B2B companies often think their buyers live on LinkedIn and nowhere else. Whitepapers, webinars, InMails.
That assumption is expensive. B2B buyers spend 74% more time on Facebook than the average user. They search Google for solutions between meetings. They scroll LinkedIn during commutes. They browse Facebook after hours. The best B2B advertisers meet them on all three platforms, with messaging tailored to each.
We pulled 29 real B2B ads across Meta, LinkedIn, and Google from our Ad Library database. Every ad is from a real campaign, with data on how long it has been active. These are not mockups or hypothetical examples.
Why ad longevity matters: If a company keeps running the same ad for 90+ days, it is almost certainly profitable. B2B advertisers track pipeline value closely. They do not waste budget on underperformers. HubSpot's State of Marketing report confirms that a multi-platform approach is the standard for high-performing B2B lead generation.
Use these examples to study how top B2B companies solve the hardest advertising problem: reaching decision-makers across every platform they use.
Meta (Facebook) Ads
1. Intercom: The Fake Conversation That Sells
Intercom
Sponsored 路
Fin is the best-performing AI Agent for Financial Services, accurately resolving complex queries like card issues and transaction disputes.
FIN.AI
See Fin in action.
Cold audience 路 Running for 113 days 路 223 ad variations
The entire image is a mock conversation: a customer reports an unrecognized $42.50 charge, and Fin asks to verify identity before helping. That's a high-stakes scenario, the kind that makes finance companies nervous about AI. By showing it handled correctly, Intercom preemptively answers the #1 objection: can AI deal with sensitive stuff like credit card disputes? The chat UI feels real enough that you can picture it inside your own product. When you're selling to skeptical buyers, showing the product handling a hard case beats any feature list.
The copy keeps repeating "complex" on purpose. "Unmatched accuracy for complex financial queries." Intercom isn't going after teams that need a basic FAQ bot. They're targeting financial services with real, messy support tickets. When your copy uses industry-specific language, it filters out the wrong people and makes the right ones feel like you built this for them. 223 variations means they're running this playbook across multiple verticals.
Takeaway: Show your product handling the scariest use case your buyer can imagine, so the demo itself neutralizes their biggest objection.
2. Settle: Margins You Can See
Settle
Sponsored 路
Manual work isn't what drives growth. With Settle, finance teams cut down on busywork, automate reporting, and trust their numbers every month.
Automate Back Office Chaos for Good
Cold audience 路 Running for 115 days 路 58 ad variations
Four product illustrations, each with a green badge showing a specific margin: +38%, +43%, +51%, +49%. Your eye jumps to the numbers before you read anything else. That's showing the outcome instead of describing the product. Those percentages are realistic enough to feel like a real dashboard, not a marketing fantasy. You don't need to understand what Settle does to want those numbers on your own products. For a CPG finance team, this visual IS the value proposition.
"Know Your Margins. Every Time." takes a vague anxiety every CPG founder has and turns it into a promise. The copy names two things teams currently do in separate tools: "Real-time inventory + bill pay in one platform." But the real targeting is in the details: "SKU-level accuracy" and "Built for CPG." When your ad uses your customer's own vocabulary, it filters out everyone else. Most fintech ads try to speak to everyone. Settle narrows it to a buyer who tracks margins at the SKU level.
Takeaway: Put specific outcome numbers in your image so viewers compare them against their own results before reading a single word of copy.
3. ScribVet: Three Steps to Sell Simplicity
ScribVet
Sponsored 路
Tired of spending hours writing veterinary notes? ScribVet transforms spoken notes into detailed veterinary records in seconds.
SCRIBVET.COM
Veterinary Notes in seconds, not hours!
Cold audience 路 Running for 396 days 路 12 ad variations
"SOAP notes in seconds:" followed by three bullet points. Record, let the AI write, "...Yep, that's it." That third bullet does all the work. Vets know SOAP notes are tedious, so ScribVet doesn't explain the pain. The image sells the simplicity of the solution. Three steps is already easy, but ending with "Yep, that's it" makes it feel almost too easy. The minimalist white background reinforces the same message: simple, clean, no fuss.
The copy opens with "Tired of spending hours writing veterinary notes?" which is a textbook pain-point hook. But the smarter move is "5x faster than typing." That's a concrete number vets can measure against their own experience. If you're writing notes for 30 minutes, 5x faster means 6 minutes. The math does the selling for you. Still active after 472 days on a single variation, which is remarkable for any ad on any platform.
Takeaway: Reduce your product's value to a simple multiplier ("5x faster") so your audience does the ROI math in their own head.
4. Notion: The $12,000 Anchor
Notion
Sponsored 路
Act Fast: Get Your Notion Business Plan FREE for 3 Months. Full AI Suite Included. No Credit Card Required.
