adleaderGong: Give away the work, keep the email
Roughly 1 in 5 of Gong's 442 live ads were content offers (reported Jun 2026, paraphrased)
Gong
Promoted · Document
We analyzed thousands of sales calls to find the questions top reps ask in discovery. Grab the full list, free.
The creative
Document ad with a big-type cover slide and a preview of the first few questions, gated by a lead form on the last slide.
Free guide: the discovery questions top reps actually ask
Why this ad works
Most of Gong's ads are not trying to sell anything. A cold buyer will not book a demo, but will trade an email for something useful to their own job. The data angle (thousands of calls analyzed) makes the guide feel like insider knowledge, not marketing.
Key takeaway
For cold audiences, offer something smaller than a demo: a guide, report or prompt pack built from data only you have.
Steal this template
We analyzed [big number] [data source] to find [what top performers do]. Grab the full list, free. Headline: Free [asset]: the [thing] top [role] actually [do]Write my version in the Ad Creator
Source: Pierre-Henri on LinkedIn — Gong ads playbook. Ad copy is quoted or paraphrased from public ads for education. Trademarks belong to their owners. Run time is a signal, not proof of performance.