{"id":41592,"date":"2026-05-18T12:59:41","date_gmt":"2026-05-18T12:59:41","guid":{"rendered":"https:\/\/adspyder.io\/blog\/?p=41592"},"modified":"2026-05-18T14:59:56","modified_gmt":"2026-05-18T14:59:56","slug":"most-used-ad-formats","status":"publish","type":"post","link":"https:\/\/adspyder.io\/blog\/most-used-ad-formats\/","title":{"rendered":"What 365 Million Ads Tell Us About the Most-Used Ad Formats in 2026?"},"content":{"rendered":"
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Ad library intelligence<\/span><\/div>\n

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\u26a1 Quick Answer<\/div>\n

The most used ad formats in 2026 vary sharply by platform. Text search ads lead by raw volume \u2014 Google Search alone has 164M+ indexed ads<\/strong>. Shopping ads account for 26% of AdSpyder’s archive. On Meta, video crossed 50% of new creatives in 2026 for the first time<\/strong>, up from 38.6% in 2024. This report is built on AdSpyder’s Ad Library<\/a> of 365M+ ads across 10 platforms \u2014 not surveys, not platform disclosures.<\/p>\n<\/div>\n

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Most lists of the most used ad formats in 2026 tell you what “should” work. That’s not enough when you’re spending real media budget.<\/p>\n

Media buyers, brand managers, and agencies need to know which formats actually show up at scale \u2014 on Google, Meta, Amazon, TikTok, YouTube, LinkedIn, and everywhere else. Not what a trend report guessed. What the ads actually show.<\/p>\n

AdSpyder’s archive covers 365M+ ad creatives indexed since 2008 across 10 platforms. Everything in this report comes directly from that data. No extrapolation. No invented numbers.<\/p>\n

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See which formats your competitors are actually running<\/h2>\n

AdSpyder indexes 365 million+ ads<\/strong> across 10 platforms and 100+ countries<\/strong>, going back to 2008. Filter by format, date, competitor, or keyword \u2014 get the full picture in minutes.<\/p>\n

Try AdSpyder Free<\/a>
\nExplore the Ad Library \u2192<\/a><\/div>\n<\/div>\n

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365M+<\/div>\n
Ads indexed across AdSpyder’s archive<\/div>\n<\/div>\n
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10<\/div>\n
Platforms \u2014 search, social, display, video, marketplace<\/div>\n<\/div>\n
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50.8%<\/div>\n
Video share of new Meta ad creatives in 2026<\/div>\n<\/div>\n
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71%<\/div>\n
Google’s share of the archive (Search + Shopping combined)<\/div>\n<\/div>\n<\/div>\n

Source: AdSpyder platform data, May 2026<\/p>\n

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In This Report<\/div>\n
Key finding<\/a>
\nPlatform breakdown<\/a>
\nThe Meta video shift<\/a>
\nCTA data from 38M ads<\/a>
\nMost used vs best performing<\/a>
\nWhat to run in 2026<\/a>
\nAdSpyder workflow<\/a>
\nMistakes to avoid<\/a>
\nFormat checklist<\/a>
\nFAQs<\/a><\/div>\n<\/div>\n
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Key Finding: The Most Used Ad Formats Are Not the Most Talked-About Ones<\/h2>\n

The loudest trend in ad creative is video. The largest part of the indexed ad universe is still shaped by search, shopping, and product-led formats. Those two facts coexist \u2014 and conflating them is how media budgets get misallocated.<\/p>\n

A media buyer should not copy the format that gets the most LinkedIn engagement. You should study the format that dominates your platform, your category, your funnel stage, and your specific competitor set.<\/p>\n