FB.ME
Get 3 Free Months of Notion Business
Cold audience 路 Running for 111 days
The bright yellow background doesn't look like a typical SaaS ad. It looks like a conference poster, which makes it blend into feeds instead of feeling like an interruption. "Get up to $12,000 of Free Notion" sits below the CTA button and does more work than the headline. Most people will never use $12,000 worth of AI agents, but that number reframes a free trial into a massive gift. That's anchoring: you stop thinking about whether Notion is worth trying and start thinking about how much value you'd be leaving on the table.
The primary text is a wall of checkmarks, each naming a specific capability: "AI analyzes PDFs, images & documents," "Turn pages into professional websites instantly." They're not selling "productivity" as an abstract concept. They're listing concrete things you can do tomorrow. That matters because Notion competes with dozens of tools, and vague positioning gets ignored. "No Credit Card Required" removes the last bit of friction.
Takeaway: Anchor your free trial to a high dollar value so prospects feel the cost of not trying, then list specific actions they can take on day one.
5. HeadshotPro: Beating ChatGPT at Its Own Game
HeadshotPro
Sponsored 路
Professional business headshots, done for you in 2 hours or less. 100% Online. No appointments. Get hundreds of photos back in 2 hours or less.
HEADSHOTPRO.COM
Best AI Headshots
Cold audience 路 Running for 91 days 路 12 ad variations
A casual kitchen selfie on the left, a polished studio headshot on the right, same person. That transformation is the entire pitch. You don't need to explain what AI headshots are when the proof is sitting right there. "Sorry, ChatGPT" in the headline is clever because they're competing against the thing everyone has already tried. Most people have thrown a selfie into ChatGPT hoping for a LinkedIn photo. By calling that out, they tap into a shared experience that creates instant recognition.
The copy stacks reassurance in a specific order. "2 hours or less" appears twice, telling you speed is the main objection they're fighting. Then the checklist handles everything else: no appointments, hundreds of photos, 10 minutes to sign up, full refund guarantee. Each line removes one more reason to say no. "Full refund if you don't get an incredible headshot" sets the quality bar high on purpose, which actually increases trust because it signals confidence in the product.
Takeaway: Name the free alternative your audience already tried (and was disappointed by), then show a side-by-side result that makes your paid product the obvious upgrade.
6. ClickUp: The Consolidation Play
ClickUp
Sponsored 路
This app is the #1 productivity tool 2025.
CLICKUP.COM
The everything app for work
Cold audience 路 Running for 144 days 路 14 ad variations
The image lists seven tools most teams already use: Projects, Chat, Email, Recordings, Documents, Whiteboards, Time Tracking. Each sits in its own card, and they all connect with a line flowing into the ClickUp logo. The mess is on the left, the solution is on the right. Anyone managing a team across Slack, Gmail, Notion, and Loom will feel that image before they process the words. The visual structure IS the argument.
The copy says "This app is the #1 productivity tool 2025." That's borrowing authority from a ranking to skip the trust-building phase entirely. When you claim the number one spot, people don't ask "is this good?" They ask "why haven't I tried this yet?" The headline, "The everything app for work," reinforces what the image already showed. For a product that does seven things, showing restraint in the ad itself is the smartest move.
Takeaway: Visually map the scattered tools your buyer already uses flowing into your single product, so the image makes the consolidation argument before the copy does.
7. Motion: The 30-Minute Monday Routine
Motion
Sponsored 路
There's a new way to get 25% more done.
WWW.USEMOTION.COM
Get 25% more done
Cold audience 路 Running for 542 days
The video walks through a morning routine, minute by minute, from 6:00am to 6:30am. Each step is timestamped, making the whole thing feel achievable. You're not watching a product demo, you're watching someone's actual workflow. The woman on the balcony looks like any creator posting a "day in my life" reel. It blends right into organic content, which is why it's been running for 542 days with a single variation.
The hook does something clever: "Them: what's your secret? Me: I spend 30 minutes on Monday to save 11h/week." That's a 22x return on time, framed as a secret someone asked about. It feels like overheard advice, not a pitch. The Facebook copy says "There's a new way to get 25% more done." Vague on purpose. It doesn't mention AI or scheduling. It just promises a result, which is all anyone scrolling their feed cares about.
Takeaway: Frame your product as a timestamped daily routine that blends into organic "day in my life" content, so it feels like a creator tip instead of an ad.
8. Ramp: The Office Spending Interrogation
Ramp
Sponsored 路
Kolin reviews the team's spending on their Ramp cards for the month.
RAMP.COM
Cold audience 路 Running for 90 days
The hook isn't about Ramp at all. A boss calls employees in one by one to review their corporate card spending, and the numbers are absurd: $133,645 in 30 days, $13,500 to a reptile company. Each confrontation gets funnier because the employees genuinely don't think they did anything wrong. The product disappears into the entertainment. You're watching a comedy sketch, not an ad, which means you don't skip it. By the time you realize this is about expense management, you've already absorbed the message.
