Anthropic's ads run on three rails that never touch.
A creator program with its own hashtag and its own short links. A Google account that builds a landing page for every task someone searches. And a B2B machine on LinkedIn whose campaign names say exactly which accounts it's chasing.
Almost none of it carries a tracking tag. 53 of 1,211 Meta ads have a UTM. The attribution lives in the link itself.
It lines up with what companies buy. In Ramp's October 2026 AI category data, Claude Code is the most-purchased coding agent, bought by 87% of buyers in the category, and Anthropic is the most-purchased foundational LLM vendor at 80%.
Claude ads: key findings
- 1,211 Meta ads since February 2026, 528 live; 832 from Claude's page, 379 from 84 creator pages
- 297 creator ads carry #claudepartner, 45 say "sponsored by Anthropic"
- Five creators get a personal clau.de short link: clau.de/maddy, clau.de/ux, clau.de/dawn, clau.de/majavoje, clau.de/stevehuynh
- Only 53 of 1,211 Meta ads carry a UTM tag
- 270 Google ads go to 42 task pages: /ai/marketing, /ai/file-organizer, /excel/formula-fix. Ten tasks have two versions, /ai/ and /cowork/
- LinkedIn campaign names target named accounts, open opportunities and Dun & Bradstreet industries: [B2B_CL1P_EVG_T1]-US_LI_ACC_TEXEC_OPPS_IMG_EBOOKS
- 478 Meta ads go to Claude Code, 260 to Cowork. Live, creators run 59 of the 88 Cowork ads
- 378 of 379 creator ads have no headline; every one is a video
- The median ended ad ran 15 days
How Claude pays creators
84 creator pages have run 379 Meta ads for Claude. 97 are live.
The deal is visible in the copy. 297 of the 379 carry #claudepartner. 77 carry #ad. 45 say it in words: "This video is sponsored by Anthropic." That's a paid partnership program with one hashtag across all of it, and the ads run from the creators' own pages, so Anthropic is paying for the post and for the media behind it.
The short links
A few creators get something more: a personal link on Anthropic's own short domain.
| Link | Creator | Where |
|---|---|---|
| clau.de/maddy | Cyb3rmaddy | Meta, 12 ads |
| clau.de/ux | Aneta Kmiecik | Meta, 6 ads |
| clau.de/dawn | Dawn Choo | LinkedIn, 4 ads |
| clau.de/majavoje | Maja Voje | LinkedIn, 4 ads |
| clau.de/stevehuynh | Steve Huynh | LinkedIn, 1 ad |
One slug per creator, on a domain Anthropic owns. Every click is counted per creator without a single tag in the ad. That is how a creator program gets measured when 1,158 of 1,211 Meta ads carry no UTM at all.
No public creator rate turned up, and no open affiliate program for individuals. The cash that is public goes to students: campus ambassadors get a $3,600 stipend for the year, across three tracks, undergrad builder clubs, grad conversations and PhD science workshops. City community ambassadors get event funding and API credits, and the program says outright it doesn't include payment. Consultancies get referral credit through the partner network. The creator money stays private.
Creators carry Cowork
| Source | Ads | To Claude Code | To Cowork | Live Cowork |
|---|---|---|---|---|
| Claude page | 832 | 342 | 123 | 29 |
| Creator pages (84) | 379 | 173 | 165 | 59 |
Claude's own page sells Claude Code, 342 ads against 123 for Cowork. The creators split it nearly even. Live today, creators run 59 of the 88 Cowork ads, but only 30 of the 241 live Claude Code ads. In September they made 56 of the 59 new Cowork ads.
The faces are not engineers. Natalie Barbu builds a CEO dashboard "without writing a single line of code". Corporate Natalie and Corporate Bro show Cowork doing weekly round-ups. nickbilotto built a surf forecast. On LinkedIn the creators are B2B voices with their own short links: Dawn Choo on data, Maja Voje on go-to-market.
Measure creators with links, not tags. A short link per creator on your own domain survives every repost, screenshot and caption edit. A UTM doesn't.
How Claude's funnel is wired
Google builds a page for every task
270 Google ads go to 42 task pages. The headline is the search term: "AI marketing agent - Claude by Anthropic", "AI file organizer", "AI presentation maker".
| Page family | Examples |
|---|---|
| /ai/<task> | /ai/research, /ai/marketing, /ai/sales, /ai/finance, /ai/legal, /ai/slides, /ai/file-organizer |
| /cowork/<task> | /cowork/research, /cowork/marketing, /cowork/sales, /cowork/slides |
| /excel/<problem> | /excel/formula-fix, /excel/error-fix, /excel/data-analysis |
| /lp/cowork-for-<team> | /lp/cowork-for-legal, /lp/cowork-for-marketing |
Ten tasks exist twice: /ai/marketing and /cowork/marketing, /ai/slides and /cowork/slides. Same query, two page templates. One even carries a slug written by a machine: /ai/ai--agent. This is a page per search term, built at scale, with the template under test.
