We studied 27,109 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.
27,109 ads / 944 brands / 36 categories / November 2026
Housing.com
Ran 1,276 days
Grand Canyon University
Ran 1,103 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
67%
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. 2336 of 27,109 ads manage it.
Market by market
Same platform, three different playbooks.
Free quote or consult is in 10% of services ads and under 2% of ecommerce ads. Pay later is in 8% 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. 12,775 ads from 376 brands.
- The "Quality" angle7% vs 0%
- Catalog ads8% vs 3%
- Ads that play on novelty8% vs 3%
Software
SaaS, apps, fintech and gaming. 3,292 ads from 140 brands.
- Animation ads16% vs 2%
- App screen layouts11% vs 2%
- Pay later offers8% vs 1%
Services
Local, professional and education. 11,042 ads from 428 brands.
- Free quote or consult offers10% vs 1%
- The "Trust and guarantees" angle12% vs 3%
- Authoritative copy13% vs 5%
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.
Offer / Gets launched, does not last
Discount offers make up 15% of new ads but 8% of ads that last.
The deal on the table, if there is one.
1971 of 13,486 ads against 484 of 6,279
4 of the 1971 ads behind the top bar. Open any of them for the full breakdown.
Tone / Gets launched, does not last
Urgent copy makes up 9% of new ads but 3% of ads that last.
How the copy sounds.
1147 of 13,486 ads against 204 of 6,279
4 of the 1147 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.