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

The sample: 13 HR tech companies, their ads, and where the ads land

Every count, run length and "live" in this post is as of the sweep, which ran from 25 August to 3 September 2026, about seven weeks before publication. We could not run it again before this went up, so read "still live" as "live in early September 2026", not today.

Deel had found its ads: 59 of its 69 had passed 45 days, 55 were still live, and its three oldest live ads were all in Portuguese. Gusto and PerformYard were still looking, with 72 and 51 ads, 69 and 50 of them live, and 0 and 3 past 45 days. Darwinbox sat in between: all 60 of its ads were live and all of them had started between 22 June and 18 August 2026.

Ad analysis: the eight angles HR tech ads use

404 of the 496 ads on file can be read, by their copy or by their creative. We sorted every message in that set by what it offers the reader, and eight groups came out. Each one below lists its longest runners, shows one creative and says why it lasts. Days in brackets are the run length at the sweep.

1. The document

A report, a guide or a checklist for an email. The product stays off the card.

• Darwinbox: "State of HR in Southeast Asia 2026", with a book cover and an "Access the full report" button (70 days, live), and a Middle East edition, "HR in the Middle East is being rebuilt" (70 days, live).
• Darwinbox: "Get this 2026 CHRO Priorities Brief", "built on Gartner & Evanta research across 926+ CHROs and 23 industries" (46 days, live).
• Deel: "A Founders Guide to the US Visa Journey: From ESTA to O-1A" (128 days, live).
• Deel: "The modern talent management playbook.", opening on "Performance-focused orgs are 4.2x more likely to outperform peers" (104 days, live).
• Greenhouse: "Free offer letter templates for any role" (86 days) and "Use this strategy to hire the right person, faster" (105 days).
• Rippling: "How HR Leaders Are Adopting AI", with a "Download the guide" button (66 days, live).

Why it runs: 23 of Darwinbox's 25 ads past 45 days carry a Download button, and 10 of Deel's 59 point at one of its five guide pages. Darwinbox writes one report per region, Southeast Asia, the Middle East, India, so each reader is offered the one about their own market.

2. The customer with a number

A real company, a logo, and two figures a reader can check against the case study.

• Deel: "Bitpanda expanded from 3 office hubs to 20+ jurisdictions with Deel", over "slashing onboarding from 3 months to 10 days" (217 days, then the same card again for 127 days, live).
• Deel: "Find out how Mynewsdesk saves 120 hours and covers 160 salaries across four countries" (190 days; another cut at 128 days, live).
• Deel: "Discover how BCG grew 30% in 4 years and centralized its global payroll processes for 6 different countries" (152 days, live).
• Deel: Revolut, "150+ people hired through Deel" and "10+ employees relocated" (127 days, live).
• Darwinbox: "Yashoda Hospitals automated shifts, payroll & onboarding" (13 days), with no figure on the card.

Why it runs: 18 of Deel's 59 ads past 45 days point at a customer story, and every one we opened carries two numbers. The named customers with no number in this set, Darwinbox's hospital, Rippling's Barry's (31 days) and Gusto's Long Beach Coast baseball team (32 days), had all run under 45 days.

3. The busywork

The chore an HR or ops person does every week, named on the card.

• Deel: "Running a global company shouldn't feel like chaos." (152 days, on four dynamic ads at once, all live) and "If global team management feels like it's held together by duct tape and spreadsheets… you're not alone." (143 days, live).
• Skello: "Tu gères encore le planning de ton équipe sur Whatsapp ?" ("Still running your team's schedule on WhatsApp?") over nine staff messages, from "Je suis malade, qui me remplace demain ?" to "Il faut 2 extras en plus ce week-end" (96 days), and the same card in Spanish (87 days).
• Rippling: "Rippling automates over 90% of manual HR and payroll processes.", printed under a gift offer (158 days, live).
• CodeSignal: "Wave goodbye to resume screening" (47 days, live).
• PerformYard: "No more emailing forms, chasing managers for updates, and reporting in messy spreadsheets." (13 days, live).

