Spy on Your Competitors with the Facebook Ad Library

Apr 21, 2022
Apr 19, 2022
9 mins
On this page
Facebook ad library

The Facebook Ad Library is one of the best ways to spy on your competitors. Learn the top 3 ways you can use this free tool to improve your own Facebook ad campaigns.

It can be hard to come up with an exciting and engaging Facebook ad design, especially when you're just starting out.

Luckily for us, the Facebook Ad Library contains a whole treasure trove of ads from every possible industry, location, and language to solve this exact problem.

In this article, we'll cover what the Facebook Ad Library is, how to access it, and 3 simple strategies you can implement right now to improve your campaign results with the tool.

What is the Facebook Ad Library?

The Facebook Ad Library is a giant collection of all active ads across the Facebook (or Meta) suite of products, including Instagram, Messenger, and Audience Network.

While this tool is a great feature for advertisers (more on that in a minute), it was originally created as a transparency tool after the 2016 Cambridge Analytica scandal.

Even though the tool has a darker history behind it, it still has a wide array of uses that are helpful to advertisers.

The Ad Library allows you to search through thousands of ads by country, type of ad, and even advertiser.

The Facebook Ad Library

Once you've set up your search, you can then see the ad details like creative and copy, as well as the start date, platform, and ad ID.

Facebook Ad Library - Ad Screenshot

Now that we've learned what the Meta Ad Library is, it's time to get into some of the inner workings and see how you can use it to improve your Facebook ad strategy.

Is the Facebook Ad Library free?

The Facebook Ad Library is one of the very few instances where the phrase "it sounds too good to be true" doesn't apply. The Ad Library is completely free to use, and anyone can access it (even if you do not have a Facebook account).

There is one caveat, though: If you would like to report an ad for being against Facebook ToS or view an ad with adult content (tobacco, etc.), you would need to sign in with a Facebook account.

Does the Facebook Ad Library show all ads?

As we mentioned earlier, the Ad Library features all the currently active ads across Facebook. It also features inactive political ads and ads about elections or social issues. Facebook decided to add the latter two to the inactive ad list to add more transparency around unlawful discrimination by advertisers.

The Ad Library will show ads regardless of if you have personally viewed them or not. This makes it a true powerhouse for any advertiser looking to spy on their competitor's ads and get some creative inspiration in the process.

How do I get to the Facebook Ad Library?

There are two main ways to access the Facebook Ad Library. The simplest way is to go directly to the URL (https://www.facebook.com/ads/library) and start adding your geographical location and other parameters in the search bar.

You can also get to the Ad Library by viewing any Facebook Page and clicking “See all” under the Page transparency section:

Facebook Page Transparency

Then, select Go to Ad Library under the Ads from this Page section:

Facebook Page - Ad Library

This method will allow you to go directly to that advertiser's page in the Ad Library tool, but ultimately both options will get you where you need to go.

What is the advantage of using the Facebook Ad Library?

You may be asking yourself why you should bother to look at what your competitors are doing, and there's a clear answer: inspiration and a competitive edge.

Just like artists, we all take inspiration from the world around us. We're moved by what we see, remember how it makes us feel, and see first-hand how it's shaping our culture.

Likewise, in the ad world, we can see what ad creatives resonate with our audiences or are too irresistible not to click. This can help us shape our marketing strategy and prevent us from creating expensive campaigns that do not convert.

How to use the Facebook Ad Library

While 'inspiration' is a general term, there are several specific ways you can use the Facebook Ad Library to improve your ad results.

Research your competitors’ FMS - format, messaging, and style

While several different elements make up a Facebook ad, there are 3 overarching themes you look at when you judge one: format, messaging, and style.

Format refers to the type of ad you're looking at—whether it be video ads, carousel ads, static image ads, etc. Knowing which of these formats your audience prefers is one of the keys to creating an engaging ad.

Within the Meta Ad Library, you can use the search filters to browse specific ad formats by using the Media type filter:

The Facebook Ad Library - Filters

From here, you can view all ad creatives with that same media type. You can then get an overview of how your competitors are using that specific format to their advantage and how you can adapt their strategies to your own campaigns.

Messaging, on the other hand, refers to the tonality of your ad creative. It looks at how you speak to your audience, the words you use, and the overall feeling the graphics and copy convey. It also includes how you position your product in the market and the angle you take when speaking to your audience.

To this extent, you can use the Meta Ad Library to view how other advertisers are speaking to their target audience by looking at the ad copy and noting any patterns in phrases used or types of offers that are pitched. You can then try these strategies with your own campaign copy by adding your own brand's unique selling points and value propositions.

Style, as you might have guessed, is more of a visual representation of your brand. For example, using bright neon colors in your images and copy that speaks to teens will likely not appeal to an older demographic. Just like with the formatting part we mentioned above, you can get a broad overview of the types of imagery other brands are using to come up with your own unique creative concepts.