The Excel pages are the sharpest. Nobody searches "AI agent". People search for why their formula broke.
Three Google accounts, three jobs
| Account | Variations | What it sells |
|---|---|---|
| Main | 1,719 | Products by name: Claude Code, Cowork, Tag, the task pages |
| Second | 167 | Curiosity, all video, US: "What does AI know about me?", "Iceland's national pivot to AI" |
| Third | 10 | One film: "There's hope in hard questions" |
Performance, education and brand never share a budget line. The second account sends people to academy.claude.com, Anthropic's AI literacy courses. It's selling trust in AI before it sells Claude.
LinkedIn says which accounts it wants
The LinkedIn campaign names are a targeting spec:
| Campaign | Read it as |
|---|---|
| [B2B_CL1P_EVG_T1]-EMEA_LI_CNSD_TEXEC_DNBINDUSTRY_IMG_CASESTUDIES | Evergreen, tier 1, EMEA, consideration, tech execs, Dun & Bradstreet industry segments, case studies |
| [B2B_CL1P_EVG_T1]-US_LI_ACC_TEXEC_OPPS_IMG_EBOOKS | US, account list, tech execs at accounts with open opportunities, ebooks |
| [B2B_CL1P_EVG_T1]-EMEA_LI_ACC_TEXEC_OPPST1_IMG_EBOOKS | Same in EMEA, opportunity stage 1 |
| [B2B_CL1P_EVG_T1]-LI_US_LEADGEN_ACC | Lead gen forms to an account list |
| baw_cl1p_emea_opus46 | Brand awareness, EMEA, a model launch |
OPPS means accounts that are already open deals in the CRM. The ads land on case studies (Coinbase, Rakuten, Brex, Snowflake) and an enterprise ebook. Sales has a deal open, and marketing follows the buying committee around LinkedIn with proof.
Where the targeting is readable, it leans Europe: 57 ads say "EMEA, Europe", 14 "EMEA", 12 "Germany, France and the United Kingdom".
Put the CRM stage in the campaign name. An ad that only runs to open opportunities is a sales tool, and naming it that way keeps it out of the brand budget.
Where the Meta clicks go
| Destination | Ads | What it is |
|---|---|---|
| claude.com/product/claude-code | 478 | Claude Code |
| claude.com/product/cowork | 260 | Cowork, the desktop agent for knowledge work |
| claude.ai | 108 | Straight into the app |
| claude.com/product/overview | 95 | Product overview |
| claude.com/problem-solvers | 70 | Customer docuseries |
| claude.com/product/claude-code/pm-v1 | 37 | Claude Code, for product managers |
| claude.com/product/tag | 36 | Claude inside Slack |
| anthropic.com/claude/fable | 19 | Fable 5.1 launch |
| claude.com/lp/cowork-for-data | 15 | Cowork, for data teams |
Claude Code gets 515 ads with the PM page. The model launches get a sliver: 19 for Fable 5.1, 12 for Sonnet 5.5. A frontier lab, and its Meta account mostly ignores the model race.
The ramp was June. 84 new ads in May, 322 in June, then 112, 151, 208. Cowork went from 39 new ads in May to 94 in June and 59 in September.
The video carries the message
378 of the 379 creator ads have no headline. Every one is a video with a first-person caption. The brand ads run the other way: 404 of 832 have a headline, and 506 have no body text at all. "Try Claude Code" heads 72, "Try Claude Cowork" 49.
The customer docuseries
"The Problem Solvers" runs 70 Meta ads, 68 live, each a founder named in the copy: Anton Osika of Lovable in 20, Max Junestrand in 17, Kay Zhu in 8, Scott Wu in 8, Cursor in 7. On Google it runs as headlines: "Genspark: The Problem Solvers", "Cognition: The Problem Solvers". Customer proof, aimed at the buyer already shopping for a coding agent.
How long an ad lives
683 ads have ended. The median ran 15 days. 316 were gone within two weeks, and only 17 ran past 60. The median live ad is 19 days old and the oldest has run since 18 June.
That's a two-week rotation with a small evergreen core.
What actually makes this work
Each rail is measured its own way. Creators by their own short link. Search by a page per task. LinkedIn by the stage of the deal. No rail needs the others to report.
And the creators go where the brand page doesn't. A CEO or a corporate creator won't watch a lab explain a terminal. They'll watch someone like them do their job with it.
Break down your own market
Claude is one of many advertisers worth reading this closely. See every ad on Claude's ad page (also at Anthropic ads), then compare the playbooks in Viktor, Wispr Flow and Granola.
Browse the rest of the Sprites ads library, see what your own account is running with creative analytics, or start with Sprites.