The software ad playbook, from 3,292 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 ads Skip to what lasts

3,292 ads / 140 brands / 8 categories / November 2026

Gossip Harbor

Ran 791 days

ServiceTitan

Ran 358 days

Grammarly

Ran 470 days

LendingTree

Ran 304 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.

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 9.9x 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 markets2%

531 of 3,292 ads against 390 of 23,817

See every ad tagged Animation

2.2 yearsRunning

Gossip Harbor2 versions

6 monthsuntil Jul

Slotomania - Slot Machines

6 monthsRunning

Bingo Blitz

5 monthsRunning

Marvel Strike Force

4 of the 531 ads behind the top bar. Open any of them for the full breakdown.

Layout / Signature

App screen layouts are 7.3x as common in software as in other markets.

The visual idea the creative is built around.

of software ads11%

of ads in other markets2%

362 of 3,292 ads against 361 of 23,817

See every ad tagged App screen

2.3 yearsRunning

JobSwipe

1.5 yearsRunning

BodyFast Intermittent Fasting App

1.1 yearsuntil Sep

BetterMe3 versions

1 yearuntil Jul

Speechify

4 of the 362 ads behind the top bar. Open any of them for the full breakdown.

Offer / Signature

Pay later offers are 8x as common in software as in other markets.

The deal on the table, if there is one.

of software ads8%

of ads in other markets1%

271 of 3,292 ads against 246 of 23,817

See every ad tagged Pay later

9 monthsRunning

Kikoff

6 monthsRunning

Afterpay2 versions

5 monthsRunning

Current

5 monthsRunning

Albert2 versions

4 of the 271 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.

Tone / Lasts

Authoritative copy makes up 12% of ads that last and 6% of new ads.

How the copy sounds.

of ads that ran 90+ days12%

of ads in their first 30 days6%

87 of 704 ads against 99 of 1,607

See every ad tagged Authoritative

11 monthsuntil Jun

ServiceTitan

11 monthsuntil Jul

Dave Ramsey2 versions

10 monthsRunning

Talkspace

9 monthsRunning

Lexington Law Firm

4 of the 87 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%

51 of 704 ads against 50 of 1,607

See every ad tagged Social proof

8 monthsuntil Jun

Coffee Meets Bagel

7 monthsRunning

Remitly

6 monthsRunning

CoinLedger

6 monthsuntil Jun

Binance

4 of the 51 ads behind the top bar. Open any of them for the full breakdown.

Angle / Lasts

The "Results" angle makes up 25% of ads that last and 17% of new ads.

The main reason to buy that the ad leans on.

of ads that ran 90+ days25%

of ads in their first 30 days17%

174 of 704 ads against 275 of 1,607

See every ad tagged Results

1.3 yearsuntil Mar

Grammarly2 versions

11 monthsRunning

Typeform

9 monthsuntil Aug

Photoroom9 versions

9 monthsRunning

Freedom Debt Relief

4 of the 174 ads behind the top bar. Open any of them for the full breakdown.

Concept / Gets launched, does not last

Announcement ads make up 5% of new ads but under 1% of ads that last.

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

of ads in their first 30 days5%

of ads that ran 90+ days0%

80 of 1,607 ads against 3 of 704

See every ad tagged Announcement

1 dayRunning

Thursday

4 daysRunning

Wealthsimple

6 daysRunning

Gusto

1 dayRunning

Motion

4 of the 80 ads behind the top bar. Open any of them for the full breakdown.

Buyer mindset / Gets launched, does not last

Ads that assume you know the brand make up 13% of new ads but 6% of ads that last.

How much the ad assumes the reader already knows.

of ads in their first 30 days13%

of ads that ran 90+ days6%

216 of 1,607 ads against 44 of 704

See every ad tagged Knows the brand

New todayRunning

Gardenscapes

2 daysRunning

Lords Mobile

3 daysRunning

Monopoly GO6 versions

2 daysRunning

Huuuge Casino

4 of the 216 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

1.1 yearsRunning

Brex2 versions

1 yearuntil Aug

Taimi

10 monthsuntil Sep

LendingTree

9 monthsuntil Aug

Cleo

9 monthsRunning

Freeletics

8 monthsRunning

Empower

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.

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

61% make no offer. Of the 1,272 ads that do:

When they show proof

69% show no proof. Of the 1,032 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

491 ads

UGC style ads: 44% here, 20% across the rest of software.

Browse Consumer Apps ads

Crypto

163 ads

Authoritative copy: 26% here, 6% across the rest of software.
Ads that play on getting a deal: 40% here, 16% across the rest of software.

Browse Crypto ads

Dating & Social

315 ads

Ads that play on belonging: 48% here, 2% across the rest of software.
The "Community" angle: 29% here, 1% across the rest of software.

Browse Dating & Social ads

Fintech

657 ads

Pay later offers: 29% here, 3% across the rest of software.
The "What it does" angle: 23% here, 9% across the rest of software.

Browse Fintech ads

Gaming

691 ads

Animation ads: 71% here, 2% across the rest of software.
Hype copy: 60% here, 16% across the rest of software.

Browse Gaming ads

Health & Fitness Apps

201 ads

Free trial offers: 29% here, 4% across the rest of software.
The "Results" angle: 51% here, 17% across the rest of software.

Browse Health & Fitness Apps ads

Lending & Credit

346 ads

Free quote or consult offers: 22% here, 0% across the rest of software.
Ads that play on relief: 51% here, 20% across the rest of software.

Browse Lending & Credit ads

SaaS

428 ads

Ads that play on relief: 47% here, 20% across the rest of software.
Designed graphic ads: 58% here, 29% across the rest of software.

Browse SaaS ads

Other markets

See how the other side does it.

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%

Read the ecommerce report

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%

Read the services report

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Open any ad on this page and remix it for your own brand in about 30 seconds.

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