We analyzed the ads the top B2B companies run. Here is what works.

The sample: 11 B2B companies, their ads, and where the ads land

Read the last two columns together, because they disagree. HubSpot and Shopify own the longest runs on file and have almost nothing live: their libraries are an archive of ads that ran for years and stopped. Atlassian and DocuSign are the two running long ads right now, 16 and 29 live with the oldest at 162 and 154 days. Slack has 31 live and none older than 8 days; Miro has 60 on file and not one reached 45. Only one of those four shapes tells you an ad is working today.

Ad analysis: the eight angles B2B ads use

Every message we could read on Meta fits one of eight angles. For each one: the ads that ran longest, one creative to look at, and why it keeps running. The number in brackets is days running when we looked.

1. The document

A guide, a template or a report in exchange for an email. Nothing on the card is for sale, and in B2B these outrun everything else.

• HubSpot: "Free eBook Download", body "Our Instagram cheat sheet." (858 days, the oldest ad in the set). "Free Branding Guide", "100% Free. Complete Guide." (786 days). "Social Media Content Calendar", "Get it now, use it forever." (786 days). "Make your ads count", for 50 Facebook ads (362 days).
• DocuSign: "Download the Free Report" for a Deloitte study on agreements (105 days, live), with a second version quoting the study's own number: 29% higher return.
• Greenhouse: an ebook on cleaning up a flooded candidate pipeline (84 days), free job offer letter templates (86 days), the 2026 AI in Hiring Report (14 days).

Why it runs: the product never appears on the card, so the card never goes out of date.

2. The customer with a number

A named company and a figure, in that order. Proof only survives here when it carries both.

• Atlassian: "Reddit saves $300k+ a year by ditching disparate tools" (162 days, live). "Udemy saves 2,400 meeting hours a year with Jira" (162 days, live). "1500+ employees get complete project visibility", the next card of the same carousel. On Confluence: "Udemy got 2,400+ hours a year in meeting time back" (147 days, live). And the Thumbtack IT team, on track to save 350 hours every year with Jira Service Management (151 days).
• DocuSign: the Deloitte research number, 29% higher return, used as the claim rather than the study's title (105 days, live).
• Slack: "Wolf & Badger keeps clothing flying off the shelves with a little help from Slack" and "That's how Anthropic scales with Slack" (both 8 days).

Why it runs: the buyer has to justify the purchase to somebody else. A figure attached to a company they have heard of is the sentence they forward.

3. The busywork

The manual work the buyer hates, named exactly, and always counted in hours.

• Atlassian: "Get time back from meetings with Jira" (145 days, live), run as four separate ads on the same page.
• DocuSign: "Finding data across thousands of agreements took days. Not anymore." (96 days, live).
• Slack: "Automate tasks in Slack.", body "Why do your own busywork when automations in Slack can do your busywork for you?" (18 days). "Get time back with Slack", body "2 hours a day x 5 days a week x 52 weeks a year" (8 days, live).
• Miro: "Still drowning in messy workflows, endless meetings, and scattered diagrams?" (21 days).

Why it runs: it names the exact Tuesday the buyer hates, then puts a number on it. Slack's arithmetic ad does the multiplication for you.

4. The AI rewrite

The ad does not sell a feature. It says the category changed and the reader's current tool belongs to the old one. It carries a quarter of the ads we read, and did not exist in these accounts two years ago.

• Zendesk: "Zendesk is defining the future of service with self-improving AI", run as more than twenty near-identical cards, each a quote from a named executive (69, 57 and 55 days).
• SEMrush: "Your next customer might never consider your brand. An AI agent will do it for them." (92 days, live). "AI reads beyond your website", body "AI now reads Reddit, LinkedIn, and reviews too." (88 days, live).
• DocuSign: "One AI platform for all your agreements" (96 days, live), "Docusign AI digitizes and organizes" (123 days, live).
• Greenhouse: "AI needs structured hiring", pointing at the EU AI Act (30 days).

Why it runs: it turns a renewal into a decision. The risk of doing nothing is the whole pitch, and Zendesk runs the same sentence twenty ways to land it. Note what almost none of these ads carry: a customer, or a number.

