mystery, the reader’s trust is broken. They’ll click away.

Here’s what good alignment looks like:

• The cover is genre specific

• The blurb reinforces what the ad copy promised

• Reader reviews, i.e. social proof, echo key themes of the novel or comparisons to similar books

• The buying or download process is simple and immediate (more applicable if you’ve sent the reader to your webpage) i.e. don’t put barriers in the reader’s way

You’ve already done the hard work by winning the click. Don’t lose the sale with a mismatched or unclear landing page. Make sure every element reinforces the same message and meets the reader’s expectations, because they’re much more likely to follow through.

Pros and cons of each approach

Intent-Focused Ads

Pros:

• Attract serious buyers
  People clicking these ads are already looking to buy a book like yours.

• Higher conversion rates from purchase-ready audiences
  These ads reach readers actively searching for specific genres, keywords, or themes, potentially leading to more sales per click.

• Easier to track return on investment
  Because the buyer's journey is shorter and more direct, attribution is simpler and more accurate.

Cons:

• Higher cost per click
  You're competing for the attention of buyers with strong intent, which makes this space more expensive.

• Lower engagement on the surface
  These ads often feel more transactional and get fewer likes or comments compared to intrigue-based ads.

• Requires a clear understanding of your target reader
  You need to know exactly what keywords, tropes, or categories they’re looking for.

Intrigue-Based Ads

Pros:

• Lower cost per click (CPC)
  These ads are often cheaper to run, especially on platforms like Facebook, Instagram, or TikTok, where curiosity and engagement are rewarded.

• High engagement metrics (likes, comments, shares)
  Intriguing copy, mysterious visuals, or emotionally charged hooks can spark conversations and viral reach.

• Great for testing creatives and building awareness
  They help you discover what resonates with readers and grow your brand presence, even if clicks don’t immediately convert.

Cons:

• Lower conversion to sales
  Clicks are often driven by curiosity, not intent, leading to fewer purchases and higher bounce rates.

• May attract the wrong readers
  Vague or overly mysterious ads can result in wasted ad spend if the landing page doesn't match the reader's expectations.

• Not ideal if your primary goal is profit
  These ads shine in long-term brand building, not immediate ROI, making them less effective for launches or budget-conscious campaigns.

When intrigue has a role

There is a place for intrigue, but it should be used strategically. If you are trying to:

• Build a custom audience for retargeting

• Create buzz around a launch

• Test different visuals or hooks quickly

...then intrigue can help. Just don’t expect those ads to carry your sales. Treat them as the early part of your funnel, not the finish line.

Final thoughts: Focus on the sale

Creating ads can feel like a grind, another obligation pulling you away from the work you actually care about. For most authors, it’s not fun, it’s not flow, and it’s certainly not why they started writing.

But done right, they can pay off. Ads grounded in intent (not just intrigue) connect with readers who are ready to buy. They turn effort into income, not just engagement.

Likes don’t pay the bills. Curiosity doesn’t build a career. Intent does.