Brand X on Meta,
next to the three brands you named
Public data only. We read the live Swedish ads of Brand X, Competitor A and Competitor B in the Meta Ad Library, looked for Competitor C, scored the creative and pulled ideas from two US nail brands. No access to your accounts.
Inspiration from abroadActive ads today
Side by side
We took the 30 ads Meta shows most for each brand in Sweden today (the Ad Library sorts by impressions) and compared what they say and how long they have been running.
| Brand | Different captions in the top 30 | Median age | Running 2+ months | Creator partnership ads | Offer in the ad | Where the ads land |
|---|---|---|---|---|---|---|
| Brand X | 2 | 13 days | 6 of 30 | 9 (4 creators, same brand caption) | "[Get started, low entry price]" on 27 of 30. Satisfaction guarantee | Homepage on 26 of 30 |
| Competitor A | 14 | 159 days | 28 of 30 | 10, each in the creator's own words | No discount. A big customer count, "sold out in 2 hours" | Press-on collection and best sellers |
| Competitor B | 6 | 66 days | 18 of 30 | 0 | 3 free colours, 3+1 launch deal, save 380 kr, "back in stock" | Starter kit page on 23 of 30 |
Meta Ad Library, Sweden, active ads, 12 Oct 2026. Brand X's 40 is all countries; the other counts are the first 30 results, so the real totals are higher. Age = days since the ad started.
What the ads look like
The ads Meta shows most for each brand today. Click any image to open the ad in the Ad Library.
Brand X
Creator video · since April
Press-ons vs stick-ons · 3 weeks
Product + 'no mess' · since MayCompetitor A
Two creators, 'our rescue' · since March
Sold out in 2 hours · since February
Which mum are you? · since MayCompetitor B
Easier than you think · since May
'Ever on sale?' 3 free colours · since July
UV-free gel wraps, 3+1 · since AugustFound while checking
Your landing pages work: the homepage and two collection pages load on mobile and show the low-price start offer. What we noticed is in the ads themselves.
- 01Thirty ads, two messages. 27 of your 30 most-shown ads carry the same caption (
[say goodbye to polish that chips]
) and the same headline,[Get started, low entry price]
. The other 3 are catalogue ads. The videos differ; what people read under them does not. - 02Your creators speak in your words. 9 ads run as creator partnerships (four creators), but every one carries the brand caption. Competitor A gives each creator her own first-person caption (
[my honest review]
,[nail-biters, look here]
). - 03Almost everything is new. 22 of your top 30 are under two weeks old; the median is 13 days. Competitor A's top 30 has a median of 159 days and none under two weeks. They keep paying for the same ads for months; you replace most of yours every fortnight.
- 04The doubt in your reviews is answered by a competitor. 9% of your Trustpilot reviews are one star, and the complaints include lifting and sizing. Competitor A has run a video since March that opens with
[bought our nails but they lift after a day?]
None of the 30 Brand X ads we read addresses lifting.
How the ads score
We ran the 8 most-shown unique ads of each brand through our ad-analysis tool (AI-SOP): every image and video is read by AI vision, then scored on 11 points of direct-response craft, each from 1 to 10. Most ads in any category land at 5–6. This is an expert assessment of the creative, not a measure of results.
| Rank | Brand | Ad quality | Avg hook | Dominant angle | Best ad (score) | |
|---|---|---|---|---|---|---|
| 1 | Competitor A | 6.6 | 6.2 | Affordable salon-quality alternative | "[our best tip]", two creators (8.75) | |
| 2 | Brand X | 6.3 | 5.4 | Flake-free, durable wear | "[they help short nails…]" (8.0) | |
| 3 | Competitor B | 5.4 | 5.0 | Quick and easy application | "[is it ever on sale?]" (6.5) |
Your best: the creator video that opens on short, natural nails with [they help short nails grow out]
, and the press-ons vs stick-ons comparison (8/10 hook). Your weakest: the product shot with [quick manicure, no mess]
(ad): no person, no problem, a generic CTA. Where you lose to Competitor A: the hook (5.4 vs 6.2). Your videos are strong; the first line people read under them is the same on every ad.
From our AI-SOP analysis
Screens from the tool's summary for Brand X, Competitor A and Competitor B (24 ads, 12 October 2026). Click any image to open it full size.
Ranking and scorecards
Which angles each brand covers
Each row is a selling angle the tool found in the ads; each cell is how many of a brand's 8 ads use it. All 8 Brand X ads sit on the same eight angles, because they share one caption. Competitor A and Competitor B spread theirs across different angles.
The strongest opening seconds in the category
The ads, ranked by score
What the tool flags as the opening
"Fast and dependable delivery" comes from customer reviews the tool read (44 quotes, including complaints about delivery delays). The tool counts no competitor ad on this angle, but a closer read finds a little: Competitor A adds [free shipping over a threshold]
to its catalogue cards and one Competitor B ad promises delivery in 2–3 working days. None of the 30 Brand X ads we read mentions delivery.
What the leader does that you don't
- 01Answers objections on camera. Four Competitor A videos, all running since March or earlier: lifting after a day, an honest review (how long, how hard), a test against cheap dupes, and a nail-biter who stopped. Each is one doubt, answered by a person.
'Lifting after a day?' · since March
vs cheap dupes, 3 tests · since May
My honest review · since May - 02Lets creators sound like themselves. 14 different captions in their top 30, many of them in the first person. Yours: 2.
- 03Keeps what works. 28 of their top 30 have run for two months or more. When an ad keeps being paid for that long, it is earning its place.
- 04Uses a number as proof.
[a big customer count]
sits in the headline. Your site shows a customer count and Trustpilot shows about 4 stars; neither appears in the ads we read. - 05Competitor B rotates the offer, not the message. 3 free colours, a 3+1 launch deal, 380 kr off chrome, "back in stock": same beginner promise (
[easier than you think]
), a new reason to buy each month.
Inspiration from abroad
US brand 1 (US) refreshes ads as fast as you do, 20 of its top 29 are under two weeks old, but with 24 different captions and creators who explain one thing each: before and after, a full shade line-up, strips that harden into gel extensions. US brand 2 keeps collections running for two months with a story per drop (Halloween, "Euro Summer", "You ghosted your nail tech").
Applied to Brand X: one caption per creator, one doubt per video (lifting, sizing, "is it cheaper than a salon"), and the customer count in a headline.
See the videosSources and method
Meta Ad Library (public), Sweden, active ads, read 12 October 2026: Brand X , Competitor A [id], Competitor B [id]; first 30 results per brand, sorted by impressions. Competitor C: no ads returned for "Competitor C" in Sweden. US brands: US brand 1 and US brand 2, US, active. Captions counted after removing spaces and punctuation; "different captions" = distinct first 60 characters. Brand X's 40 active ads: Meta Ad Library, all countries, 12 October 2026. Landing pages: the brand's site, checked 12 October 2026 with a mobile browser. Trustpilot: about 4 stars, 9% one star, read 12 October 2026. Meta does not publish reach or spend for these ads, so nothing here measures results: run time and number of ads show what each brand keeps paying for. Creative scores are our expert assessment. Images and videos belong to each brand and are shown for commentary only.