Frontal · Ramp

Ad concepts: three Thought Leader Ads, single-image ads and testimonials

Every Thought Leader Ad below is a repurpose, not free writing: we picked a standout post from the creator research, extracted its actual structure beat by beat, and rebuilt that structure around Ramp's message with a real Ramp executive as the author. The reference post is embedded next to each concept so the repurposing is visible.

01 · Thought Leader Ads

Three TLA concepts from the profiles of Eric Glyman, Geoff Charles and Will Petrie

Why these authors: Ramp runs no identifiable Thought Leader Ads today, and only one exists across 382 kept competitor ads, while Eric Glyman averages 1,252 reactions and comments per post and Will Petrie's July post on AI spend did 754 reactions against his 244 average. The audience: finance decision-makers like the 40 ICP-fit prospects verified on the creators page, plus lookalike targeting on their titles.

01

Real-time finance vs the 30-day-old P&L

Thought Leader AdFrom Eric Glyman's profileTOF · CFO and VP Finance audience

Template extracted from the referenceHook is a conditional that mirrors itself ('If your P&L is 30 days old, your decisions are 30 days late') -> names the disease in two words ('static finance') -> plays the delay out step by step (books close, reports trickle out weeks later, leadership meets on outdated numbers) -> brands the failure mode with one vivid image ('rear-view-mirror driving') -> the why-it-matters beat: the world does not wait for month-end (liquidity gaps, opportunities, risks) -> flips to what real-time operators can do (anticipate cash crunches, reallocate in hours, run what-ifs live) -> closes on the gap between executives who operate this way and those managing optics.

Reference (live) · outlier 1.9x the author's average

Oana Labes (Financiario, 422k followers) · 992 reactions, 148 comments, 1.9x her average post. The most on-niche standout in the pool: real-time finance is exactly Ramp's story.

Ramp post (same template)

Eric Glyman
Co-Founder & Co-CEO, Ramp
Promoted by Ramp
If your spend data is 30 days old, every decision it feeds is 30 days late. Most companies still find out what they spent when the books close. Cards get swiped all month and invoices arrive all month, but finance sees the full picture weeks later, so leadership meets on numbers that describe last month. That is rear-view-mirror driving. And the quarter does not wait for month-end close. A vendor contract will auto-renew mid-cycle, or an AI bill will spike without warning; our own token spend once hit $1.5M in a single week in May. By the time a monthly close surfaces something like that, the money is already gone. That gap is why we built Ramp to keep the ledger live: a transaction is coded the moment the card is swiped, and a bill is visible the day it arrives, with the policy check happening before the money moves. A finance team that sees spend in real time can stop a bad renewal before it bills and reallocate budget in hours instead of weeks. It also changes the leadership meeting: the numbers on the table are from this morning, not from whenever the books last closed. The executives who operate this way are separating from the ones still managing last month's story.
Visual to be created
02

The purchase-request diary: one week inside intake-to-pay

Thought Leader AdFrom Geoff Charles' profileTOF · finance ops and procurement audience

Template extracted from the referenceHook states the premise in one line ('A CEO agreed to run procurement for one week.') followed by 'Here's the diary.' -> five dated entries, Monday through Friday, each opening with the executive's quoted assumption in their own words, then the scene that dismantles it (cheapest supplier can't deliver, shortcuts become someone else's problem, the 'saved' week disappears by 4pm) -> the Friday payoff scene: a colleague's question lands and the executive can't answer -> a plain closing principle that reframes the function: procurement exists to make better decisions, and the best decisions are the ones you never have to undo.

Reference (live) · outlier 2.7x the author's average

Tom Mills (procurement newsletter, 141k followers) · 1,049 reactions, 150 comments, 2.7x his average post. A procurement director commented 'a huge amount of truth in a fictional post', which is the format's power: fiction that reads as diagnosis.

Ramp post (same template)

Geoff Charles
Chief Product Officer, Ramp
Promoted by Ramp
A CFO agreed to route every purchase request through their own inbox for one week. Here's the diary. Monday. "Approvals are easy. I'll clear them over coffee." The first request is a new analytics tool. IT replies that two tools already in the stack do the same job. A ten-second approval turns into a meeting. Tuesday. "Renewals are just paperwork." A vendor contract auto-renewed over the weekend at a higher rate, before anyone saw it. The renewal date was sitting in a PDF nobody owns. Wednesday. "Why does finance keep asking who approved this?" An invoice arrives with no purchase order behind it. The afternoon goes to reconstructing who said yes, and when, from a Slack thread. Thursday. "Vendor review just slows everything down." Skips it for a small AI tool. Legal points out where the vendor's terms send company data. The tool goes back into review. Friday. The controller asks how this week's purchases will land in next quarter's budget. The CFO opens four systems and a spreadsheet, and still can't answer. The person who spent years calling purchasing a bottleneck spent one week finding out it's the layer where bad decisions get caught while they're still cheap. That's the job we gave Ramp's procurement agents: sourcing vendors, reading contract terms, checking compliance, routing approvals to the right people, and keeping every request, PO and renewal date in one place. The best purchase decisions are still the ones you never have to undo.
Visual to be created
03

The Close Week Kit, fronted by Ramp's own CFO

Thought Leader AdFrom Will Petrie's profileTOF · controller and head of accounting audience

Template extracted from the referenceNamed kit as the first line, with a parenthetical promise underneath ('everything needed to run a clean, fast close') -> comment-gate CTA up front ('Comment CFO and I'll send you the full kit') -> scarcity line ('first 100 comments') -> the empathy beat: every finance team says the same thing, close week is the worst week of the month (late nights, chasing, re-checking) -> a numbered list of exactly what is inside the kit (5 items) -> a spotlight on the one item people ask about first, with an AI-automation hook -> credibility beat (who the author is and why the kit is credible) -> repeat the comment-gate CTA.

