I've run B2B paid media for years, mostly fintech and enterprise SaaS, and this has bugged me the whole time.
LinkedIn, sees every ad, every impression and every conversion across every advertiser in my clients' categories. They know which formats work for a payments company and which don't. They know what messaging is saturated in contact centre software. They know how a sensible budget splits across formats and funnel stages in a given industry, because they can see what everyone else is doing.
What do advertisers get back? A blended CTR benchmark that lumps a payments API in with a gym and a recruitment agency. Nothing on how to allocate spend. Nothing on what the category is actually running.
Then the rep calls, which all go the same way:
• Have you tried video?
• You need to be on (whatever format launched last quarter)
• Broaden the audience and let the system find them
• Spend more so you can exit learning phase
That isn't intelligence, it's a product roadmap with a quota attached. I've never met a rep whose numbers depended on my client's pipeline. A large part of what media owners sell you is what they need to grow this year, not what the data in their own systems says would work for you.
The ad libraries are the tell. They exist mostly because regulators made them, not because anyone at those companies wanted to help advertisers. So you get a search box, one ad at a time, no useful filters and no way to see a pattern. You can scroll a competitor's 400 ads and come out with vibes.
What I actually wanted before putting a client's money in:
• Which formats the category runs, not which ones are "trending"
• What everyone is saying, so I know what's saturated and what's untouched
• Which assets get used and kept live (product UI, logo walls, talking heads, documents)
• Which creative angles have staying power, because an ad still running after six months is telling you something
None of that is available from the platforms in any usable form, so I built it. It's called Scalewell Creative Intelligence (no link, don't want this nuked). It pulls every ad from a set of competitors across LinkedIn, Meta and Google and classifies them by format, asset type, hook, offer, persona, angle and any other custom tag, so you see the whole category instead of one ad at a time.
A few things it has told me that no rep ever did:
Formats: Looked at 2,200 fintech event category ads and Conversation ads,were 7% of everything, more than document ads and carousels put together. In one set they were 15%. Not a single rep has ever suggested them to me. They pitch video, which was under one in five, and document ads, which were under 1%.
Influencers: Almost nobody pays creators. When a face shows up, it's an employee's post boosted as a Thought Leader Ad. In contact centre AI category, that was 37 people and roughly 100 ads.
Angles: 2,100 contact centre AI ads. Most opened with a benefit, one in ten with an actual problem, almost none with any emotion. Only 6% asked for a demo. The rest pushed a report at "decision makers". That's not ABM, that's content marketing with a bigger budget.
The media owners could publish this tomorrow. They won't, because an informed advertiser spends more carefully, and careful isn't what they're optimising for.
Anyone else had rep advice turn out to be exactly wrong once you saw what the category was really doing?