The primary text is just one line: "Kolin reviews the team's spending on their Ramp cards for the month." No features, no benefits, no CTA in the copy. The video does 100% of the selling, so the copy just sets the scene. Every ridiculous expense in the sketch is a real pain point for finance teams. Stilt walkers for an office party? A T-Rex rental? Anyone who has managed company cards knows the reality isn't far off.
Takeaway: Turn your buyer's real pain points into an absurd comedy sketch, then let the product appear naturally as the solution without ever pitching it.
9. SEOptimer: The Free Audit Hook
GrowthBar
Sponsored 路
Not ranking on Google? Stop guessing and start optimizing your entire site in seconds.
Get a FREE SEO health check
Cold audience 路 Running for 146 days
The image shows a mock audit report: a C- grade, category scores from A- to F, and a pink "Recommendations: 21" badge. Showing a mediocre score is intentional. Nobody looks at an A+ report and thinks "I need this tool." A C- triggers curiosity and a little anxiety. You immediately wonder what YOUR score would be. That's the gap between "interesting ad" and "I have to click this right now."
"Not ranking on Google? Stop guessing." That addresses a pain most site owners feel but can't diagnose on their own. Then comes the free offer: "Audit your site for free today." When your product delivers value before asking for anything, the ad almost sells itself. Give people a taste of the insight, show them what they're missing, and the upgrade conversation happens naturally.
Takeaway: Show a mediocre score in your free audit ad, not a perfect one, so viewers feel compelled to check their own.
10. Bluebeam: Selling Outcomes, Not Features
Bluebeam
Sponsored 路
Go beyond basic PDFs. Bluebeam gives you powerful tools to mark up, measure, and annotate directly on your plans, so teams can stay aligned and move faster.
Get Price
Cold audience 路 Running for 234 days 路 12 ad variations
"Cut Errors. Save Time. Win Projects." Three sentences that speak directly to what construction teams care about. The image doesn't show the software. It stacks three proof points: 3x more bids, 5x faster estimating, 50% more projects won. Anyone in construction estimating knows winning more projects is the entire game. The blueprint-blue background immediately signals "this is for people who work with plans" without saying it.
The copy takes the opposite approach, getting into the product: "mark up, measure, and annotate directly on your plans." The image sells the outcome, the copy sells the tool. The headline says "Get Price" instead of "Learn More," which pre-qualifies clicks by telling people they'll see pricing. You don't click "Get Price" unless you're actually considering buying. That filters out casual browsers and sends higher-intent traffic to the landing page.
Takeaway: Use "Get Price" instead of "Learn More" as your CTA to pre-qualify clicks and send only high-intent buyers to your landing page.
11. Slack: The Post-Holiday Nightmare
Slack
Sponsored 路
AI shouldn't make you think, it should help you do. Discover a powerfully simple way to be more productive today, with AI in Slack.
SLACK.COM
Try AI in Slack. Work smarter.
Cold audience 路 Running for 36 days 路 7 ad variations
"Coming back from holiday where you're running multiple businesses is an absolute nightmare." The creator doesn't start with Slack or AI. He starts with holiday footage, luggage, a boat. Then he's at a desk with hundreds of unread messages. The first 7 seconds feel like a rant from a founder you follow, not an ad for enterprise software. By the time Slack AI enters at the 24-second mark, you're already nodding along. That's the whole strategy: make the problem feel personal before the product shows up.
The screen recording shows him selecting channels, getting AI recaps, and marking everything as read. It takes an abstract feature ("AI summaries") and makes it tangible. The copy says "AI shouldn't make you think, it should help you do," which is a clean way to position against the "AI is overwhelming" narrative. "Running multiple businesses" speaks directly to founders who'd actually have buying power for a Slack upgrade.
Takeaway: Open your video with a relatable personal frustration for 7+ seconds before mentioning your product, so viewers engage with the story before realizing it's an ad.
12. Cognism: Rewriting the Buyer's Inner Monologue
Cognism
Sponsored 路
Hey there, send us a list of accounts you're dying to break into. We'll give you a sample of leads for those accounts, absolutely free.
INFO.COGNISM.COM
Claim your free data sample
Retargeting 路 16 ad variations
The image uses strikethrough text. Crossed-out lines read like someone's frustration: "I'm losing it trying to pick the best B2B data provider from 100s of pushy vendors." Then two remaining purple lines flip that into action: "I'm ready to test a data sample." You read it both ways. First the full complaint, then just the purple text. That double reading turns the viewer's pain into Cognism's CTA. No screenshots, no dashboards. Just a single reframe that moves someone from overwhelmed to ready.
The copy matches: "send us a list of accounts you're dying to break into." The offer, a free sample of your own target accounts, is smart because it's a personalized test drive, not a generic whitepaper. If the sample data is good, you basically sell yourself on switching. Low commitment + high relevance makes it hard to ignore for anyone already vendor-shopping.
Takeaway: Offer a free sample using your prospect's own data (their accounts, their site, their list) so the trial itself becomes the sales pitch.
