The examples
20 creatives from 45 advertisers, as the public libraries returned them. Click any to open it here.
Benchmarks
| Company | Channels | Ads observed | Meta | Longest run | ||
|---|---|---|---|---|---|---|
 ElevenLabs |    | 15,866 | 462 | 831 | 918 | 320d |
 Rippling | | 8,747 | 565 | 554 | 631 | 182d |
 Cursor | | 5,659 | 488 | 739 | 493 | 71d |
What the data shows
B2B advertising is a three-channel operation or it is not serious
26 of these 45 advertisers run on all three channels simultaneously. That matters because the channels do genuinely different jobs in a B2B funnel: Google captures existing intent, LinkedIn reaches a named account list that has no intent yet, and Meta does cheap reach against a lookalike of the two. Running only one of the three is a coverage gap rather than a strategy, and it is usually visible in the creative. Single-channel advertisers tend to stretch one message across a funnel it was not written for.
The same company sounds like two different companies
The most consistent pattern in this set is tonal divergence by channel. The Meta creative is short, visual and product-led. The LinkedIn creative from the same advertiser is longer, proof-heavy and frequently posted from a named individual. This is not inconsistency, it is correct: the reader is in a different frame in each place. Where it goes wrong is when an advertiser ports LinkedIn copy onto Meta: long paragraphs of enterprise proof in a feed built for two-second decisions. That mistake is visible in a public library the moment you put the two side by side.
Demo-led and signup-led are two different businesses
Call-to-action mix splits this set cleanly. Advertisers leading with Book Now or Request Demo have a sales team and a deal size that justifies one. Advertisers leading with Sign Up or Download are product-led and are optimising for volume into a self-serve funnel. The tell is not the CTA alone but the destination behind it: a demo CTA pointing at a calendar booking page is a real sales motion, while one pointing at a generic contact form usually is not. Both patterns are readable from the library without any account access.
Proof appears earlier in B2B than anywhere else
Named customers, funding amounts, headcount and usage counts appear in the first line of a large share of the B2B creative here, and almost never in the consumer-facing creative elsewhere in the index. The reason is that a B2B buyer is evaluating vendor risk in parallel with product fit, and a number in the opening line answers the risk question before the product question is asked. The transferable lesson is not to copy the specific proof but to notice where in the ad it sits. B2B advertisers that bury proof below the fold are competing against ones that lead with it.
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