#19.3×lift
Built together 9.3× more often than chance would predict.
Ingredients
Emotional Tone
Excitement
Hook Tactic
Bold Claim
Messaging Angle
Cost Savings
Lasts 32d typical
- 53% alive at 30 days
- 120 creatives (4.2%)
Creative Genome · Q2 2026
B2B Services creative genome
What b2b services ads are made of: the formats, hooks, angles and tactics that define the category, ranked by how long they survive in market.
Over-indexes onEmployee16.6×Community11.0×Brand Mission9.4×Group7.0×Infographic5.4×
13K
Ads analyzed
22d
Median lifespan
41%
30-day survival
B2B Services · double helix
Hover a base to see what it's built with
Summary
The B2B Services Creative Genome decodes how 13K ads (2.9K unique creatives) from 21 brands are actually built, tagging every creative across 14 AI-detected dimensions: asset type, visual format, hook, angle, talent, tone and more.
The default build pairs "Branded Production" (41% of creatives) with a "Single Image" format (59%).
The median creative stays live 22 days and 41% are still running after 30.
But frequency is not effectiveness: "Star Rating" creatives last longest at 50 days median.
The strongest winning recipe, "Inspirational" + "Aspirational Lifestyle" + "Single Image", appears 3.0× more often than chance.
Hover the map above to explore it, then read on for which attributes last, which combinations win, and where the white space is.
What winning ads are made of
The default ingredient in every creative dimension
Asset Type
Branded Production40.9%
21d median · 39% @30d
Illustration11.3%
23d median · 43% @30d
UGC7.7%
20d median · 47% @30d
Visual Format
Single Image59.4%
22d median · 40% @30d
Text Overlay on Footage11.0%
20d median · 39% @30d
Talking Head9.1%
19d median · 42% @30d
Hook Tactic
Bold Claim31.9%
25d median · 45% @30d
Question11.8%
15d median · 33% @30d
Pain Point Call-Out10.9%
21d median · 40% @30d
Messaging Angle
Benefit-Led21.6%
26d median · 46% @30d
Aspirational Lifestyle21.2%
13d median · 25% @30d
Problem Solution18.0%
24d median · 46% @30d
Branding
Moderate71.7%
22d median · 40% @30d
Light26.0%
22d median · 44% @30d
Heavy1.2%
14d median · 27% @30d
Talent
Employee13.3%
16d median · 34% @30d
Real Customer11.8%
19d median · 43% @30d
Group11.2%
13d median · 23% @30d
Emotional Tone
Inspirational39.8%
14d median · 28% @30d
Excitement16.8%
30d median · 54% @30d
Educational11.0%
22d median · 47% @30d
Audio
On-Camera Speech10.2%
18d median · 36% @30d
Professional Voiceover3.6%
9d median · 26% @30d
Casual Voiceover1.6%
31d median · 59% @30d
Pacing
Medium Pace17.8%
19d median · 41% @30d
Dynamic Mixed7.6%
18d median · 34% @30d
Fast Cuts3.0%
43d median · 66% @30d
Product Visibility
Logo Only47.3%
16d median · 34% @30d
Hero Shot14.7%
27d median · 51% @30d
Throughout12.4%
22d median · 42% @30d
Text Overlay
Headline Subheadline72.8%
22d median · 40% @30d
Bold Captions14.2%
21d median · 45% @30d
Bullet Points2.0%
21d median · 37% @30d
Color Palette
Brand Colors20.0%
16d median · 32% @30d
Bright Vibrant19.8%
29d median · 53% @30d
Cool Tones10.6%
15d median · 31% @30d
Social Proof
Star Rating4.2%
50d median · 61% @30d
Customer Count1.8%
8d median · 34% @30d
Award1.4%
13d median · 33% @30d
Setting
Office25.1%
21d median · 37% @30d
Studio18.8%
27d median · 51% @30d
Abstract Background16.5%
24d median · 45% @30d
These are the raw ingredients b2b services advertisers reach for, ranked by share of creatives within each dimension. Read them as the default. The further your own creative drifts from these, the more differentiated, or risky, it is. The opportunity usually sits in the long tail, where under-used attributes quietly out-survive the popular ones.