13. Klaviyo: Stealing From the Competition
Klaviyo
Sponsored 路
Klaviyo's 350+ integrations keep your data systems talking so your brand stays moving.
Integrations that keep up
Retargeting 路 Running for 59 days 路 7 ad variations
"50k brands moved from Mailchimp to Klaviyo." That number doesn't say Klaviyo is better. It says 50,000 brands already made the decision for you. If you're a Mailchimp user who's been frustrated, that stat removes the risk. You're not an early adopter taking a gamble, you're late to the party. Using Mailchimp's own mascot imagery (the chimps) turns a competitor's brand asset into a visual argument against them. Every Mailchimp user instantly recognizes those illustrations, which means the ad stops them before they read a word.
"Time to switch" is the entire CTA, and it works because everything above already did the convincing. The copy mentions "350+ integrations," targeting a specific pain for brands outgrowing Mailchimp. When you position your product as where everyone is already going, the question shifts from "should I switch?" to "why haven't I switched yet?"
Takeaway: Lead with the number of people who already switched from your competitor, so the decision feels like catching up rather than taking a risk.
14. Foreplay: Show the Product, Skip the Pitch
Foreplay
Sponsored 路
"Foreplay allowed us to find better ads, make them and learn from them really really fast" - Christina Bell, Growth Lead @ Webtopia
Introducing Foreplay
Retargeting 路 9 ad variations
The bottom half of this ad is a screenshot of Foreplay's actual interface: swipe file, ad cards, real brands like RIMOWA and Alphalete in the grid. It's not a mockup. For a tool that helps marketers save and study ads, showing the real UI is the strongest proof you can offer. You don't need to explain what it does when people can just look at it. The dark gradient fading into the screenshot keeps the top clean while making the product extend beyond the frame.
The copy leans on a testimonial from Christina Bell, Growth Lead at Webtopia. For a retargeting audience, that role-specific social proof hits different than generic praise. The headline just says "Introducing Foreplay" with a low-pressure CTA. When your audience is already warm, you don't need to sell hard. You just need to remind them why other marketers love it. "Start a 7 day free trial" gives them an easy next step.
Takeaway: Pair a real product screenshot with a testimonial from someone whose job title matches your target buyer, so warm audiences see both the tool and the social proof in one glance.
15. monday.com: Overthinking as the Hook
monday.com
Sponsored 路
Happens to the best of us. No worries! Start your free trial and see why most of the F500 use monday.com.
Still deciding? Consider it done!
Retargeting
The entire video is a single interaction: a cursor clicks "Try it for free," confetti explodes, and the button turns green with "Done." Then it loops. No product demo, no features, no testimonials. monday.com is betting their audience already knows what the product does. Instead of explaining it again, they address the real blocker: hesitation. "You're probably overthinking this" calls out exactly what someone in the consideration phase is doing. The video literally shows them how easy the next step is. One click. Done. Confetti.
The copy drops "most of the F500 use monday.com" like it's no big deal, which makes it even more persuasive. They don't list logos or say "trusted by 200,000 companies." They go straight for the Fortune 500 because that signals enterprise credibility in five words. "Still deciding? Consider it done!" mirrors the video perfectly. Everything in this ad makes signing up feel like the easiest decision you'll make today.
Takeaway: For retargeting ads, stop explaining your product and instead call out the hesitation itself, then make the signup feel like one effortless click.
LinkedIn Ads
LinkedIn is the most expensive ad platform per click, but it is the only place where you can target people by job title, company size, and industry simultaneously. For B2B, that precision is worth the premium. A VP of Engineering at a 500-person company will see your ad because they are a VP of Engineering at a 500-person company, not because they liked a business page once.
The best B2B LinkedIn ads look like advice from a smart colleague, not a pitch from a vendor. They blend into the professional feed by using formats that resemble organic posts. If you want to see B2B LinkedIn ads across more industries, check out our SaaS Ad Examples collection.
16. Foleon: The PDF Call-Out
Foleon
Promoted 路
70% of your audience is on mobile and won't read your PDF.
Send us a PDF. We'll show you what engagement looks like.
Cold audience 路 Running for 809 days 路 1 ad variation
"Tell me you're not sending PDFs to actual prospects." Paired with a grumpy PDF icon, this ad makes you feel called out. Every B2B marketer on LinkedIn has sent a whitepaper, case study, or one-pager as a PDF this week. That emotional reaction, guilt mixed with humor, is what stops the scroll. The image does not show Foleon's product. It shows the problem you have right now.
The primary text backs it up with a stat: 70% of your audience is on mobile and will not read your PDF. That reframes the problem from "PDFs are fine" to "you are losing most of your audience." Then the headline flips into a low-friction CTA: send us a PDF, we will show you what engagement looks like. They are not asking for a demo call. They are asking for a file you already have. 809 days running on a single variation tells you this approach keeps working.
Takeaway: Call out a specific behavior your B2B audience does every week (like sending PDFs) and make them feel the cost of not changing.
