An advertorial is an ad written to look and read like an article: a review, a "how I fixed my…" story, a top-5 list or a news-style piece that leads the reader to a product. On Meta, advertisers send ad clicks to an advertorial instead of the product page to warm the reader up first — to explain the problem, build trust and pre-sell the offer. Among the landing pages NextAngle visited behind US Meta ads, 924 were advertorials, which makes them a standard part of direct-response funnels next to quizzes and product pages.
How is an advertorial built?
- Editorial headline"Why thousands of homeowners are…", "I tried 5 … so you don't have to".
- Story or problemA relatable situation or a surprising fact, written in a journalistic voice.
- Discovery of the solutionThe product appears as the answer the writer "found".
- ProofReviews, before/after, expert quotes, numbers.
- Offer and urgencyA discount or limited stock, with repeated links to the product page.
Why do Meta advertisers use advertorials?
Because some offers need explaining before a visitor will buy. A cold click from a feed is not ready for a product page with a price; an article that frames the problem first can be. Advertorials also let the advertiser test angles cheaply: the same product can be sold through a review page, a story page and a listicle page, each matched to a different ad. That is why one product in an ad archive often shows several landing pages of different types.
| Landing type | Behind US Meta ads in NextAngle | Typical use |
|---|---|---|
| Quiz | 2,758 pages | Subscription apps and programs that personalize an offer |
| Advertorial | 924 pages | Offers that need a story: finance, home services, insurance, health |
Counts of landing pages NextAngle visited and classified by type, as of 15 November 2026. Other types — product pages, lead forms, app stores — are not shown.
What is the difference between an advertorial, a native ad and a pre-lander?
- Native ad — the placement that blends in: a sponsored post in a feed or a "recommended" block on a publisher's site.
- Advertorial — the article-style page itself.
- Pre-lander (bridge page) — any page between the ad and the offer; an advertorial is the most common kind, a quiz is another.
Are advertorials allowed?
Yes, with disclosure. In the United States, the Federal Trade Commission's guidance on native advertising says that content which is advertising must be identifiable as advertising to the people who see it (FTC native advertising guide). In practice that means an "Advertorial", "Sponsored" or "Ad" label near the top. Health and finance claims in an advertorial are held to the same standards as in any other ad.
How can you study competitors' advertorials?
Click the ads of competitors that keep running and note which open an article before the product; save the page and its headline, angle and offer. At NextAngle, we classify the landing page of every ad the collector visits — quiz, advertorial, product page, lead form, store — so you can list the advertorials behind ads in a niche and see which of those ads have run for weeks (landing types, winning ads). For the other common pre-lander, see What is a quiz funnel?
Frequently asked questions
What is an advertorial?
An advertisement written and designed to read like an editorial article, such as a review, a guide or a personal story, that leads the reader to a product offer.
What is the difference between an advertorial and a native ad?
A native ad is the placement that blends into a feed or a publisher's page; an advertorial is the article-style page the reader lands on. A Meta ad that leads to an advertorial is often called a pre-lander or bridge page.
Are advertorials legal?
In the United States the FTC requires that advertising is identifiable as advertising; an advertorial should be labeled as an ad or sponsored content. Check the rules for your market and category.
How common are advertorials behind Meta ads?
Among the landing pages NextAngle visited behind US Meta ads, 924 were classified as advertorials, compared with 2,758 quizzes.
How do I find competitors' advertorials?
Click their Meta ads and note which ones open an article-style page before the product. NextAngle classifies the landing page of each ad it visits, so advertorials can be filtered by niche.
Sources
- Federal Trade Commission — Native Advertising: A Guide for Businesses. ftc.gov
- NextAngle archive: landing pages behind US Meta ads by type, as of 15 November 2026.
- NextAngle — landing page types, winning ads.