We studied 16,718 Meta ads. Most skip the offer, the proof and the price.
Every ad is tagged for its creative style, concept, hook, offer, proof and more, then split by market, because what works for a mattress brand tells a SaaS company nothing. Every number opens the ads behind it.
16,718 ads / 688 brands / 36 categories / October 2026
Nexgen
Ran 947 days
Rogue Fitness
Ran 799 days
The default ad
Three things most ads never say.
No deal, no evidence, no number. If your ad carries even one of the three, it is already saying more than most of what it competes with.
60%
make no offer at all
66%
show no proof of any kind
Only 9% do all three. These ran the longest.
An offer, a proof point and a price in one ad. 1522 of 16,718 ads manage it.
Market by market
Same platform, three different playbooks.
Free quote or consult is in 12% of services ads and under 2% of ecommerce ads. Pay later is in 7% of software ads and under 2% of ecommerce ads. An average across markets describes nobody, so each market gets its own report.
Ecommerce
DTC and product brands. 10,055 ads from 374 brands.
- The "What it does" angle21% vs 8%
- Aspirational copy15% vs 6%
- Catalog ads7% vs 2%
Software
SaaS, apps, fintech and gaming. 2,802 ads from 138 brands.
- Animation ads16% vs 1%
- App screen layouts12% vs 1%
- Free plan offers5% vs 0%
Services
Local, professional and education. 3,861 ads from 176 brands.
- Free quote or consult offers12% vs 1%
- The "Make money" angle6% vs 1%
- Ads that start with the problem32% vs 16%
Launched vs lasting
What gets launched is not what lasts.
We compared ads in their first 30 days with ads that ran 90 days or more. Brands keep paying for what works, so the gap between the two is the closest thing to a results column an outsider gets.
Concept / Gets launched, does not last
Sale promo ads make up 19% of new ads but 11% of ads that last.
The idea the ad is built on, from testimonials to sale promos.
1513 of 7,901 ads against 471 of 4,311
4 of the 1513 ads behind the top bar. Open any of them for the full breakdown.
Offer / Gets launched, does not last
Discount offers make up 13% of new ads but 7% of ads that last.
The deal on the table, if there is one.
1061 of 7,901 ads against 318 of 4,311
4 of the 1061 ads behind the top bar. Open any of them for the full breakdown.
The longest-running ads we found
One per brand. Somebody kept paying for each of these for years.
The meta right now
What is changing in Meta advertising, week by week, from every new ad we watch.
Seen what lasts? Make yours.
Open any ad on this page and remix it for your own brand in about 30 seconds.