Why it runs: Skello's card is a screen a restaurant or shop manager has on their own phone every Saturday: a sick shift, a pay slip error, two extras for the weekend. Deel ran its "chaos" card on four dynamic ads at once, all live at 151 and 152 days.

4. The law

A rule with a name and a year, and the risk of missing it.

• Deel: "Get compliant before the directive hits.", "The EU Pay Transparency Directive takes effect in 2026. Here's what to audit before it does" (102 and 99 days, live).
• Deel: "The EU Pay Transparency Directive is live. Are you ready?" (89 days, live).
• Darwinbox: "New labour codes are already in effect. Is your HR tech fully compliant?" (66 days, live) and "Labour code compliance readiness. Audit your HRMS today" (66 days, live), both about India.
• Greenhouse: "How to keep AI in hiring compliant", about the EU AI Act (30 days).

Why it runs: the reader can look the law up in one search. Deel's first card said the directive "is coming", and the later one, 13 days younger, says it "is live": the same campaign, with the tense changed as the date got closer.

5. The flood

Too many applicants, and too many of them fake or written by AI. Two hiring companies sell against it.

• Greenhouse: "239% increase in applications per role since 2021", for an ebook on "flooded pipelines, leaner teams and rising fraud" (84 days).
• Greenhouse: "4 ways to prevent candidate fraud" (86 days) and "Identify real, quality talent faster", three candidate cards marked Verified, Not verified and Fraud detected (92 days).
• CodeSignal: "50% of resumes are written by AI." (47 days, live).
• CodeSignal: "When Every Candidate Looks Right." over a laptop screen of six candidates (48 days, live).
• CodeSignal: "Our vendor calls it 'validated'. I call it a question bank that leaked six months ago.", signed by a head of talent acquisition who is "Not a CodeSignal Customer" (48 days, live).

Why it runs: the two numbers describe the recruiter's inbox, not the product: 239% more applications since 2021, half of resumes written by AI.

6. The AI

54 of the 404 readable ads mention AI, more than any other theme we looked for. The ones that ran longest pair it with a number or a task.

• Greenhouse: "Give AI your hiring to-do list" (143 days, and 142 days on its UK address).
• Malt: "Many teams have an AI strategy…", then "80% of companies are piloting AI tools" and "95% are seeing zero return on their AI investments" (140 days).
• Rippling: "Still running HR on instinct? 92% of leaders say AI can't replace human judgement. But 67% are already using it to do the heavy lifting." (50 days, live).
• CodeSignal: "The last phone screen you'll need.", for its AI Interviewer (48 days, live).
• Gusto: "Gusto Cofounder, your always on AI assistant, is coming!" (32 days, live), and Darwinbox: "Introducing Darwinbox Cortex. HCM reimagined" (21 days, live).

Why it runs: Greenhouse hands AI a list the recruiter already keeps, and Malt and Rippling each open on two percentages. The two ads that only announce a product name, Cortex and Cofounder, were the youngest in this list, at 21 and 32 days.

7. The score

The ad offers the reader a number about their own company: a quiz result or a savings estimate.

• Greenhouse: "How efficient is your hiring, really?", with a pipeline efficiency meter and a "Take the quiz" button (91 days, and a second cut at 78).
• Greenhouse: "Is your hiring pipeline process 'lost in the chaos' or 'clear and in control'? Take our 5-minute interactive assessment" (72, 55 and 50 days).
• Rippling: "Try our ROI Calculator", with "Estimated Annual Savings £74,500" on the card (49 days).
• Gusto: "Find your reasonable salary", a salary check for owner-only S-corps (24 days, live).

Why it runs: Greenhouse ran five versions of its quiz, from 91 days down to 50, all pointing at one assessment page. The reader gets a verdict on their own pipeline in 5 minutes, and the ad promises a practical guide with the result.

8. The series

One ad, many versions: one per language, one per region, one per address.