Proven combinations
Winning recipes
Attribute stacks that appear together far more than chance — and last. The lift on each card is how many times more often the combo is built than random pairing would predict; ranked highest first. Swipe or drag to explore.
#19.3×lift
Built together 9.3× more often than chance would predict.
Ingredients
Emotional Tone
Excitement
Hook Tactic
Bold Claim
Messaging Angle
Cost Savings
Lasts 32d typical
- 53% alive at 30 days
- 120 creatives (4.2%)
Recipe 1 of 12: Excitement × Bold Claim × Cost Savings
Winning ads are combinations, not single ingredients. These are the attribute stacks that appear together far more often than chance would predict (high lift) and that produce the longest-lived creatives. Treat the top recipes as proven b2b services formulas to brief against, and the rare ones as tests worth running.
Format mix & longevity by format
30%
71%
Video30%
Image71%
Video
Count
844
Share
30%
Avg lifespan
27d
Median lifespan
21d
Image
Count
2,021
Share
71%
Avg lifespan
27d
Median lifespan
22d
B2B Services brands split their creative mix at 30% video / 71% image. Image creatives average 27 days of active runtime compared to 27 days for the other format — a longer lifespan typically signals better advertiser ROI. If you're underweight on image relative to this benchmark, testing a higher ratio could improve your creative longevity.
Key Takeaways
Scale
13K ads (2.9K unique creatives) from 21 brands, decoded into 14 creative dimensions.
The default build
"Branded Production" is the dominant asset type (41%) and "Single Image" the most common visual format (59%) — the baseline most ads start from.
Frequency isn't effectiveness
"Star Rating" creatives last longest at 50d median — above the 22d norm, despite appearing in just 4% of ads.
Winning recipe
"Inspirational" + "Aspirational Lifestyle" + "Single Image" appear together 3.0× more than chance, and stay live 13d.
White space
"Fast Cuts" appears in just 3% of creatives yet its ads last 43d — a rare, durable attribute worth testing.
Same engine as the product
every attribute here is detected by the AI tagger that powers Benly's in-product Creative DNA, refreshed each quarter.
Which attributes actually last
Ranked by how long the creatives that use them survive in market
Choose a creative dimension
Within Asset Type, effectiveness scores cluster close together — so the bars are scaled between this dimension's weakest and strongest attribute to reveal which actually pull ahead. Every score is weighted by how many ads use the attribute, so a lucky streak from a handful of creatives can't outrank a proven, widely-used build.
| Attribute⇅ | Median lifespan⇅ | 30-day survival⇅ | Effectiveness▼ |
|---|---|---|---|
| Product Photography | 30d | 55% | |
| 3D Render | 27d | 52% | |
| AI-Generated | 36d | 59% | |
| Motion Graphics | 22d | 42% | |
| Infographic | 36d | 100% | |
| Animation | 22d | 11% | |
| Branded Production | 21d | 39% | |
| Lifestyle Photography | 9d | 28% |
Product Photography
Median
30d
30d survival
55%
Effectiveness
3D Render
Median
27d
30d survival
52%
Effectiveness
AI-Generated
Median
36d
30d survival
59%
Effectiveness
Motion Graphics
Median
22d
30d survival
42%
Effectiveness
Infographic
Median
36d
30d survival
100%
Effectiveness
Animation
Median
22d
30d survival
11%
Effectiveness
Branded Production
Median
21d
30d survival
39%
Effectiveness
Lifestyle Photography
Median
9d
30d survival
28%
Effectiveness
Showing 8 of 21 attributes
Frequency is not effectiveness. This table ranks individual attributes by how long the creatives that use them actually survive in market, a strong proxy for real performance since advertisers pause what doesn't work. Sort by 30-day survival or the effectiveness index to surface b2b services attributes that punch above their popularity.
Creative intelligence on your account
Run this analysis on your own ads
Benly tags every one of your creatives across the same 14 dimensions — so you can see what's working, what lasts in market, and exactly what to build next.
How builds compose
Asset type → visual format → hook, traced across every creative
Asset Type→Visual Format→Hook Tactic
How b2b services builds compose, left to right: each asset type flows into the visual formats it's shot in, which flow into the hooks that open them. Thick ribbons are the well-worn paths; thin ones are the unusual combinations. Hover any band to trace a single recipe through the funnel.