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\n\n\n\n\n\n\n\n\n
Format lens<\/th>\nWhat it tells you<\/th>\nWhen to use it<\/th>\n<\/tr>\n<\/thead>\n
Most used format<\/strong><\/td>\nWhere advertisers are publishing at scale<\/td>\nTo decide your first audit set<\/td>\n<\/tr>\n
Fastest-moving format<\/strong><\/td>\nWhere new creative behaviour is shifting (the Meta video signal)<\/td>\nTo plan new creative tests before market saturates<\/td>\n<\/tr>\n
Best performing format<\/strong><\/td>\nWhat works for a specific account, audience, and offer<\/td>\nOnly after your own campaign testing confirms it<\/td>\n<\/tr>\n
Competitor format pattern<\/strong><\/td>\nWhat rivals repeat, refresh, and stop running<\/td>\nTo find angles worth testing \u2014 not to copy blindly<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n
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\ud83d\udca1 Practitioner distinction worth keeping<\/div>\n

Use format popularity to decide what to audit first. Use your own campaign data to decide what to scale. These are different jobs \u2014 and mixing them up is the most common mistake in format planning.<\/p>\n<\/div>\n<\/section>\n

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Most Used Ad Formats 2026 by Platform Volume<\/h2>\n

Here’s where AdSpyder’s 365M+ indexed ads are distributed across platforms \u2014 and what format signal each platform gives you.<\/p>\n

\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Platform archive<\/th>\nIndexed ads<\/th>\nShare<\/th>\nPrimary format<\/th>\nWhat to audit<\/th>\n<\/tr>\n<\/thead>\n
Google Search Ads<\/strong><\/td>\n164 million+<\/td>\n45.2%<\/td>\nResponsive Search Ads (text)<\/td>\nHeadline wording, pain-point terms, CTA verbs<\/td>\n<\/tr>\n
Google Shopping Ads<\/strong><\/td>\n94 million+<\/td>\n26.0%<\/td>\nProduct Listing Ads (image + price)<\/td>\nProduct image, price positioning, offer framing<\/td>\n<\/tr>\n
Meta (Facebook + Instagram)<\/strong><\/td>\n55 million+<\/td>\n~15%<\/td>\nVideo (50.8% of new ads in 2026)<\/strong><\/td>\nVideo hook, image creative angle, CTA, offer<\/td>\n<\/tr>\n
Amazon Sponsored Ads<\/strong><\/td>\n21 million+<\/td>\n5.8%<\/td>\nSponsored Products (product image)<\/td>\nProduct visibility, sponsored placement, trust signals<\/td>\n<\/tr>\n
Display Ads<\/strong><\/td>\n17 million+<\/td>\n4.8%<\/td>\nBanner \/ Responsive Display (image)<\/td>\nBanner message, offer framing, visual hierarchy<\/td>\n<\/tr>\n
Bing \/ Microsoft Ads<\/strong><\/td>\n6 million+<\/td>\n1.3%<\/td>\nResponsive Search Ads (text)<\/td>\nSearch copy and paid keyword overlap with Google<\/td>\n<\/tr>\n
TikTok Ads<\/strong><\/td>\n3 million+<\/td>\n0.9%<\/td>\nIn-Feed Video (vertical, 9:16)<\/td>\nHook structure, native feel, creator angle<\/td>\n<\/tr>\n
YouTube Ads<\/strong><\/td>\n2.4 million+<\/td>\n0.7%<\/td>\nSkippable In-Stream + Bumper (video)<\/td>\nOpening hook, offer proof, first 5 seconds<\/td>\n<\/tr>\n
LinkedIn Ads<\/strong><\/td>\n1 million+<\/td>\n0.2%<\/td>\nSingle Image (Sponsored Content)<\/td>\nImage, document ads (rising in B2B), messaging angle<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n

Source: AdSpyder platform data, May 2026<\/p>\n

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\ud83d\udca1 What the distribution tells you<\/div>\n

Google Search + Shopping account for 71% of all indexed ads \u2014 and both are text and product-feed formats by structure. If you’re asking what the most used ad format is globally in 2026, the honest answer is text and product image \u2014 not video. Video dominates the industry conversation. Search and shopping dominate the volume.<\/p>\n<\/div>\n<\/section>\n

