Have you ever wondered how your ads compare to your competitors’? The good news is you don’t have to guess. Meta Ad Library is a completely free tool that lets you see what ads your competitors are running across Facebook, Instagram, and Messenger.
What is the Meta Ad Library?
The Meta Ad Library is a public, searchable database of all active ads on Facebook, Instagram, and Messenger. Anyone can use it—no account or login required. With just a few clicks, you can see what brands are advertising, when their campaigns launched, and how they’re presenting their offers.
Why Does It Matter?
Using the Meta Ad Library isn’t just about curiosity—it’s about strategy. Here’s what you can gain:
- Market insights: See what offers, visuals, and ad copy are trending in your industry.
- Opportunity spotting: Identify gaps in your competitors’ strategies that you can capitalize on.
- Smarter spending: Learn from others’ testing instead of wasting your budget on creatives that don’t convert.
The ultimate benefits?
- More efficient ad campaigns
- Higher ROI
- A stronger, more relevant brand
- A clear competitive advantage
How to See Your Competitors’ Facebook Ads (Step by Step)
Step 1: Access the Meta Ad Library
There are two easy ways:
- Go to facebook.com/ads/library
- From Ads Manager, search “Ad Library” in the left-hand menu.
Step 2: Set Your Location and Ad Category
Use the dropdown menus to narrow your search:
- Choose a location: Select the country or region you want to research.
- Select an ad category: This can vary depending on the country.
Step 3: Search for Competitors
Use the search bar to type in a competitor’s name or relevant keywords. For example, typing “Nike” will take you to Nike’s advertiser page where you can browse their ads.
Step 4: Apply Filters
Once you’re on a competitor’s page, apply filters to refine results. Options include:
- Language
- Platform (Facebook, Instagram, Messenger)
- Media type (image, video, etc.)
- Active status
- Date range
Click Apply Filters when finished.
Step 5: Browse Ads
Scroll through the competitor’s active and inactive ads to analyze:
- Launch dates
- Creatives (messaging images, videos)
- Calls-to-action
- Platform used
- Signs of A/B testing
Step 6: Dive Deeper
Click into ads to view landing pages and learn more about the advertiser. Running multiple ads at once often signals a larger budget and more aggressive testing.
What You Can Learn
Meta Ad Library can reveal valuable insights:
- Ad copy: Which offers, CTAs, and messaging competitors are pushing.
- Creative trends: Which formats (video, carousel, static images) are performing well.
- Ad frequency: How often competitors refresh creatives to avoid ad fatigue.
- Audience signals: Language, tone, and visuals hint at target demographics.
Tips and Best Practices
- Review inactive ads for historical context.
- Use keyword searches to track specific products or terms.
- Set a recurring schedule to review competitor ads.
- Don’t copy competitors—instead, use their ads as inspiration to differentiate your brand.
Conclusion
Studying competitors’ ads isn’t about imitation—it’s about gaining insights to strengthen your own strategy. By analyzing their creatives, messaging, and offers, you shorten your learning curve, avoid costly mistakes, and run smarter, more effective campaigns.
Instead of guessing, use real-time competitor data to guide your decisions. Visit Meta Ad Library, start researching today, and build campaigns that give your brand an edge.
If you need help running your paid campaigns on Meta, the team at VSSL is happy to help out. Contact us today!