5. The event

A conference, a webinar or a live session as the offer. The only place a date on the card is normal.

• DocuSign: "Sessions Offered Every Other Tuesday" (127 days, live), "Transform Your Agreements with Docusign IAM" as a 30-minute webinar (96 days, live), "Momentum26 in NYC - Register for Free" (22 days).
• SEMrush: the Spotlight conference, run as a carousel about who you will meet rather than what you will learn (109 and 108 days).
• Salesforce: Dreamforce, streamed free on Salesforce+, an actor on the card and a register button (14 days, live). Atlassian: the Team Europe page (56 and 46 days).

Why it runs: an event has a real deadline, so the ad can be urgent without inventing anything, and the reader gets a calendar entry instead of a PDF.

6. The free tier

The one place B2B puts a price on the card, and the price is always zero.

• Atlassian: "Jira is free for 10 users", over a product screenshot, 162 days and still live. "Try Confluence for free" (146 days, live). "Start with Jira Service Management for free" (151 days).
• Slack: "Get 50% off Slack." run as two ads (both 8 days, live), the only discount in the set.
• Shopify: the free-trial page, with 25 ads on the Swedish version and 2 on the English one (157 and 208 days).

Why it runs: free for 10 users is a fact the reader can check in one click, and it answers the question every other card avoids. It is the only pricing sentence anyone here will say out loud.

7. The founder

A real customer, photographed, with a sentence in quotation marks and a name under it. No figures.

• Shopify: "Shopify opened us up to the world.", Alex Matisse, Founder, East Fork, beside a photograph of him holding one of his plates (105 days). "Spin your passion into a business", a record shop owner holding a vinyl (153 days). "Kickstart your business", two people and a laptop in their own shop (208 days).
• Slack: Alasdair Bradley, Customer Support Supervisor at Wolf & Badger, with a headshot and a logo (83 days).

Why it runs: Shopify sells to somebody who has not started yet, so the proof has to be a person rather than a saving. Everyone else here sells to a team that already exists, and uses numbers instead.

8. The series

One offer, many ad IDs, and often a page per version or per market. This is how a B2B account gets large without getting noisy.

• HubSpot: the Instagram cheat sheet is seven ad IDs across two page versions, /instagram-for-business and /instagram-for-business-cr012, from September 2023 to January 2026. The creative was redesigned once; the body copy never changed.
• Atlassian: seven ad IDs started on 24 March 2026, all live at 162 days, all on the Jira page, in three formats: a Reddit carousel, a Udemy carousel and a vertical video.
• Shopify: the same start-a-business message on /uk and the Italian, Spanish, Swedish and French versions of the site, 11 country pages in total. Slack: the small-business page under slack.com/lp/small-business plus a British and a German path.

Why it runs: the offer gets tested, not the idea. HubSpot changed the picture and kept the sentence; Atlassian changed the customer and kept the format.

One angle sits outside the eight because a single company runs it: the creator. Miro's entire Meta account is other people's videos about Miro's own conference, 34 clips from designers, researchers and consultants filmed at Canvas 25 and Canvas 26. Not one reached 45 days, and 43 of Miro's 60 ads have no destination at all. SEMrush runs the adjacent version, short jokes with no product in them ("Every. Single. Night.", 57 days; "This is the ultimate flex", 76 days and live).

Ad analysis: six angles almost nobody in B2B uses

Read against all 544 ads, these six appear twice or fewer. Where an ad does exist it is listed, because that is where to start.