\"Most<\/p>\n

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The Meta Video Shift: 2026 Is the Inflection Year<\/h2>\n

This is the most significant finding in AdSpyder’s archive \u2014 one that no survey or platform blog could surface, because it comes from actual indexed ad volume, not reported spend.<\/p>\n

Across the lifetime Meta archive, image ads still dominate at 88.3% \u2014 because the archive goes back to 2012, when video production at ad scale wasn’t practical. But look at what’s happening in new<\/em> creative launches:<\/p>\n

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2024<\/div>\n
38.6%<\/div>\n
video share of new Meta ads<\/div>\n
752K ads sampled<\/div>\n<\/div>\n
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2025<\/div>\n
47.2%<\/div>\n
video share of new Meta ads<\/div>\n
8.4M ads sampled<\/div>\n<\/div>\n
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2026 \u2014 Inflection<\/div>\n
50.8%<\/div>\n
Video crossed image for the first time<\/div>\n
1.6M ads sampled<\/div>\n<\/div>\n<\/div>\n

Source: AdSpyder’s Meta Ads archive (55M+ ads). Year = year of first-seen date. AdSpyder research, May 2026.<\/p>\n

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\n\n\n\n\n\n\n\n
Year<\/th>\nVideo share<\/th>\nImage share<\/th>\nWhat it means<\/th>\n<\/tr>\n<\/thead>\n
2024<\/td>\n38.6%<\/td>\n61.4%<\/td>\nImage still led by a clear margin<\/td>\n<\/tr>\n
2025<\/td>\n47.2%<\/td>\n52.8%<\/td>\nVideo nearly caught up \u2014 the trend was clear<\/td>\n<\/tr>\n
2026<\/td>\n50.8%<\/td>\n49.2%<\/td>\nVideo crossed image \u2014 first time in archive history<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n

The practical read: if your Meta creative mix is still 80%+ static images, you’re running against the direction of the market. Image ads still convert well in direct-response e-commerce. But the algorithm is moving toward video, and your competitors’ creative teams have already moved.<\/p>\n

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\u2705 Clear takeaway<\/div>\n

Do not treat video as only a TikTok or YouTube format in 2026. On Meta, it is now the majority format for new creative launches \u2014 not a side experiment.<\/p>\n<\/div>\n

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\u26a0\ufe0f One data caveat worth knowing<\/div>\n

AdSpyder’s Meta archive shows a significant dip in 2023 total ad volume. This is a known data ingestion gap \u2014 not a real market decline. The format share percentages above are calculated as ratios within each year’s sample and are reliable. Year-by-year absolute counts should not be used to infer spend trends.<\/p>\n<\/div>\n<\/section>\n

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CTA Button Data From 38 Million Meta Ads<\/h2>\n

Format and CTA are inseparable decisions. The format gets the attention \u2014 the CTA determines what the viewer does with it. Here’s what 38M+ Meta ads in AdSpyder’s archive show about which buttons advertisers actually use:<\/p>\n

\n\n\n\n\n\n\n\n\n\n\n
Rank<\/th>\nCTA button<\/th>\nAd count in archive<\/th>\nWhat it signals<\/th>\n<\/tr>\n<\/thead>\n
1<\/td>\nLearn more<\/strong><\/td>\n3,309,343<\/td>\nAwareness and consideration plays; low-commitment ask<\/td>\n<\/tr>\n
2<\/td>\nShop now<\/strong><\/td>\n2,626,331<\/td>\nE-commerce dominance in Meta ad spend<\/td>\n<\/tr>\n
3<\/td>\nSend message<\/strong><\/td>\n803,527<\/td>\nGrowing in emerging markets; conversational funnels<\/td>\n<\/tr>\n
4<\/td>\nSend WhatsApp message<\/strong><\/td>\n632,076<\/td>\nWhatsApp-first regional ad strategies at scale<\/td>\n<\/tr>\n
5<\/td>\nSign up<\/strong><\/td>\n382,805<\/td>\nLead gen and SaaS acquisition campaigns<\/td>\n<\/tr>\n
6<\/td>\nInstall now<\/strong><\/td>\n317,899<\/td>\nApp install campaigns<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n

