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

The sample: 10 CRM companies, their ads, and where the ads land

Brevo and Pipedrive have found their ads: Brevo has 37 of its 60 still live and one of them at 175 days, Pipedrive 54 of 60 past the 45-day mark. MoEngage is looking, with 53 ads on file, none older than 4 days and 23 of them live, which is what an account looks like the week it relaunches. HubSpot is the odd one: it owns the four longest-running ads in the whole set and has exactly two still on.

Ad analysis: the eight angles CRM ads use

Every message on Meta fits one of eight angles. For each one: the ads that ran longest, why it keeps running, and the Library ID so you can open it. The number in brackets is how many days the ad had been running when we looked.

We captured ad cards for two of the ten advertisers, HubSpot and Salesforce, so the images below sit under the angles those two run. Every other ad is quoted from its own headline and body copy, and listed by Library ID in the sources.

1. The document

A free guide, report, template or lesson. The product is not on the card, and these run longer than anything else in CRM.

• HubSpot: "Free eBook Download", body our Instagram cheat sheet (858 days, the longest in the set); "Free Branding Guide" (786 days); "Social Media Content Calendar", body plan and bulk upload your social media posts with this free template (786 days); "Make your ads count", body 50 Facebook ads that really work and what you can learn from them (362 days).
• ActiveCampaign: "How To Get 13 Hours Back Each Week", a survey of 1,000 marketers (110 days, then rerun at 63 and 50 days).
• Aircall: "Turn AI theory into results" (112 days) and "Supercharge sales & support" (110 days), both pointing at a guide.
• Attio: "The State of Agentic Sales" (29 days, live).
• Salesforce: "Engage mobile workers", body read the updated e-book (13 days).

Why it runs: 39 of HubSpot's 41 ads past 45 days point at a free resource, and the four oldest ran between 497 and 858 days on the same copy. HubSpot shipped product releases across those two years and never had to touch the card, because the card is about Instagram.

2. The agent

AI that does the work, written as a job rather than a feature list. Fintech's ads had no angle like it.

• Zendesk: "Zendesk is defining the future of service with self-improving AI" (69 days), then 20 more cards carrying the same sentence with a different executive quote under it, all between 53 and 57 days.
• ActiveCampaign: "How To Save 13 Hours Each Week", body you direct, AI executes (85 days); "The autonomous marketing platform built for how you actually work" (76 days).
• Aircall: "2am texts, answered", body AI Messaging Agents reply instantly to inbound SMS and WhatsApp messages, 24/7 (71 days, live).
• Attio: "Ask Attio: Search, update, and create with AI", body ask more from your CRM (18 days, live).
• Freshworks: "AI for IT without the hassle", body most AI tools need weeks of setup and training, Freshservice's works the moment you go live (98 days).
• MoEngage: "The next generation of Shopify lifecycle marketing is agentic" (4 days, live).

Why it runs: 220 of the 713 ads in the sweep make an AI claim, and only 65 of those passed 45 days while 134 stopped inside a month. The ones that last name the job: Aircall's headline gives an hour, 2am, and its body line says what gets answered, an inbound SMS or WhatsApp message. Zendesk's 21 ads past 45 days carry one sentence and change only the executive quoted under it.

3. The busywork

The chore the buyer already hates, named out loud.

• ActiveCampaign: "Autonomous marketers break through busywork", body the blank cursor blinks, your deadline approaches, and you're still staring at an empty email template (81 days); "Automate your WhatsApp customer service", body tired of answering the same WhatsApp questions over and over? (101 days).
• Attio: "Running a business is basically 90% follow-ups, and I used to feel like I was drowning in the admin. Finally found a CRM that doesn't feel like a part-time job" (47 days, live).
• Aircall: "Better processes start here", body Aircall helps your teams all over the world to answer every call, every time (51 days).
• Freshworks: "No more context switching between tools", body break down channel silos (7 days).
• MoEngage: "Connect your apps. Unify your data. Turn intent into ROI", body fragmentation is costing you revenue (4 days, live).

Why it runs: ActiveCampaign's body copy opens on a blinking cursor and an empty email template, so the reader recognises the task before the brand is named. Attio's live video names the share, 90% follow-ups, before it names the CRM.

4. The free plan

CRM's version of the fintech fee angle. The word on the card is free, and what follows it is a list of what free includes.