• Deel: "Usando muitas ferramentas para gerenciar sua equipe internacional? Mude para a Deel" ("Using too many tools to manage your international team? Switch to Deel", 231 days, live), "Folha global, mais fácil que nunca." (231 days, live) and a contractor version (222 days, live).
• Deel: the Revolut story in French, "Fidélisez vos collaborateurs en leur permettant d'obtenir des visas…" (252 days), and an offboarding checklist in Spanish (171 days, live).
• Darwinbox: one "State of HR" report in a Southeast Asia, a Middle East and an Indonesian edition, "Panduan bagi SDM Asia Tenggara untuk 2026" (59 days, live).
• Greenhouse: the same AI card on its US and UK addresses (143 and 142 days). 7 of its 10 long runners that point at the AI recruiting page use the /uk/ address.
• Skello: the WhatsApp card in French and Spanish (96 and 87 days).

Why it runs: Deel's three oldest live ads are all Portuguese, at 231, 231 and 222 days, and each lands on a Portuguese payroll page. 8 of Deel's 18 paid pages are per market, in Portuguese, Spanish and French.

A ninth angle stays out of the list because only one company uses it: the gift. 30 of Rippling's 35 ads past 45 days offer something for taking a demo. "Book a Rippling demo and get $200 toward Apple AirPods 4" (158 days, live), "Calling all founders. Take a demo of Rippling. Get a free Apple Watch." (150 days), "Rippling customer? Get a free pair of Apple AirPods just for learning about Rippling Global" (145 days), and a run of cards that greet a job title, "Hey HR!", "Hey Ops!", "Hey Accounting!", each with its own gift, from a Ninja CREAMi to a $100 Amazon gift card. No other company in the set offers a gift for a demo.

Ad analysis: five angles almost nobody in HR tech uses

Read against all 404 readable ads, these five appear in a handful of ads or in none, and not one of those ads had passed 45 days at the sweep. Where an ad exists, it is named here, with its Library ID in the sources.

1. The price on the card. Gusto is the only company that prints one: "starting at just $55 a month" (25 days), "Pay $0 in employer fees for 3 months when you sign by September 15" on two 401(k) ads (23 days), and "Health insurance with $0 additional fees" (33 days). Deel, Rippling, Darwinbox, Greenhouse and PerformYard never put a number of dollars or euros on an ad.
2. A named competitor. PerformYard ran four ads that name a rival, all between 1 and 9 days old: "Customizing Lattice is a losing battle", "Fighting to customize Culture Amp?", "See why PerformYard beats Lattice", and the same headline for Culture Amp, misspelled "Cutlure Amp". Lattice is in this sample and had no live ad at all.
3. How employee data is kept safe. HR software holds salaries, bank details and passport scans, and not one ad in 404 leads with how that data is protected. The closest is Rippling's "Struggling to keep your systems secure as you scale?" (23 days), which is about the buyer's laptops, not the data inside Rippling.
4. How long the move takes. Deel tells Portuguese readers "Mude para a Deel" (switch to Deel, 231 days) and Rippling sells "a modern payroll engine built to replace the systems you won't miss" (17 days). Neither says how long the switch takes. The only figure we found is on a page, not in an ad: Deel's Bitpanda story says Deel moved "an entire country's payroll" over "in just seven days".
5. A date on the calendar. Review season, open enrollment and year-end payroll come at the same time every year. Two ads use a day: PerformYard's "3 DAYS TILL REVIEWS ARE DUE." (launched the day of the sweep) and Gusto's "sign by September 15" (23 days). The law ads give a year, 2026, and never a day.

Landing page analysis: what happens after the click

Search and social send people to different places:

• On Google, 53 of 180 ads point at the homepage (29%). Only three companies had Google ads on file, 60 each: Deel sends 21 to its homepage, Rippling 16, Gusto 16. The person searching has already typed what they want.
• On Meta, 18 of the 235 ads that link to the brand's own site land on the homepage (8%), and 16 of those 18 are Deel's.
• 106 more Meta ads go to a Facebook link rather than a page, 46 of them Rippling's and 41 Skello's. Darwinbox sends 56 through hubs.ly short links.
• The kind of page sorts these advertisers into four tiers, from the homepage to a page built and numbered for one campaign. Each page below was opened before it got a tier, and CodeSignal's two pages went up a tier once we saw them.

