18 Before and After Ad Examples Brands Kept Running on Meta
Checked 25 Oct 2026 · 18 ads from 15 brands, from Meta's Ad Library · How we pick ads
Two frames alone prove little: the viewer never watched the change, so nobody can tell how long it took or what caused it. Many of these ads print the gap on the picture, as Day 90, 365 Days or May to July, and the longest run, 366 days from Bellroy, is a new wallet beside a worn one.
- 366days, the longest run: a new wallet beside a worn one
- 64days, the median run on the page
- 6ads ran more than 90 days
- 18days, the shortest run on the page
Where the second frame comes from
Grouped by the job each ad does. Swipe a row, and tap “Why it works” for our breakdown.
Phone photos with a customer line · 5
Steel Horse Formulations sets a horse's eye photo under an owner's line, "Here's her eye today after 3 weeks", and marks it Testimonial. Eqqualberry-Global lays an Amazon review card over its skin pairs, so the proof is a stranger's snapshot and a stranger's sentence. Mad Rabbit Tattoo drops the quote and relies on identical framing across the two panels.
“Here's her eye today after 3 weeks on SerraquinES15”
Why it works
A horse's eye appears twice, an eye with dark staining beneath it marked Before and a clear, open one marked After, each with a white arrow pointing at it. The owner's quote sits above and names the interval, 3 weeks, so the second frame has a clock. Across the bottom, the word Testimonial in large letters tells the viewer this is one owner's account, not a study.
Started 5 Jan 2026. Live when checked on 25 Oct 2026. View in Meta Ad Library ↗
“These results just don’t lie”
Why it works
A tattooed forearm appears twice in identical framing on a kitchen counter, with a translucent Before tag on the left and After on the right. The angle, the counter and the inked initials match across both panels, so the only thing that changes is how the black-and-gray shading reads. No badge, price or logo sits on the image, and the photo pair is the entire ad.
Started 23 Jul 2026. Live when checked on 25 Oct 2026. View in Meta Ad Library ↗
“#Cleared”
Why it works
Dark elbows fill the frame, the left half deeper in color and the right half even, with "#Cleared" in the corner. An Amazon review card sits across the bottom: five stars, a verified-purchase line and a customer's reaction, with the serum bottle overlapping its edge. Fine print below says the review was edited for length and clarity, which tells the reader the words belong to a real customer.
Started 7 Aug 2026. Live when checked on 25 Oct 2026. View in Meta Ad Library ↗
“Wasn't expecting much but wow.”
Why it works
This is the same template applied to underarms: a split photo, "#Cleared" in the corner and an Amazon review card across the lower third. Swapping the body part and the reviewer while keeping the layout lets one design speak to each place the body copy lists, from elbows to hands. What the photos only imply, the reviewer says outright: it "faded so much".
Started 7 Aug 2026. Live when checked on 25 Oct 2026. View in Meta Ad Library ↗
“My strawberry nose is finally gone”
Why it works
A review headline leads, with stars and the Amazon logo above it, and the nose close-ups sit underneath beside a purple serum bottle. The quote gives the problem a nickname, "strawberry nose", that a buyer with visible pores will recognize at once, and the attribution adds "3rd Bottle", which signals a repeat purchase instead of a first impression. Cropped that tight, the photos show only texture.
Started 17 Sep 2026. Live when checked on 25 Oct 2026. View in Meta Ad Library ↗
Branded frame around the pair · 5
Grande Cosmetics labels two eye close-ups Day 1 and Day 90 beneath a five-star quote, and SkinCeuticals turns the pair into a grid of rows named for wrinkles, radiance and discoloration. The layout controls what is compared and how it is measured, which suits products where a viewer expects a result to take weeks.
“Comfort that fits.”
Why it works
The same man in nearly the same pose wears a loose gray-green tee on the left, labeled Before, and a closer olive tee on the right, labeled After. Under each label a word pair does the selling: "Uncomfortable. Unconfident." against "Comfort that fits. Confidence that shows." Because the shirt is the only visible change, the comparison is clean. Beneath it all, a blue banner prints the sales count, "45 MILLION SHIRTS SOLD", in capitals.
