Every year, a handful of B2B companies bet big on the Super Bowl. Most of them wave a brand flag and hope the impressions stick. Ramp does something smarter: it treats the Super Bowl as the top of a conversion funnel, and builds an on-site capture system designed to turn that mass-market attention into active signups.
For Super Bowl LX in February 2026, Ramp aired "Multiply What's Possible" — a 30-second spot starring Brian Baumgartner, beloved as Kevin Malone from The Office, as a receipt-buried accountant who discovers that Ramp literally multiplies him into an army of productive clones. The ad was created in-house, directed by The Office alumnus Randall Einhorn through Radical Media, with VFX by Framestore. It aired pre-kickoff and was an immediate talking point. But the real conversion work happened on ramp.com.
Ramp is a corporate spend management and financial operations platform built for businesses that want to automate expense reports, corporate cards, invoice approvals, and vendor payments. It positions itself as a force multiplier for finance teams — the same brand promise it dramatized in the Super Bowl ad. Since launching, Ramp has delivered over $2 billion in customer savings and holds more than 2,000 five-star reviews.
Running a Super Bowl ad generates a massive but fleeting traffic surge. Viewers see the spot, search the brand name, land on the homepage — and if nothing is there to catch them, they bounce. For B2B software like Ramp, the audience watching a Super Bowl ad isn't the typical late-night comparison shopper. They're curious but cold. The on-site experience has to do the work of warming them up, fast.
Ramp's answer is a layered capture system that uses promotional bars, contextual popups, and brand-moment CTAs to convert Super Bowl curiosity into demo requests and trial signups.
In the days surrounding Super Bowl LX, ramp.com's sticky top-of-page announcement bar became a direct extension of the campaign. Rather than leaving the homepage unchanged, Ramp used the promotional bar to surface the ad itself — linking visitors directly to the "Multiply What's Possible" spot on YouTube and tying the on-site experience to the cultural moment playing out on TV.
This matters because Super Bowl ad traffic arrives primed. Visitors who type "Ramp" into Google after seeing the commercial already have context. They don't need to be sold on the category; they need to be shown the product. A promotional bar that says "Seen our Super Bowl ad? Here's what Ramp actually does" or links to the full video walkthrough does exactly that — it bridges the 30-second emotional impression with a functional product message before the visitor scrolls past the fold.
Ramp's 2026 Super Bowl ad, titled "Multiply What's Possible," starred Brian Baumgartner — known as Kevin Malone from The Office — as an overwhelmed accountant who discovers Ramp and is instantly multiplied into an army of productive clones. The 30-second spot aired pre-kickoff at Super Bowl LX and was created in-house by Ramp, directed by Randall Einhorn through Radical Media.
No. Ramp made its Super Bowl debut in 2025 with a 15-second spot featuring Philadelphia Eagles running back Saquon Barkley — who also became an investor in the company — buried in expense reports. The 2026 Brian Baumgartner ad was Ramp's second consecutive Super Bowl appearance, building on the viral "Brian's First Day as a CFO" stunt from October 2025 that was seen by over 100 million people.
Ramp uses a combination of sticky promotional bars linking to the ad, contextual popups triggered by high-intent behavior, and a persistent "Get started for free" CTA that stays visible throughout the visitor journey. The goal is to convert brand curiosity generated by the TV ad into demo requests and trial signups before the traffic spike fades.
Where less sophisticated SaaS sites would fire a popup the moment a visitor lands — instantly creating friction — Ramp's popup approach is behavioral. Rather than interrupting a cold visitor in their first five seconds on the page, Ramp surfaces conversion offers at moments of demonstrated intent: when a visitor has scrolled through the product features, when they hover over the pricing section, or when they show signs of exiting.
During a Super Bowl campaign window, this behavioral targeting becomes even more powerful. A visitor arriving from a Super Bowl-related search query is already further down the awareness funnel than an organic visitor. A popup that surfaces the right message — "See how Ramp automates expense reports for your team" — at the right moment converts at a meaningfully higher rate than the same popup shown on entry.
Ramp's Super Bowl strategy in 2026 was not a single TV spot. It was a fully integrated campaign designed to sustain momentum for weeks. Before the game, Ramp ran a live Brian Baumgartner lookalike tailgate at Fort Mason Pavilion in San Francisco. Baumgartner and the winners then road-tripped to Levi's Stadium, with Ramp livestreaming the journey on X. Social content featuring Andy Buckley — who played David Wallace, Baumgartner's counterpart in The Office — extended the campaign's reach across platforms.
Each of these activations drove traffic back to ramp.com in waves, and the on-site promotional bar and popup layer was there to capture each one. A lookalike contest generates social coverage. Social coverage generates branded search. Branded search arrives at the homepage. The promotional bar catches them before they scroll past. This is the flywheel that turns a $7 million Super Bowl media buy into a repeatable conversion engine.
Most B2B companies treat a Super Bowl ad as an awareness play with ROI that's difficult to measure. Ramp treats it as the top of a funnel that it has deliberately built to capture. The ad creates the cultural moment. The promotional bar surfaces that moment for every website visitor in the days that follow. The intent-based popup converts the visitors who are genuinely interested. And the consistent free trial CTA — present throughout the page with clear no-friction framing — closes the loop.
The through-line is that Ramp doesn't separate its advertising strategy from its conversion strategy. The Super Bowl ad and the on-site popup are part of the same system. That integration is what separates a company that spends $7 million on a Super Bowl slot from one that invests it.
Ramp's Super Bowl playbook contains several lessons for any SaaS team thinking about high-visibility campaigns. Ride your own moment by updating your promotional bar to reference the campaign while awareness is high. Trigger popups based on intent signals, not time on page. Build a pre- and post-game activation plan so your website sees multiple waves of campaign-driven traffic, not just a single spike. And make sure your CTA framing is frictionless — during a traffic surge, the number of people you lose to a "Enter your credit card" requirement is enormous. Ramp's "Get started for free" phrasing exists precisely because it converts curious Super Bowl viewers who aren't ready to commit.
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