The software ad playbook, from 3,315 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

3,315 ads / 140 brands / 8 categories / November 2026

Gossip Harbor

Ran 792 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 10x 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%

545 of 3,315 ads against 395 of 24,032

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

Layout / Signature

App screen layouts are 7.5x as common in software as in other markets.

The visual idea the creative is built around.

of software ads11%

of ads in other markets2%

364 of 3,315 ads against 352 of 24,032

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

Offer / Signature

Pay later offers are 7.8x 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%

268 of 3,315 ads against 248 of 24,032

See every ad tagged Pay later

9 monthsRunning

Kikoff

6 monthsRunning

Afterpay2 versions

5 monthsRunning

Current

5 monthsRunning

Albert2 versions

4 of the 268 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 101 of 1,642

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%

52 of 704 ads against 48 of 1,642

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

Emotion / Lasts

Ads that play on getting a deal make up 23% of ads that last and 15% of new ads.

The feeling the ad plays on.

of ads that ran 90+ days23%

of ads in their first 30 days15%

163 of 704 ads against 252 of 1,642

See every ad tagged Getting a deal

1.1 yearsRunning

Brex2 versions

10 monthsuntil Sep

LendingTree

6 monthsRunning

OKX2 versions

6 monthsRunning

Everand3 versions

4 of the 163 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%

82 of 1,642 ads against 3 of 704

See every ad tagged Announcement

New todayRunning

Ramp2 versions

1 dayRunning

Thursday

4 daysRunning

Wealthsimple

7 daysRunning

Gusto

4 of the 82 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 14% of new ads but 6% of ads that last.

How much the ad assumes the reader already knows.

of ads in their first 30 days14%

of ads that ran 90+ days6%

223 of 1,642 ads against 44 of 704

See every ad tagged Knows the brand

New todayRunning

Monopoly GO2 versions

New todayRunning

Gardenscapes

3 daysRunning

Lords Mobile

2 daysRunning

Huuuge Casino

4 of the 223 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 yearsuntil Mar

Grammarly2 versions

1 yearuntil Aug

Taimi

11 monthsRunning

Typeform

9 monthsuntil Aug

Photoroom9 versions

9 monthsuntil Oct

Freedom Debt Relief

9 monthsuntil Aug

Cleo

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

62% make no offer. Of the 1,267 ads that do:

When they show proof

69% show no proof. Of the 1,041 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

504 ads

UGC style ads: 44% here, 19% across the rest of software.

Browse Consumer Apps ads

Crypto

164 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

318 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

708 ads

Animation ads: 72% here, 2% across the rest of software.
Hype copy: 60% here, 16% across the rest of software.

Browse Gaming ads

Health & Fitness Apps

185 ads

Free trial offers: 25% here, 4% across the rest of software.
The "Results" angle: 49% here, 17% across the rest of software.

Browse Health & Fitness Apps ads

Lending & Credit

348 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

431 ads

Designed graphic ads: 59% here, 29% across the rest of software.
Ads that play on relief: 46% here, 20% across the rest of software.

Browse SaaS ads

Other markets

See how the other side does it.

Ecommerce

DTC and product brands. 12,862 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. 11,170 ads from 430 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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