Source: AdSpyder’s Meta Ads archive (38M+ ads with CTA data). AdSpyder research, May 2026.<\/p>\n

“Learn more” and “Shop now” together account for over 7 million CTA instances \u2014 roughly 16% of every Meta CTA in the archive. If you’re testing CTA copy on Meta without these two as your baseline, you’re benchmarking against air.<\/p>\n

\"Best<\/p>\n<\/section>\n

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Most Used vs Best Performing: Do Not Mix Them Up<\/h2>\n

Format popularity tells you where advertisers are active. Performance tells you what works for a specific account, offer, audience, and funnel stage. They answer different questions \u2014 and pulling your format decisions from industry popularity reports (including this one) without competitive validation is the most common strategic error in creative planning.<\/p>\n

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Search text ads \u00b7 Google + Bing<\/span><\/p>\n

Best for active intent capture<\/p>\n

RSAs are the only standard format on Google Search now. The format question isn’t what to run \u2014 it’s how many headline variants you’re testing. Study competitor headline wording and CTA verbs in AdSpyder’s Ad Library.<\/p>\n<\/div>\n

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Shopping ads \u00b7 Google<\/span><\/p>\n

Best for product-led comparison<\/p>\n

95M+ indexed. The format is fixed. Differentiation lives in feed quality, bidding, and query coverage. If you’re in e-commerce, Shopping is a mandatory channel, not a format decision.<\/p>\n<\/div>\n

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Image + Video \u00b7 Meta<\/span><\/p>\n

Video is now the majority \u2014 act accordingly<\/p>\n

Video crossed 50% of new Meta creatives in 2026. Short-form (15\u201330s), UGC-style, and founder-led clips are the formats pulling strongest. Image still converts in direct-response \u2014 but test video if you haven’t.<\/p>\n<\/div>\n

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Video \u00b7 TikTok + YouTube<\/span><\/p>\n

Small archive share, fast-growing signal<\/p>\n

Together under 2% of indexed volume \u2014 but both are 100% video platforms. TikTok: vertical 9:16, hook in the first 2 seconds. YouTube: skippable in-stream dominates; 6-second bumpers work for retargeting.<\/p>\n<\/div>\n

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Document ads \u00b7 LinkedIn<\/span><\/p>\n

The most underused B2B format<\/p>\n

Single image sponsored content dominates LinkedIn by volume. But document ads \u2014 PDF carousels natively in-feed \u2014 are outperforming for B2B lead gen with high dwell time and far less competition.<\/p>\n<\/div>\n<\/div>\n<\/section>\n

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AdSpyder Workflow: How to Find the Right Format for Your Market<\/h2>\n

Use AdSpyder’s Ad Library<\/a> to move from broad format trends to a competitor-informed creative test. The goal isn’t to copy a format. The goal is to find what your market keeps repeating \u2014 then decide whether that’s a gap or a signal to follow.<\/p>\n

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1<\/div>\n

Start with your platform tab<\/h3>\n<\/div>\n

Select the channel that matters most for your next campaign \u2014 Google Search, Meta, YouTube, TikTok, Amazon, LinkedIn, Display, or Bing. Each tab filters the archive to that platform’s ad inventory.<\/p>\n<\/div>\n

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2<\/div>\n

Search by competitor domain or keyword<\/h3>\n<\/div>\n

Use URL search to pull every ad a competitor’s domain has ever run. Use PPC search or text search to see who’s bidding on your keywords and what creative they’re running. This is your real competitive landscape \u2014 not a generic trend list.<\/p>\n

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\ud83d\udca1 Pro tip<\/div>\n

Run separate searches for brand keywords and category keywords. The competitors bidding on your brand name are a completely different threat from those bidding on your category terms \u2014 and both matter.<\/p>\n<\/div>\n<\/div>\n

