If you're running Meta Ads in 2025, you're missing out on a goldmine of competitive intelligence if you're not using the Facebook Ads Library. This free tool lets you see exactly what your competitors are testing, which creatives are working, and how the best advertisers in your industry structure their campaigns.
After years of running Meta Ads for multiple businesses, I've watched the platform evolve from manual bidding tricks to today's creative-first landscape. The advertisers winning now aren't the ones with secret targeting hacks - they're the ones testing massive amounts of creative variations. And the Facebook Ads Library (officially the Meta Ad Library) is their secret weapon for finding what works.
In this guide, you'll learn exactly how to use this powerful tool to spy on competitors, find winning products, and build a swipe file of proven ad strategies - all completely free and legal.
The Facebook Ads Library, now officially called the Meta Ad Library, is a free public database of all ads running across Meta's platforms including Facebook, Instagram, Messenger, and Audience Network. Launched in 2019 as part of Meta's transparency initiative following concerns about election interference, it allows anyone - even without a Facebook account - to search and view active ads along with key details like creative assets, start dates, and platforms where they're running.
The Facebook Ads Library (Meta Ad Library) is a free, searchable database containing all active and inactive ads running across Meta's platforms. It allows anyone to search and view ads from any advertiser, see when ads started running, and access creative assets without needing a Facebook account.
Meta created the Ad Library to restore trust after criticism about hidden political influence campaigns. By making all ads publicly searchable, especially those about social issues, elections, or politics (which are archived for 7 years with funding disclosures), Meta aimed to prevent platform misuse. What started as a political transparency tool expanded to include all ads in nearly every country where Facebook operates.
What You Can Actually Do With It
The official Meta Ad Library lets you search by advertiser name or keyword to see currently running ads. You can filter results by region, platform (Facebook, Instagram, etc.), ad format, and more. For each ad, you can view:
- Complete ad copy and creative assets
- Start date (when the ad began running)
- Platforms it's running on
- Active/inactive status
- For political and EU ads: rough spending ranges and impression demographics
Marketers primarily use it to analyze competitor strategies, gather creative inspiration, and identify trending products or offers. Think of it as a legal way to see behind the curtain of any advertiser's campaign.
Don't get confused - Facebook Ad Library and Meta Ad Library are the same tool. After Facebook's rebrand to Meta, the official name changed, but many still call it the Facebook Ads Library. Both terms refer to the identical platform. The tool is available globally in nearly every country where Facebook operates, with advertisers in most locations required to go through authorization for political or issue ads.
One important note: the Ad Library shows ads (paid content), not personal data about who's viewing or clicking them. You can see what companies are advertising but not their performance metrics or detailed targeting.
How to Access the Facebook Ads Library (Step-by-Step)
Accessing the Meta Ad Library is straightforward and doesn't require a login. Here's exactly how to get started:
Step 1: Navigate to the Ad Library
Go to facebook.com/ads/library - this is the official URL. The interface works on both desktop and mobile browsers (there's no separate app). You'll see a search bar with filter options.
Step 2: Select Your Country/Region
At the top, you'll find a country/region dropdown. This selection matters because the library shows ads targeted to that country by default. For global brands, check multiple countries as advertisers often run different campaigns in different markets. Pro tip: selecting "All" can show a broader set, but choosing specific countries usually yields more relevant results.
Step 3: Choose Your Ad Category
The "Ad Category" dropdown offers options like:
- All Ads (for most commercial research)
- Issues, Elections or Politics (for political campaigns with disclaimers)
- Branded Content (new feature for influencer partnerships)
For business and marketing research, stick with "All Ads" unless researching political campaigns. For more details on ad categories and policies, check Meta's Business Help Center.
Step 4: Search by Keyword or Advertiser
Type either a Facebook Page name or keywords in the search bar. For example:
- Search "Nike" to find Nike's page and all their ads
- Search "running shoes" to find any ads containing that phrase
No login required - results appear immediately.
Step 5: Use Filters to Refine
Once results load, use filters to narrow down:
- Platform: Facebook, Instagram, Messenger, Audience Network
- Media Type: Image, Video, Carousel
- Active Status: Active or Inactive
- Language: Filter by ad language
- Date Range: Available for political/EU ads
Step 6: View Ad Details
Click "See Ad Details" or the ad thumbnail for more information:
- Full creative view (image/video)
- Complete ad text
- Start date
- Platform icons
- Active/inactive status
- For political/EU ads: "Paid for by" disclaimers and spend ranges
Mobile vs Desktop Access
While functionality is identical, desktop is generally better for heavy research. Mobile browsers work but can be clunky for filtering and comparing multiple ads. There's no dedicated mobile app - just use your browser and consider bookmarking it for quick access.