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

• 5 Deel ads land on deel.com/case-studies/mynewsdesk, the longest at 190 days. The page is part of Deel's customer stories library, with an "All customer stories" link at its top.
• The ad says Mynewsdesk "saves 120 hours". The page title says "saves 120 hours monthly", and the figures under the photo add 10-15 hours a week on payroll, 160+ salaries and 4 countries.
• Nothing was built for the campaign: the same page is one click from Deel's list of customer stories.

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

• CodeSignal's "50% of resumes are written by AI" ads land on codesignal.com/the-flood, whose headline repeats the card: "A new era of hiring needs a new kind of signal."
• The header carries the logo and nothing else, and the footer has one link, "Visit CodeSignal.com". The page then names the flood itself: "Too many applicants. Not enough clarity." Its address looks like any product page, and the missing menu is what puts it in tier 2.
• PerformYard's demo-schedule page (141 days) and Skello's /landing/lp/badgeuse (66 days) say the same thing in their address.

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

• 36 of Gusto's 71 brand-site ads land on gusto.com/go/payroll-041, the single biggest destination in the sweep. Two more go to payroll-041e and payroll-041-scale, so the 041 is a page family with its own variants.
• The page asks three questions before anything else: how many employees, how you run payroll today, and what kind of workplace. Its subhead promises you "don't pay a cent until you run payroll", the nearest thing to a price on any page in this section.
• Deel runs eight pages per market in Portuguese, Spanish and French. Rippling sends its UK ads to /en-GB/ pages, including the HR stories page, whose headline repeats the carousel: "The juiciest thing to happen to HR & Payroll".

How many paid pages each company runs

• The library caps each brand at about 60 ads, so the page count tells these companies apart better than the ad count, from Skello's 4 pages to Deel's 18.
• Gusto and Deel spread their ads in opposite ways: Gusto puts 36 of 71 on one numbered page, Deel spreads 61 over 18 pages, one per customer, guide or language.
• Left out: Greenhouse, whose ads point at greenhouse.com while the company is listed as greenhouse.io; Darwinbox, whose ads go through short links; Guild and Malt, whose ads point at guildeducation.com and malt.uk; and GroupGreeting, Lattice and PayFit, whose only ads date from 2021 and 2022.

Check your own. Open your brand's entry in the Ad Library, click three ads and write down the address each one opens. The homepage is tier 0. A page with no menu above it is tier 2. A number or a country code in the address is tier 3.

Teardown 1: Deel

Two campaigns, read in the order a visitor meets them: the ad, the page it opens, then what does not line up between the two. We picked Deel because its Bitpanda card is the longest-running campaign in the set with a page we captured, and CodeSignal because its ad and its page share the most sentences of any pair here.

The campaign. One customer story, Bitpanda, advertised on Meta from 27 August 2025 to the sweep. The first unit ran 217 days and stopped on 1 April 2026. The same card came back on 26 April and had run 127 days by the sweep, and a single-image cut of it had run 60. That adds up to 344 days of the same card over 369 days, with a 25-day gap. All three point at deel.com/case-studies/bitpanda.

The ad

Read the card from the top. The primary text is one sentence with two numbers: "Bitpanda scaled to 20+ countries, slashing onboarding from 3 months to 10 days, all from one platform." The picture puts Deel's logo beside Bitpanda's and repeats the story as a headline, "Bitpanda expanded from 3 office hubs to 20+ jurisdictions with Deel", with the figure 20+ on its own panel. The link headline turns the numbers into a promise for the reader, "Go global in days, not months", over a Learn More button. Nothing on the card says what Deel costs.

The relaunch changed nothing. Same body, same picture, same headline, a new library entry, started 25 days after the first one stopped.

