Anthropic's Meta account is a Claude Code account.
225 of 576 ads send the click to one URL, claude.com/product/claude-code. That is 39%. The second product, Cowork, gets 119. Everything else - the overview page, Tag, the customer docuseries, a model launch - splits what is left.
It lines up with what companies buy. In Ramp's October 2026 AI category data, Claude Code is the most-purchased coding agent, bought by 87% of buyers in the category, and Anthropic is the most-purchased foundational LLM vendor at 80%. The ads are built to feed the product that already wins.
And not one of the 153 creator ads has a headline. The brand writes the label. The creators tell the story.
Claude ads: key findings
- 576 Meta ads since February 2026, 436 live as of 13 October
- 225 ads (39%) go to the Claude Code page, 119 to Cowork, 60 to the overview
- 171 ads have no headline: all 153 creator ads, against 18 of 423 brand ads
- 153 ads run from 44 creator pages, every one a video, 89 tagged #claudepartner
- 130 new ads in June against 9 in May, then 78, 108 and 141
- 23 ads for "The Problem Solvers" customer docuseries, nine of them on Lovable's Anton Osika
- 31 days is the median life of an ad that has ended
- 198 LinkedIn ads and 512 Google ads run a different mix
An account that points at one product
Where the 576 clicks go
| Destination | Ads | What it is |
|---|---|---|
| claude.com/product/claude-code | 225 | Claude Code |
| claude.com/product/cowork | 119 | Cowork, the desktop agent for knowledge work |
| claude.com/product/overview | 60 | Product overview |
| claude.ai | 44 | Straight into the app |
| claude.com/problem-solvers | 23 | Customer docuseries |
| claude.com/product/tag | 22 | Claude inside Slack |
| anthropic.com/claude/fable | 18 | Fable 5.1 launch |
| claude.com/office-hours | 14 | Live sessions |
| anthropic.com/claude-sonnet-5-5 | 12 | Sonnet 5.5 launch |
| claude.com/product/claude-code/pm-v1 | 11 | Claude Code, for product managers |
Add the 11 ads for the PM page and 236 ads go to Claude Code or a page under it. There is one headline for the whole push: "Try Claude Code", on 99 ads.
The model launches get a small share. 18 ads for Fable 5.1 and 12 for Sonnet 5.5. A frontier lab, and the Meta account mostly ignores the model race. The money page is the agent.
Cowork is the second account
Cowork's first ad ran on 2 April, Claude Code's on 22 April. Both were nearly silent through May, then:
| Month | New ads | To Claude Code | To Cowork |
|---|---|---|---|
| May | 9 | 4 | 4 |
| June | 130 | 59 | 32 |
| July | 78 | 52 | 17 |
| August | 108 | 53 | 21 |
| September | 141 | 46 | 49 |
June was the step. 130 new ads in a month after 9 the month before. 498 of the 576 started in June or later, and 152 in the last 30 days.
Look at September. Claude Code held at 46. Cowork jumped from 21 to 49 and for the first time matched it. Anthropic is building a second product line on the same Meta account in public.
The creator layer
153 ads from 44 pages that are not Claude
423 of the 576 ads run from Claude's own page. The other 153 run from creators' own pages, and every one is a video. 89 carry #claudepartner.
| Source | Ads | To Claude Code | To Cowork |
|---|---|---|---|
| Claude page | 423 | 171 | 50 |
| Creator pages (44) | 153 | 65 | 76 |
I did not expect that last row. The brand page sells Claude Code (171 ads, against 50 for Cowork). The creators sell Cowork. 76 of their ads go to the Cowork page against 65 for Claude Code and 6 for Claude Design.
It is speeding up. In September creators made 46 of the 49 new Cowork ads. Today they run 56 of the 85 live Cowork ads, but only 26 of the 159 live Claude Code ads.
Not a developer audience
The names tell it. Natalie Barbu builds a CEO dashboard "without writing a single line of code". Corporate Natalie and Corporate Bro show Cowork doing weekly funding round-ups and brand-guideline edits. nickbilotto built a surf forecast, linked to Cowork. Developer creators are in the mix too, like Coding with Lewis and Alberta Tech.
