Understory ranks No. 140 on Inc. 5000 list of fastest-growing companies in U.S. Read more about Understory on the 2026 Inc. 5000 list
We pulled the US Google ads of 287 B2B advertisers from Google's Ads Transparency Center, 13,663 distinct creatives in all, and scored every one. Google shows how long each ad has run, so you can see which ones advertisers keep paying for. 10,026 ran for three months or more.
73%of the 13,663 distinct B2B creatives were shown for three months or more. Advertisers keep paying for ads that work, so a long run is the clearest public sign of a winner.
89%of the creatives are search text ads, and 77% of those ran three months or more, against 46% of display image ads.
4.5out of 10 was the average score for display image ads, against 3.8 for search text ads. Jev judges how a search ad reads, and three lines of text rarely stand out the way a designed image can.
79%of creatives whose main hook is a report, guide or other content to download ran three months or more, the most of any hook.
3.8out of 10 was the average score for creatives shown three months or more, against 4.0 for ones pulled within a month.
4.1out of 10 was the average for creatives that lead with a specific number, against 3.8 for ones that don't.
The highest-scoring creatives that use a repeatable pattern, no more than two from any brand. Click an image to see the ad in Google’s Ads Transparency Center.
When a card says Live for 7 months, Google has been showing that ad for seven months. Advertisers stop paying for ads that don’t work, so a long run is the best public sign an ad does.
Showing 24 of 24 ads
Why it works
A named brand and two hard results, 24K fake products taken down and $6M protected. It has run for over a year, which says it keeps paying back.
What stands out
A customer quote and a headshot at the bottom add a person to the numbers.
Why it works
The product's own agent output is the image, an alert that a model's spend tripled to $14K a day and the fix that saves $200K a month. It shows the job being done.
What stands out
A serif headline next to real UI, with one yellow button.
Why it works
A named director at a named company and one relatable result, three days of catch-up saved after a vacation. Everyone who uses work chat knows that feeling.
What stands out
The quote is set large next to her photo, and the brand sits in the corner.
Why it works
A dark product panel that answers a question with a number, AI cost and output side by side. It speaks to both engineering and finance in one frame.
What stands out
Terminal-style data on the right, a plain headline on the left.
Why it works
A named product manager with a time saving written in her own words, 80 to 90% less time. The red highlight puts the eye on the number first.
What stands out
Lots of white space and a single quote, like a testimonial page cut to fit an ad.
Why it works
A bar chart of token spend by model with an exact dollar figure per line. The headline states the finding in a way any engineering lead will want to check.
What stands out
Real-looking data in the product's style, with one short headline.
Why it works
A government agency as the customer and a big number, 20,000+ partners. Proof from the National Weather Service carries weight with any operations buyer.
What stands out
The quote, the person and both logos share one card.
Why it works
A second customer quote in the same template, this time a 70% cost cut with no drop in quality. Running the same layout with different customers is an easy way to scale proof.
What stands out
The template is recognisable at a glance, so each new quote builds on the last.
Why it works
A named customer and one result, 75% faster incident response. Speed claims land best with a number this specific.
What stands out
A light-trail photo for speed, with the result in the card headline.
Why it works
A Forrester-certified ROI figure, 239%, plus the compliance badges enterprise buyers check first.
What stands out
The product's code panel on the left makes it feel engineer-built.
Why it works
A named rival in the image, skip the Pendo complexity, plus a 40% saving in the headline. Comparison ads work when the buyer already knows the incumbent.
What stands out
A real reviewer quote and screenshots fill the panel, so it reads as evidence.
Why it works
A CTO's quote with a switching story and a number, 40% more productive after leaving Zendesk. Buyers comparing tools want exactly this.
What stands out
A big, readable quote on a bright gradient, with the person named underneath.
Why it works
The same proven template as the Purple ad with a new customer, 11K fake products stopped for Essity. It has run for over a year too.
What stands out
Reusing a winning layout with fresh proof keeps the series consistent.
Why it works
A luchador mask for a security team that fights for you. It is a memorable picture for a crowded category, paired with a clear promise about takedowns that stay down.
What stands out
The headline beside the image does the explaining, so the visual can be bold.
