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Wiz ad examples

Wiz is the fast-growing cloud-security (CNAPP) platform. Its LinkedIn advertising is a gated-content machine aimed squarely at CISOs and security teams — cheat sheets, playbooks, field guides on emerging risks like AI and MCP, executive resource bundles and benchmarks, and self-guided product tours.

Advertiser WizCategory Cloud security (CNAPP) Primary channel LinkedInCreatives shown 6 Live ads found 2,700+

How Wiz advertises: Wiz runs content-led demand gen at industrial scale. Almost every ad offers a downloadable asset — a cheat sheet, playbook, field guide or benchmark — wrapped in one instantly-recognizable blue illustrated brand system. The topics track whatever is top-of-mind for security teams right now (AWS/Azure AI security, Model Context Protocol, cloud data security), and the targeting skews to the CISO with executive-grade pieces on org design and budgets. A parallel product-led motion offers self-guided interactive tours so buyers can explore the platform without booking a demo.

Ad formats Wiz is running

Wiz's paid program is overwhelmingly single-image gated content, unified by one illustrated design system, with interactive self-guided tours as a product-led complement.

FormatWhat Wiz uses it for
Single imageThe dominant format — gated cheat sheets, playbooks and field guides
Interactive tourSelf-guided, no-demo product tours (“Choose Your Own Adventure”)
Report / benchmarkCISO budget benchmarks and “State of AI in the Cloud” research
Resource bundleMulti-asset executive bundles curated for CISOs

The ads

Live Wiz creatives with their full ad copy (verbatim), format, theme and CTA.

Wiz 'Cheat Sheet: AWS AI Security Best Practices' ad with a blue robot illustration and a Download now CTA
Single image · Gated content — AI security · CTA: Learn more

From SageMaker to Bedrock: 6 ways to strengthen your AWS AI defenses

"New AWS cheat sheet to help you secure your models, data, and endpoints at scale. You'll learn a real-world case of AI abuse in AWS and how to defend against it."

Cheat sheetAWS / AI securityLead gen
Wiz 'Cheat sheet: Data Security Best Practices' ad with a pink server-stack illustration and a View Now CTA
Single image · Gated content — data security · CTA: Learn more

Data Security Go-To Best Practices

"The key to securing cloud data is having the right playbook. So we created this guide to show you actionable steps to assess and improve your data security posture."

Cheat sheetData securityLead gen
Wiz 'Azure OpenAI Security Best Practices Cheat Sheet' ad with a pink ChatGPT-and-Azure illustration
Single image · Gated content — GenAI security · CTA: Learn more

[Cheat Sheet] Azure OpenAI Security Best Practices

"Deploying Gen AI at scale requires more than just a model. It requires enterprise-grade guardrails. Download the Azure OpenAI Security Cheat Sheet."

Cheat sheetAzure OpenAIGenAI guardrails
Wiz Research 'A Security Field Guide: Getting Started with Model Context Protocol (MCP)' ad with a playful MCP illustration
Single image · Research — emerging threat · CTA: Learn more

A practical guide to MCP for security teams

"Thousands of MCP servers are already live, but most security teams don't have a clear strategy yet. Get this guide and learn the key risks with local and remote MCP servers."

Field guideMCPWiz Research
Wiz 'The CISO's Cloud-Native Org Chart Playbook [Template]' ad showing an illustrated security-team org chart
Single image · CISO executive content · CTA: Learn more

[Playbook] The CISO's Guide to Cloud-Native Org Design

"Designing your cloud security organization shouldn't be a constant battle over ownership and responsibility. Download the Cloud-Native Org Chart Playbook to master it."

PlaybookCISO / org designExecutive
Wiz 'Choose Your Own Adventure — Explore Wiz Your Way' ad, a treasure-map illustration linking five self-guided product tours
Interactive tour · Product-led — self-guided demo · CTA: Learn more

Start Your Self-Guided Wiz Tour

"Explore Wiz your way without waiting for a live demo. Choose your own adventure with 5 self-guided interactive tours tailored to your priorities."

Self-guided tourPLGNo sales call

Ad copy and creatives shown verbatim for commentary and analysis; they belong to Wiz. Captured from the public LinkedIn Ad Library.

What B2B marketers can learn

Content is the whole top of funnel

Nearly every Wiz ad trades a download for a lead. In a category where buyers research obsessively before talking to sales, an always-on library of genuinely useful assets is the acquisition engine.

Aim at the CISO, not just the SOC

Beyond technical cheat sheets, Wiz runs executive pieces — org-design playbooks, budget benchmarks, resource bundles — that help a CISO lead and justify spend. Speaking to the economic buyer, not only the user, widens the funnel.

Be first on the emerging risk

Guides on Model Context Protocol and AWS/Azure AI security put Wiz on topics before the market is saturated. Owning the “what do we do about X?” moment for a new threat builds authority fast.

One design system, hundreds of assets

Every creative shares the same blue illustrated look. That consistency means a scroller recognizes a Wiz ad instantly, even across dozens of different offers.

Let buyers skip the demo gate

Self-guided “choose your own adventure” tours give prospects hands-on product exposure without a sales call — a product-led complement that meets modern buyers where they are.

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Frequently asked questions

How does Wiz advertise on LinkedIn?

Wiz runs content-led demand generation at scale: gated cheat sheets, playbooks and field guides (AWS/Azure AI security, MCP, cloud data security), CISO-focused executive assets like org-design playbooks and budget benchmarks, and self-guided interactive product tours — all in one recognizable blue illustrated design system.

Who is Wiz targeting with its ads?

Primarily CISOs and cloud-security teams. Technical cheat sheets serve practitioners, while executive pieces on org design, budgets and resource bundles speak directly to the security leader who owns strategy and spend.

Why does Wiz publish so many cheat sheets and guides?

Security buyers research heavily before engaging sales, so a constant stream of genuinely useful, gated assets captures leads early and builds authority — especially when the guides cover emerging risks like MCP and GenAI before the market is saturated.

What can B2B marketers learn from Wiz's ads?

Make useful content the core of top-of-funnel, speak to the economic buyer as well as the user, get on emerging-risk topics first, hold one recognizable design system across every asset, and offer a self-guided product experience so buyers can explore without a demo gate.