The landing page

The hero. The headline is the ad's picture, word for word: "How Bitpanda expanded from 3 office hubs to 20+ jurisdictions with Deel", with the Bitpanda logo in a box beside it. Under a photo of a Bitpanda card on a payment terminal sit two figures: "20+ New jurisdictions expansion with Deel" and "3 months Saved on onboarding for each new hire". A "Book a demo" button stays in the header, and a top bar offers "3 months free of PEO".

The story. A sidebar gives the facts a buyer screens on: Fintech, Europe and Middle East, 1,001-5,000 employees, and the three Deel products used. Then four headed parts. The problem quotes the CHRO, Lindsay Ross: "We felt like we were sold a lemon." The solution names each product and the reason for it. A pull quote carries the strongest claim on the page: Deel migrated "an entire country's payroll from our previous provider to Deel Payroll in just seven days". The results close on the ad's sentence: "cut down their onboarding time from 3 months to just 10 days".

The other stories. A carousel of four more customers, each with a one-line result such as "How Floship hires its global dream team in two days with Deel". A reader who does not work at a fintech can find a company closer to theirs without leaving the page.

The proof band. "Deel makes growing remote and international teams effortless", four company-wide figures (150+ countries, +40,000 customers, $20B+ compliantly processed global payroll, 90+ NPS for enterprise customers), and the page's only "Book a demo" button outside the header.

Message match

The gaps

Neither of these needs a new page. The ad's best number is not the hero's number. The card says 3 months down to 10 days, and the hero says "3 months saved", a different claim that the reader has to square with the ad before scrolling about 3,800 pixels to the results, where the 10 days finally appears. And the first thing the page offers is not the ad's product: the top bar sells "3 months free of PEO", and the only body button, "Book a demo", comes after the story, the carousel and the stats band.

We look for gaps like these on your own site and send the three that matter most: get your opportunities by email.

Teardown 2: CodeSignal

The campaign. 17 ads on file, all started between 14 July and 12 August 2026, all 17 live at the sweep. 9 had passed 45 days, the oldest at 48, so the whole campaign was seven weeks old at the sweep. Six of them point at one page, codesignal.com/ai-interviewer-score-skills, under two messages: the phone screen from the 90s and the game of telephone.

The ads

The first creative starts with an accusation: "Your phone screen has a dirty secret: it measures confidence, not competence. The best talker wins. The best candidate might not." The picture is a transparent landline from the 1990s, with "The phone screen hasn't changed since the 90s" under it. The link headline names the product's job, "The last phone screen you'll need", and the description below it carries the claim the page will open on: "The only AI interviewer that scores skills, not stories", "calibrated to your team and validated by IO psychologists". It ran 48 days, with three more cuts at 48, 19 and 17 days.

The second creative uses the same structure with a different picture: four candidates on chairs in a corridor, two of them whispering, under "Your phone screen is a game of telephone. Candidates say one thing. Managers hear another." Its copy ends where the first one does, on an AI Interviewer that "scores what candidates can actually do before you pick up the phone" (48 days, and a second cut at 15).

The landing page

The hero. The headline is the line from under the ad: "The only AI interviewer that scores skills, not stories." The subhead repeats the ad's description and adds the attack: "Every other one just records a conversation and puts a number on it." On the right, a single field, "Work Email", a Continue button and a small "Book a live walkthrough with our team" link. The header carries the logo and no menu.

The problem grid. "Other AI interview solutions claim to assess candidates but a transcript with a rating isn't an assessment." Three cards with red crosses: your shortlist still isn't trusted, your candidates can't be compared, you can't defend it when someone asks. The third one speaks to a buyer the ad never named: "Legal wants to know how decisions are made."

The product. After a 2-minute overview video, four tabs ("Get to a shortlist faster", "Make every hire defensible", "Build a stronger pipeline", "Increase recruiter coverage") sit over a sample report: Ali Shaheed, General Customer Interaction Assessment, 38 of 40 minutes, a score of 532 on a 200 to 600 scale, marked Verified and Proctored, with bars for Critical Thinking, Building Rapport, Understanding Others and Building Trust.

