Meta ads benchmarks,
by industry.

How often do brands launch new ads?

• Meta’s own advice is to stop refining one winner and build a set of genuinely different ads, one for each kind of customer. It calls this creative diversification.
• Making that many no longer needs a designer for each one. Wilow’s Ad Studio turns an ad you are already running into a new image ad, and the free plan comes with credits to try it.

How many landing pages do brands use?

• Send every ad to the homepage and Meta has one destination to work with. Switch on Optimize website destination and Meta decides which page of your site each person is most likely to convert on.
• That only helps if there is more than one page to choose between. A page per product or offer also gives the visitor the thing they clicked for.

How much of their advertising is video, and how much is image?

• Meta asks for a broad portfolio of assets across text, image and video rather than one format done well, so a concept worth running is usually worth running both ways.
• Its system groups ads that look and feel alike and treats them as one creative, so a mix that is only nominally varied buys you nothing.

How many brands work with creators?

• Meta’s own example of a properly varied account has a creator ad in it alongside the rest.
• It runs as a partnership ad: the creator’s account appears in the ad header next to yours, and the ad draws on signals from both accounts.

How many creators does a brand work with?

• If you do not already know who to work with, Meta runs its own Creator Marketplace.
• Brands use it to find creators, agree a partnership, and run the result as an ad.

How many brands have an ad that has lasted past 90 days?

• An ad Meta is still spending on after three months has earned its place.
• Search any brand in the free Wilow Ad Library and its long-runners are collected under a “Live for 90+ days” heading. A brand with none has no such row, which is its own answer.