How are the scores calculated?

Every ad is rated on three dimensions — visual craft, message-audience fit, and headline strength. A brand’s score is the weighted average across all its analyzed ads (visuals 45%, fit 35%, headlines 20%), confidence-adjusted for sample size — the same principle behind IMDb’s Top 250 — on a 10-point scale.

Does a high score mean their ads perform well?

It means the craft is strong — clear hierarchy, fitting message, working headline. Performance data is private to each advertiser; craft is what’s visible, and weak craft is the most common reason ads underperform.

Why is almost every brand weak on headlines?

Because headline writing is genuinely the hardest part of ad craft — most brands lean on visuals and brand recognition. It’s also the fastest thing to fix.

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The Ad Craft Index

Who actually runs good ads?

797+ real Meta ads from 16 major advertisers, scored on visual craft, message fit and headline strength — by the same engine behind our ad feedback tool.

8.3

Cloudflare

Developer tools · 42 ads · ~50d live

Visual98

Fit87

Headline71

Cloudflare nails visual execution but writes weak headlines, diluting their strong message-audience alignment.

Best ad — 10/10. The headline is specific and timely — 'AI era' anchors it in a relevant moment and 'new playbook' signals actionable content, not vague m…

Best · 10/10

7.9

Atlassian

Developer tools · 110 ads · ~59d live

Visual94

Fit80

Headline52

Atlassian nails visual execution but stumbles on headline clarity—their strong design carries weak messaging angles.

Best ad — 10/10. The baked-in headline 'Our AI loves the tasks you hate' is punchy, emotionally resonant, and speaks directly to developer/PM pain points …

Best · 10/10

7.9

GitKraken

Developer tools · 20 ads · ~84d live

Visual100

Fit88

Headline60

GitKraken nails visual execution and relevance but stumbles with headlines that fail to hook hard enough.

Best ad — 10/10. The headline 'Stop Googling Git commands!' in the body is actually the real hook — sharp, specific pain point for developers — while the …

Best · 10/10

7.7

Coralogix

Developer tools · 10 ads · ~17d live

Visual100

Fit100

Headline55

Coralogix nails visuals and relevance but sabotages performance with weak headlines that kill click-through rates.

Best ad — 10/10. The baked-in headline 'Observability built for the cloud you're actually running.

Best · 10/10

7.6

GitHub

Developer tools · 6 ads · ~68d live

Visual100

Fit100

Headline92

GitHub nails visual and messaging precision, but struggles to refresh creative fast enough to combat ad fatigue.

Best ad — 10/10. The headline 'Turn stack traces into fixes' is concrete and resonant for developers — it names a real pain point and implies a direct sol…

Best · 10/10

7.4

Kinsta

Developer tools · 8 ads · ~87d live

Visual100

Fit100

Headline38

Kinsta nails visuals and positioning but stumbles on headlines—their ads coast on brand strength rather than magnetic copywriting.

Best ad — 9/10. The headline 'The Kinsta Update You've Been Waiting For' is functional but generic — it doesn't surface the specific benefit (automatic u…

Best · 9/10

7.3

Datadog

Developer tools · 192 ads · ~345d live

Visual82

Fit85

Headline30

Datadog nails visual design and targeting but desperately needs headline writing help—they're burning cash on weak openers.

Best ad — 10/10. The headline is specific and practical — 'Monitor All of Your Lambda Functions & Metrics in One Place' speaks directly to a developer pai…

Best · 10/10

7.1

Amazon Web Services

Developer tools · 36 ads · ~60d live

Visual88

Fit69

Headline40

AWS nails visual storytelling but sabotages conversions with weak headlines that fail to hook developers.

Best ad — 9/10. The headline 'AWS Summit NYC' is functional but minimal — it names the event without conveying urgency or a hook to stop the scroll; the …

Best · 9/10

7.1

Gymshark

E-commerce · 42 ads · ~35d live

Visual82

Fit79

Headline42

Gymshark nails visual storytelling and audience resonance but sabotages campaigns with weak headlines that fail to stop scrolls.

