In this roundup, we’re showcasing a curated mix of the most impressive social media ads we’ve seen—from both B2B and B2C brands.
What is an ad?
An ad, short for advertisement, is a form of communication used to promote or sell a product, service, idea, or brand. It is typically paid for by a business or individual and designed to influence an audience’s behaviour or perception.
Key purposes of social media ads
There are many reasons companies use social media ads. Here are a few of the key purposes:
1. Brand awareness
Social media ads help introduce or reinforce your brand by putting your content in front of new and existing audiences.
- Example: A short, branded video reel introducing your company’s story or values.
- Goal: Get people to remember or recognize your name, logo, or message.
2. Lead generation
These ads are crafted to collect information from potential customers directly within the platform.
- Example: A LinkedIn lead form ad offering a downloadable eBook.
- Goal: Capture emails or contact details for follow-up.
3. Sales
Direct-response social media ads aim to drive conversions such as purchases or sign-ups.
- Example: An Instagram carousel showcasing a product with a "Shop Now" CTA.
- Goal: Get the audience to take immediate action.
4. Engagement
Social media thrives on interaction—likes, shares, comments, and saves all boost visibility.
- Example: A TikTok challenge, poll, or meme designed to go viral.
- Goal: Spark interaction and algorithmic reach.
5. Retention
Used to re-engage customers who already know your brand (through retargeting or loyalty campaigns).
- Example: A Facebook ad offering a discount to previous buyers.
- Goal: Keep your brand top-of-mind and encourage repeat business.
Characteristics of a good social media ad
What makes a good social media ad? Unfortunately there isn't one magic answer. But here are a few characteristics that make a difference:
1. Clear message
The ad should quickly convey its purpose. People scroll fast—your message should land in seconds.
- Tip: Use bold headlines or text overlays on videos.
2. Targeted audience
Social platforms offer precise targeting tools—leverage them.
- Tip: Create different ad variations for different audience segments (age, interests, job roles, etc.).
3. Compelling visuals/text
Your content must stand out in a crowded feed.
- Tip: Use high-contrast colours, movement (e.g., animation or video), and emotionally resonant imagery.
4. Strong CTA (call-to-action)
Tell people exactly what to do next.
- Examples:
- “Swipe up to shop”
- “Tap to learn more”
- “Comment your thoughts”
- Tip: Keep the CTA above the fold or in the first few seconds of a video.
7 ad examples to inspire your next social media campaign
From B2B LinkedIn strategies to eye-catching Instagram visuals, these examples show what’s possible when creativity meets platform-native thinking.
LinkedIn ad examples (B2B focus)
1. Gong – “Learn Sales Secrets from 15 Top CROs"
- Format: Single-image ad
- Why it works: Gong captures attention with a bold headline and vibrant visuals, offering valuable insights from top CROs. The ad effectively targets sales professionals seeking to enhance their skills.
2. Finnair – “Travel for Business, the Smarter Way”
- Format: Video ad
- Why it works: Finnair uses sleek motion visuals and clear messaging to position itself as the go-to airline for corporate travel. The video format enhances engagement and allows Finnair to highlight comfort, efficiency, and global reach in just a few seconds—perfectly tailored to decision-makers scrolling LinkedIn.
Further reading: 4 top LinkedIn video ad examples and why they work
Facebook ad examples (B2C & DTC)
3. Apple – “Gift Superior Sound”
- Format: Single-image ad
- Why it works: Apple's minimalist design showcases both the AirPods and AirPods Max against a clean white background. The split-screen layout highlights affordability and luxury, appealing to a broad audience. The concise headline, "Gift superior sound," coupled with subtle branding, reinforces the premium quality of the products.
4. Asana – “AI Teammates That Give Insights”
- Format: Single-image ad
- Why it works: Asana utilizes a bold maroon background to draw attention, with a mock interface demonstrating its AI feature in action. The headline, "AI teammates that give insights," directly addresses professionals seeking efficiency. The clean design and practical example resonate with teams navigating complex projects.
5. Webflow – “Empowering Marketers with AI”
- Format: Single-image ad
- Why it works: Webflow's ad features a striking green background with a prominent "80%" statistic, emphasizing the adoption of AI in marketing. The concise message and clear call-to-action, "Download free ebook," effectively position Webflow as a forward-thinking solution for marketers.
Instagram ad examples (Visual Storytelling)
6. The New Yorker – “Limited-Edition Tote Bag”
- Format: Single-image ad
- Why it works: The New Yorker employs a vibrant yellow background to make their limited-edition tote bag pop in the Instagram feed. The ad's copy emphasizes exclusivity with phrases like "limited-edition," creating a sense of urgency. This combination of bold visuals and scarcity appeal effectively captures attention and drives conversions.
7. Febreze – “Light Scents”
- Format: Video ad
- Why it works: Febreze's ad creatively visualizes the concept of "light" scents by depicting their products floating in mid-air. This visual metaphor aligns perfectly with their messaging of "no heavy perfumes." The consistent color palette and smooth motion graphics enhance the ad's appeal, making it both informative and aesthetically pleasing.
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Final thoughts
From bold visuals on Instagram to data-driven carousels on LinkedIn, these examples show that great social media advertising isn’t about being everywhere—it’s about showing up smartly, consistently, and creatively.
The most effective campaigns share a few things in common:
- They speak directly to their audience
- They match platform tone and behaviour
- And they offer clear, engaging value—whether it’s a quick laugh, useful insight, or irresistible offer
You don’t need a massive team or million-dollar budget to get results. With the right tools and a bit of inspiration, you can build ads that stop thumbs, spark clicks, and drive real impact.
Want to create professional-quality video ads for your social channels—fast and effortlessly? Try Storykit and bring your message to life with scroll-stopping video, straight from text.
