I don’t know about you, but lately, I've been getting targeted with a ton of B2B ads on Instagram. Yep, Instagram, a place where I usually go for comedy clips, woodworking hacks, and maybe a peek into what my friends are up to. And yet, amidst all that, I find myself pausing to engage with these ads.
At first, I wondered how they’re doing it. Maybe it’s through something like Primer (hey, we know our stuff when it comes to targeting B2B audiences), but either way, I think it's fascinating. So much so that I’ve started screen recording these Instagram ad examples to analyze them and share my thoughts. Here’s a quick breakdown of a few that stood out, and what we can learn from them.
1. Superside
The Pros:
The ad is visually appealing, easy to sign up for, and the call to action is crystal clear. Plus, they latch onto a big trend—generative AI, which is definitely a smart move right now.
The Cons:
The ad misses a big opportunity by not speaking to a specific pain point. It also doesn’t explain why it’s special compared to other AI tools or even human designers. When you don’t communicate why you’re better, you risk blending into the noise.
2. Typeform
Typeform’s Instagram ad examples are simple and direct, teasing potential users in a way that makes you want to click through. It’s efficient—no fluff here.
The Cons:
Unfortunately, the content doesn’t live up to the hype. While the ad itself is straightforward, the experience after the click feels too fluffy. The message of simplicity and directness should carry through the entire experience, not just the ad.
3. Grow My Ads (Agency)
The Pros:
This one hooked me right away by offering something valuable: a free audit of my Google Ads account. For anyone managing ads, that’s a pretty compelling offer. It’s free and promises potential improvements to performance — what’s not to like?
The Cons:
The ad had every chance to stand out among the other Instagram ad examples in this article. It could’ve been more energetic and gotten to the point faster. It dragged a bit, which made me hesitate. Also, while the audit is free, there’s always a cost, right? In this case, it’s the time commitment. Addressing that concern upfront would’ve made the offer even more appealing.
Key Takeaways for B2B Marketers Running Instagram Ads
Here’s what I’ve gathered from analyzing these Instagram ad examples from the B2B domain:
- Hook them with value.
Free audits or valuable offers work, but make sure you’re addressing the unspoken concerns (like the time commitment or hidden costs). - Stay on message.
If your ad is all about simplicity or a specific benefit, make sure that experience translates through the entire customer journey. - Clear differentiation matters.
Don’t just follow the latest trend—explain why you’re better than the other options out there. Without that, you might not stand out in a crowded feed.
Instagram is an interesting space for B2B, and there’s a lot to learn from how these ads perform. Have you seen any great B2B ads lately? Let me know—I’m always curious to hear what’s resonating with others.
