04 / Ad trophy wall
This is what your market is paying to put in front of buyers right now.
Six hundred and fifty-four ads. Thirteen competitors. One thousand six hundred and thirty-one image files. One point three gigabytes on disk.
Not a sample. The full inventory we could see on Meta Ad Library on the day of the pull.
Why a trophy wall, not a curation
Section titled “Why a trophy wall, not a curation”Two reasons.
First, your market is what it does, not what it says about itself in a competitor profile. A profile gives you the operator’s positioning. The ad library gives you the operator’s actual spend. The gap between those two is sometimes large. We want you reading the spend, not the spin.
Second, ad longevity is the cleanest readable signal in paid media. An ad that has been running for 1,000 days has been kept alive because the operator’s data says it still works. An ad that ran for 90 days and then died is a learning. The full inventory across run-lengths and creative formats is the field. Show the whole field, you form your own read.
Sales-arm patterns we read across the set
Section titled “Sales-arm patterns we read across the set”A few moves repeat across competitors and are worth flagging by name. None are model answers, all are field tells you can decide whether to copy or to differentiate from.
- Star rating plus review count as a trust block (Aman). 4.5 star, 31.2K reviews surfaced inside the ad creative itself. Compresses a decade of operating credibility into one frame.
- Single phrase, sustained for 18-plus months (Aman US “Share the extraordinary”, Lendlease project-name plus apartment-count block, Plus Architecture “Ready to transform your space”). Same pattern we surfaced from the precinct intel in section 03. Brand spine equals one phrase, sustained.
- Inventory-state surfacing (Mosaic running “Selling fast”, “Near sell-out” across the eight active ads). Scarcity messaging timed to sales-stage. The honest version of FOMO.
- Project-name plus location plus unit-count (Lendlease Collins Wharf, Koichi Takada per-project ads, Hirsch and Faigen The Eveleigh). The clinical inventory ad. Lowest creative cost, highest qualified inbound for an actively-selling project.
- High-volume short-cycle creative on a single project (Burly Residences 210 ads across May 2026 alone). Bulk variants of the same idea, tested against engagement. The opposite of the Aman long-run model.
The longest-running plays in the set
Section titled “The longest-running plays in the set”The ads in this list are the ones the operators have decided are working. Run-length is the truth-telling metric.
| Rank | Competitor | Run length |
|---|---|---|
| 1 | Aman AU | 1,181 days, active |
| 2 | Lendlease (Collins Wharf) | 1,075 days, active |
| 3 to 7 | Plus Architecture (5 variants) | 425 to 452 days, active |
| 8 to 14 | Aman US (7 variants) | 170 to 193 days, active |
| 15 to 16 | Aman AU (trust block + region) | 142 to 146 days, active |
| 17 to 19 | Lendlease (inventory variants) | 99 to 110 days, active |
| 20 | Plus Architecture (format variant) | 96 days, active |
The pattern in the top 20 is unmistakable. Brand-tier hospitality (Aman) and institutional residential (Lendlease) play very long-run image-led trust ads. Boutique developers and architects (Plus, Koichi, the Burleigh tower set) play higher-volume short-cycle creative.
What the wall is not
Section titled “What the wall is not”Not a list of things we plan to copy.
Not a list of things we think you should copy.
It is the field, in full, organised for reading. You see what your market is doing, you tell us what you read, we build the strategy off that conversation.
Capture cost
Section titled “Capture cost”The 654 ads were pulled from Meta Ad Library and from prior research passes already on disk. Zero new platform spend on this pull. The capture happened across two passes (one historical scrape May 22 to 23, one targeted top-up May 23 evening) and surfaced no failed URL fetches.
That is what the intelligence layer looks like at scale. Source-of-truth captures, no platform spend on the pull, full inventory readable in one place.