About this leaderboard
A live leaderboard, not a swipe file
Most ad inspiration libraries are hand-picked: someone saw an ad, liked it, and saved it. This page works differently. It ranks the live Meta ads of leading B2B software brands by real delivery data, so the ads at the top are the ones actually reaching the most people every day, right now. When a brand scales a winner or retires a loser, the leaderboard moves with it.
How the ranking works
Every ad is scored by daily reach: the number of people it has reached, divided by the number of days it has been running. The reach numbers come from Meta's own ad transparency reports, which publish real delivery data for ads shown in the UK. Daily reach rewards the ads brands are scaling hard today, while ads that have stayed live for 90 days or more carry a proven badge, because a brand only keeps paying for an ad that keeps paying them back.
How to use the leaderboard
Click any row to open the ad itself: the creative, the copy, and the landing page it sends people to. Look for the pattern behind the position — the hook in the first line, the format, how many versions the brand is running of the same idea. Then click through to any brand to browse its complete live ad library, including every ad it launched in the last month and its long-running proven winners.
Learn how creative diversity works
How do you know these are the top ads?
The ranking uses measured delivery data from Meta's ad transparency reports, not editorial opinion. Meta publishes how many people each ad has reached in the UK, and we rank by that number divided by days running. It is the closest thing to a public performance signal that exists for Meta ads.
What does daily reach mean?
Daily reach is the people an ad has reached divided by the days it has been running. Total reach favours whatever is oldest; daily reach shows what a brand is putting real budget behind today. A new ad reaching a million people in its first three days outranks an old ad that collected the same reach over six months.
Which brands are on the leaderboard?
B2B software brands that are active Meta advertisers. The tracked set is shown at the top of the leaderboard and grows over time — each brand chip links to that brand's full live ad library.
Is the leaderboard really live?
Yes. The ads come straight from Meta's Ad Library, and only ads that are currently running can appear. Reach measurement grows as more of each brand's creatives are checked, so positions refine over time — the coverage counter at the top shows how much is measured so far.
How B2B software brands advertise on Meta
B2B software is one of the fastest-growing categories on Meta, but it requires a different playbook than consumer brands. The purchase cycle is longer, the price point is higher, and the decision-maker isn't impulse-scrolling Instagram at midnight. The brands winning on this leaderboard — Typeform, monday.com, Deel, HiBob — don't try to close a sale in the ad. They use Meta to build awareness and capture emails, then convert through email sequences and sales calls.
The dominant format is the talking-head video: a founder, product lead, or customer explaining a specific problem the software solves in 30–90 seconds. These ads outperform polished product demos because they feel native to the feed. LinkedIn-style thought leadership repurposed for Meta is a pattern that works consistently — short clips of webinars, podcast excerpts, or customer testimonial interviews edited for mobile viewing.
Lead form ads — Meta's native lead capture format — are disproportionately effective for B2B. They let prospects submit their email without leaving the platform, removing the friction of a landing page load. The highest-reach B2B campaigns on this leaderboard almost always pair a strong talking-head creative with a native lead form. It's the combination that wins.