Survival by attribute
How long creatives last, broken down by their leading attributes
Single Image
Text Overlay on Footage
Talking Head
POV
Infographic
Survival curves for the leading asset type options in b2b services. A curve that stays high means advertisers keep those creatives running, the clearest signal that the attribute keeps performing. Where curves cross, the popular choice is being out-lasted by an alternative.
Popularity vs longevity
Find the white space: rare attributes that produce durable ads
Hidden gems · rare + durableProven & popularNiche · short-livedSaturated default
Hidden gems · rare + durableProven & popularNiche · short-livedSaturated default
Every attribute plotted by how common it is (x) against how long its creatives last (y). The top-left quadrant is the prize: attributes few b2b services brands use that still produce durable, long-running ads, your clearest white space. The bottom-right is the saturated, fast-fatiguing default everyone is already crowding into.
A glimpse into the creatives we analyze
Some of the longest-running b2b services video ads in our dataset over the period
28d
Fido GmbH & Co. KG
28d
Impression
27d
Staples
26d
Indeed
26d
ENGIE
25d
Criteo
24d
Faber-Castell
23d
Gusto
22d
Digifeel
22d
Adamant Média
21d
TotalEnergies
19d
PEC - Professional Energy Consulting
18d
Intuit Mailchimp
18d
APEF
9d
Swiss Pac Pvt Ltd
These b2b services video ads from the Meta Ad Library each stayed live far beyond the median — the badge on every card shows how many days it ran. Advertisers don't pay to keep underperforming ads active, so longevity is a strong proxy for sustained results. Study the visual style, build and messaging across these top performers to inform your own creative strategy.
Asset type × performance
Top performance
Medium
Low
Performance mixTop
Motion Design / Animation
40.6%
UGC / Organic
39.1%
Screen Recording
34.9%
Graphic Design
34.6%
Motion Graphics / Animation
34%
Branded / Studio
29.4%
UGC / Authentic
27.3%
Lifestyle / Editorial
23.3%
Product Shot
19.4%
Motion Design / Animation creatives have the highest top-performance rate at 40.6%.
Each bar represents a creative style — green segments indicate top performers, yellow is medium, and red is low. A longer green segment means that style produces winning ads more consistently. Look for asset types with strong green ratios but low volume in your competitor set — these may be underexploited opportunities for b2b services advertisers. Performance levels are estimated based on ad longevity and creative quality signals.
Landing page patterns
About / Brand Story (31%)
Product Page (21%)
Other (21%)
Homepage (16%)
Promo / Campaign Page (5%)
Social Media (3%)
Other (3%)
Analysis
B2b services advertisers overwhelmingly direct their traffic to about / brand story destinations (31%), indicating that the primary conversion strategy in this vertical centers around this landing experience. The second most common destination is product page at 21%. This distribution reveals the dominant conversion funnel in b2b services — where brands choose to send paid traffic is a strong signal of their overall marketing strategy and purchase cycle length.
Top destination
About / Brand Story · 31%
Promotional intent trends
Discount (41.8%)
Free Offer (28.9%)
Fixed Amount Off (13.7%)
Exclusive (3.8%)
Guarantee (3.4%)
Urgency (2.7%)
Bundle (2.3%)
Loyalty (2.3%)
Financing (1.1%)
Monthly shift
| Intent | Apr 2026 | May 2026 | Jun 2026 | Shift |
|---|---|---|---|---|
| Discount | 37% | 48% | 42% | +5pp |
| Free Offer | 45% | 14% | 23% | -22pp |
| Fixed Amount Off | 10% | 21% | 11% | +1pp |
| Exclusive | 1% | 4% | 8% | +7pp |
| Guarantee | 2% | 4% | 5% | +3pp |
| Urgency | — | 6% | 3% | +3pp |
| Bundle | 4% | 2% | — | -4pp |
| Loyalty | 2% | — | 5% | +3pp |
| Financing | — | 1% | 3% | +3pp |
The donut breaks down why b2b services brands are advertising — new launches, discounts, seasonal pushes, or other intents. The monthly shift table tracks how each category moved over the quarter. Significant shifts may reflect seasonal campaigns, competitive responses, or strategic pivots across the industry.
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