Started 5 Jun 2026. Live when checked on 25 Oct 2026. View in Meta Ad Library ↗
“Looksmaxxing Isn't Just Your Jawline.”
Why it works
Two head-and-shoulders portraits of one man sit side by side under the headline, and a black neck-training attachment fills the lower half above a Shop button. The pair is subtle, so the body copy points the eye: "Same face. One difference." Below, the product shot names the cause, which gives a quiet before and after a reason to exist.
Started 10 Aug 2026. Live when checked on 25 Oct 2026. View in Meta Ad Library ↗
“Visibly Reverse 10 Years of Aging Signs”
Why it works
A black layout stacks six skin crops in a grid, each pair marked Before and After, with the rows named for wrinkles, radiance and discoloration. The brand names the measure for every row and prints a long study footnote, starting with its 12-week length, beside the bottle. The grid turns a before and after into a table. Reading it that way, the viewer sees which problem each row addresses and how it was judged.
Started 3 Sep 2026. Live when checked on 25 Oct 2026. View in Meta Ad Library ↗
“By week six I was getting compliments.”
Why it works
A row of five stars opens the layout, then a quote about compliments, then two stacked eye close-ups labeled Day 1 and Day 90 beside an open serum bottle and its brush. The quote counts in weeks and months while the labels count in days, so the timeline is stated twice, in two units. A free-mascara offer closes the frame and turns the proof straight into a reason to order.
Started 8 Sep 2026. Live when checked on 25 Oct 2026. View in Meta Ad Library ↗
“I FINALLY FEEL GOOD IN MY SKIN AGAIN”
Why it works
A blue banner carries the quote across the top. Beneath it, a hand pours collagen powder into a berry smoothie beside two portraits labeled Day 1 and Day 90. The right-hand portrait is a wide smile in brighter light, so the second frame shows a mood as much as skin. Placing the pour in the same frame ties a daily habit to the change.
Started 7 Oct 2026. Live when checked on 25 Oct 2026. View in Meta Ad Library ↗
The worn product is the proof · 3
Bellroy puts a new wallet beside a worn one under "Wallets that last.", and Lost Dutchman Leather Goods sets 365 Days against New. For leather, the second frame is wear, and wear is what the buyer is paying for. Distil Union joins them with Day 1 against Year 2.
“Wallets that last.”
Why it works
A new tan wallet and a worn one sit side by side on a pale gray ground, with "Wallets that last." above and "And last. And last." below. The creases and deeper color on the right-hand wallet are the after frame, and nothing hides them. The copy turns wear into a promise instead of damage. That answers the doubt a leather buyer has: how the wallet will look after a long stretch of carrying.
Started 24 Oct 2025. Live when checked on 25 Oct 2026. View in Meta Ad Library ↗
“Gets Better With Age”
Why it works
Two card wallets stand on a cutting mat: a deep brown one labeled 365 Days and a pale tan one labeled New, with the headline "Gets Better With Age" below. The before frame is the new product, and the after frame is the one the buyer wants, because the leather darkens with use. Two short labels explain the picture without any body copy, so the comparison is read in the time it takes to scroll past.
Started 8 Apr 2026. Live when checked on 25 Oct 2026. View in Meta Ad Library ↗
“Missed Prime Day?”
Why it works
Two black bifold wallets stand on white, labeled Day 1 and Year 2, the second one creased and darker at the edges. A blue subhead says the wallet is still 20% off, and a round badge carries the code INSIDER, so a durability comparison and a discount share one frame. "Applies to First Order Only" sits small at the bottom. Wear is the product proof here, and the code is the reason to order.
Started 21 Sep 2026. Live when checked on 25 Oct 2026. View in Meta Ad Library ↗
A problem state, then a fixed one · 5
Krazy Klean and Hollow Alpaca Socks stage the change over a calendar of months, while PRx Performance and Jackery stage it in a room. Each shows a result without placing a person's skin in the claim.