Why it works
A spec sheet as the ad, 279 GB per GPU and 20 TB total. For an AI infrastructure buyer the numbers are the pitch.
What stands out
Huge headline numbers and nothing decorative.
Why it works
Two well-known brands together and one result, 2x sales rep productivity. A co-branded proof point borrows trust from both names.
What stands out
A bold purple card with the number in a pill, easy to read small.
Why it works
A billboard in a street photo, You're a General Counsel, not an email manager. It names the buyer and their frustration in one line.
What stands out
The billboard shows the ad's own message in context, and the headline adds a 75% result.
Why it works
A playful 3D illustration of shrinking storage next to a plain promise, down to 10% RAM per database. The number makes the drawing make sense.
What stands out
A simple, friendly image for a dry topic, with the proof in the headline.
Why it works
A named customer and its own work on screen, Amazon's brand lab built on Webflow. The big name does most of the convincing.
What stands out
A real site screenshot inside the card, with the result in small type.
Why it works
A revenue dashboard with exact figures and a clear job for the product, telling you what changed across Meta and Google. It speaks to a performance marketer's daily task.
What stands out
Real UI fills most of the frame, with a short headline on top.
Why it works
A go-live claim with a number, 90 days not 18 months. Finance buyers who've lived through a long software rollout feel the difference at once.
What stands out
A strikethrough-style comparison in the headline, with ratings badges for proof.
Why it works
A familiar pain written plainly, receipts hiding in 24 places, with the card that finds them. It has run for over 300 days.
What stands out
Bright yellow-green that is hard to scroll past, and an approved transaction on the card.
Why it works
A 45% cost saving shown inside the product's own dashboard. The number and the UI prove each other.
What stands out
A clean card layout with the result as the largest thing on it.
Why it works
A real post from a user praising the product, set inside the ad. Social proof that looks like a screenshot reads as genuine.
What stands out
A dark phone-style frame on a white ad, so the post stands out.
The same repeatable formats we found on LinkedIn, with examples from Google. Each comes with a recipe for the image, headline, copy and CTA.
One crisp product screen or alert, cropped large, showing a believable moment with exact figures. Specific numbers read as measured fact, so the UI is the proof.
A Slack, iMessage or AI chat screen where buyers voice the pain in their own words, so the reader recognises their own week.
Let a known customer carry the ad. Their product, their exec or their numbers fill the frame, and your brand sits small.
Real code, CLI output or a real repo screenshot as the main visual, written in the reader's own syntax with a dry joke or receipt.
Build or shoot a real object that stands for the idea (museum case, seats, ledger, retro set), so the ad looks crafted rather than designed.
A distinctive illustration style (crayon, letterpress card, botanical, isometric) that carries a light idea and sets the brand apart from SaaS gradients.
Place the message on a photographed billboard or poster, often a quote from someone who is 'Not a customer', to give it public weight.
Top-rated ads shows the 64 creatives that scored 6 or higher out of 10. Every distinct ad shows the 12,453 that ran for a month or more, longest running first. Filter by advertiser, industry, format or offer.
Every ad comes from Google's Ads Transparency Center, which lists the ads each advertiser runs and how long each has been shown. We looked up the website of every brand in our LinkedIn library and pulled up to 100 US ads per site.
Each creative went to Jev, an AI model built to judge creative, as the image Google shows of it. Jev scored it out of 10, up to 5 for how well it would land with a senior B2B buyer and up to 5 for craft, and tagged its hook, visual style and pattern. The scores judge the creative, so test against your own numbers.
Video ads are left out, since Google only shows them in a player.
Every ad belongs to the company that ran it. Use them for ideas and make your own creative.