17. Conveyor: The Honest DIY Review
Conveyor
Promoted 路
Yesterday, I stumbled across someone who built out a custom GPT for DIY security questionnaires and ran some quick tests!
Cold audience 路 Running for 526 days 路 1 ad variation
The image is a screenshot of ChatGPT showing a custom GPT for security questionnaires. That is the competitor, and Conveyor is running an ad that sends you to it. The entire post reads like someone genuinely evaluating a free tool, listing its limitations: specific formats only, cannot handle checkboxes, heavy manual setup. It never mentions Conveyor by name. That is the whole strategy.
By honestly reviewing the DIY approach, Conveyor positions itself as the obvious next step without ever pitching. Anyone who reads this and thinks "too much work" is already pre-sold. For B2B security and compliance teams, credibility matters more than flash. The copy is structured like a native LinkedIn post with hashtags and short paragraphs, which LinkedIn's algorithm rewards with more distribution.
Takeaway: Honestly review the free DIY alternative your B2B audience already uses, then let your product be the obvious upgrade without ever naming it.
18. HubSpot: The Free Template
HubSpot
Promoted 路
We built the definitive Marketing Plan Template so you don't have to.
Free Marketing Plan Template
Cold audience 路 Running for 274 days 路 1 ad variation
"FREE" in small text at the top, then "Marketing Plan Template" in massive bold type. On LinkedIn, the word "FREE" combined with something genuinely useful stops marketing managers mid-scroll. This is a lead magnet, and it works because the offer is dead simple: a template, no credit card, no demo call. The B2B play here is capturing emails from marketers who are actively planning.
The copy is one sentence: "We built the definitive Marketing Plan Template so you don't have to." The word "definitive" tells you this is not a generic PDF, it is THE one. For B2B companies, the best LinkedIn lead magnets solve a real, recurring problem that your target buyer faces every quarter. HubSpot does not sell their CRM in this ad. They sell a shortcut to a task every marketer dreads. The CRM conversation happens after the download.
Takeaway: Offer a free template that solves a recurring professional pain point. The best B2B LinkedIn lead magnets require zero commitment and deliver immediate value.
19. Coefficient: The Meme That Targets Everyone
Coefficient
Promoted 路
We all use Google Sheets or Excel. But some work smarter, not harder. With Coefficient, 500K pros are automating data imports.
Become the hero in your org by connecting live data to spreadsheets
Cold audience 路 Running for 430 days 路 1 ad variation
"People who use spreadsheets: 100%." It is a pie chart with one slice. The joke is obvious, and that is why it works on LinkedIn. A B2B tool for spreadsheet automation could default to a product screenshot. Instead, Coefficient uses a meme-format visual that says "we understand your world" without explaining a single feature. On a platform where most B2B ads look like pitch decks, humor is the strongest pattern interrupt.
The copy pivots to "500K pros are automating data imports" for social proof. Then the headline appeals to professional identity: "Become the hero in your org." People on LinkedIn care about how they look at work. For B2B products that solve invisible problems (like manual data entry), positioning the buyer as the hero, not the tool as the solution, is what gets clicks. 430 days running proves memes work in B2B.
Takeaway: Use a simple meme or joke format to earn attention on LinkedIn, then position your product as something that makes the buyer look smart within their organization.
20. Ada: Budget Meeting Language
Ada
Promoted 路
Deliver instant, personalized customer service 24/7, without adding headcount.
Quality CX at Scale with AI Customer Service Agents
Cold audience 路 Running for 134 days 路 1 ad variation
The video opens on a simple chat bubble: a customer typing with the AI about to respond. That frame mimics the exact interface your B2B prospects use every day, so it registers as familiar, not promotional. When your product IS the UI, showing the actual experience is more persuasive than any claim about capabilities.
The copy leans hard into "without adding headcount." That is the exact language a VP would use in a budget meeting. Not "streamline your operations" or "improve efficiency." "Without adding headcount" names the specific cost decision-makers are trying to avoid. For B2B ads targeting leadership, mirroring the phrases they use when justifying spend internally makes your ad feel like it was written by someone who has been in their meetings.
Takeaway: Write your B2B ad copy using the exact language your buyer uses in budget meetings ("without adding headcount"), not the language marketers put in pitch decks.
21. Ahrefs: Fear of Missing a Shift
Ahrefs
Promoted 路
AI is the new front page. Don't let your brand be background noise.
Try Brand Radar now
Cold audience 路 Running for 140 days 路 1 ad variation
"If you're not in AI answers, you're invisible." That taps into a real fear B2B marketers feel right now. The mock ChatGPT response underneath, showing "Your brand not found," turns an abstract worry into something concrete you can see. Ahrefs is selling a new category (AI brand monitoring), and the challenge with new categories is that people do not know they need the product yet. By showing the problem as a fake AI chat response, they skip the explanation entirely.
