Copy how top apps
get users

Their ads, creators and posts, which ones keep running, and what to copy for your app.

Shown below: Cal AI. 230 active Meta ads, 65 creators.

Cal AISponsored

Running 169 days80 versions

Cal AI ad, first frame: "How to finally get in a caloric deficit"

Cal AISponsored

Running 168 days64 versions

Cal AI ad, first frame: "350lbs to 217lbs"

Cal AISponsored

Running 168 days56 versions

Cal AI ad, first frame: "Teen solves the one thing that makes dieting so hard"

Cal AISponsored

Running 168 days49 versions

Cal AI ad, first frame: "POV: not tracking your calories is THE problem.. overweight"

Cal AISponsored

Running 134 days49 versions

Cal AISponsored

Cal AI ad, first frame: "315LBS TO 219LBS"

Cal AISponsored

WHAT TO COPY

Show the result by second 9

85 of 92 Cal AI ads show the app's result. The median ad shows the product at second 9.

CREATOR

@tsonghanwu

TikTok, 226.4K likes on the top post

1 of 65 creators found

Cal AISponsored

Running 169 days80 versions

A REAL EXAMPLE

This is Cal AI, read for you

Type your app and you get the same for the top apps in your space.

Cal AI - Calorie Tracker

Viral Development LLC, 4.8 from 367,045 ratings

Source: Meta Ad Library

TEARDOWN OF THE MOST-SCALED AD

“Eat more”

MixedRunning 169 days80 versions57.2 s

Hook, spoken: “Eat more, you gain weight”
Result shown: Cal AI food-log card for a 'Seared Tuna Salad' reading 241 calories, 30g protein, shown around 27s
App appears: at 21 s, 37% in
Why it might work: The cartoon mascot format stands out from the selfie-video ads around it in the same account

Beat by beat

0:000:57

0:00hookStop the scrollmascot holding a burger/rice plate, text 'Eat more'
0:18demoShow how it worksreal hand unlocks phone, then snaps a photo of a tuna salad in Cal AI
0:27resultShow the payoffCal AI result card for the salad, 'No typing' overlay
0:49ctaAsk for the installspoken: download Cal AI, code CaptainWorkout for a 3-day free trial
0:57proofEarn trustend card: 4.8 rating, 5,000,000 downloads

See all teardowns

ADS

Which ads keep running

Before and after 2 ads168 days
News or reaction 6 ads151 days
Voiceover b-roll 9 ads134 days
UGC talking head 13 ads119 days
Meme 6 ads109 days
Mixed 30 ads107.5 days
Screen demo 26 ads80.5 days

Median days running per ad type. Meta Ad Library, 92 Cal AI videos, 230 active ads.

CREATORS

Who posts about it

@tsonghanwu226.4K likesTikTok1 post found
@michaeldean2.085.5K likesTikTok1 post found
@piperrockelle83.5K likesTikTok2 posts found
@sashalusslover55.1K likesTikTok3 posts found
@_justjessiiii51.9K likesTikTok2 posts found

65 creators found on TikTok.

LESSONS

What to copy for your app

01Show the result by second 985 of 92 Cal AI ads show the app's result on screen. The median ad shows the product at second 9.
02Put your versions behind one formatUGC talking head ads get 22 versions each on average, 286 across 13 ads.
03Keep winners on, add new ads on topAds from Apr 13 are still running after 169 days, while 15 ads started in the last 30 days.

Written from the 92 dissected Cal AI ads and their run dates in the Meta Ad Library.

YOUR TURN

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The ads that keep running
The creators who post
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Copy how top apps get users

This is Cal AI, read for you

“Eat more”

Which ads keep running

Who posts about it

What to copy for your app

Get the same read for your app

Latest guides

Copy how top apps
get users