The proof. "Real teams getting real results": video cards from Instacart, Nextdoor and Greenhouse, between two written quotes. Outreach's tech recruiter says CodeSignal freed up "roughly 40 to 60% of our engineers' time". One of the logos, Greenhouse, is also an advertiser in this sweep.

The closer. The hero's sentence a second time, "The only AI interviewer that scores skills, not stories.", over a "Book a demo" button, then a footer with one link back to CodeSignal.com.

Message match

The gaps

Two gaps. The phone screen, which both creatives are built on, appears once on the page, inside the first of four tabs, so a visitor who clicked on the 90s phone has to open a tab to see it again. And the page's strongest claim, "validated by IO psychologists", has no study, number or name beside it, only the words "validation studies" inside the second tab. CodeSignal's own flood page backs a similar claim with "2,800+ hours of psychometric validation", and the only figure in this page's proof section, 40 to 60% of engineers' time, is about technical hiring, not the customer-interaction interview the sample report scores.

Key takeaways: five things to do with this

1. Give something to read before asking for a demo. 23 of Darwinbox's 25 ads past 45 days carry a Download button, and Deel's US visa guide ran 128 days.
2. Put two numbers and a logo on a customer card. Deel's Bitpanda card ran 344 days across two runs. The named customers with no number in this set had all run under 45 days at the sweep.
3. Build a page for the ad, and repeat its sentence. Deel and CodeSignal put the card's headline on the page word for word. Only 18 of the 235 social ads here land on a homepage.
4. Run the same ad in each language you sell in. Deel's three oldest live ads are in Portuguese, and 8 of its 18 paid pages are per market.
5. Test one of the five empty angles. The monthly price, a named rival, how employee data is kept safe, how long the move takes, a date. Not one ad on these had passed 45 days at the sweep.

How to run this analysis on your own competitors

Both libraries are free and open to anyone: the Meta Ad Library and the Google Ads Transparency Center. Look up the competitor by its brand page rather than a search term, pick a country, keep only active ads and sort them by start date. Then:

1. Group the ads by angle. Use the eight above, and the gift.
2. Keep the ones that have run 45 days or more. Open each one and read the page it sends people to.
3. List the angles nobody in your market uses. Your next test can come from that list rather than from a copy of theirs.

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

How we did the analysis

• Sample: the HR tech companies on the benchmark leaderboard, chosen by how much traffic their sites get, whether or not they advertise. Fifteen were selected. Fountain and Comeet were set aside without a sweep, which leaves 13: Deel, Skello, Rippling, Greenhouse, Darwinbox, CodeSignal, PerformYard, Guild, Malt, Gusto, GroupGreeting, Lattice and PayFit. Skello, Malt and PayFit were swept from France, the rest from the United States. GroupGreeting, Lattice and PayFit had nothing newer than 2021 and 2022 on file, so they appear in the table and nowhere else.
• Dates: the sweep ran from 25 August to 3 September 2026, about seven weeks before this post was published, and a fresh sweep was not possible. Every run length, every "live" and every count above is as of the sweep, not as of today.
• Sources: the Meta Ad Library, searched by brand page, and the Google Ads Transparency Center, both through Apify. Only Deel, Rippling and Gusto had Google ads on file.
• Filter: brand-verified ads only. An ad counts when the library page name is the brand's own. The page counts above also require the landing host to be the brand's own domain, which is why Greenhouse (greenhouse.com, listed as greenhouse.io), Guild (guildeducation.com) and Malt (malt.uk) drop out of them.
• Ranking: by days active, with 45 days as the floor. An ad that old has been through at least one monthly budget decision and kept its money.
• Reading: every distinct message was read by hand and put in one angle. Dynamic ads return a template instead of a headline, so those were read from the creative image and the landing page. Ads we could not open are counted but never quoted.
• Limits: the library hands back about 60 ads per brand in each country, so 60 means "at least 60", and the proportions inside a company's set matter more than the total. Meta publishes reach only in the EU and never publishes spend. The landing pages were captured between 26 and 31 August 2026 and are described as captured.