1. A named competitor. Plenty of ads name a partner product: HubSpot names Canva and Google Ads, Slack names Google Drive, Atlassian names Claude and Cursor. Not one names a rival. Atlassian gets closest and stops short: "ditching disparate tools" and "by switching to Jira" (162 days, live) say there was a before without saying what it was.
2. A price in money. Three ads carry a dollar figure and all three are a customer's saving, not a cost. The only price-of-the-product claims are free: Jira free for 10 users (162 days), Confluence free (146 days), Jira Service Management free (151 days), and Slack's 50% off (8 days). Across 11 companies, nobody says what a seat costs.
3. A number of minutes. 18 ads use a time word and nearly all are vague: hours into seconds, resolved instantly, days into minutes. The two with a real unit are Greenhouse's 5-minute assessment (72 days) and DocuSign's 30-minute webinar (96 days), and both measure the ad's own offer, not the product. Not one ad says how long the thing takes to set up.
4. Interactive proof. Greenhouse's hiring pipeline assessment is the only ad in the set that offers a number you get back: "Find out your hiring efficiency score (it might surprise you)" (91 days), later reframed as a 5-minute interactive assessment (72 days). Nobody else runs a calculator, a score or a grader, in a market where every product has the data to build one.
5. A deadline. The only real dates in the set belong to events: SEMrush naming 13 October for its Spotlight conference (137 days), DocuSign saying every other Tuesday (127 days, live). Not one offer in the set expires. B2B software has no season, so nobody manufactures one.
6. Trust as the headline. One ad leads with it: Slack's card quoting Alasdair Bradley of Wolf & Badger, "Slack stores our data in the UK, so it's GDPR compliant" (83 days). Zendesk's CEO quotes come closest to a second, and they are about AI rather than data. Every company here sells to buyers whose legal team will ask about data residency, and one ad in 544 answers it first.

Landing page analysis: what happens after the click

The ad is half the campaign. Where it sends people is the other half, and the two channels behave differently:

• On Google, 48% of the ads point at the homepage. 143 of the 300 we captured. Plaid sends 46 of 60 there, Miro 34 of 60. A search ad answers a query the visitor typed, so the homepage can carry it.
• On Meta, 11% do. 38 of the 358 ads that link to the brand's own site. A social ad has to create the interest, so the page has to finish the ad's sentence.
• So the pages worth studying are the social ones. The kind of page sorts B2B advertisers into four tiers. Every page below is linked, so open them.

Tier 1: the ad points at a page that already existed

• Four HubSpot ads ran 308 days each against this toolkit page, an ordinary resource page anyone can reach from the site.
• The cheapest tier, and for a content offer usually enough: the page was already built to collect an email.
• 182 of the 358 Meta ads that reach a brand site land on a page like this, which makes tier 1 the default in B2B, not tier 0.

Tier 2: the ad points at a page built for that ad

• DocuSign's webinar ads land on events.docusign.com, a separate host with one job. Six ads point at it and the oldest has run 148 days.
• The page is short, about 1,400 pixels tall, and the hero asks for one thing: pick a session time. No product tour, because the ad did not promise one.
• Notice the address. A separate host is how DocuSign keeps event traffic out of the main site's numbers.

Tier 3: the ad points at a versioned or per-market page

• Slack runs slack.com/lp/small-business and serves the same page under British and German paths. The lp in the address is a namespace that exists only for paid traffic.
• HubSpot does the version-code version: instagram-for-business-cr012 and facebook-ad-examples-cr041. A page numbered like that is a test you can read from outside.
• Shopify does the market version: 11 of its 17 paid pages carry a country code, from Swedish to Italian.

How many paid pages each company runs

• Ad counts barely separate these companies, because the library caps at about 60 per brand per market. Page counts separate them completely, from Miro's 1 to Atlassian's 22.
• The two companies selling in several languages, Shopify and SEMrush, are the two whose pages are mostly market versions. Everyone else builds one page per offer instead.
• Three companies are missing. Greenhouse's 60 ads all point at greenhouse.com while our benchmark entry is greenhouse.io, so its pages sit outside the check. Zendesk runs 38 of its 60 through a tracking redirect, so only the 15 reaching zendesk.com count. Salesforce and Plaid had no readable brand page on Meta at all.

Try it on yourself. Open your own Ad Library entry, click an ad, and look at where it lands. The homepage puts you on tier 0. A version code or a country path puts you on tier 3. Most B2B teams are on tier 1 with one product page, wondering why their creative tests never move the number.