"AI is the new front page" reframes AI search as the place where first impressions happen. For B2B companies where brand visibility drives inbound pipeline, that framing is terrifying in the best way. When you are creating a new category, your ad's job is not to explain the product. It is to make people feel the pain of not having it. Tie your product to a larger trend your B2B audience is already worried about.
Takeaway: Tie your B2B product to a trend your audience is already worried about. Fear of missing a platform shift sells new categories faster than feature lists.
22. Datarails: Jargon as Targeting
Datarails
Promoted 路
The smartest finance teams aren't working harder. They're working with Datarails.
The smarter way to manage FP&A
Cold audience 路 Running for 44 days 路 1 ad variation
"The smartest way to do FP&A." Most people scrolling LinkedIn have no idea what FP&A stands for. And that is the point. If you are a finance professional, those three letters immediately signal "this was built for me." Using industry jargon as a hook on LinkedIn works as a natural filter. You do not need LinkedIn's targeting to reach finance teams when your copy does the filtering for you.
The copy reframes the product from a tool into a status signal: "The smartest finance teams aren't working harder. They're working with Datarails." Then three specific outcomes: real-time insights, automated reports, zero manual errors. Each targets a daily pain point for finance teams drowning in spreadsheets. For B2B products serving a niche audience, speaking their language in the ad itself is the most efficient targeting you can do.
Takeaway: Use industry-specific jargon (like "FP&A") as your hook on LinkedIn. Acronyms filter for exactly the right B2B audience and signal insider credibility.
Google Ads
Google Ads captures B2B buyers at the moment of highest intent. They are actively searching for a solution, comparing options, or looking for a specific tool. Your job is to show up with the right message when they are ready to act.
Unlike Meta and LinkedIn, you have very limited real estate: a headline, a description, and sometimes extensions. Every word has to earn its place. For more Google ad examples across SaaS, see our SaaS Ad Examples collection.
23. ClickUp: Direct Problem-Solution
Sponsored
ClickUp
clickup.com
ClickUp Project Management | Official Download
Stop Switching Between Multiple Tools. Manage Everything In One Platform.
Running for 1,042 days
Nearly three years running. "Stop Switching Between Multiple Tools" names the exact frustration that drives a B2B buyer to search for project management software. The description mirrors the problem the person just typed into the search bar. "Manage Everything In One Platform" answers it in seven words. No feature list, no clever hook.
For B2B buyers comparing tools, the decision often comes down to consolidation. Teams are tired of paying for Slack, Notion, Asana, and three other tools separately. ClickUp's ad positions the product as the end of that stack by naming the pain ("switching") rather than listing features. When you are competing with 10 other search results, the ad that names the searcher's frustration wins the click.
Takeaway: Mirror the exact problem your B2B buyer typed into Google and solve it in one sentence. On search, clarity beats creativity every time.
24. HiBob: Confidence That Stands Out
Sponsored
HiBob
hibob.com
HiBob Is So Much Better
Bob, innovating the ways companies do HR.
Running for 1,062 days
"So Much Better" is an unusually bold claim for a Google Ad. Better than what? That curiosity gap is intentional. Most B2B search ads play it safe with feature-benefit copy: "All-in-one HR platform with payroll and onboarding." HiBob goes the opposite direction. Confidence as a differentiator works because it breaks the pattern in a SERP full of nearly identical ads.
In the HR software category, where every competitor says "streamline HR" and "simplify onboarding," a headline that reads like a personal recommendation stands out. For B2B categories where every ad sounds the same, saying something that sounds like what a colleague would tell you at lunch is a real advantage. 1,062 days running proves the approach converts.
Takeaway: Use a confident, slightly provocative headline to stand out in B2B search results where every competitor's ad sounds identical.
25. Semrush: Segment Your Audience
Sponsored
Semrush
semrush.com
Semrush + Client Portal
Put your agency in front of warm leads & grow your client base faster.
Running for 991 days
This ad targets a specific B2B segment (agencies) with a specific feature (client portal) and a specific outcome (warm leads, more clients). That level of specificity signals that Semrush understands agency workflows, not generic marketing needs. A targeted search ad for "agencies" outperforms a generic ad for "marketers" because the searcher feels the product was built for their exact situation.
"Grow your client base faster" speaks to the one metric every agency cares about. Running separate Google Ads for each B2B segment you serve, agencies, enterprise, SMBs, means each audience sees copy that matches their priorities. Nearly 1,000 days running validates this segmented approach.
Takeaway: Create separate Google Ads for each B2B segment you serve. An ad that speaks directly to agencies beats a generic "for marketers" ad every time.
26. 360Learning: The Anti-Chaos Position
Sponsored
360Learning
360learning.com
360Learning | Create Courses Quickly
Fast, collaborative, and easy to use. Get all the power of a modern LMS without the chaos.
Running for 999 days
"Without the chaos" is doing all the heavy lifting. If you have ever implemented an LMS at a company, you know exactly what that word means: broken integrations, endless configuration, confused users, IT tickets. 360Learning does not name specific features. They name the feeling of using the wrong tool.