Then the lander. 11 ads go to /product/claude-code/pm-v1, a Claude Code page written for product managers. Google's ad copy says it outright: 4 Google ads, 17 variations in all, carry the line "It's not just for developers".
The market for Claude Code just got wider. The ads, the creators and the lander are all aimed at people who do not write code for a living.
Every creator video runs in the creator's own voice, on the creator's own page. 9 ads from nickbilotto, 8 from Natalie Barbu, 7 from B$ by Brian Moore. None of them looks like an ad from a lab.
The video carries the message
171 ads, 30%, have no headline, and 153 of them are the creator ads. No creator ad has a headline. 405 of 423 brand ads do. The brand ads run bare the other way: 260 have no body text. Every creator ad has a first-person caption, and all 153 are video. Across the account:
| Format | All ads | Live |
|---|---|---|
| Video | 428 | 264 |
| Carousel | 112 | 67 |
| Image | 36 | 35 |
The 576 ads group into 256 distinct creatives. The brand copy that does appear is short and flat: "Try Claude Code", "Try Claude Cowork", "Discover more with Claude", "Cowork works while you sleep".
The customer docuseries
"The Problem Solvers: Building with Claude" is a customer series, 23 ads, 21 of them live. Each one is a founder, named in the copy:
| Founder in the ad | Ads |
|---|---|
| Anton Osika, Lovable ("200K+ projects are built on Lovable every day") | 9 |
| Cursor ("a team of fifteen to building software for 60% of the Fortune 500") | 7 |
| Kay Zhu | 4 |
| Max Junestrand | 2 |
| Scott Wu ("the first AI software engineer") | 1 |
Most of the founders build software. Lovable, Cursor and an AI software engineer all sit in the coding category, the same category where Claude Code leads Ramp's data. The docuseries is customer proof aimed at the buyer already shopping for a coding agent.
LinkedIn and Google sell different things
LinkedIn: 198 ads, models and Slack
194 of 198 LinkedIn ads come from the Anthropic company page. 99 are single image, 81 video and 18 documents. Claude Code is not the lead.
| LinkedIn theme | Ads |
|---|---|
| Mention Opus 4.8 | 41 |
| Tag (Claude in Slack) | 48 |
| Fable 5 launch | 24 |
| Mention Claude Code | 32 |
| Small-business customer stories | 15 |
| Event: "Register now." | 12 |
The top headlines are "Claude Opus 4.8 is now available" (25 ads), "Tag Claude in where your team already works" (24) and "Claim the credit" (24), which offers Opus 4.8 in Claude Code or Cowork. B2B buyers on LinkedIn get models and teamwork. Meta gets the product.
Google: 512 ads, mostly text
441 of 512 Google ads are text, 56 are video and 15 are image. The earliest was first shown on 15 July 2025. 203 first ran in 2026.
Claude Code is in the copy of 241 of them, Cowork in 57 and Slack in 24. The most common headlines are "The best AI for developers - Claude Code by Anthropic" (40), "Claude Cowork by Anthropic" (27) and "Claude Code by Anthropic" (24). Search is where Claude Code is sold to developers, by name.
How long an ad lives
210 of the 576 have ended. The median ran 31 days. 55 of them, 26%, were gone within 14 days, and only 10 ran past 60. The median live ad is 47 days old and the oldest has run since 18 June.
So most ads here are rotated about monthly, but a core stays on. That is a testing cadence, not a set-and-forget one.
What actually makes this work
The Meta account follows the buyer data. Claude Code is the product that already wins on the card statement, so it gets 39% of the clicks and the headline.
The creators go where the brand page does not. A CEO, a PM or a corporate creator will not watch a lab explain a terminal. They will watch someone like them do their job with it.
Then Cowork, on the same account, catching up month by month.
Break down your own market
Claude is one of many advertisers worth reading this closely. See every ad on Claude's ad page (also at Anthropic ads), then compare the playbooks in Viktor, Wispr Flow and Granola.
Browse the rest of the Sprites ads library, see what your own account is running with creative analytics, or start with Sprites.