• Brevo: "No card. No limits. No catch", body 300 emails a day, unlimited contacts, AI generator, CRM included (126 days, live); "Actually free. Forever." (18 days, live); "Email. CRM. Automation. All free", body no limited trial, no credit card required (74 days, live); "Start for free now", body 300 emails/day free (102 days, live).
• ActiveCampaign: "Better open rates (even during the 14-day trial)" (205 days, the company's longest); "Emails going to spam? Try ActiveCampaign FREE" (191 days); "Create your first automation today with our 14-day free trial!" (66 days).
• Aircall: "Free unlimited AI minutes" (28 days).

Why it runs: 44 ads in the set carry a free offer, and all four of Brevo's readable ads past 45 days sell the free plan, all four still live. Brevo counts the plan out in units a reader can check the day after signing up: 300 emails a day, unlimited contacts, a CRM included.

5. The number

Proof, but only when it carries a figure.

• ActiveCampaign: "Nearly 1 in 5 emails never reach the inbox" (205 days); "ActiveCampaign averages 8% better deliverability than any other platform on the market" (191 days); "We surveyed over 1,000 marketers and found that AI saves them 13 hours per week" (29 days).
• Brevo: "Rated 4.5/5 on G2 & Capterra" (102 days, live), and the German version counting 600,000 businesses (74 days, live).
• Attio: "How we 1.75x'd revenue in 30 days" (101 days).
• Freshworks: "60% boost in agent productivity with AI Copilot" (15 days).

Why it runs: ActiveCampaign's 8% deliverability line ran 191 days and is the only figure in the set measured against other platforms. The rest count something the reader can count too: 13 hours a week, 1 email in 5, 60% more agent output.

6. The series

One offer, many covers, running side by side. HubSpot does it on every offer it advertises.

• HubSpot: the same first-party data toolkit behind four different covers, all launched November 27, 2024, all pulled October 1, 2025, all 308 days, all carrying the identical body line personalize your campaigns with HubSpot's Google Ads Integration.
• HubSpot: the Instagram kit behind four covers at once, June 18, 2024 to October 28, 2025, 497 days each.
• Aircall: "2am texts, answered" in English (71 days), "Messages à 2h du matin, répondus" in French (43 days), "SMS um 2 Uhr morgens? Erledigt" in German (19 days), all landing on the same offer in three languages.
• Brevo: one free-plan promise across a US page, a French page and a German page, 16 of its 20 paid pages carrying a market code.
• Zendesk: one sentence about self-improving AI, four different executive quotes, 21 ads past 45 days.

Why it runs: the two cards above sell the same download with the same body line and ran the same 308 days. HubSpot wrote one offer and one page, then tested four covers against each other for ten months.

7. The switch

Fintech listed this as an angle nobody runs. CRM runs it, and names the competitor.

• Brevo: "Start the switch. It's free", body your subscriber list doesn't have to stay where it is, import to Brevo in minutes (20 days), on a page called competitor-price-increase and a campaign named after MailerLite and Mailchimp.
• Brevo: "Brevo vs Mailchimp", a French video comparing features, pricing, automation and deliverability (23 days), on its own page.
• Brevo: the German card that says others call 250 contacts free while Brevo gives 300 contacts and 9,000 emails a month (18 days).
• MoEngage: "Keep the CRM. Replace the bottleneck", body most enterprise teams on Salesforce Marketing Cloud aren't looking to rip everything out (4 days, live); "The Agentic Customer Engagement Platform Shopify brands are switching to" (4 days, live).

Why it runs: Brevo's switch card answers the question that stops a migration, which is what happens to the subscriber list, and it answers it with a duration, minutes. MoEngage tells the buyer to keep the Salesforce CRM and move only the campaign work.

8. The invitation

A webinar, a lesson or a conference, sold like a product.

• Salesforce: "Your time zone. Your industry. Your free front row seat", a Dreamforce card with a speaker on a stage (29 days, live); "Register for free on Salesforce+", body stream free on Salesforce+, live from anywhere you are (14 days, live). Two of Salesforce's three brand-verified ads in the sweep are this campaign.
• MoEngage: "See inside your AI agent before it acts", body most AI marketing agents are a black box (4 days, live); "See Custom Agents QA campaigns and draft journeys" (4 days, live).
• HubSpot: "Everything you need to know about Privacy-First Advertising in less than 35 minutes? We got you!" (139 days), an Academy lesson.

Why it runs: the Salesforce card puts the time zone first, because the objection to a conference stream is that it happens while you are asleep. HubSpot's lesson card gives the same reader a duration, 35 minutes, before asking for anything.