Teardown 1: HubSpot

Two campaigns taken apart the way we take apart a page in a client audit: the ad, then the page it lands on, then the gaps. HubSpot because its ad ran longer than anything else here. Atlassian because seven ads have been live on one page since March and the page says none of what they say.

The campaign. One offer, the Instagram for Business kit, run as seven ad IDs from 25 September 2023 to 30 January 2026. The oldest, Library ID 283661904436831, ran 858 days; one more ran 786, four ran 497, one ran 362. Halfway through, the destination moved from /instagram-for-business to /instagram-for-business-cr012 and the creative was redesigned. The body copy, six words long, never changed.

The ads

The first creative is a book. A three-dimensional cover on navy and teal, "How to Use Instagram for Business" in a script face, "Now with Stories & Videos!" under it. The link headline is "Free eBook Download" and the description is one sentence of contents: get followers, build your audience, set goals, measure success. The primary text is six words, "Our Instagram cheat sheet." The card sells a thing you can hold.

The second creative drops the book. Same headline, same description, same six words of body copy, but the artwork is now flat type on cream inside an orange frame. This is the change HubSpot made after two years, and it went to a new page address ending in cr012. One variable at a time, which is why the test is readable from outside.

The landing page

The hero. A chip that says "Free Ebook & Templates", a headline that repeats the ad's promise in four words, "Free Instagram for Business Kit", and a paragraph listing what the reader will learn in the ad's own order: get followers, build your audience, navigate algorithm updates, measure success. One button, "Download for free", in the ad's orange. The book from the first creative is here too, so a visitor who clicked the old ad recognises the picture.

The contents. Six bullets, and every one is a thing rather than a benefit: 22 free post and story templates, what and when to post, a featured chapter from Instagram expert Jenn Herman, a glossary of hashtags, a Reels section, how to prove the value of Instagram to your executives. That last bullet is the only one aimed at the reader's boss, and it is the reason a marketer downloads a kit at work.

The proof. The page shows the actual table of contents as a four-slide carousel, page numbers included: introduction on 3, goals and strategy on 4, the platform in depth on 11, Jenn Herman's chapter on 33, conclusion on 38. This is the cheapest and strongest thing on the page. The reader can count the pages before handing over an email, so the offer stops being a claim.

The closer. One more heading, two lines, the same orange button a third time. Nothing new at the bottom, which is right for a page whose only job is one download.

Message match

The gaps

Two, and both are fixable in an afternoon. A second brand appears for the first time on the page: the hero says the kit is from HubSpot and Agorapulse, and the cover reads HubSpot x Agorapulse, but the ad carried only HubSpot's logo. A visitor who clicked one brand meets two at the exact moment they decide whether to give an email address. And the copy was already out of date the day the page shipped: it still sets Instagram against "Facebook, Twitter, and LinkedIn", a name that stopped existing in July 2023, and this version of the page was built in June 2024, eleven months after the rename. It then carried four ads for 497 days each and a fifth for 362, up to 18 November 2025. Nobody reread the page in the two years the offer was on air.

Finding gaps like these on a page this disciplined is the job of the expert audit; it is the same reading, applied to your own paid pages.

Teardown 2: Atlassian

The campaign. Seven ad IDs, all launched on 24 March 2026, all still live at 162 days, all pointing at atlassian.com/software/jira. Three formats carrying two customer stories: a Reddit carousel, a Udemy carousel and a vertical video. A parallel set launched 8 April 2026 does the same for Confluence at 147 days. In total 23 ads point at the Jira page, and Atlassian has 50 designed ads in the sweep, more than anyone else here.

The ads

Read the carousel left to right, because it is an argument in three moves. Card one is recognition: "The most popular online communities start with Jira", with Reddit's logo on a purple tile. Card two is the number: "Reddit saves $300k+ a year by ditching disparate tools", the figure in bold, a green tick beside it, a hand-drawn arrow pointing at the next card. Card three is the list: centralized work, reduced silos, increased collaboration. The link headlines move with the cards, from "Reddit runs on Jira" to "And saves $300k+ per year". The call to action is Sign Up, not Learn More, which is unusual for a story this long.