Country Selection Impact
The country filter completely changes your results. If you select "United States" and search "coffee shop," you'll only see coffee shop ads running in the U.S. A competitor advertising only in the UK won't appear unless you switch countries. Many users miss ads by leaving this on their default country - always verify you're searching the right market.
Troubleshooting Access Issues
"Temporarily Blocked" Message: If you see this error, you've triggered anti-scraping measures by searching too rapidly. Wait a few minutes to an hour, then search more slowly. Logging into Facebook can sometimes prevent this.
VPN Considerations: The Ad Library follows the same access restrictions as Facebook. If Facebook is blocked in your country, you'll need a VPN. However, for most users, just use the country filter - no VPN needed.
Browser Compatibility: Works on all modern browsers (Chrome, Firefox, Safari, Edge). If filters aren't working, try a different browser. Avoid outdated browsers like Internet Explorer.
"No Ads to Show" Message: This could mean:
- The advertiser truly has no active ads currently
- Wrong country selected - try "All" or their main market
- Page name spelled incorrectly - check variations
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Master Search: How to Find Any Ad in Seconds
The real power of the Facebook Ads Library lies in mastering its search capabilities. With the right techniques, you can locate exactly what you're looking for in seconds.
Basic Search Techniques
Searching by Advertiser Name: The simplest approach - type the Facebook Page name and select from the dropdown. Large brands often have regional pages (e.g., "Nike Running UK"), so check multiple if needed.
Keyword Searches: Search for words appearing in ad text. Key points:
- Multiple words use AND logic by default (searching "luxury watch" finds ads with both words)
- Use quotes for exact phrases: "50% off" finds that exact phrase
- Searches are case-insensitive
- 100-character limit for search queries
Understanding Search Limitations:
- No fuzzy matching - "headphone" might not find "headphones"
- No OR operator in the UI (can't search "Nike OR Adidas")
- Searches cover ad text and advertiser names, not image content
- No OCR - text in images isn't searchable
Advanced Search Filters Nobody Talks About
Date Range Manipulation: For political ads and EU-delivered ads, you can filter by date ranges. This is invaluable for analyzing seasonal campaigns. Set your region to an EU country to access archived ads from the past year - a sneaky way to see recently inactive competitor ads.
Platform Filtering: Filter by Facebook, Instagram, Messenger, or Audience Network. Want to see only Instagram Reels ads? Filter to Instagram only. This reveals platform-specific strategies your competitors might be using.
Media Type Filtering: Choose between Image, Video, or Carousel. Researching video ad strategies? Filter to video only to cut through the noise.
Active vs Inactive: For political and EU ads, toggle between active, inactive, or all. Inactive ads in the EU archive can reveal past campaigns and seasonal strategies.
Language Filters: Essential for multilingual markets. Filter to see only Spanish ads, for example, to understand how brands adapt messaging for different audiences.
Combining Filters: The real power comes from combinations. Search "Coca-Cola" + Instagram + Video + English to see exactly their English video strategy on Instagram.
Search Operators and Hacks
Quotes for Exact Phrases: Wrap phrases in quotes to force exact matches. Searching "Just Do It" will only find ads with that exact tagline.
Finding Ads Without the Advertiser Name: Saw an ad but forgot the brand? Use descriptive keywords. Dropshippers often use phrases like "50% off today" or "Free Worldwide Shipping" - search these to find similar ads.
Bulk Searching Multiple Competitors: The UI handles one advertiser at a time, but you can:
- Open multiple browser tabs for side-by-side comparison
- Use the API to query up to 10 page IDs simultaneously
- Note when ads show "2 ads use this creative and text" - indicates testing or scaling
Page Transparency Shortcut: On any Facebook Page, scroll to "Page Transparency" and click "Go to Ad Library." This bypasses search entirely - perfect for pages with generic names.
Search by Page ID: Advanced users can search using Facebook Page IDs via the API or direct URLs, bypassing name confusion entirely.