Two angles sit outside the eight because one company runs each. The guarantee: ActiveCampaign's "Marketing results in 30 days (or a full refund)", body most platforms need 30 days of onboarding and setup, we deliver results in month one (90 and 89 days), behind nine ads on a page called money-back-guarantee. Nobody else in the set promises a refund. The creator: Attio's first-person videos, "Here's what happened when I tried @attio the AI crm #ad" (88 days) and "Champagne and poker? Nah. ChatGPT x Gmail x Attio. How we 1.75x'd revenue in 30 days" (101 days). Brevo comes closest with seven partner pages, each carrying one named creator and a personal discount code, from bienvenue-melody to welcome-felix.

Ad analysis: five angles almost nobody in CRM uses

Read against all 713 ads in the sweep, these five appear in two ads or fewer. Two of fintech's five open angles are missing from this list, because CRM does run them: the switch is angle 7 above, and naming a competitor is what Brevo's and MoEngage's switch ads do.

1. The price on the card. Not one headline or body line across the 193 brand-verified ads names a monthly price for the CRM. The closest two are Brevo's German card offering 9,000 emails a month for 0 € and Aircall's French eSIM line at 10 € a month (51 days), which prices a phone line rather than the software.
2. Trust or security as the headline. One ad: Zendesk's "Speed and compliance, no tradeoff", body your customers want speed, regulators want proof (5 days). HubSpot's privacy-first lesson (139 days) sells the buyer's own privacy practice, not the safety of their data inside HubSpot.
3. Interactive proof in the ad. Nothing on any card that the reader can change and get a number back. Attio promises an Agentic Sales Readiness Audit on the page behind its report (29 days, live), and Aircall runs an efficiency score on a page of its own (51 days). Both of those live on the page, after the click.
4. A gift for a demo. Not one ad in the set. Aircall's "Free unlimited AI minutes" during a football tournament (28 days) gives away more product, which is the only gift anyone here offers.
5. A joke. Attio's "Champagne and poker? Nah" (101 days) is the only opening line in the brand-verified copy that goes for a laugh, and it is an influencer video rather than a designed card.

A sixth, for the calendar: in a September sweep the only dated offers were Brevo's pre Black Friday discount codes, JADE30 and HUGO30 in French and YVONNE30 in German, all around 27 days old, and all pointing at a page built for the code.

Landing page analysis: what happens after the click

• On Meta, 16% of the ads point at the homepage. 59 of the 362 ads that link to the brand's own site. That is four times the fintech rate, and it is two companies doing it: Pipedrive sends 31 ads to pipedrive.com and Attio sends 24 to attio.com. The other eight advertisers account for 4 homepage ads between them.
• On Google, nothing. The Transparency Center returned no ads on file for these ten advertisers in this sweep, so every number in this post is Meta.
• So the pages worth studying are all social. The kind of page sorts CRM advertisers into four tiers. Every page below is linked, so open them.

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

• Five HubSpot ads point here, the oldest at 497 days, and the page was not built for any of them.
• ActiveCampaign's deliverability page does the same job for eight ads, the oldest at 205 days.
• 180 of the 355 tiered ads sit here, more than the other three tiers put together.

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

• Aircall's two live AI-messaging cards, "Your business number on every channel" and "2am texts, answered", both land on get-started-ai-messaging at 71 days. The path has no product name in it, only the offer.
• Brevo runs seven ads into landing/email-marketing-service-us, the oldest at 173 days. The landing/ prefix and the -us suffix are both there for the campaign.
• Only 24 of the 355 tiered ads reach a page like this. We did not capture these two pages in this sweep, so the links above are the evidence, not a screenshot.

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

• Brevo carries one promise across emailing in French, email-marketing in German and the US page above, plus per-market Black Friday and partner pages.
• Aircall matches its German guide ad to a German guide page, its French one to a French page, its Spanish one to a Spanish page.
• 92 ads land on a path with a market code. Read the path before you believe it: our tool read ActiveCampaign's /lp/autonomous-marketing as a market called lp, and it is not one. ActiveCampaign runs exactly one real per-market page, br/ai in Portuguese.

How many paid pages each company runs

• Ad counts barely separate these companies, because the library stops at about 60 per brand. Page counts run from Attio's 2 to Aircall's 19.
• Aircall and Brevo, the two European companies selling across borders, are the two with a page per market. Between them they run 26 of the 28 per-market pages in the sweep.
• Pipedrive is the outlier: 60 ads on file and 4 pages, 31 of those ads going to the homepage. Seven of Aircall's ads sit behind a tracking redirect, so its page count is a floor.

Try it on yourself. Open your own Ad Library entry, click an ad, look at where it lands. The homepage puts you on tier 0, alongside Pipedrive and Attio. A market code in the path puts you on tier 3, alongside Brevo. Half the tiered ads in this sweep are on tier 1, pointing at a page that was already there before the campaign.

