How Vwala runs its Meta ads
All 177 ads in Vwala’s library, November 2025 to November 2026: who they target, what they say, what happens in their videos and pictures, how long ads run and where the clicks go.
Market: BelgiumAll 177 ads reached only Belgium, by Meta’s EU reach data. The ads are in Dutch.
Click any card row week or picture to open the ads behind it.
An ad is proven when it is among their 50 most-seen ads and ran 30 days or more. With 177 ads we use a top 50. 23 ads started less than 29 days before 2 November, so they are too new to judge and left out of every proven share. Meta marks 6 ads active and all 6 delivered in the last 2 days, so we count 6 as live.
Their best-ranked creatives, one per creative. Hover to pause, or click one to open it. Rank is the ad’s place when Meta sorts all 177 ads by impressions, with 1 the most seen. Ads that share a creative can share a place.
A Ghent app that hunts your fixed costs
Registered in Ghent in September 2025, Vwala calls itself your personal financial assistant. You link your bank account read-only through Tink, and its assistant Finn spots fixed costs and helps you switch, from energy to insurance. It is free for users: suppliers pay Vwala when someone switches. The founders are Hendrik Martens (CEO) and Nick Hellemans (CTO).
What their ads are for Their campaign types, each with one of its best-ranked ads. Click one for its ads.
Sources: their homepage, read on 2 November 2026, for what the app does, how it earns money, the founders and the user count; the Belgian company register (Busibee) for the registration; VC Backed for the funding, which names no investors. The user count is their own claim, not checked by us.
Five things their ads show
Most-seen means among the first 50 places when Meta sorts their 177 ads by impressions. Proven means most-seen and ran 30 days or more: a sign of where Meta put reach, not of sign-ups. The library shows no spend, results or audiences.
Over half their ads sell an energy switch
96 of their 177 ads (54%) sell switching energy supplier, almost all between December 2025 and April 2026, yet only 3 of them are proven. Fixed costs and subscriptions come second (56 ads) and are proven more often: 5 of 33.
Proven means in the first 50 places of Meta’s impressions order for all 177 ads on 2 November, and ran 30 days or more. Campaign types with fewer than 10 ads old enough to judge get no share. A campaign type is what the ad sells, read from its message and offer. New ads per week count the 52 weeks from 10 November 2025 to 2 November 2026.
Most ads target households overpaying for energy
103 ads (58%) target households that pay too much for energy, through the neighbours’ prices, a bill upload or a €500 saving. Young adults who never check their fixed costs get 36 ads, all since September 2026. The street interviews speak to people who don’t know what their subscriptions cost.
Each customer type Share of each type’s ads that are proven (all ads: 6%). Click a row to see its ads.
We coded each ad’s customer type from the video or picture and the ad text: who is in the scene, what situation they are in and who the words speak to. Types with fewer than 10 ads old enough to judge get no share.
Street interviews and wordplay held up best
Street interviews are proven most often (2 of 11), everyday wordplay next (3 of 22). Chat messages, their most common opening last winter, score 0 of 32. Across all ads it is 6%. Pick a customer type to see what they say to it.
Street interviews and wordplay held up best
Its proven ads are spread over several formats. “picture: money in the bin”, “team member talking to camera” and “picture: the app or a switch claim” have 1 each. Their most common format for this type is “picture: chat messages” (31 of 103 ads).
How their best-ranked ads open In Dutch, with our English translation. Videos with a checked spoken opener come first, then the rest, each best-ranked first. Spoken openers are quoted only where two separate transcriptions agree word for word, with “…” where we left words out; otherwise the headline on the picture as we read it, or the first sentence of the ad text. Click one to open it.
Only 2 of its ads are proven. Its most common format is “animated lifestyle card”, with 19 of 36 ads.
How their best-ranked ads open In Dutch, with our English translation. Videos with a checked spoken opener come first, then the rest, each best-ranked first. Spoken openers are quoted only where two separate transcriptions agree word for word, with “…” where we left words out; otherwise the headline on the picture as we read it, or the first sentence of the ad text. Click one to open it.
Only 2 of its ads are proven. Its most common format is “street interview”, with 11 of 11 ads.