Best · 10/10

6.9

Microsoft Azure

Developer tools · 31 ads · ~41d live

Visual82

Fit65

Headline50

Azure's visuals dazzle, but weak headlines and messaging gaps undermine conversion potential despite lengthy ad runs.

Best ad — 10/10. The headline 'Feel like your tabs have tabs?' is a clever, relatable hook for developers drowning in browser tabs — specific enough to st…

Best · 10/10

6.7

Google Cloud

Developer tools · 25 ads · ~42d live

Visual78

Fit58

Headline58

Google Cloud nails sleek visuals but struggles pairing them with crisp messaging that lands with developers.

Best ad — 9/10. The headline ($300 free credit) is functional but generic for Google Cloud — it's a standard acquisition offer with no emotional punch.

Best · 9/10

6.7

Vuori

E-commerce · 83 ads · ~98d live

Visual75

Fit75

Headline36

Vuori nails lifestyle visuals and targeting but stumbles badly with headlines—weak hooks kill otherwise solid creative.

Best ad — 10/10. The text overlay 'The Kore Short — New In Court Blue' is baked directly into the image, functioning as the headline with product specific…

Best · 10/10

6.6

Caraway

E-commerce · 12 ads · ~25d live

Visual75

Fit67

Headline38

Caraway nails visual storytelling but sabotages conversions with weak headlines that fail to hook their audience.

Best ad — 9/10. The headline 'Premium Kitchenware For Less' is functional but generic — it doesn't carry the urgency or specificity that the image's '$35…

Best · 9/10

6.5

iHerb

E-commerce · 7 ads · ~148d live

Visual79

Fit64

Headline14

iHerb nails visual polish but tanks headlines; their 148-day cycles suggest they're banking on volume over iteration.

Best ad — 9/10. The headline 'iHerb App Exclusive Offer' is functional but generic — it doesn't carry the punch of the 15% off offer that dominates the i…

Best · 9/10

5.8

Survivor.io

Developer tools · 25 ads · ~89d live

Visual100

Fit16

Headline6

Survivor.io nails stunning visuals but massacres messaging—beautiful ads nobody understands or wants.

Best ad — 6.3/10. The headline is generic challenge-bait with no specificity — 'We'll see if you can come out on top' could belong to any mobile game and d…

Best · 6.3/10

2.9

Alibaba.com

Developer tools · 148 ads · ~111d live

Visual49

Fit5

Headline5

Alibaba.com nails visual production but hemorrhages on messaging—their ads look polished while barely speaking to who's actually listening.

Best ad — 6.8/10. The headline is functional and specific — naming the product (SCBA), a key spec (6.8L Carbon Fiber Cylinder), and approval status — but r…

Best · 6.8/10

Methodology: ads collected from the public Meta Ad Library; each rated independently by our vision model on visual craft, message-audience fit and headline strength; brands need at least 6 rated ads to qualify, and scores are confidence-adjusted for sample size. Craft scores, not performance data. Snapshot: 2026-08-12. Ad creatives are shown for review and criticism; all rights belong to their owners. Brand owner? Request a change or removal.

Where would your ad land?

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Common questions

How are the scores calculated?: Every ad is rated on three dimensions — visual craft, message-audience fit, and headline strength. A brand’s score is the weighted average across all its analyzed ads (visuals 45%, fit 35%, headlines 20%), confidence-adjusted for sample size — the same principle behind IMDb’s Top 250 — on a 10-point scale.
Does a high score mean their ads perform well?: It means the craft is strong — clear hierarchy, fitting message, working headline. Performance data is private to each advertiser; craft is what’s visible, and weak craft is the most common reason ads underperform.
Why is almost every brand weak on headlines?: Because headline writing is genuinely the hardest part of ad craft — most brands lean on visuals and brand recognition. It’s also the fastest thing to fix.