1Password, 6sense, Abacum, Abnormal AI, ActiveCampaign, ADP, Airbyte, Airtable, Airwallex, Algolia, Allego, Allure Security, Amplitude, Anaplan, Anyscale, Apollo.io, Appspace, Apptio, Arcads, Archera, Arctic Wolf, Asana, Ashby, Atlassian, Attio, Autodesk, Avoma, Baseten, Basware, Bentley Systems, BeyondTrust, BILL, Billtrust, BlackLine, Blend, Bluevine, Bold Commerce, Bolster, Bonterra, Boomi, BrandShield, Brex, Builders Mutual, Buildots, Bullhorn, Calendly, Canva, Carousel Digital Signage, Carta, Case Status, CAST AI, Celigo, Celonis, Cerebras, Chaser, Chili Piper, Cisco, Clay, CleverTap, Clients First Business Solutions, Cloudflare, CloudZero, Cognism, Cohere, Coinbase, Contentful, CoreWeave, Coupa, Cribl, CrowdStrike, Crusoe, Cube, Culture Amp, Cytora, Databricks, Datadog, dbt Labs, Dealfront, Deel, Demandbase, DigitalOcean, Document360, Docusign, dotCMS, Drata, Dreamdata, Duckbill, Eficode, Eide Bailly, ElevenLabs, Entertainment Partners, Equinix, Esker, Fastly, Figma, Finout, Fireworks AI, Fivetran, Flexera, FloQast, Fourth, Framer, Freshworks, Front, Fyxer, Gainsight, GitLab, Glean, Gmelius, Gong, Grafana Labs, Grammarly, Growfin, Gusto, Harness, Harvey, HCLTech, Help Scout, HeyGen, HiBob, HighRadius, Highspot, Hightouch, hireEZ, Hitachi Vantara, Hootsuite, HP, HubSpot, Hustle, Intercom, Iron Mountain, Jellyfish, Jitterbit, Klaviyo, KnowBe4, Kolleno, Lambda, Larridin, Lattice, Ledge, Lever, Lightning AI, Linear, LinearB, Lojistic, Lokalise, Loxo, Lucidworks, Manatal, Mastercard, Mercury, Mews, Mindtickle, Miro, Missive, Mixpanel, Modal, monday.com, MongoDB, Monotype, MuleSoft, Multiplier, Mvix, Navan, Navattic, Navori, Nebius, Netcraft, nOps, Northspyre, Numeric, Okta, Openly, OptiSigns, Ordergroove, Outreach, Paystand, Pearson, PerfectServe, Perplexity, Pigment, Pipedrive, Pitch, Pivotree, Plain, Planful, Pleo, Polar Analytics, Poppulo, PostHog, Price2Spy, Prisync, Procore, ProsperOps, Qualcomm, Ramp, Recruit CRM, Recruitee, Red Points, Redis, Redlist, Remote, Retool, Rewind, Rillet, Rippling, Rockerbox, RSM US LLP, Russell Reynolds Associates, Salesforce, Salesloft, SambaNova, Schneider Electric, ScreenCloud, Screenly, Scytale, SeekOut, Seismic, Semgrep, Semrush, SentinelOne, Sentry, ServiceNow, Sikich, Similarweb, Slack, Smartrr, SnapLogic, Snowflake, Snyk, Software AG, Sourcegraph, SpotDraft, Sprinklr, Stack Overflow, Stampli, Stay.ai, Storylane, Stripe, Supabase, Superhuman, Swarmia, Synthesia, Tailscale, Tatango, Ternary, Tesorio, TigerConnect, Tines, Tipalti, Together AI, Toggl, Triple Whale, Trovata, Twilio, Uberall, Unify, Uniqode, Userpilot, Vanta, Vast.ai, Vercel, Versapay, Vidyard, Vimeo, Visier, Vouch, Vultr, Warmly, Webflow, Weights & Biases, Wipfli, Wiser Solutions, Wistia, Wiz, WNS, Workable, Workato, Workday, Worklytics, Writer, Yodeck, Zapier, Zappi, Zendesk, ZeroFox, Zesty
Google's Ads Transparency Center lists every ad an advertiser runs on Search, YouTube and display, with when it was first and last shown. Search it by the company's name or website.
In search, a headline that names the buyer’s problem or carries one exact number. On display, one idea a buyer gets in a second, with the brand inside the image. The ads in this library that run longest tend to make one clear offer.
Google's Ads Transparency Center. We pulled the US ads of 287 B2B advertisers, 19,838 ads in all, and counted each creative once.
We brief, design and run search and paid social for B2B teams. Tell us what you sell and who you sell it to.
