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Ad swipe file · 12 libraries

A swipe file of 100,000+ real ads

A swipe file is a collection of ads that worked, kept so you can study them before you make your own. The Sprites ads library is one that keeps growing: real ads from 11 platforms, each with its copy and format, most with how long it ran.

Start 7-day trial →Open the ads library

$1 today. Cancel anytime before day 7.

  • BedJet adBedJetSocial proofRan 658 days
  • John L. Scott Real Estate adJohn L. Scott Real EstateQuestionRan 590 days
  • GreenPan adGreenPanQuestionRan 547 days
  • ROKA adROKAQuestionRan 433 days
  • Homeaglow adHomeaglowQuestionRan 433 days

What is a swipe file?

A swipe file is a saved collection of proven marketing - ads, headlines, emails, landing pages - that you go back to for ideas before you write. You swipe the thinking, not the work.

The name comes from copywriting. Ad writers kept folders of other people's ads that pulled, and "swiped" from them when a brief landed: the hook, the offer, the order of the argument. Never the words.

Swipe file meaning, in one line: a library of what already works, sorted so you can find it when you need it.

A blank page is the slowest way to start an ad. A swipe file turns it into a choice between twenty openings that already ran.

What goes in an ad swipe file

  • The hook

    The first line or the first second. It decides whether anything after it gets seen, so file ads by how they open.

  • The offer

    Free trial, discount, demo, guide. The same creative with a different offer is a different ad.

  • The format

    Video, static, carousel, and the shape it ran at. What worked as a 9:16 video rarely survives as a square.

  • How long it ran

    The one public signal that an ad worked. Advertisers do not pay for losers for six months.

  • Where it sent people

    The landing page is half the ad. Keep the two together.

Ad swipe file examples

Real ads, one per brand, longest-running first. The library behind them holds 112,000+.

All ad examples→

Every creative, with its copy, format and run length

Swipe file examples, by hook

The opening line is what you swipe most. Here is how real ads open, filed by hook type, each with how long it ran.

Every hook type→

Offer

  • Schedule your house cleaning now and receive $150 OFF recurring cleaning (new customers only)!ecomaids · 1649d
  • Save on top must-haves and earn points for every dollar you spend with Welcome Rewards.Bed Bath & Beyond · 1435d
  • Official Puffy® Sale - $1,350 Off Puffy Mattress & Accessories.Puffy · 963d

Question

  • You've been eyeing that sofa—why wait?7th Avenue · 799d
  • Leave something behind?Mint & Lily · 773d
  • What are you waiting for?Dalstrong · 619d

Pain point

  • "I have flat feet, plantar fasciitis and I've been dealing with feet pain for years.KURU Footwear · 564d
  • If you've got a slow drain in your home, that means you've got a clog.Morris-Jenkins · 535d
  • Say goodbye to stiff mornings.Siena Sleep · 502d

Social proof

  • Cerakote is the #1 thin-film coating on earth.Cerakote · 1937d
  • Meet the cooling & warming system for your bed with over 4,000 5-star reviews.BedJet · 658d
  • Meet the best-selling swimwear you’ll actually look forward to wearing.Summersalt · 578d

Number

  • A Top 500 Franchise; Phenix Salon Suites is changing the Salon Industry.Phenix Salon Suites · 3185d
  • Every 90 days Valor Home 'Raises the Roof' for a Veteran.Valor Home · 1137d
  • Join YouFit for $0 down 💪🏼YouFit Gyms · 903d

How to build a swipe file

Collect from the ads libraries, keep only what ran, file by hook, write one line on why, and open it before every brief.

  1. 1

    Collect from the ads libraries, not your feed

    Your feed shows you what targets you. The libraries show what a brand runs to everyone. Start with the Meta ads library, then the LinkedIn and TikTok ones.

  2. 2

    Keep only what ran

    Run length is the filter. An ad still live after 90 days is paying for itself; one that ran a week is a test. Sort by it before you save anything.

  3. 3

    File by hook, not by brand

    You will search the file by problem ("I need an opener for a price objection"), so sort it that way. The ad hooks page shows the types most ads use.

  4. 4

    Write one line on why it works

    A saved ad without a note is a screenshot. One sentence - "leads with the price, then the proof" - is what you reuse.

  5. 5

    Open it before every brief

    Pull five ads that solved the same problem, take the structure from the best one, and write your own words into it.

Landing page swipe file

A landing page swipe file keeps the page each ad sends traffic to, next to the ad. The match between the two is usually what the advertiser tested hardest.

Open any ad in the library and the viewer shows where it sends traffic. Keep the headline of the page with the hook of the ad: when they repeat each other, the ad converts on the promise it made.

Your swipe file, inside Sprites

The ads library is the swipe file; Sprites is what turns a saved ad into your next one.

How ad generation works→

  • Save

    Every ad in the library has a Save button. It opens the ad in Sprites with the first question already asked: why does this work.

  • Clone

    Clone keeps the structure and the hook, rewrites the ad for your brand and drafts the creative. Your swipe file, turned into your next ad.

  • Copy link

    Each ad has its own link. Paste it into a brief, a doc or a chat and it opens on that ad.

Swipe files by platform

Each platform's ads library, the place to start a swipe file for that channel.

  • Google ads library
  • LinkedIn ads library
  • Meta ads library
  • Reddit ads library
  • Pinterest ads library
  • Snapchat ads library
  • Amazon ads library
  • TikTok ads library
  • Quora ads library
  • Microsoft ads library
  • Apple Search Ads library
  • ChatGPT ads library
  • AI startup ads

Sizes and safe zones

  • Ad specs for every platform
  • TikTok safe zone
  • Instagram safe zone

By creative type

  • Video ads
  • Static ads
  • Image ads
  • Testimonial ads
  • UGC ads
  • Ad copy examples
  • Ad hooks

By industry

  • Activewear ads
  • Airline ads
  • Appliance ads
  • Auto repair ads
  • Baby and parenting ads
  • Bakery ads
  • Bank ads
  • Beer ads
  • Candy ads
  • Automotive ads
  • Car dealership ads
  • Car detailing ads
  • Cereal ads
  • Chiropractic ads
  • Church ads
  • Cleaning services ads
  • Clothing and fashion ads
  • Coffee ads
  • Credit card ads
  • Cruise ads
  • Daycare and childcare ads
  • Dental ads
  • Deodorant ads
  • Electrician ads

Swipe files: questions

What is a swipe file?

A collection of marketing that worked - ads, headlines, emails, landing pages - saved so you can study it before you write your own.

What does swipe file mean?

It comes from copywriting slang: to "swipe" is to borrow. A swipe file is where you keep the ideas worth borrowing, the structure and the angle, never the exact words.

Is using a swipe file stealing?

No, if you take the idea and not the execution. Copying an ad word for word is plagiarism; noticing it opens on a price objection and writing your own opener on yours is the job.

What should go in an ad swipe file?

Ads that ran a long time, filed by hook and format, each with its landing page and one line on why it works.

Where do I find ads for a swipe file?

In the public ads libraries. The Sprites ads library collects 100,000+ of them from Meta, Google, LinkedIn, TikTok, Reddit, Pinterest, Snapchat and more, with copy and run length.

What is a landing page swipe file?

A swipe file of the pages ads send traffic to. Keep each one next to its ad: the promise in the ad and the headline on the page should match.

Turn the swipe file into your next ad

Save an ad and Sprites tells you why it works. Clone it and Sprites rewrites it for your brand and drafts the creative.

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