The second story is the same structure with a different customer and a different unit: 2,400 meeting hours a year, then 1500+ employees with complete project visibility. Same yellow, same typeface, same tick marks. One template, swapped proof, which is why seven ads can share a start date without competing with each other.

The third format drops the customer and leads with the price: "Jira is free for 10 users", a board screenshot with a card moving from in progress to done, one line underneath. It is the only creative here a stranger can act on without believing anything.

The landing page

The hero. "Turn plans into agent-ready tasks. Then build." A work-email field with a note explaining why the email has to be a work one, a Sign up button, a Google button below the divider. Then a product screenshot, then one sentence of proof, "85% of Fortune 500 companies use Atlassian products", over seven logos: Databricks, Canva, Reddit, Cisco, Rippling, Roblox, Dropbox. The ad's Sign Up button and this form agree exactly, which is the part most teams get wrong.

The feature grid. A black band with a terminal window that types "Jira for the AI era", a works-with row naming Claude, Cursor, Codex, GitHub Copilot and any MCP agent, then three columns: embed agents in your existing workflow, better outcomes for fewer tokens (44% more accurate results on 48% fewer tokens), scale AI responsibly with an audit trail. It is the strongest band on the page and it answers a question none of the ads asked.

The proof. "Trusted by teams big and small", then three numbers: 300,000+ companies, 200+ countries and territories, 85% of the Fortune 500. Scale numbers, all three, with a Read all stories button beside them.

The customers. A carousel of quotes with photographs, opening on Matthew Hargreaves, Head of Product Delivery and Automation at Lendi Group, on agents raising the floor for what every team can do. Real people, real titles, a Read Story link on each.

Message match

The gaps

Two, and the second is the expensive one. The ads have spent five months on two numbers, $300k+ and 2,400 hours, and neither appears anywhere on the page; the proof band swaps them for company counts, and the quote carousel opens on Lendi Group, who is in none of the ads. A visitor who clicked because Reddit saves $300k has to take that on trust from here on. And the page opens on a different subject than the card: the ads sell consolidating tools and getting hours back, the hero sells agent-ready tasks and the band under it sells token efficiency. Both stories are good. They are not the same story.

Key takeaways: five things to do with this

1. If you sell to a team, lead with a document. The longest-running ad in the set is a free ebook that ran 858 days, and the four next longest are the same idea. Nothing on those cards is for sale, which is why they never went stale.
2. Attach a name to every number. Atlassian's two live carousels are one customer and one figure each. "Trusted by teams" without a company and a unit is the format nobody in this set runs for long.
3. Put the ad's number on the page. Atlassian's page never repeats the $300k or the 2,400 hours its ads paid to establish. If your ad makes a promise the page cannot restate, you are paying twice for one sentence.
4. Put the version in the address. HubSpot's cr012 and cr041 pages and Slack's lp paths are testing programmes you can read from outside. If you cannot tell your own variants apart in a URL, you are not testing them.
5. Take one of the six open angles. A real number of minutes, a score the reader gets back and trust as the headline each have one or two ads to beat. A named competitor, a price in money and an offer that expires are at zero across all 544.

How to run this analysis on your own competitors

The Meta Ad Library and the Google Ads Transparency Center are public and free. Search the brand's page, not a keyword, set the country, and sort by start date. Then:

1. Group the ads by angle. Use the eight above. Most B2B brands run two or three.
2. Keep the ones that have run 45 days or more. Those are earning their budget. Click through and read the page each one lands on, then ask whether the page repeats the ad's own sentence.
3. Write down the angles they are not running. That list is your next campaign, and in B2B it is unusually long.

Or send us the URL and we do it for you.