How their best-ranked ads open In Dutch, with our English translation. Videos with a checked spoken opener come first, then the rest, each best-ranked first. Spoken openers are quoted only where two separate transcriptions agree word for word, with “…” where we left words out; otherwise the headline on the picture as we read it, or the first sentence of the ad text. Click one to open it.
Message and opening are read from the video or picture and the ad text: 27 video creatives from four frames each (0, 1.5, 3 and 6 seconds) and a machine transcript of what is said, 111 pictures from the picture. Proven means in their top 50 by impressions on 2 November and ran 30 days or more. Openers are cut to 18 words; translations are ours.
Videos reach further per ad than pictures
Only 48 of their 177 ads are videos, yet half of them sit in their 50 most-seen, against 29 of 129 pictures. Team members talking to camera did best (9 of 14). The chat-message pictures, their biggest picture format, put none of 32 in the top 50.
One creative is one video, or a group of near-identical cuts of the same video, or one picture: 138 creatives across 177 ads. We read the format from four frames of each video and from what is said, and grouped similar pictures. Quotes are spoken openers where two separate transcriptions agree word for word. Formats with fewer than 10 ads old enough to judge get no share.
A winter push, a summer break, a relaunch
They started in November 2025 with street interviews and event giveaways, then pushed energy switching from December, peaking at 31 new ads in the week of 16 February 2026. Nothing ran from 20 April to 30 August. In September they relaunched with wordplay about fixed costs.
Their testing calendar For each month from November 2025, how many new ads they launched and whether those ads started a new concept or joined one already running.
Orange bars are energy switch ads, purple bars fixed-costs ads; grey is everything else. Their first ad in the library started on 11 November 2025. An ad counts as running if it was shown on at least one day that week. The last week holds one day, 2 November.
Twelve concepts hold almost every ad
12 of their 15 concepts got new ads in 3 or more weeks and hold 174 of the 177 ads. The biggest, young adults told to check their fixed costs with the free app, holds 36 ads, all since September 2026. A typical concept lasts 74 days, a typical ad 8.
Inside a concept Their 15 concepts, biggest first. Pick one to see how it is built.
1Pick a concept Filter by campaign type, then click a card.
2See how it is built Click the concept, a picture or a page to open its ads.
The library shows no ad sets, so we use concepts instead. A concept is one customer type with one message and one offer, the closest thing to an ad set the library shows. The growth playbooks we checked against define a concept the same way (persona × angle × offer). 84 of their 177 ads are flexible ads, which Meta can show with several images or videos under one ad text; we code the first creative of each.
Most ads ran under 30 days
130 of their 177 ads (73%) ran under 30 days; the median ad ran 8 days. Long runs did not mean reach: 28 ads launched on 17 February 2026 ran a median of 58 days, yet only one of them reached their top 50.
Their longest-running ads one per creative
35 ads were short bursts: old enough to judge, among the 50 most-seen, but stopped within 30 days. . Read with care. The library shows no spend. Run days count every calendar day from the first to the last delivery date.
Over half their ads open to grab attention
95 ads (54%) open to grab attention, and they hold 42 of their 53 most-seen ads. 31 build trust with what a friend or the neighbours pay; only 3 are most-seen. 51 ask straight for the switch; 8 are most-seen.
We read the stage from how each ad opens, in the video or picture, together with its offer and button: a scene, a question or a giveaway grabs attention; a friend’s saving or the neighbours’ price builds trust; a plain claim, the app on screen or a “Sign up” button asks for the switch. This is the ad’s role, not who saw it: the library does not show audiences or retargeting.
Energy ads link to the app download page
Energy, contest and gas price ads link to app.vwala.be (90 of 113). Fixed-costs ads link to the homepage, which leads with Finn (47 of 56). The 17 ads to their Instagram profile are mostly the early street interviews and giveaways.
Their landing pages The three places their ads link to. Screenshots on a laptop screen, 2 November 2026.
Screenshots taken on 2 November 2026 at 1280 px wide in Chrome, with non-essential cookies declined; Instagram without signing in. The app link opens the download page on a laptop; on a phone it may open the app stores instead.