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3<\/div>\n

Filter by ad format and date range<\/h3>\n<\/div>\n

Use the format filter to isolate image vs video vs carousel vs text. Set the date filter to the last 30 or 60 days to spot recent format shifts. If a competitor has launched a wave of video ads after years of static, that’s a strong signal \u2014 it usually means they’ve found something that works.<\/p>\n<\/div>\n

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4<\/div>\n

Check the full cross-platform picture<\/h3>\n<\/div>\n

Switch between platform tabs for the same competitor. See whether they run the same creative across all channels or adapt format by platform. A competitor running platform-native formats (vertical video on TikTok, document ads on LinkedIn, RSAs on Google) signals creative maturity worth paying attention to. Use Domain Overview<\/a> to see their full platform mix at a glance.<\/p>\n<\/div>\n

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5<\/div>\n

Save, track, and automate<\/h3>\n<\/div>\n

Bookmark any ad to Saved Ads<\/a> for your creative swipe file. Set up Competitor Intelligence<\/a> tracking to get daily alerts when a tracked brand launches a new format or creative \u2014 so you’re never caught off guard by a competitor’s format shift.<\/p>\n

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\u2705 Already in use at scale<\/div>\n

Over 8,600 competitor tracking projects<\/strong> are actively running on AdSpyder right now. Format shifts in your market surface automatically \u2014 not as a monthly surprise.<\/p>\n<\/div>\n<\/div>\n<\/section>\n

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4 Mistakes to Avoid When Reading Ad Format Trends<\/h2>\n
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\u274c Treating video as the answer everywhere<\/div>\n

Video is rising fast on Meta and is the default on TikTok and YouTube. But search and shopping still account for 71% of the total indexed ad universe. Video is not a universal upgrade \u2014 it’s a platform-specific call.<\/p>\n<\/div>\n

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\u274c Copying format without copying context<\/div>\n

A format works because of the offer, audience, landing page, timing, and message behind it. Copying only the layout is weak research. Study the full ad \u2014 hook, visual, CTA, and where it sends traffic.<\/p>\n<\/div>\n

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\u274c Ignoring competitor refresh patterns<\/div>\n

The most useful signal isn’t what a competitor is running today \u2014 it’s what they’ve stopped and what they’ve started recently. Use Competitor Tracking<\/a> to surface those changes automatically.<\/p>\n<\/div>\n

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\u274c Using industry averages as your benchmark<\/div>\n

Market-level format data tells you where advertisers are globally. It doesn’t tell you what your 5\u201310 direct competitors are betting on. Benchmark against your actual competitive set, not a global percentage.<\/p>\n<\/div>\n<\/div>\n<\/section>\n

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Format Decision Checklist for 2026<\/h2>\n
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\u2713<\/span>Identify which platform holds the most volume in your category before choosing a format<\/div>\n
\u2713<\/span>Separate most-used formats (what the market runs) from best-performing formats (what works for your account)<\/div>\n
\u2713<\/span>Audit at least 5 direct competitors in AdSpyder before committing to a test format<\/div>\n
\u2713<\/span>Check if competitors have shifted format in the last 30\u201360 days \u2014 that’s where the live signal is<\/div>\n
\u2713<\/span>Review format + hook + CTA + landing page together \u2014 a format alone is not a creative strategy<\/div>\n
\u2713<\/span>On Meta: if you haven’t tested video against your best-performing image ad, that is your first test<\/div>\n
\u2713<\/span>On LinkedIn: add document ads to your test set \u2014 underused and over-indexed for B2B engagement<\/div>\n
\u2713<\/span>Set up Competitor Intelligence alerts so format shifts in your market surface automatically \u2014 not monthly<\/div>\n<\/div>\n
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\u26a0\ufe0f Reality check<\/div>\n

Format research without action is just expensive browsing. Every insight should change something \u2014 a format you test, a CTA you rewrite, a landing page you sharpen, or a competitor alert you activate. If it doesn’t change your plan, it didn’t count as research.<\/p>\n<\/div>\n<\/section>\n

