Lead magnets aren't dead ad.

This ad from Ontraport nails it. A bright blue background, a zombie hand rising from the grave, and a bold claim: “Lead magnets aren’t dead—they’ve evolved.” You can’t not look.

Marketing Analysis

The visual does 90% of the work. The “RIP” tombstone and hand rising instantly create tension and curiosity. The copy flips a common belief (“lead magnets are dead”) into a hook that drives the message home: evolution, not extinction.

Why It Works

• Uses contrast: death vs. life, old vs. new
• Pattern interrupt with a graphic that pops in a scroll
• Message reversal: challenges an industry cliché
• Offers immediate payoff (“5 formats”)

Examples

• HubSpot’s “State of Marketing” report refreshed yearly = evolved lead magnet
• Zapier’s “Productivity Planner” worksheet trades fluff for speed
• Ahrefs’ free SEO tools outperform static PDFs by providing instant value