AdMakeAI

The software ad playbook, from 1,922 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

1,922 ads / 134 brands / 8 categories / September 2026

Gossip Harbor ad

Gossip Harbor

Ran 745 days

Fiitgshop.com ad

Fiitgshop.com

Ran 614 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
1Benefit claim
2Results
3Designed graphic4No people
5Product showcase
6No offer7No proof
8Learn more

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

  1. 1

    HookBenefit claim

    28%

    What stops the scroll: the headline on the creative, or the first line of copy when there is none. Runner-up: No hook, 16%.

  2. 2

    AngleResults

    21%

    The main reason to buy that the ad leans on. Runner-up: Saves time, 15%.

  3. 3

    Creative styleDesigned graphic

    36%

    How the creative was made, from phone-shot clips to designed graphics. Runner-up: UGC style, 25%.

  4. 4

    Who's on screenNo people

    54%

    Whether the creative shows people, and how. Runner-up: One person, 21%.

  5. 5

    ConceptProduct showcase

    21%

    The idea the ad is built on, from testimonials to sale promos. Runner-up: Problem and solution, 17%.

  6. 6

    OfferNo offer

    59%

    The deal on the table, if there is one. Runner-up: Pay later, 10%.

  7. 7

    ProofNo proof

    60%

    What the ad uses to back up its claim. Runner-up: Stats, 11%.

  8. 8

    ButtonLearn more

    33%

    The button under the creative. Runner-up: Install app, 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.

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 ads14%
of ads in other markets1%

276 of 1,922 ads against 117 of 8,915

See every ad tagged App screen

2.2 yearsRunning

JobSwipe

2 yearsRunning

Gossip Harbor

1.4 yearsRunning

BodyFast Intermittent Fasting App

1.3 yearsRunning

Omnisend

4 of the 276 ads behind the top bar. Open any of them for the full breakdown.

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 ads14%
of ads in other markets1%

264 of 1,922 ads against 122 of 8,915

See every ad tagged Animation

7 monthsRunning

Coin Master

6 monthsuntil Jul

Slotomania - Slot Machines

5 monthsuntil Jul

Fishdom3 versions

5 monthsRunning

Bingo Blitz

4 of the 264 ads behind the top bar. Open any of them for the full breakdown.

Offer / Signature

Pay later offers are 6.1x as common in software as in other markets.

The deal on the table, if there is one.

of software ads10%
of ads in other markets2%

184 of 1,922 ads against 140 of 8,915

See every ad tagged Pay later

1.7 yearsRunning

Fiitgshop.com

8 monthsRunning

Freedom Debt Relief

8 monthsuntil Jul

LendingTree2 versions

7 monthsRunning

Kikoff

4 of the 184 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.

Buyer mindset / Lasts

Ads that introduce the product make up 50% of ads that last and 30% of new ads.

How much the ad assumes the reader already knows.

of ads that ran 90+ days50%
of ads in their first 30 days30%

343 of 684 ads against 119 of 401

See every ad tagged Introduces the product

1.8 yearsuntil Jun

BetterMe

1.3 yearsuntil Mar

Grammarly2 versions

1.1 yearsRunning

Talkspace

12 monthsRunning

Brex2 versions

4 of the 343 ads behind the top bar. Open any of them for the full breakdown.

Button / Lasts

"Download" buttons make up 10% of ads that last and 3% of new ads.

The button under the creative.

of ads that ran 90+ days10%
of ads in their first 30 days3%

70 of 684 ads against 12 of 401

See every ad tagged Download

9 monthsuntil Aug

Photoroom7 versions

9 monthsuntil Aug

Cleo

9 monthsuntil Jun

Dave Ramsey

8 monthsRunning

Binance3 versions

4 of the 70 ads behind the top bar. Open any of them for the full breakdown.

Emotion / Lasts

Ads that play on safety make up 12% of ads that last and 5% of new ads.

The feeling the ad plays on.

of ads that ran 90+ days12%
of ads in their first 30 days5%

85 of 684 ads against 21 of 401

See every ad tagged Safety

1.2 yearsuntil Jun

Remitly

11 monthsuntil Jun

ServiceTitan

7 monthsRunning

Natural Cycles

5 monthsRunning

CoinLedger

4 of the 85 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 7% of new ads but 1% of ads that last.

The kind of page the ad sends people to.

of ads in their first 30 days7%
of ads that ran 90+ days1%

29 of 401 ads against 5 of 684

See every ad tagged Form or booking

New todayRunning

Albert

New todayRunning

Varo Bank

New todayRunning

Accredited Debt Relief

1 dayRunning

Happen Bank

4 of the 29 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%

19 of 401 ads against 2 of 684

See every ad tagged Announcement

1 dayRunning

Motion

2 daysRunning

Thursday

11 daysRunning

AFK Journey

6 daysuntil Aug

PrizePicks

4 of the 19 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 yearuntil Aug

Taimi

1 yearuntil Jun

Speechify2 versions

9 monthsRunning

Typeform

8 monthsuntil Jun

Coffee Meets Bagel

8 monthsuntil Jul

Asana

8 monthsRunning

Lexington Law Firm

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

The sale calendar

Labor Day copy peaks the week before. 1% of that week's new software ads mentioned it.

Read more

Launch pace

The typical software brand launches 15 new ads a week. The busiest quarter launch 46 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

59% make no offer. Of the 794 ads that do:

When they show proof

60% show no proof. Of the 777 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

231 ads

  • UGC style ads: 45% here, 22% across the rest of software.
  • Ads that play on aspiration: 26% here, 11% across the rest of software.
Browse Consumer Apps ads

Crypto

128 ads

  • Authoritative copy: 40% here, 12% across the rest of software.
  • Ads that play on getting a deal: 44% here, 18% across the rest of software.
Browse Crypto ads

Dating & Social

157 ads

  • Ads that play on belonging: 34% here, 2% across the rest of software.
  • The "Community" angle: 22% here, 1% across the rest of software.
Browse Dating & Social ads

Fintech

416 ads

  • Pay later offers: 30% here, 4% across the rest of software.
  • The "What it does" angle: 28% here, 11% across the rest of software.
Browse Fintech ads

Gaming

329 ads

  • Animation ads: 74% here, 1% across the rest of software.
  • Ads that assume you know the brand: 61% here, 25% across the rest of software.
Browse Gaming ads

Health & Fitness Apps

136 ads

  • Free trial offers: 28% here, 4% across the rest of software.
  • Ads that play on aspiration: 43% here, 11% across the rest of software.
Browse Health & Fitness Apps ads

Lending & Credit

229 ads

  • Free quote or consult offers: 24% here, 1% across the rest of software.
  • Problem and solution ads: 38% here, 14% across the rest of software.
Browse Lending & Credit ads

SaaS

296 ads

  • Ads that play on relief: 42% here, 20% across the rest of software.
  • The "Saves time" angle: 27% here, 13% 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. 6,258 ads from 371 brands.

  • The "Quality" angle8% vs 0%
  • Aspirational copy19% vs 8%
  • Product showcase ads32% vs 17%
Read the ecommerce report
Seeking Alpha ad
Renewal by Andersen LLC ad
Young America's Foundation ad
Mindvalley ad

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%
Read the services report

Seen the software playbook? Make yours.

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

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