Original AdSpyder Research · Lead Generation
Executive Answer
Google, Meta and LinkedIn should not use the same lead generation creative strategy. AdSpyder’s archive shows that Google Search is almost entirely text-based, current Meta advertising is dominated by video and carousel formats, and LinkedIn remains strongly oriented toward single-image advertising.
- Google Search is suited to capturing existing problem and solution intent.
- Meta requires a larger supply of visual concepts and creative variations.
- LinkedIn image ads remain visible substantially longer than its video and text-only ads in the measured sample.
- Observed duration is a research signal, not proof of conversions or profitability.
- Use AdSpyder Ad Analytics to repeat the analysis for your own industry and competitors.
Important data-scope note
This study compares observable ad formats and ad persistence across the AdSpyder archive. It is not a CTR, CPC, CPL or lead-quality study. The archive does not expose a competitor’s private spend, impressions, targeting settings, CRM results or sales revenue.
Choosing the best lead generation platform is not simply a matter of comparing published cost-per-lead averages. Google, Meta and LinkedIn reach buyers in different contexts. Google often captures a person already searching for a solution. Meta creates demand through visual discovery. LinkedIn reaches professionals through business identity and professional context.
This original AdSpyder study examines how advertising formats differ across those platforms and how long sampled ads remain observable. The findings help marketers decide what type of creative production system each platform needs before budget is committed.
164.7M
Google Search ads
Full archive used for the platform’s structural format classification.
11.09M
Real-time Meta ads
Current feed used for Meta’s modern creative-format analysis.
857,697
LinkedIn ads
Archive size supporting the LinkedIn format and persistence study.
Research Roadmap
Methodology and Dataset
The analysis was completed against AdSpyder production archive data available on 22 May 2026. Format classification used the data structure available for each platform, while persistence was calculated from the interval between an ad’s first-seen and last-seen dates.
| Platform | Archive Size | Format Method | Persistence Sample |
|---|---|---|---|
| Google Search | 164,707,232 ads | Structural text-ad classification | 1,000 random ads |
| Meta real-time | 11,092,610 ads | 20,000 random documents | 19,524 classified format records |
| 857,697 ads | 10,000 random documents | 10,000 classified format records |
Ads with year-2038 sentinel dates were excluded from the duration calculation. Last-seen is the latest date AdSpyder observed an ad and does not confirm uninterrupted daily delivery.
Executive Findings
- Google Search is effectively a text environment.
Only 114 of the 164.7 million indexed Search ads carried an image payload. - Current Meta advertising is no longer single-image-first.
Video and carousel formats represented 72.6% of the sampled real-time feed. - Meta carousels produced the strongest persistence signal.
Approximately 39.9% were observed for 30 days or longer. - LinkedIn is the platform outlier.
Image ads represented 69.3% of its sampled archive and had the strongest 30-day persistence rate. - There is no universal winning format.
Video has a stronger persistence signal than single images on Meta, while images substantially outlast video on LinkedIn.
Overall Creative-Format Benchmarks
| Platform | Leading Format | Share | Lead Generation Interpretation |
|---|---|---|---|
| Google Search | Text | Approximately 100% | Prioritize intent, offer clarity, proof and keyword-to-page alignment. |
| Meta real-time | Video | 42.4% | Build a repeatable motion-creative and multi-asset testing system. |
| Meta real-time | Carousel | 30.2% | Use sequential proof, use cases, objections or product steps. |
| Single image | 69.3% | Package one business problem, insight or offer into a clear static visual. |
Leading-format share
Google Search · Text
LinkedIn · Image
Meta · Video
Meta · Carousel
Observed 30-Day Ad Persistence
Persistence measures the percentage of sampled ads with at least 30 days between first-seen and last-seen. It is useful for identifying creative that advertisers retained, but it must not be described as a conversion-rate or profitability measure.
| Platform | Format | Sample | Observed 30+ Days |
|---|---|---|---|
| Google Search | Text | 1,000 | 4.9% |
| Meta | Single image | 5,271 | 23.3% |
| Meta | Video | 8,299 | 26.2% |
| Meta | Carousel | 5,954 | 39.9% |
| Image | 6,931 | 91.1% | |
| Video | 1,956 | 39.8% |
Patterns and Anomalies
Meta rewards multi-asset storytelling
Carousel ads had a 17-day median observed duration, compared with two days for sampled Meta video and single-image ads. Carousels can explain several benefits, demonstrate a process or answer objections without requiring a longer video.
LinkedIn image persistence is unusually high
LinkedIn image ads were observed for a median of 57.2 days, while LinkedIn video ads recorded a 20.9-day median. This suggests that B2B teams should not replace strong static concepts simply because video receives more general attention.
Google Search requires a different research model
Search ads cannot be compared with social formats on visual complexity. Research should focus on keyword intent, headline structure, offers, proof, calls to action and message match with the destination page.
Build your own cross-platform competitor benchmark
Use AdSpyder to compare competitor platforms, formats, keywords, active dates and landing pages before deciding where to invest.
What Marketers Should Do Next
| Platform | Recommended Lead Generation Action |
|---|---|
| Organize campaigns by intent and offer. Use Google Ads Spy to compare keyword, headline, CTA and landing-page alignment. |
|
| Meta | Produce video, carousel and static concepts from the same offer. Use Facebook Ads Spy to track repeated hooks and format changes. |
| Start with a clear static business insight or offer. Use the LinkedIn Ad Library to compare B2B positioning, formats and lead magnets. |
After collecting competitor ads, inspect each destination through
Landing Page Analysis
.
A strong ad format cannot compensate for a weak, mismatched or overly complicated conversion path.
Limitations and Methodology Notes
- The archive cut was not filtered exclusively to campaigns using a lead generation objective.
- Ad counts are not weighted by spend, reach, impressions or business value.
- Observed duration does not confirm continuous delivery between the first-seen and last-seen dates.
- A long-running ad may support awareness, retargeting, seasonal activity or testing.
- Google Search, Meta and LinkedIn use different creative structures, so format percentages are not directly interchangeable.
- Industry, country and company-size differences require separate filtered analyses before campaign decisions are finalized.
Frequently Asked Questions
Which platform is best for lead generation?
Google is strong for active search intent, Meta for visual discovery and scalable creative testing, and LinkedIn for professional B2B audiences. The best choice depends on buyer intent, offer, sales value and lead qualification.
Does a longer-running ad mean it is profitable?
No. Persistence is an observable research signal. Profitability, spend, lead quality and revenue remain private to the advertiser.
Should every Meta lead campaign use video?
No. The current feed contains substantial video activity, but carousel ads produced the strongest 30-day persistence signal in the measured sample.
Are image ads still useful on LinkedIn?
Yes. Image ads represented 69.3% of the sampled LinkedIn format mix and recorded the strongest observed 30-day persistence in this study.
How can I create an industry-specific benchmark?
Build a list of direct and adjacent competitors, filter their ads by platform, country and date, export comparable results and classify each ad by format, offer, CTA, observed duration and destination page.
Data and Platform References
AdSpyder production archive analysis, measured 22 May 2026
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AdSpyder Ad Analytics
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Google Lead Form Assets
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Meta Lead Ads
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LinkedIn Lead Gen Forms