"All the power of a modern LMS without the chaos" is a formula that works for any B2B product. Three adjectives (fast, collaborative, easy) hit the three things LMS buyers actually care about. For B2B products in categories known for painful implementations, addressing the fear of switching is often more important than listing the benefits of your product.
Takeaway: Use the formula "All the benefit without the common pain" to address both desire and fear in one Google Ad description.
27. HeadshotPro: Step-by-Step Clarity
Sponsored
HeadshotPro
headshotpro.com
HeadshotPro | 14 Days Money Back
Corporate headshots made easy. Just upload a few selfies and 2 hours later you'll receive high-quality headshots.
Running for 1,014 days
The entire process is explained in one sentence: upload selfies, wait 2 hours, get headshots. That is the most persuasive thing you can do in a B2B Google Ad: remove all ambiguity. The searcher knows exactly what they are buying, how it works, and how long it takes. For HR teams and office managers searching for corporate headshot solutions, this clarity beats any claim about AI quality.
The 14-day money-back guarantee in the headline removes the last objection. For B2B buyers who need to justify the purchase to their manager, a guarantee makes the decision low-risk. When your product sounds too good to be true, a step-by-step explanation builds more trust than any testimonial. 1,014 days running in a competitive category.
Takeaway: Explain your entire B2B product process in one sentence: what the buyer does, how long it takes, what they get. Remove all ambiguity from the purchase decision.
28. GoHighLevel: Selling Cost Elimination
Sponsored
GoHighLevel
gohighlevel.com
All-In-One Marketing Platform | GoHighLevel SaaS Pro
Enjoy the benefits of not having to hire or rely on a tech team.
Running for 986 days
"Enjoy the benefits of not having to hire or rely on a tech team." That is not selling software. That is selling the elimination of a recurring cost. Agency owners and B2B service providers live with the frustration of depending on developers for every change. GoHighLevel names that dependency and removes it in one sentence.
The "All-In-One" framing reinforces the cost argument: one platform means one subscription instead of a tech team salary. For B2B buyers, the biggest cost is often not software, it is the people you hire to run it. When your product replaces headcount rather than adding a line item, lead with the cost you eliminate, not the features you provide.
Takeaway: Sell the elimination of a cost (like hiring a tech team) rather than the addition of features. For B2B buyers, removing a line item from the budget is more compelling than adding one.
29. Feedonomics: Owning a Niche Category
Sponsored
Feedonomics
feedonomics.com
Feedonomics.com
We Engineered the World's Most Powerful Shopping Feed Platform for Multichannel Ecommerce.
Running for 1,044 days
"We Engineered" implies craftsmanship and technical depth. "World's Most Powerful" is a superlative that works because the B2B niche is small enough to credibly own. Claiming "best project management tool" is a stretch anyone can see through. Claiming "most powerful shopping feed platform" is believable because most people cannot name a second company in that space.
Feedonomics targets a specific, technical B2B audience (multichannel ecommerce operations) and speaks with the confidence of a market leader. In niche B2B categories, superlatives are more credible because fewer people can challenge the claim. 1,044 days running validates that owning your niche in search ads works better than trying to appeal broadly.
Takeaway: In niche B2B categories, claim the #1 or "most powerful" position confidently. When your market is small enough, superlatives are credible and they win clicks.
B2B Ad Patterns That Actually Work
After analyzing all 29 ads across three platforms, clear patterns emerge for what makes B2B advertising work.
1. Specificity Beats Generalization (Every Platform)
The best B2B ads do not say "improve your workflow." They say "veterinary notes in seconds" or "FP&A automation" or "without adding headcount." The more specific the pain point, the higher the relevance and the lower the cost per lead. On Facebook, specific copy acts as the audience filter. On LinkedIn, jargon targets the right job titles. On Google, it matches search intent.
2. Lead With Value on Social, Lead With Clarity on Search
On Facebook and LinkedIn, the ads that work best offer something free or immediately useful: a template, a report, a data sample, a free trial. On Google, the winning ads explain exactly what happens after the click. Different platforms reward different approaches, but the principle is the same: give the buyer what they need at their current stage of awareness.
3. Longevity Is the Best Performance Signal
The ads running 100+ days are the proven winners across all platforms. ScribVet at 396 days on Meta, Foleon at 809 days on LinkedIn, Feedonomics at 1,044 days on Google. B2B companies track pipeline revenue closely. If an ad survives three months of budget scrutiny, it is generating real results.
4. Each Platform Has a Different Job
The most successful B2B companies in this collection use each platform for a different purpose:
- Facebook: Retargeting, lookalike audiences, and lead magnet distribution
- LinkedIn: Cold outreach to decision-makers, lead magnets, thought leadership
- Google: Capturing high-intent buyers actively searching for solutions
Facebook's retargeting is its strongest B2B feature. LinkedIn's job title targeting is unmatched. Google's search intent is the closest to a purchase decision.