How we did the analysis

• Sample: the B2B companies on the benchmark leaderboard, picked by traffic, not by advertiser status. Fifteen were selected. Calendly, AppFolio, ZoomInfo and Monday.com were not captured in this sweep and are set aside for the next one, which leaves 11: Atlassian, DocuSign, Greenhouse, HubSpot, Miro, Plaid, Salesforce, SEMrush, Shopify, Slack and Zendesk.
• Sources: the Meta Ad Library, searched by brand page, and the Google Ads Transparency Center, both through Apify. Searching by page matters. Salesforce and Plaid have no findable brand page on Meta, so a keyword search returned other people's ads: pyjamas for Plaid, an MBA programme for Salesforce. Both count here only for the handful that survived the filter.
• Filter: brand-verified ads only. An ad counts when the advertising page name is the brand's and the landing host is the brand's own domain. Greenhouse is the honest edge case: all 60 of its ads are genuinely Greenhouse's and all 60 point at greenhouse.com, while the domain on file is greenhouse.io, so they read as off-domain and sit out of the page counts. Its copy is quoted from the library's own text fields.
• Ranking: days active. The floor of interest is 45 days, the point at which an ad has survived at least one budget review.
• Reading: every distinct message on Meta was read by hand and put in one angle. About a third of the ads return a template instead of copy, so those were read from the creative image and the landing path. An ad with neither a readable creative nor real text is counted in the totals and never quoted.
• Limits: the library returns about 60 ads per brand per market, so every count per company is a floor and the shares inside the sample are what to read. This sweep is US only. Miro's 60 ads are almost all creator videos with no destination, which is why its page count is 1. Meta publishes reach only in the EU and never spend.

Every ad above links to its primary source in the sources list, so the whole analysis is independently checkable.

Sources

Primary sources, all public and checkable today. Open any Meta ad with its Library ID at facebook.com/ads/library/?id=ID.

1. HubSpot's 858-day ebook ad, Library ID 283661904436831: facebook.com/ads/library/?id=283661904436831
2. HubSpot's redesigned version on the cr012 page, Library ID 1421677228514169: facebook.com/ads/library/?id=1421677228514169
3. Atlassian's Reddit carousel, Library ID 934612762599064, live since 24 March 2026: facebook.com/ads/library/?id=934612762599064
4. Atlassian's Udemy carousel, Library ID 924475337173722, and the vertical video, Library ID 917447611187910.
5. The other creatives shown above: HubSpot 1973044899828492, Atlassian 1965946484263334, SEMrush 2140095943158191, Shopify 1448592443101900, Slack 1250004700592890.
6. Other ads quoted: HubSpot 650096470635039, 1502181780568359, 932622308732486, 1473044650497136, 208210878976874, 1152525792662625, 859303066090871. Atlassian 1886919976008034, 2679328722441992, 797031066809250, 2478919085860804, 1236321585151991, 1291153286204947, 926646490148969. DocuSign 1028317762860886, 2043382819878950, 4315649682084891, 1603420494082987, 1977445479567988, 957507100396463, 2284792901926620, 3103243073195240. Slack 1524635875165526, 1505170794783593, 1398423765755932, 2712959912431436. Zendesk 1545058484178958, 1377187541036921. SEMrush 1911253396258693, 1948048259175344, 3227360550770937, 1356560579912677. Shopify 949336410447476, 1238141341576372. Greenhouse 1928778864381371, 1449763896873811, 1032635789686846, 876076368086134, 1891813424815310, 3383179005180572. Miro 1191991119656661. Salesforce 1967764947255215, 2563347490599617.
7. The landing pages, live: offers.hubspot.com/instagram-for-business-cr012, atlassian.com/software/jira, offers.hubspot.com/first-party-data-resources, events.docusign.com, slack.com/lp/small-business
8. The sample: the B2B leaderboard of the Web Anatomy benchmark, selected by traffic. The sibling post for financial products is the fintech ads playbook.
9. The Google Ads Transparency Center for the search ads: adstransparency.google.com
10. Ad sweeps made 25 August to 2 September 2026 (Meta by brand page, Google by advertiser); the landing pages captured 2 September 2026.

Data collected September 2026. Ad statuses and run lengths change; the library links above always show the current state.

Written by

Gabriel Amzallag , Founder, Web Anatomy

5 years CRO + SEO at Qonto (2021–2025). After advising 15+ SaaS on their websites (Payfit, Pigment…), the same patterns kept breaking, so I decided to build the source of truth on what works on the web: the intelligence layer every tool, builder, and team uses to ship sites that perform.

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