Reference (live) · outlier 9.3x the author's average

Nicolas Boucher (AI Finance Club, 1.3M followers) · 185 reactions, 1,358 comments, 9.3x his average post. The comment-gated kit is his signature format, and the topic is Ramp's home turf: month-end close.

Ramp post (same template)

Will Petrie
Chief Financial Officer, Ramp
Promoted by Ramp
The Close Week Kit (everything our finance team uses to keep close week boring) 👉 Comment "CLOSE" and I'll send you the full kit I'm limiting this to the first 100 comments, so be quick. Every controller I talk to says the same thing: close week is the worst week of the month. Late nights, chasing receipts from other departments, re-checking numbers that were checked twice already. This kit is the structure we actually run: 1. A day-by-day close calendar (what has to land on day one, two and three) 2. A receipt-chase escalation template (who gets pinged, when, by whom) 3. An accruals tracker built to survive the audit 4. A flux-analysis template for the review meeting 5. The live spend report our controllers open instead of reconciling card statements line by line Number 5 is the one people ask about first. It works because a transaction that gets coded when the card is swiped never has to be reconstructed at month-end. I'm the CFO at Ramp, a company that builds the software finance teams close with, so our own close gets treated like a product test. This is the same structure we hold ourselves to. 👉 Comment "CLOSE" and I'll send you the full kit
Visual to be created

02 · Single-image ads

Three single-image concepts written in the buyers' mined language

Each concept takes one verified pain from the research page (receipt chasing at close, reimbursement lag on personal cards, audit-season GL archaeology) and answers it in the words the buyers use in r/Accounting threads and reviews. These are Ramp-message mockups, not repurposes, so no reference panel is shown.

Ramp
Ramp
Promoted · Single image · TOF
Close week shouldn't mean begging other departments for receipts. Ramp captures the receipt at the swipe - by text, email or app - and codes the transaction before it ever reaches your close.
Visual direction: an SMS thread. Ramp: "Reply with a photo of your receipt." Salesperson: sends a crumpled-receipt photo from the airport. Ramp: "Matched to your 4:12pm transaction. Coded to Travel."
Close the books without chasing a single receipt
Ramp
Ramp
Promoted · Single image · TOF
Employees fronting business spend on personal cards, an office manager chasing receipts, weeks until anyone gets paid back. Issue controlled Ramp cards instead: limits set per employee, receipts captured at purchase, every transaction synced to your ledger.
Visual direction: split frame. Left: a shoebox of paper receipts labeled "the reimbursement queue". Right: a Ramp card with a policy chip reading "Limit $500 · Receipts auto-matched".
Retire the reimbursement queue, not just the spreadsheet
Ramp
Ramp
Promoted · Single image · MOF
Audit season is only painful when receipts live somewhere else. Ramp syncs coded transactions to NetSuite, QuickBooks, Xero or Sage Intacct with the receipt attached to the entry, so pulling support for the auditor is a filter, not an excavation.
Visual direction: a GL entry expanded on screen, receipt image attached, with the caption "receipts sync as attachments on the expense" - the exact phrase an r/Accounting reviewer used to explain why they switched.
Every receipt attached to its journal entry before the auditor asks

03 · Testimonial ads

Person-fronted proof: the asset competitors can't copy

The feasibility ladder, best rung first: 1) a customer champion posts natively about Ramp (the CEO or an exec whose title mirrors the ICP, like Poshmark's VP of Finance), and the post is amplified as a Thought Leader Ad; 2) a Ramp executive posts the customer story from their own profile; 3) run the video customer stories already on Ramp's LinkedIn page (for example the Concur-switcher story) as MOF ad creative. The concepts below use the highest rungs available today: named-executive quotes verified on ramp.com/customers.

Ramp
Ramp
Promoted · Single image · MOF testimonial
"Ramp has brought tangible value... I am obsessed with Ramp." Julia Hartz, CEO of Eventbrite, on running the company's spend through one platform. Her finance team's story, in her words, is on our customers page.
Visual direction: quote card in Ramp's brand type - the quote large, "Julia Hartz · CEO, Eventbrite" beneath. Ask Eventbrite to approve using her headshot; ship the typographic version if not.
Why Eventbrite's CEO runs company spend on Ramp
Ramp
Ramp
Promoted · Video · MOF testimonial
The ad already exists: a customer video on Ramp's LinkedIn page tells the story of switching off SAP Concur, with the savings figure stated by the customer on camera. Run it as paid media against finance decision-makers who engaged with the top-of-funnel layer.
Creative: the existing Concur-switcher customer video from Ramp's LinkedIn company page, trimmed to the customer speaking the outcome in the first 5 seconds.
A Concur switcher tells the story in their own words
Back to the main report and the full plan →
Frontal · ad concepts for Ramp · July 2026