“Which rack should I get?”
Why it works
The frame splits into two equal halves: a garage full of cardboard boxes stamped PRx on top, and an assembled wall of racks, plates and dumbbells below. The change on show is the job the buyer dreads, turning boxes into a working home gym, and no person appears. The body copy then lists the questions a consult covers, starting with "Which rack should I get?". Between them, the picture shows the outcome and the text offers the help getting there.
Started 12 May 2026. Live when checked on 25 Oct 2026. View in Meta Ad Library ↗
“TOILET STAINS GONE OR YOUR MONEY BACK”
Why it works
Three toilet bowls stand in a row: the first ringed in red with a brown stain, the next two ringed in green and clean, labeled May, June and July. Under them, three white cones carry the brand name. The calendar is the whole explanation, so the viewer reads the change as a matter of time. With that settled, the money-back line moves the risk of the claim from the buyer to the brand.
Started 6 Sep 2026. Live when checked on 25 Oct 2026. View in Meta Ad Library ↗
“Be Ready Before the Next Outage”
Why it works
A jagged lightning bolt splits a kitchen in two. On the left a person crouches in a dark room beside an open fridge, labeled "Power Outage" with the line "Food spoils fast". On the right a woman reaches into a lit fridge beside the Explorer 5000 Plus, under "Backup Power On". So the comparison is a storm night with and without the product, and nothing has to be proved on skin.
Started 16 Sep 2026. Live when checked on 25 Oct 2026. View in Meta Ad Library ↗
“GROSS TOILET RINGS GONE OR YOUR MONEY BACK”
Why it works
The same three-bowl sequence runs again with the bowls on top and a cyan panel below carrying the headline and the trio of cones. Reversing the order of image and headline changes what the eye meets first: the stained bowl, then the promise. May, June and July sit in white label boxes under each bowl, so the clock is part of the picture and not buried in the copy.
Started 24 Sep 2026. Live when checked on 25 Oct 2026. View in Meta Ad Library ↗
“UNCLOG YOUR LEGS OR YOUR MONEY BACK”
Why it works
Three thermal-style images of a leg on a near-black field run from a red-orange foot and calf to a fully cool blue one, each labeled with a month. The headline uses the same money-back structure as the Krazy Klean ads, but what gets cleared here is a body part, shown as heat color instead of a photograph. In the body copy, a 99-day return window puts a number behind the guarantee.
Started 6 Oct 2026. Live when checked on 25 Oct 2026. View in Meta Ad Library ↗
The parts of the ad
- 01
Before and after. In 18 of 18 ads on this page.
- 02
Comparison. In 9 of 18 ads on this page.
- 03
Person. In 7 of 18 ads on this page.
- 04
Customer quote. In 6 of 18 ads on this page.
- 05
Packaging. In 6 of 18 ads on this page.
Headlines that put a clock on the change
Lifted from the ads above. Swap in your own product.
- 01[Problem] gone or your money back.Krazy Klean, “TOILET STAINS GONE OR YOUR MONEY BACK”, 49 days
- 02[Product] that [lasts]. And [lasts]. And [lasts].Bellroy, “Wallets that last.”, 366 days
- 03By week [number] I was [result]. By month [number] I [dropped the old fix].Grande Cosmetics, “By week six I was getting compliments.”, 47 days
Choose a second frame viewers will believe
- Pick the one thing that changesMad Rabbit Tattoo holds the angle, the counter and the framing identical across both panels, so the viewer can only compare the shading.
- Print the gap on the pictureGrande Cosmetics uses Day 1 and Day 90, Lost Dutchman Leather Goods uses 365 Days and New, and Krazy Klean uses May, June and July.
- Let a customer say the resultSteel Horse Formulations and Eqqualberry-Global give the claim to a customer's sentence, and Steel Horse signs the owner's name under it.
- Show wear when the product lastsA wallet has no problem to fix, so Bellroy and Distil Union make the worn frame the after, which turns aging into the benefit.