Teardown 1: HubSpot

One company taken apart the way we take apart a page in a client audit: the ads, then the pages they land on, then the gaps. HubSpot is the only advertiser in this sweep whose ad cards and landing pages we captured together, and it also owns the four longest-running ads in the set.

The campaign. HubSpot has 60 Meta ads on file and 51 of them ran 45 days or more, against 2 still live on September 1, 2026. Two of its campaigns are readable end to end. The Instagram kit: five ads pointing at offers.hubspot.com/instagram-for-business-cr012, four of them launched together on June 18, 2024 and pulled together on October 28, 2025, which is 497 days. The first-party data toolkit: four ads pointing at offers.hubspot.com/first-party-data-resources, launched November 27, 2024, pulled October 1, 2025, 308 days each. The product is on neither card.

The ads

Read the first Instagram card from top to bottom. A book cover, the title How to use Instagram for Business, a strapline reading now with Stories & Videos, the HubSpot sprocket in the corner. Under the image, the link headline says "Free eBook Download" and the description says learn how to get followers, build your audience, set goals, and measure success. The button says Learn more. There is no screenshot of HubSpot anywhere on the card.

The second card is the same offer with the cover recoloured navy, the same headline, the same body line our Instagram cheat sheet. Two more ran beside it for the same 497 days, one a near-duplicate of the first and one on solid orange. A fifth card, showing the cover on a phone screen, started five months later and ran 362 days on the same page.

The toolkit campaign works the same way one year later. Say Hello to First-Party Data on a navy card, the body line personalize your campaigns with HubSpot's Google Ads Integration, learn how with our first-party data toolkit, the link headline "Unlock Data Potential" and a second line reading It's A First-Party Data Party. Three other covers carried that identical body copy for the same 308 days.

The landing page

The hero. A grey tag reading Free Ebook & Templates, then the headline Free Instagram for Business Kit, then a subhead that repeats the ad's own description word for word: get followers, build your audience, navigate algorithm updates, measure success. One orange button, Download for free. The book on the right carries both logos, HubSpot and Agorapulse, which is the first time the reader learns there is a co-author.

The contents. Six bullets under the heading Everything you need to get started with Instagram: 22 free post and story templates, what and when to post, a featured chapter by Instagram expert Jenn Herman, a hashtag glossary, Reels tips, and how to prove the value of Instagram to your executives. The last bullet is the only one aimed at the buyer's boss.

The look inside. A four-slide carousel showing pages from the ebook itself, starting with its table of contents: introduction on page 3, engagement and followers on 6, the guest chapter on 33, conclusion on 38. The visitor can count the pages and read the chapter titles before handing over anything.

The closer. Learn the ins and outs of Instagram, two lines about features and best practices, then the same Download for free button a third time. The page ends on the copyright line and five legal links.

The second page

The first-party data toolkit page runs the same shape with more proof.

The proof wall. Three donuts on a dark green band: 93% of marketers using first-party data say their team is outperforming goals, 75% are adapting their strategies to privacy changes, and 31% more leads within 90 days of setting up the HubSpot and Google Ads integration. The third one is HubSpot's own number and the only one that measures the product.

The second offer. The Marketer's Checklist, with the checklist's own cover shown at reading size, two orange percentages visible on it, and a button reading Download for Free Now. The page ends on a HubSpot Community block listing four more links, including a case study claiming 164% more ROI for Mesa Labs.

Message match

The gaps

Two gaps, both fixable in a week. The page never shows a form: the ad says Download for free, the page says Download for free three times, and in the whole capture there is no email field, so the visitor who is ready to trade an address has to click again to find out what the trade is. And the Instagram page carries no number of its own. The only figure on it is over 2 million businesses use Instagram, which is about Instagram; the sister page on the same domain carries three donut charts and a customer case study.

The competitive audit looks for gaps like these on your own pages, the same way.

Key takeaways: five things to do with this

1. Give away a document before you sell the CRM. 39 of HubSpot's 41 ads past 45 days point at a free guide, and the oldest ran 858 days without an edit.
2. Name the job the AI does, not the AI. 220 ads in this sweep make an AI claim and 134 of them stopped inside a month. The ones that lasted say what happens at 2am, or how many hours come back.
3. Build a page per offer. 16% of the Meta ads here land on the homepage, and 55 of those 59 belong to two companies. Aircall runs 19 pages, Brevo 20, HubSpot 16.
4. Change the cover, not the campaign. HubSpot ran one download behind four covers for 497 days, and one toolkit behind four covers for 308.
5. Try one of the five open angles. The price on the card, trust as the headline, a number the reader can change, a gift for a demo, a joke. Across 713 CRM ads, each of these appears twice or less.

