Short answer: The Meta Ad Library is a free, public tool that shows the ads currently running from any Facebook or Instagram page. Search a competitor by name, filter by country and platform, and study their offers, hooks, formats and landing pages. Ads that have been running for a long time are often their winners. Use what you learn to plan your own tests, but never copy creative directly.
How to open and search it
- Go to the Ad Library on Facebook (search for “Meta Ad Library”).
- Choose the country, or all countries.
- Choose All ads as the category.
- Search a brand or page name, or a keyword.
- Filter by platform, media type and active status.
For pages that run ads in the EU and UK, the library can show more detail, such as reach estimates. Political and social issue ads are kept in the library longer, with spend information.
What to look for
| Signal | What it tells you |
|---|---|
| Ads running for many weeks | Likely profitable, worth studying |
| Many versions of one idea | They are testing hooks around a winning angle |
| Offers and prices | How they lower risk for buyers |
| Formats | Whether they lean on video, carousel or static images |
| Landing pages | How the ad message continues after the click |
A simple research routine
- List five to ten competitors, including big brands in your category abroad.
- Save screenshots of ads that have run longest.
- Note the angle of each: price, problem, social proof, comparison, founder story.
- Note the hook in the first line or first three seconds.
- Look for gaps: angles nobody is using that fit your brand.
- Turn your notes into three to five test ideas.
What not to do
- Do not copy text, images or videos. It harms your brand and can break copyright.
- Do not assume every ad is profitable. Some brands keep weak ads running.
- Do not only look at direct competitors. Brands in other markets often have better ideas you can adapt.
Turning research into tests
For each idea, write a short brief: the angle, the hook, the format and the offer. Produce two or three versions and test them against your current best ad with equal budgets. Keep what wins and repeat the research every month.
Frequently asked questions
What is the Meta Ad Library?
Can I see competitor ad spend?
How do I know which competitor ads work?
Can I copy a competitor’s ad?
How often should I check the Ad Library?
Who can research competitors and plan my Meta ads?
Want a competitor based creative plan?
I can research your market and plan tests from it. See my Meta Ads management service or request a free ads audit. Also read Facebook ad creative testing and Meta Ads A/B testing.