We studied 10,837 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.
10,837 ads / 678 brands / 36 categories / September 2026
Nexgen
Ran 947 days
Rogue Fitness
Ran 773 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.
59%
make no offer at all
60%
show no proof of any kind
Only 10% do all three. These ran the longest.
An offer, a proof point and a price in one ad. 1057 of 10,837 ads manage it.
Market by market
Same platform, three different playbooks.
Free quote or consult is in 14% of services ads and under 2% of ecommerce ads. Pay later is in 10% 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. 6,258 ads from 371 brands.
- The "Quality" angle8% vs 0%
- Aspirational copy19% vs 8%
- Product showcase ads32% vs 17%
Software
SaaS, apps, fintech and gaming. 1,922 ads from 134 brands.
- App screen layouts14% vs 1%
- Animation ads14% vs 1%
- Pay later offers10% vs 2%
Services
Local, professional and education. 2,657 ads from 173 brands.
- Free quote or consult offers14% vs 1%
- Ads that start with the problem41% vs 21%
- The "Make money" angle7% vs 1%
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 21% of new ads but 11% of ads that last.
The idea the ad is built on, from testimonials to sale promos.
553 of 2,687 ads against 443 of 3,890
4 of the 553 ads behind the top bar. Open any of them for the full breakdown.
Offer / Gets launched, does not last
Discount offers make up 14% of new ads but 8% of ads that last.
The deal on the table, if there is one.
363 of 2,687 ads against 309 of 3,890
4 of the 363 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.