5. Match Your Message to the Platform
Facebook ads that work look like organic content (comedy sketches, creator tips, visual product demos). LinkedIn ads that work look like professional advice (playbooks, templates, honest reviews). Google ads that work are direct and clear (problem-solution, process explanation, trust signals). The same product needs three different messages for three different contexts.
How to Build a B2B Ad Strategy Across Platforms
These examples are useful for inspiration, but a system is more useful than individual ads. Here is a framework based on what the top-performing B2B advertisers in this list actually do.
Step 1: Build Your Audience Foundation
Upload your customer email list to Meta as a Custom Audience and build a Lookalike Audience from your best customers. On LinkedIn, create matched audiences from your CRM. On Google, set up remarketing lists and target high-intent keywords. This gives you a targeting foundation across all three platforms.
Step 2: Create a Lead Magnet Worth Downloading
The HubSpot, Cognism, and Foleon approach works at any scale. Create a free template, audit, data sample, or playbook that solves a real problem for your target buyer. Promote it on LinkedIn and Facebook to capture emails. Use Google to capture people actively searching for that type of resource.
Step 3: Retarget Across Platforms
Once someone downloads your resource, retarget them everywhere: product-focused ads on Facebook, case studies on LinkedIn, branded search ads on Google. The Intercom and Ada approaches show how to move warm audiences toward a purchase by showing the product solving the exact problem the lead magnet addressed.
Step 4: Refresh Creative Every 2 to 4 Weeks
Creative fatigue hits faster in B2B because your audiences are smaller. The same 10,000 decision-makers will see your ad multiple times. Rotate headlines, visuals, and offers regularly to keep performance stable. Google search ads are the exception, where the same copy can run for years if it matches intent.
Step 5: Measure Pipeline, Not Leads
A lead form submission is not revenue, regardless of which platform it came from. Connect all your ad platforms to your CRM to track which campaigns produce actual pipeline and closed deals. B2B sales cycles average 6+ months, so give campaigns time before making judgment calls.
FAQ
Do Facebook ads work for B2B?
Yes. B2B buyers spend 74% more time on Facebook than the average user, and 91% of B2B marketers use Facebook for paid social. The key difference from LinkedIn is strategy: Facebook excels at retargeting, lookalike audiences, and lead magnet distribution rather than cold outbound. The 15 Meta ads in this collection show how top B2B companies make it work.
How much do B2B ads cost per lead across platforms?
It varies significantly by platform. Facebook averages about $27 per lead, but B2B leads typically cost $40 to $250 depending on industry. LinkedIn is the most expensive at $75 to $200+ per lead, but delivers higher-quality leads for enterprise sales. Google varies by keyword competitiveness. Use our CPM Calculator and CPC Calculator to estimate your numbers.
Which platform is best for B2B advertising?
All three serve different purposes. LinkedIn offers precise job title and company size targeting, ideal for cold outreach to decision-makers. Facebook offers cheaper CPMs, stronger retargeting, and better reach for lead magnets. Google captures buyers with high purchase intent. Most successful B2B companies run at least two platforms together. See our 45 Best SaaS Ad Examples for more platform-specific strategies.
What type of B2B ads convert best?
On Facebook, lead generation ads with forms convert best for top-of-funnel. On LinkedIn, lead magnets like playbooks and templates drive pipeline. On Google, search ads targeting high-intent keywords ("best category software") capture ready-to-buy traffic. Video ads get more reach on social platforms, while static images often drive more clicks for retargeting.
How long does it take to see results from B2B ads?
On Facebook, expect 4 to 8 weeks to exit the learning phase. LinkedIn campaigns need 2 to 4 weeks. Google search ads can drive results within days for high-intent keywords. Since B2B sales cycles average 6+ months, true ROI measurement requires CRM integration and pipeline tracking across all platforms, not just lead form submissions.
How to Use These Examples
Studying ads is only useful if you apply what you learn. Here is a practical approach:
- Pick 3 to 5 ads from companies with a similar sales cycle and buyer persona
- Identify the structure: What is the hook? What is the proof? What is the CTA?
- Adapt, do not copy. Take the structure and rewrite it for your audience and offer
- Test one variable at a time. Change the hook but keep the structure. Then change the visual. Then change the CTA.
- Track longevity. If your ad is still performing after 30 days, you found something. After 90 days, scale it.
For more B2B ads organized by category and platform, browse the full AdKit Ad Library. Found ads you want to reference later? Save them to your Swipe File so you can revisit the structure and copy when building your next campaign. When you are ready to create, AI Studio lets you generate ad creatives based on the patterns you have studied.
Want to understand the metrics behind your campaigns? Check out our free ROAS Calculator, CPC Calculator, CPM Calculator, and CAC guide.
For Facebook ads across all industries, see our 15 Best Facebook Ad Examples. For a broader look at SaaS advertising across all platforms, see our 45 Best SaaS Ad Examples.
If you are just getting started with paid ads, read our guide on when to run ads for your SaaS and how ad platforms actually work.