Each ad named above has its Library ID in the sources list, so any claim here can be checked against the library itself.

Sources

Every source is public. To open a Meta ad, put its Library ID at the end of facebook.com/ads/library/?id=.

1. Deel's Bitpanda card, Library ID 2167444540389913: facebook.com/ads/library/?id=2167444540389913. Its relaunch, 26849284708035609, and the single-image cut, 1734114071055285.
2. CodeSignal's phone-screen ad, Library ID 1668024564313663: facebook.com/ads/library/?id=1668024564313663. The telephone ad, 1062312656524672, and the other cuts 994155806955018, 1068813482752423, 1714803039808936 and 1023626687238462.
3. The document: Darwinbox 1723358548838619, 1723016505549216, 910000132117855 and 1705642887153775; Deel 2010449379579170 and 1012608524663367; Greenhouse 1891813424815310 and 1302925608014383; Rippling 2582770405488240.
4. The customer with a number: Deel 1281661193592428, 1888231575213664, 925131366896879, 1758205818486879 and 1015146897757142; Darwinbox 1051726627842736; Rippling 994624036957714; Gusto 1740320227010905.
5. The busywork: Deel 895382283544040 and 1965764444310626; Skello 2277725489378770 and 1042270944583549; Rippling 1355921106297671; CodeSignal 1009174268692383; PerformYard 1315348413801849.
6. The law: Deel 4408733882703067 and 1195895622599657; Darwinbox 1051381310650333 and 1047957864460528; Greenhouse 1032635789686846.
7. The flood: Greenhouse 876076368086134, 1919046112145609 and 1874929066724831; CodeSignal 1535478148311697, 1399081875476660 and 1951186905544572.
8. The AI: Greenhouse 1383489969653692 and 4908332979392666; Malt 1188829419263411; Rippling 1010486305214997; Gusto 1040810624995253; Darwinbox 1320558893205193.
9. The score: Greenhouse 1928778864381371, 1242802611014188 and 1449763896873811; Rippling 1530392775354588; Gusto 2857840111241252.
10. The series: Deel 2357092031370507, 1195904672741442, 895682449603464, 1213965817170234 and 2031187007439372; Darwinbox 1583620286680663.
11. The gift: Rippling 1355921106297671, 1172432054878763, 984257767597389, 1502437928211384, 1656075459012518, 2079275953014776 and 1327507602850904.
12. The open angles: Gusto 1035963482400921, 1384128007196344, 2489886871424648, 939756865517924 and 1052084953900488; PerformYard 1091762543284964, 4384285125203065, 1023131094120753, 1364946875209531 and 1555629866292776; Rippling 2025515418068283 and 1247500043898713.
13. The landing pages, live: deel.com/case-studies/bitpanda, codesignal.com/ai-interviewer-score-skills, codesignal.com/the-flood, gusto.com/go/payroll-041, deel.com/case-studies/mynewsdesk, skello.io/it.
14. The sample: the HR tech leaderboard of the Web Anatomy benchmark, selected by traffic. The same method on another market: the fintech ads playbook.
15. The Google Ads Transparency Center for the search ads: adstransparency.google.com.
16. Ad sweeps made 25 August to 3 September 2026, from the United States and France; landing pages captured 26 to 31 August 2026.

Data collected August and 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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Gabriel Amzallag·Oct 13, 2026·23 min read

Guides

Programmatic SEO: a practical guide from 10 city pages to 300

How Staycation went from 10 hand-made city pages to 300 with programmatic SEO, and grew purchases from search by 90%: how to find your topics, four rules, the template, and how to produce and measure the pages.

Gabriel Amzallag·Oct 6, 2026·12 min read

Playbooks

We analyzed the ads the top B2C companies run. Here is what works.

Which consumer ads keep running in 2026, the eight angles they use, and the pages behind the click. Eleven brands, 969 ads, every claim beside its ad.

Gabriel Amzallag·Oct 5, 2026·26 min read