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Founder Ads: Examples & How to Make Them (2026)

Updated November 12, 2026 · ranked from Meta's Ad Library order, recorded daily

We track 574 live founder ads from 130 brands in Meta's Ad Library, 212 of them launched in the last 30 days. The most active advertisers are Cheers Health (39), Rejuvia (30) and Trinny London (28). Video dominates: 92% of these ads are videos. Most come from Health brands (21%), then Beauty (18%). The hook used most is the callout hook (39% of the ads we have read). Half of them have been running for more than 41 days; the oldest, from Dr. Squatch, started 1,025 days ago. Below, one ad per brand: the one that sits highest in that brand's own Ad Library order, as of November 12, 2026.

[ Ranked today ]

The 6 best founder ads right now

One ad per brand. The badge is the ad's place among its brand's live ads in Meta's Ad Library; the line is that place over the last days.

1:47#1of 2,401live adsTop 1%
ZipStringHobbies & Crafts · Puzzles & board games
Rank in brand#1 / 2,401in its brand
Running42 dayssince Oct 1
Copies live1one version
  • Founder
  • Consideration
  • Urgency
Creative read · Bold claim hook

“I designed the first web shooter that doesn't make a mess and retracts instantly.”

Angle
mess-free retracting web shooter toy
Emotion
Excitement
Awareness
Solution aware
Proof
Demo
  1. 0:00Hook
  2. 0:04Product
  3. 0:11Proof
  4. 0:15Mechanism
  5. 0:25Story
  6. 0:38Product
  7. 0:54Demo

The Coolest Web Shooter Toy Ever Invented 😎🕸️The ZipString® Aracna Web Shooter everyone’s talking about keeps selling out for a reason. 🕸️ This isn’t just a gadget. It’s a pocket-sized light show. Tap the trigger and a radiant loop bursts forward, hovering, swirling, slicing through…

Shop nowzipstring.comSee in Ad Library ↗
Transcript, full read and rank historyFree trial →
0:48#1of 2,042live adsTop 1%
Happy VHealth · Supplements & vitamins
Rank in brand#1 / 2,042in its brand
Running28 dayssince Oct 15
Copies live2being scaled
  • Founder
  • Consideration
Creative read · Problem hook

“POV: you thought you had a Yeast Infection but it was just undiagnosed chronic BV that lasted 5 years”

Angle
root cause of chronic BV
Emotion
Relief
Awareness
Problem aware
Proof
Numbers, Testimonial
  1. 0:00Hook
  2. 0:05Problem
  3. 0:16Story
  4. 0:26Product
  5. 0:34Mechanism
  6. 0:41Proof
  7. 0:45CTA

Science-backed self-care women can count onDon't skip out on plans because your issues "down there" are keeping you from being your best self. Try the only all-in-one women’s Prebiotic + Probiotic that helps: 💖 Restore Vaginal Flora ⚖️ Balance pH ☣️ Detoxify the body 👃 Eliminate…

Shop nowhappyv.comSee in Ad Library ↗
Transcript, full read and rank historyFree trial →
1:16#1of 1,942live adsTop 1%
Cheers HealthHealth · Supplements & vitamins
Rank in brand#1 / 1,942Steady for 5 days
Running108 dayssince Jul 27
Copies live4being scaled
  • Founder
  • Conversion
  • BOGO
  • Guarantee
Creative read · Offer hook

“For a short period of time you can get Cheers Relief for free at Target”

Angle
Get free Cheers Relief at Target
Emotion
Excitement
Awareness
Product aware
Proof
Guarantee
  1. 0:00Hook
  2. 0:06Product
  3. 0:15Mechanism
  4. 0:38Offer
  5. 0:41CTA

Buy Restore, Get Relief FREE — Only at Target 🎯🎯ONLY at Target: Buy Restore + Relief, get Relief 100% FREE It's a great time to try Cheers Relief alongside Cheers Restore, helping you get closer to 100% the next day! Here's how it works: 1. Sign up now with your phone number 2. Buy 1…

Get offercheershealth.comSee in Ad Library ↗
Transcript, full read and rank historyFree trial →
0:18#1of 426live adsTop 1%
Melinda MariaFashion · Jewelry & watches
Rank in brand#1 / 426Steady for 3 days
Running161 dayssince Jun 4
Copies live4being scaled
  • Founder
  • Consideration
Creative read · Callout hook

“Uh, excuse me. This is our best selling collection of all time in history of Melinda Maria.”

