What 5,460 live UK Meta ads reveal about how brands really advertise in 2026

There is a simple reason we can publish this. Meta runs a public Ad Library that shows every live ad a brand is running, and Wilow reads it every day through our free Ad Library tool. Put hundreds of brands together and a picture appears that no single advertiser can see from the inside. This first edition of the Wilow Ad Index covers 5,460 active ads from 91 UK brands, from Huel and Gymshark to Revolut and LEGO. Every number is drawn straight from Meta, so anyone can check it.

Finding 01Most brands never find a lasting winner

The clearest pattern in the data is how rare a durable ad is. An ad that keeps running for 90 days or more is a strong signal that it works, because brands turn off what does not. Yet 44 of the 91 brands we track have not a single ad that old. For the median brand, only 2% of its ads have reached the 90-day mark.

The brands that have cracked it stand apart. A handful run almost nothing but long-term winners, and heavy spenders sit right behind them.

Brands where proven, long-running ads dominate the account

	Brand	Ads running 90+ days
1	Soho Home	100%
2	Kendamil	100%
3	Scrumbles	91%
4	Taskrabbit	91%
5	Huel	90%

The lesson is not that these brands are lucky. It is that they kept testing until they found the ads that last, then let the winners run.

Finding 02Video has become the default

Half of every live UK Meta ad is now video. The median brand runs 47% of its ads as video, and some go much further: Trinny London at 77% and Taskrabbit at 75% lead the field. Static images still earn their place, especially for retargeting and product ads, but the centre of gravity has clearly moved. If your account is still mostly static images, you are now the exception, not the rule.

Finding 03Brands spread wider than you would think

The median brand points its ads at seven different landing pages, not one. The widest run far more, matching each ad to a specific product, offer or audience rather than a single hero page.

Brands running ads to the most distinct landing pages

	Brand	Landing pages
1	Lick	35
2	MasterClass	31
3	Remitly	30
4	Myprotein	29
5	LEGO	26

More landing pages is not automatically better, but the brands investing here are treating the page as part of the ad, not an afterthought.

Finding 04Creator partnerships are wide open

More than half the brands we track, 49 of 91, run no creator partnerships in their ads at all. The ones that lean in do so deliberately.

Brands building the biggest share of ads around named creators

	Brand	Ads with a creator partner
1	Nu Mind Wellness	38%
2	Spacegoods	37%
3	Gymshark	35%
4	IM8	32%
5	Surreal	28%

For everyone else, this is one of the clearest untapped levers in the whole data set.

Finding 05The busiest brands never stop shipping

The most active UK advertisers launch around six new ads every week, and the very busiest go much harder. Purdy & Figg runs 167 live ads at once, Scrumbles 113, Taskrabbit 110. Volume alone is not the point, but it is how these brands find their winners: they put enough new creative into the market to give a breakout ad the chance to appear.

UK reach leaderboard

Meta publishes delivered reach for ads shown in the UK and EU, which lets us rank brands by how many people they actually reached. This is combined measured reach across each brand's live ads.

Top UK brands by combined measured reach (Meta EU/UK transparency data)

	Brand	Measured UK reach
1	Huel	38.3M
2	Revolut	34.6M
3	Temu	31.3M
4	Pure Pet Food	29.7M
5	WHOOP	25.4M
6	Humantra	25.1M
7	Butternut Box	19.8M
8	Bloom & Wild	19.4M
9	Scrumbles	18.8M
10	Bella+Duke	10.8M

How we collected this

Every figure comes from Meta's public Ad Library, read through Wilow's free Ad Library tool. We track live ads for hundreds of brands and refresh them continuously. This edition uses 5,460 active ads from 91 UK brands, captured in July 2026. Reach is Meta's own EU and UK transparency data.

What this means for you

If most brands never find a lasting winner, the advantage goes to the ones who test faster and read the results better. That is what Wilow does. It reads every competitor's ads, shows you which creatives are actually working, and helps you find your own winner sooner. You can explore any brand's live ads free, or start a Wilow account to track your own market.