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Find the format your competitors are betting on<\/h2>\n

365 million+ ads across 10 platforms. Filter by format, date, country, and competitor. Ad history going back to 2008. Everything you need to research format strategy before your next campaign goes live.<\/p>\n

Try AdSpyder Free<\/a>
\nExplore the Ad Library \u2192<\/a><\/div>\n<\/div>\n
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Frequently Asked Questions<\/h2>\n
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\nWhat are the most used ad formats in 2026? +<\/span><\/summary>\n

By raw volume, text search ads dominate globally \u2014 Google Search alone has 164M+ indexed ads in AdSpyder’s archive. Shopping ads are second at 95M+ (26% of total). On social, image still leads in lifetime volume but video crossed 50% of new Meta creatives in 2026 for the first time. The most used format depends on which platform you are on.<\/p>\n<\/details>\n

\nIs video replacing image ads in 2026? +<\/span><\/summary>\n

On Meta, video now accounts for 50.8% of new ad creatives \u2014 up from 38.6% in 2024. In lifetime archive terms image still leads at 88% because of historical weight. The direction is clear: video is the majority format for new Meta launches in 2026, and it’s the only format on TikTok and YouTube.<\/p>\n<\/details>\n

\nWhy are search ads still important if video is growing? +<\/span><\/summary>\n

Search ads capture active purchase intent at the moment someone is looking. Video creates demand and builds trust earlier in the funnel. They serve different jobs. The 164M+ Google Search ads in AdSpyder’s archive reflect how much advertiser budget flows into intent-capture formats \u2014 they’re not declining, and for most categories they remain the highest-converting channel.<\/p>\n<\/details>\n

\nWhat ad format should I test first on Meta in 2026? +<\/span><\/summary>\n

If you haven’t tested video against your best-performing image ad yet, that’s your first test. Start with a short-form video (15\u201330 seconds) that mirrors the message of your current top static ad \u2014 same offer, same audience, different format. That’s the cleanest A\/B signal you can run. Video crossed 50% of new Meta creatives in 2026, so you’re testing with the market, not against it.<\/p>\n<\/details>\n

\nHow can I see what ad formats my competitors are running? +<\/span><\/summary>\n

Use AdSpyder’s Ad Library<\/a>. Enter a competitor’s domain in URL search mode, then filter by platform and ad format. You’ll see their full creative history across Google Search, Meta, TikTok, YouTube, LinkedIn, Amazon, Display, and Bing \u2014 with first and last seen dates so you can tell which formats they’re currently active with vs what they’ve paused.<\/p>\n<\/details>\n

\nShould agencies use the same ad format across every client? +<\/span><\/summary>\n

No. Format decisions should be built by category, platform, funnel stage, and the specific competitor set for each client. A DTC beauty brand, a B2B SaaS company, and a local services business need completely different test matrices. AdSpyder’s Ad Library lets agencies build that competitor-specific picture for each account rather than applying a one-size format template across the board.<\/p>\n<\/details>\n<\/div>\n<\/section>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Ad library intelligence \u26a1 Quick Answer The most used ad […]<\/p>\n","protected":false},"author":27,"featured_media":41605,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[257],"tags":[],"class_list":["post-41592","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ad-formats"],"acf":[],"yoast_head":"\nMost Used Ad Formats in 2026: Data From 365M+ Ads (May 2026)<\/title>\n<meta name=\"description\" content=\"Which ad formats dominate in 2026? AdSpyder analysed 365M+ ads across 10 platforms. Here's what the data actually shows and what to run next.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/adspyder.io\/blog\/wp-json\/wp\/v2\/posts\/41592\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Most Used Ad Formats in 2026: Data From 365M+ Ads (May 2026)\" \/>\n<meta property=\"og:description\" content=\"Which ad formats dominate in 2026? AdSpyder analysed 365M+ ads across 10 platforms. 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