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, filter to active ads, sort by start date. Then:

1. Group the ads by angle. Use the eight above.
2. Keep the ones that have run 45 days or more. Someone keeps paying for those. Click through and read the page each one lands on.
3. Write down the angles they are not running. Start your next campaign from that list.

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

How we did the analysis

• Sample: the CRM companies on the benchmark leaderboard, picked by traffic, not by advertiser status. Fifteen were selected. ZoomInfo, Outreach and Folk were never swept. Close and Salesloft were swept and returned nothing: every Close.com result belonged to other advertisers with similar page names, including a wooden-puzzle store and a charm shop, and all 60 Salesloft results failed both the page-name and the landing-host check. That leaves 12 companies swept and 10 advertising: Pipedrive, HubSpot, Brevo, ActiveCampaign, Aircall, Zendesk, Attio, Freshworks, MoEngage and Salesforce.
• Sources: the Meta Ad Library, searched by brand page, through Apify, on September 1, 2026. The Google Ads Transparency Center returned no ads on file for these advertisers, so this post is Meta only.
• Filter: brand-verified ads only. An ad counts when the advertiser page name and the landing host both belong to the brand. 193 of the 713 results passed. Salesforce lost 57 results to the landing-host check alone, which is why it shows 3 ads here and is not a small advertiser in real life. Attio has no Meta page under its own name, so its 27 ads come from a domain search and its count is lower than the rest for that reason.
• Ranking: days active. The floor of interest is 45 days, the point at which an ad has survived at least one budget review. 139 ads cleared it.
• Reading: every distinct message was read by hand and put in one angle. Dynamic ads return a template instead of copy, so 25 HubSpot and Salesforce cards were read from their captured images and the rest from the headline and body the library returns. 48 of Pipedrive's 60 ads return a template headline and no image, so they are counted and never quoted.
• Limits: the library returns about 60 ads per brand per market, so the counts per company are a floor and the shares inside the sample are what to read. Meta publishes reach only in the EU and never publishes spend. Landing pages were read from captures made on September 1, 2026, not from a live visit, and only HubSpot's two pages were captured section by section.

Every ad above links to its primary source in the sources list, so you can check the whole analysis yourself.

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 Instagram ebook, Library ID 283661904436831, 858 days: facebook.com/ads/library/?id=283661904436831
2. The four Instagram kit cards that ran 497 days together: 1421677228514169, 2599574267060401, 1152525792662625 and 426365847026168, plus 859303066090871 at 362 days.
3. The four first-party data toolkit cards that ran 308 days together: 572990701946664, 1237388247543674, 3769131353305024 and 589643780212552.
4. Other HubSpot creatives shown or quoted: 650096470635039 and 1502181780568359 (786 days), 1973044899828492, 932622308732486, 918764023468628, 556962453480877, 1473044650497136, 561209663439983, 690910043750533, 1212896413092026 and 2684128081790175.
5. The Salesforce cards: 1579288670497008 and 1967764947255215, both live on the sweep date.
6. The ads quoted by copy: ActiveCampaign 660635426643493, 663206159432672, 815535561079864, 1379620620180035, 25432555736418549, 2530990930628458, 34070683972575760 and 2250455508792395; Brevo 1709278550496055, 1922544802430622, 1031368339341506, 831598139773164 and 1380413410632166; Aircall 1013148511113744, 1675701226834267, 2454126251711419, 1920298125577509, 1871028003497582 and 1692319508352497; Attio 1937020553608603, 1060001620295527, 963622623404669, 888112293857069 and 1331258548971740; Zendesk 1545058484178958 and 1575197100923880; Freshworks 2074251500026299; MoEngage 3165573170499290, 1061289033468763 and 4236068176684530; Pipedrive 1159391866254013.
7. The landing pages, live: offers.hubspot.com/instagram-for-business-cr012, offers.hubspot.com/first-party-data-resources, pipedrive.com/gettingstarted-crm, activecampaign.com/reports/13-hours-back-each-week, aircall.io/get-started-ai-messaging, brevo.com/landing/email-marketing-service-us
8. The sample: the CRM leaderboard of the Web Anatomy benchmark, selected by traffic.
9. The Google Ads Transparency Center, which returned nothing for these advertisers: adstransparency.google.com
10. The sibling post for another market: the fintech ads playbook.
11. Ad sweep and landing-page captures made September 1, 2026, across the US, GB and FR libraries.

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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