AdMakeAI

The software ad playbook, from 2,802 real ads.

SaaS, apps, fintech and gaming: Consumer Apps, Crypto, Dating & Social, Fintech and 4 more. What the typical ad looks like, what sets this market apart, and what the ads that last do differently.

Browse software adsSkip to what lasts

2,802 ads / 138 brands / 8 categories / October 2026

Gossip Harbor ad

Gossip Harbor

Ran 772 days

Fiitgshop.com ad

Fiitgshop.com

Ran 638 days

Each of these ran 300+ days

The default

The typical software ad, step by step.

The most common choice at each step, and how common it really is. Whatever is not the default is, by definition, less crowded.

Sponsored
1No hook
2Results
3Designed graphic4No people
5Problem and solution
6No offer7No proof
8Install app

The default software ad, assembled from the most common choice at every step. See real ones

  1. 1

    HookNo hook

    24%

    What stops the scroll: the headline on the creative, or the first line of copy when there is none. Runner-up: Benefit claim, 20%.

  2. 2

    AngleResults

    20%

    The main reason to buy that the ad leans on. Runner-up: Saves time, 14%.

  3. 3

    Creative styleDesigned graphic

    32%

    How the creative was made, from phone-shot clips to designed graphics. Runner-up: UGC style, 24%.

  4. 4

    Who's on screenNo people

    51%

    Whether the creative shows people, and how. Runner-up: One person, 22%.

  5. 5

    ConceptProblem and solution

    23%

    The idea the ad is built on, from testimonials to sale promos. Runner-up: Product showcase, 19%.

  6. 6

    OfferNo offer

    62%

    The deal on the table, if there is one. Runner-up: Pay later, 7%.

  7. 7

    ProofNo proof

    68%

    What the ad uses to back up its claim. Runner-up: Stats, 10%.

  8. 8

    ButtonInstall app

    33%

    The button under the creative. Runner-up: Learn more, 32%.

Signature moves

What sets software apart.

Rare in other markets, routine here. If you are new to this market, these are the moves your competitors already make.

Creative style / Signature

Animation ads are 11x as common in software as in other markets.

How the creative was made, from phone-shot clips to designed graphics.

of software ads16%
of ads in other markets1%

440 of 2,802 ads against 192 of 13,916

See every ad tagged Animation

2.1 yearsRunning

Gossip Harbor2 versions

7 monthsRunning

Coin Master

6 monthsuntil Jul

Slotomania - Slot Machines

6 monthsRunning

Bingo Blitz

4 of the 440 ads behind the top bar. Open any of them for the full breakdown.

Layout / Signature

App screen layouts are 11x as common in software as in other markets.

The visual idea the creative is built around.

of software ads12%
of ads in other markets1%

332 of 2,802 ads against 155 of 13,916

See every ad tagged App screen

2.2 yearsRunning

JobSwipe

1.4 yearsRunning

BodyFast Intermittent Fasting App

1.1 yearsRunning

BetterMe3 versions

1 yearuntil Jul

Speechify

4 of the 332 ads behind the top bar. Open any of them for the full breakdown.

Offer / Signature

Free plan offers are 16x as common in software as in other markets.

The deal on the table, if there is one.

of software ads5%
of ads in other markets0%

141 of 2,802 ads against 44 of 13,916

See every ad tagged Free plan

1.3 yearsuntil Mar

Grammarly

6 monthsRunning

CoinLedger

5 monthsRunning

BLK

4 monthsuntil Aug

Ramp

4 of the 141 ads behind the top bar. Open any of them for the full breakdown.

Launched vs lasting

What software brands launch is not what lasts.

Software ads in their first 30 days against software ads that ran 90 days or more. Brands keep paying for what works, so the gap is the closest thing to a results column an outsider gets.

Creative style / Lasts

UGC style ads make up 31% of ads that last and 21% of new ads.

How the creative was made, from phone-shot clips to designed graphics.

of ads that ran 90+ days31%
of ads in their first 30 days21%

234 of 755 ads against 240 of 1,147

See every ad tagged UGC style

1.9 yearsRunning

Fiitgshop.com

1.2 yearsRunning

Pimsleur Language Programs

1 yearuntil Aug

Taimi

9 monthsuntil Aug

Photoroom8 versions

4 of the 234 ads behind the top bar. Open any of them for the full breakdown.

Angle / Lasts

The "What it does" angle makes up 15% of ads that last and 9% of new ads.

The main reason to buy that the ad leans on.

of ads that ran 90+ days15%
of ads in their first 30 days9%

116 of 755 ads against 102 of 1,147

See every ad tagged What it does

1 yearRunning

Brex2 versions

10 monthsRunning

Typeform

6 monthsRunning

Binance

6 monthsRunning

Current2 versions

4 of the 116 ads behind the top bar. Open any of them for the full breakdown.