Once you understand which formats, messaging, and styles work best in your industry, you can use these to your advantage to improve your results.

Examine your competitors’ A/B tests

In my experience, a good Facebook advertiser is like a scientist—they're constantly testing theories before stating absolute truths.

Another benefit of the Meta Ad Library is that it allows us to see what sort of experiments others are running with their ads.

When looking at an ad creative, you might see a message appear that says, 'This ad has multiple versions':

A/B tests on the Facebook Ad Library

This means that the advertiser is running a split test (or A/B test) on the ad. If you click on the 'See ad details' button, you can view each ad variation to determine which elements are being tested.

For example, in this ad, Shopify tests two different images but keeps their copy the same.

Shopify A/B test example

With this information, we can replicate the same tests in our own campaigns without all the guesswork.

Keep up with advertising trends

With the amount of information flowing out into the internet every day, it can be hard to keep tabs on everything that's going on. But with the Facebook Ad Library, you have access to the ultimate trend repository.

For example, let's say we want to get some inspiration for our next video campaign on our latest shoe launch. All we need to do is use the Meta Ad Library's filters to search for the term 'shoes,' select by the video media type, and click search.

Shoes search results on the Facebook Ad Library

Now I'm able to see all the video ads that have the term 'shoes' in their ad copy or video transcript. With this, you can again denote common patterns and trends in the videos you see and apply them to your next campaign.

Sometimes taking a step back to look at other brands you might not have heard of yet can give you some much-needed perspective.

By following multiple advertisers in your industry (or related industries), you can stay up-to-date with the latest marketing trends.

Troubleshoot - Why is the Facebook Ad Library not working?

As in life, not everything goes as expected—the same goes for technology. There are several common issues that can prevent you from being able to use the Facebook Ad Library properly.

Your ad isn't showing when you search for it. According to Facebook's documentation, it takes around 24 hours after an ad gets its first impression to appear in the Ad Library. If your campaign is new, you might need to wait before you see it appear. Any updates to your ad creative need an additional 24 hours as well.

You're searching for restricted content. While Facebook does allow brands to advertise for restricted topics like alcohol, gambling, and online dating, you will not be able to see these ads in the Ad Library unless you are signed in to a Facebook account.

You've been overusing the library. Too much of a good thing applies here, too. While it isn't very common, our team has seen instances where overusing the Ad Library can result in being blocked from the service entirely. We couldn't find any documentation on this issue or exactly how much use is considered abuse, but we felt it necessary to mention it here today.

Perfect your ads with Madgicx Creative Insights

As we've learned today, taking a look at what others in the industry are doing is imperative to your success.

The other key, however, is taking a deep dive into your own ad creatives to see how they are stacking up against each other.

Enter in Madgicx Creative Insights.

Creative Insights analyzes your own ad elements with AI-based object recognition to identify the specific points that give you the best results at the lowest price.

Madgicx AI tagging

If you're still struggling with finding the right format for your ads, we can help with that too. Creative Insights enables you to see which ad format drives the best results for your business, as well as which you haven't used yet, so that you can hone in on these with the Ad Library.

Madgicx 360° creative mapping

Even if your ads convert very well today, over time, it's natural to see ad fatigue creep in. Creative Insights has a built-in tool to help you prevent fatigued ads from burning through your budget and refresh your creatives when they start to go stale.

Madgicx creative performance trends

If you want to learn more about how you can use our AI-powered creative analysis to your advantage, you can see it in action here.


All in all, the Facebook Ad Library is one of the most powerful tools you have in your advertising repertoire to help you spy on your competitors and find creative inspiration in the process.

Learning how to use this tool to research and improve your own campaigns will give you a leg up on the competition and increase your revenue at the same time.

Think Your Ad Strategy Still Works in 2023?
Get the most comprehensive guide to building the exact workflow we use to drive kickass ROAS for our customers.
Outpace your competition with the perfect ad production workflow

Madgicx has a full suite of solutions to help you constantly produce conversion-focused ads - from comprehensive creative analysis to unlimited ad production.

Apr 21, 2022
Apr 19, 2022
Tory Wenger

Tory is a digital marketing specialist and the current Marketing Manager of Breadcrumbs.io. She's been featured in various high-profile marketing blogs like Hootsuite, AdEspresso, and Databox and holds certificates for both Google and Facebook Ads. In her spare time, she gardens and paints from her house in the Florida panhandle.

Start your 7-day free trial today

Get Started
Get Started
No credit card required
Free training + live chat support
No results? Get a free trial extension
Facebook Ad Optimization checklist ebook

Should we just give this to your competitors?

We’ve created the most comprehensive guide to help you build the exact workflow we use to drive kickass ROAS for our customers. Want a free copy?

Get free e-book
Get free e-book

No, let my competitors have it