One highly recommended book on marketing and advertising that can help you with persuasive techniques and good copywriting is "Influence: The Psychology of Persuasion" by Robert Cialdini.

This book explores the principles of persuasion and how they can be applied in various contexts, including advertising and marketing. It delves into the psychological factors that influence human behavior, providing valuable insights into how to create persuasive messages that resonate with your target audience.

One of the key concepts discussed in the book is the principle of social proof. This principle suggests that people tend to follow the actions of others when they are uncertain about what to do. In the context of advertising, this can be utilized by showcasing testimonials, reviews, or user-generated content that highlights positive experiences with your product or service. By demonstrating that others have had a positive experience, you can persuade potential customers to take action.

Another principle covered in the book is reciprocity. This principle suggests that people feel obligated to give back when they receive something. In the context of advertising, this can be applied by offering free value or useful content to your audience. By providing them with valuable information or resources, you create a sense of indebtedness, increasing the likelihood that they will engage with your brand or make a purchase.

Cialdini's book provides numerous examples and case studies to illustrate these principles and how they can be effectively applied. It offers practical insights into human behavior and decision-making, helping you to craft persuasive and compelling ads on platforms like Facebook and Google.

In addition to "Influence: The Psychology of Persuasion," another book that can help you with copywriting specifically is "Cashvertising" by Drew Eric Whitman. This book focuses on the art of writing persuasive copy that grabs attention, engages readers, and ultimately drives action. It provides practical techniques and strategies for crafting compelling headlines, hooks, and calls to action, along with tips for understanding your target audience and their motivations.

Both of these books offer valuable insights and techniques for creating persuasive ads and mastering the art of copywriting. By understanding the principles of persuasion and applying effective copywriting strategies, you can significantly enhance the effectiveness of your Facebook and Google ads.