- Read Meta's wording for bodiesIf the second frame shows skin, hair or weight, read Meta's personal health and appearance policy first; Jackery's kitchen and PRx Performance's garage show a change with no body in the frame.
- Put the fine print on the imageSkinCeuticals prints its study length beside the bottle and Eqqualberry-Global notes that the review was edited, so the qualifier travels with the picture.
Sizes and Safe Zones are on our Instagram Safe Zone checker page.
What Meta and the FTC say
Appearance ads are restricted. Meta's ad standards restrict before-and-after images in personal health and appearance ads. The ads on this page ran, which shows they were delivered, not that they would pass review today.
Objects and rooms are a different comparison. The appearance wording is about bodies. Jackery, PRx Performance, Krazy Klean and the wallet brands compare spaces and products, so read Meta's wording for your own category before assuming it carries over.
A customer's results are the brand's to back. Under the FTC's Endorsement Guides, a brand is answerable for the results a quoted customer shows. Eqqualberry-Global prints that its Amazon review was edited for length and clarity, and SkinCeuticals prints a 12-week study note.
Sources: transparency.meta.com, ecfr.gov
Labeling the gap
Name the interval. Grande Cosmetics and Live Conscious both print Day 1 and Day 90, Lost Dutchman Leather Goods prints 365 Days against New, and Distil Union prints Day 1 against Year 2.
Name the measure. SkinCeuticals labels each pair by what changed, with headings like "Average, Wrinkles" and "Average, Radiance", so a reader knows what the comparison is of.
Name who is speaking. Eqqualberry-Global tags its quotes "Verified Amazon Purchase", and Steel Horse Formulations signs the owner's name, so the second frame comes with a person attached.
Before you run a before-and-after ad
Are before-and-after ads allowed on Facebook and Instagram?
Often, but it depends on what the second frame shows. Meta's ad standards restrict before-and-after images in personal health and appearance ads, while Bellroy's wallets and PRx Performance's garage compare products and spaces instead of bodies. Read the current policy for your category.
What should a before-and-after ad show besides two photos?
A label for the gap between them. Grande Cosmetics prints Day 1 and Day 90, Krazy Klean prints May, June and July, and Lost Dutchman Leather Goods prints 365 Days against New. Many of the ads in this set carry an interval like this somewhere on the picture.
Should the customer or the brand say the result?
A customer, when the claim is about a body or a symptom. Steel Horse Formulations (293 days) hands the sentence to a horse owner, and Eqqualberry-Global lays an Amazon review card over its photos. Brand-voice promises such as Krazy Klean's money-back line sit on objects and rooms.
Can a before-and-after ad work for a product that fixes nothing?
Yes, by making the after frame wear instead of repair. Bellroy shows a new wallet beside a worn one under "Wallets that last." and had run 366 days when we checked, and Lost Dutchman Leather Goods sets 365 Days against New.
How do you show a result that takes months?
Stack the stages and label each one. Grande Cosmetics and Live Conscious show Day 1 against Day 90, and Krazy Klean shows three monthly frames. A single quote can carry the time too, as Steel Horse Formulations does with "3 weeks".
Do before-and-after ads need a disclaimer on the image?
Some of these ads print one, and it sits on the image itself. SkinCeuticals prints its study details beside the bottle, and Eqqualberry-Global notes on its elbow and underarm cards that the review was edited for length and clarity. What a given claim needs depends on the rules for that category.
Make before and after ads like these
Give Gimme Gimme your client's website or your own, and it designs static ads on that brand so you can test a labeled before and after against other angles.
How we pick ads. We search Meta's public Ad Library for ads from DTC brands that sell to US and UK shoppers, keep ads running 14 days or more, skip catalogue ads, and show at most 3 per brand. Days running is a spend signal: brands rarely keep paying for an ad that doesn't sell. Day counts are as of the check date above. Breakdowns are written by Gimme Gimme's ad analysis engine from each ad's image and copy, and edited by Josh Jackson, founder. Not affiliated with the brands shown; ads appear for commentary and analysis. To have an ad removed, email hello@getgimmegimme.com and we'll take it down within 7 days.