Concept / Lasts

Social proof ads make up 7% of ads that last and 3% of new ads.

The idea the ad is built on, from testimonials to sale promos.

of ads that ran 90+ days7%
of ads in their first 30 days3%

54 of 755 ads against 35 of 1,147

See every ad tagged Social proof

10 monthsuntil Jun

ServiceTitan4 versions

8 monthsuntil Jun

Coffee Meets Bagel

8 monthsRunning

Kikoff

6 monthsRunning

Remitly

4 of the 54 ads behind the top bar. Open any of them for the full breakdown.

Where the click goes / Gets launched, does not last

Ads that click through to a form make up 4% of new ads but none of ads that last.

The kind of page the ad sends people to.

of ads in their first 30 days4%
of ads that ran 90+ days0%

50 of 1,147 ads against 0 of 755

See every ad tagged Form or booking

1 dayRunning

Accredited Debt Relief

New todayRunning

Varo Bank

7 daysRunning

Synthesia

New todayRunning

Americans for Prosperity

4 of the 50 ads behind the top bar. Open any of them for the full breakdown.

Angle / Gets launched, does not last

The "Pain relief" angle makes up 13% of new ads but 6% of ads that last.

The main reason to buy that the ad leans on.

of ads in their first 30 days13%
of ads that ran 90+ days6%

153 of 1,147 ads against 47 of 755

See every ad tagged Pain relief

New todayRunning

Brigit

New todayRunning

Gardenscapes

1 dayRunning

Lexington Law Firm

1 dayRunning

Upstart2 versions

4 of the 153 ads behind the top bar. Open any of them for the full breakdown.

The longest-running software ads

One per brand. Open any of them for the full breakdown.

Browse all software ads

1.3 yearsRunning

Dave Ramsey2 versions

10 monthsRunning

Talkspace

10 monthsuntil Sep

LendingTree

9 monthsuntil Aug

Cleo

9 monthsRunning

Freedom Debt Relief

8 monthsRunning

Freeletics

The software meta right now

What is changing in software advertising, week by week, from every new ad we watch.

See everything that is changing

How long ads last

Half of new software ads are switched off within 3 weeks.

Read more

What brands launch

Messenger fell from 73% to 37% of new software ads.

Read more

Launch pace

The typical software brand launches 15 new ads a week. The busiest quarter launch 45 or more.

Read more

Offers and proof

When software ads make an offer, Pay later leads.

Most ads here offer nothing and prove nothing. This is what the rest reach for, and only what this market actually runs. Tap any row to see the ads.

When they make an offer

62% make no offer. Of the 1,079 ads that do:

When they show proof

68% show no proof. Of the 906 ads that do:

Category by category

Where each category breaks from the pack.

Each category against the rest of software. Every card opens that category's top ads.

Consumer Apps

369 ads

  • UGC style ads: 45% here, 21% across the rest of software.
  • Ads that play on aspiration: 23% here, 11% across the rest of software.
Browse Consumer Apps ads

Crypto

136 ads

  • Authoritative copy: 27% here, 6% across the rest of software.
  • Ads that play on getting a deal: 40% here, 17% across the rest of software.
Browse Crypto ads

Dating & Social

268 ads

  • Ads that play on belonging: 46% here, 2% across the rest of software.
  • The "Community" angle: 34% here, 1% across the rest of software.
Browse Dating & Social ads

Fintech

509 ads

  • Pay later offers: 25% here, 3% across the rest of software.
  • The "What it does" angle: 22% here, 10% across the rest of software.
Browse Fintech ads

Gaming

563 ads

  • Animation ads: 73% here, 1% across the rest of software.
  • Hype copy: 60% here, 16% across the rest of software.
Browse Gaming ads

Health & Fitness Apps

234 ads

  • Free trial offers: 32% here, 4% across the rest of software.
  • Ads that play on aspiration: 36% here, 10% across the rest of software.
Browse Health & Fitness Apps ads

Lending & Credit

373 ads

  • Free quote or consult offers: 21% here, 0% across the rest of software.
  • Ads that play on relief: 50% here, 19% across the rest of software.
Browse Lending & Credit ads

SaaS

350 ads

  • Designed graphic ads: 60% here, 28% across the rest of software.
  • Ads that play on relief: 43% here, 21% across the rest of software.
Browse SaaS ads

Other markets

See how the other side does it.

Fabletics ad
Outdoor Voices ad
Nexgen ad
Rogue Fitness ad

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%
Read the ecommerce report
Seeking Alpha ad
Renewal by Andersen LLC ad
Young America's Foundation ad
Mindvalley ad

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%
Read the services report

Seen the software playbook? Make yours.

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