AdRoastReal B2B ads, taken apart from the click to the form.
Every teardown takes one live cybersecurity ad and the landing page behind it, and scores how well the message survives the click. What the ad gets right, where the funnel leaks, and the exact fixes. Written by Marina Kogan.
The ad promised a demo. The page opened a signup.
monday.com's ad names a precise PMO fear and earns the click. Then “Book a demo” lands on a self-serve free signup, and the high-intent moment leaks away.
The pun landed. The reason to switch didn't.
Klaviyo's banana pun wins a smile, but gives a skeptical marketer no proof and no specific reason to switch CRMs, and the page doesn't close the gap.
A sharp ad, then a vague “Learn more.”
Webflow's ad is a model, pain, buyer, and named-customer proof, then the button goes generic on a self-serve product that could ask for far more.
The headline named the pain. The creative changed the subject.
ClickUp opens with a real ops pain, then the screenshot pitches a different feature and no proof closes the loop.
Why does Cycode's analyst-proof ad lose momentum after the click?
The ad wins the click with credible analyst proof (Gartner, IDC, GigaOm, Frost & Sullivan) aimed straight at CISO and AppSec buyers. Then the landing page walks away from that...
Why is Hyperproof's privacy ad converting below its potential?
The ad is built for one very specific person, a DPO or privacy lead responsible for sub-processors, personal data, and GDPR exposure, and its hook is one of the sharpest in the...
Why is Descope's sharp CIAM ad sending buyers to the wrong page?
The ad copy is genuinely strong and category-aware, written for CIAM leaders with a real strategic problem around agentic identity. Then the click lands on a 3,000-word DevRel...
Why does Silverfort's funnel work against itself?
Silverfort has solid raw material arranged in the wrong order. The ad body does one smart thing, it names Mythos and runtime enforcement in the same beat, a frame a CISO...
Why does Semgrep's Snyk comparison page contradict its own numbers?
The Snyk comparison page has the right strategy and fights its own execution. The ad leads with a screenshotable stat, 17.5 hours vs 26 minutes, plus an elite logo wall (Dropbox,...
Why does OX Security's single-product ad land on a page selling eight?
The ad sells one product, OX.Cloud, behind an elite logo wall (IBM, Microsoft, Intel, Swisscom) and a real proof stat, 11,237 alerts reduced to 123 actionable ones. Then the click...
Why does Apiiro's sharp ad hook die on a CEO blog post?
The hook is sharp and the click promise dies on impact. The ad announces three brand layers, Shift Left Is Dead, Continuous Threat Modeling, Guardian Agent, with zero numbers,...
Why does Endor Labs bury the strongest AppSec story of the quarter?
One of the strongest B2B AppSec case studies this quarter, arranged in the wrong order. The Rubrik story has a named company, a named executive, and real numbers, a 24-hour SLA...
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Every week: one real B2B ad, and the landing page it sends to
Where the message breaks, what it costs, and the fix. Free, written by Marina Kogan.
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