Angle
Elevate casual outfits with best-selling jewelry
Emotion
Excitement
Awareness
Product aware
Proof
Numbers
  1. 0:00Hook
  2. 0:06Product
  3. 0:10Demo
  4. 0:13Offer

Start with my Best Seller!NEW RESTOCK You'll LOVE my jewelry! The quality is amazing and it looks and feels so real! Treat yourself today!

Shop nowmelindamaria.comSee in Ad Library ↗
Transcript, full read and rank historyFree trial →
Rhode ad#1of 335live adsTop 1%
RhodeBeauty · Makeup
Rank in brand#1 / 335in its brand
Running71 dayssince Sep 2
Copies live4being scaled
  • Founder
  • Awareness
  • Image
Creative read · Demo hook

“rhode”

Angle
Dewy natural glow by Hailey Bieber
Emotion
Curiosity
Awareness
Problem aware
Proof
Celebrity

meet rhode 🎀 a line of curated skincare essentials and hybrid makeup developed by hailey rhode bieber.

Shop nowrhodeskin.comSee in Ad Library ↗
Full read and rank historyFree trial →
0:23#1of 275live adsTop 1%
Lineage ProvisionsFood & Drink · Protein & functional foods
Rank in brand#1 / 275Steady for 3 days
Running105 dayssince Jul 30
Copies live3being scaled
  • Founder
  • Consideration
  • Guarantee
Creative read · Callout hook

“Our new coconut macadamia protein bars from Lineage.”

Angle
Real food protein bar without seed oils or junk
Emotion
Excitement
Awareness
Product aware
Proof
Expert
  1. 0:00Hook
  2. 0:04Product
  3. 0:09Mechanism
  4. 0:13Comparison
  5. 0:19CTA

No seed oils. No sugar alcohols. No gums. No excuses.Coconut Macadamia 🥥 is here!! Strip out the protein powder and most bars are sugar alcohols, fiber syrups, and seed oils held together by gums. We started from scratch. Grass-fed dairy and collagen for protein. Raw honey and coconut…

Shop nowlineageprovisions.comSee in Ad Library ↗
Transcript, full read and rank historyFree trial →

See all 574 founder ads

Every ad as a video, ranked inside its brand and updated daily, with the hook, angle and transcript read for you. Follow competitors, save ads to boards, ask your AI through MCP.

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[ The format ]

What is a founder ad?

A founder ad has the person behind the brand speak to the camera: why they made the product, what was wrong with the alternatives, what they stand behind.

When to use founder ads

Use it when the story or the expertise is a reason to buy, and to answer scepticism with a real name and face.

[ The recipe ]

How to make a founder ad: 6 steps

  1. Start with the problem you hadThe founder's own frustration, in one sentence, is the hook.
  2. Say what you refused to acceptName what the existing products did wrong, with facts.
  3. Show the workWorkshop, lab, early prototypes, the first orders: footage that proves the story.
  4. Explain the mechanism simplyWhy this product works, with one analogy.
  5. Make a personal promiseThe guarantee said by the person who pays for it.
  6. Keep it unpolishedA phone and good sound beat a commercial look. Captions always.

This is the short version. In WhatScales, « Reproduce with my AI » hands your AI the full playbook for a format, with the live examples that prove each step (Pro plan).

Try it free for 7 days

Brands running the most founder ads

Niches that use founder ads

More ad examples

[ FAQ ]

Questions

Answers come from today's data.

How many founder ads are running right now?

WhatScales tracks 574 live founder ads from 130 brands as of November 12, 2026, including 63 launched in the last 7 days. The count covers the DTC brands we follow, not every advertiser.

Which brands run the most founder ads?

Among the brands we track: Cheers Health (39 ads), Rejuvia (30 ads), Trinny London (28 ads), POPFLEX (21 ads) and Mindvalley (18 ads).

Which niches use founder ads the most?

In our catalog, Health (119 ads), Beauty (104 ads), Fashion (97 ads) and Sleep (60 ads).

How long do founder ads run?

Half of the founder ads we track have been live for more than 41 days. The longest-running one is from Dr. Squatch and started 1,025 days ago. Brands turn off what loses money, so a long run is the best public sign that an ad works.

How are these founder ads ranked?

Each brand's live ads are listed in Meta's Ad Library by impressions. WhatScales records that order every day, so "#1 of 49" means the ad Meta delivers most among the brand's 49 live ads. The page shows one ad per brand, the best placed first. Meta publishes no spend or revenue, and neither do we.

Can I see every ad, not only six?

Yes. A WhatScales account shows all of them as videos with filters by niche, format, hook and funnel stage, the transcript and creative read of each ad, and alerts when a brand you follow launches something new. It starts with a 7-day free trial.

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