Spy on Competitors: The Professional's Playbook
One of the most valuable uses of the Facebook Ads Library is competitive analysis. Here's exactly how to extract actionable intelligence from your competitors' campaigns.
Finding Your Competitors' Ads
Direct Advertiser Search: Start with the obvious - search their brand name. But don't stop there. Check for:
- Regional pages (e.g., "Brand USA" vs "Brand Europe")
- Product-specific pages
- Parent company pages
- Sister brands under the same umbrella
Reverse Engineering from Creative: Encountered an interesting ad but unsure of the advertiser? Use unique copy or taglines to search. If you remember "New 2025 Electric SUV - Preorder Now," search those terms.
Industry-Wide Competitive Analysis: Don't just watch known competitors. Use generic product searches to discover new entrants. Search "meal kit delivery" to find all players in that space, including startups you didn't know existed.
Analyzing Competitor Strategy
Creative Themes and Messaging: Categorize their ads:
- What pain points do they emphasize?
- What visual style dominates (lifestyle vs product shots)?
- Video vs static ratio?
- Presence of testimonials or social proof?
If all ads focus on "low price," they're competing on cost. If it's "premium quality," they're targeting luxury positioning.
Offers and CTAs: Document their offers:
- Discount types and frequencies
- Free trials or samples
- CTA variations ("Shop Now" vs "Learn More")
- Price transparency (showing vs hiding prices)
Identifying Testing Patterns: Look for subtle variations - same image with different headlines or vice versa. Multiple similar ads indicate A/B testing. With advertisers now commonly running hundreds of ads simultaneously, look for patterns in their testing approach rather than raw numbers. Are they testing different angles, offers, or creative styles? The volume itself isn't the indicator - it's whether that volume is increasing over time.
Spotting Winning Creatives: Duration equals success. An ad running since January that's still active in August is likely profitable. Advertisers don't keep spending on failing ads for months. Also watch for volume increases over time - if an advertiser goes from 10 ads to 100 ads over a few weeks, they're likely scaling what's working. The same creative appearing across multiple ad sets also indicates a winner being scaled.
Understanding Their Funnel: Analyze where ads lead:
- Homepage (broad awareness)
- Product pages (direct conversion)
- Landing pages (special offers)
- Lead magnets (content marketing)
Copy mentioning "Download our eBook" indicates lead generation. "Buy now, 20% off" shows direct conversion focus.
Tracking Changes Over Time
Set Up Monitoring Systems: Create a spreadsheet tracking:
- New campaign launches
- Message changes
- Ads that go offline
- Seasonal patterns
Check weekly or monthly to spot trends like "Competitor X always launches new ads the first Monday of each month."
Identify Seasonal Patterns: Over time, you'll notice patterns:
- E-commerce bursts around Black Friday
- B2B pushes during quarter-ends
- Product launches reflected in sudden ad clusters
Catch New Campaigns Early: Increase monitoring frequency during known hot periods. If competitors often launch Mondays, check every Monday. Cross-reference with their social media - press releases often coincide with new ad campaigns.
Document and Learn: Compile insights:
- Which messages persisted (likely worked)
- Creative rotation frequency
- Volume increases over time (going from 10 to 100+ ads shows scaling)
- Predictable cycles
One competitor might run 6-week campaigns with 2-week breaks. Recognizing this rhythm helps anticipate their moves.
Facebook Ads Library API for Power Users
For those comfortable with coding or wanting automation, Meta provides the Ad Library API for bulk data access.
Getting API Access
Unlike the public interface, API access requires:
- Facebook Developer Account: Register at developers.facebook.com
- App Creation: Create a new app in the developer dashboard
- Identity Verification: Submit government ID and address (similar to political advertiser verification) - can take several days
- Permissions: Grant ads_archive permission to your app
- Access Token: Generate authentication token (short-lived 1-2 hours, extendable to ~60 days)
Rate Limits: API rate limits apply - plan queries efficiently. Use specific filters to minimize calls needed. Check current limits in the developer documentation.
Most Useful API Endpoints
Primary endpoint: GET https://graph.facebook.com/v<VERSION>/ads_archive
Key Parameters:
search_terms: Keywords (space = AND, quotes for phrases)ad_active_status: ACTIVE, INACTIVE, or ALLad_type: ALL, POLITICAL_AND_ISSUE_ADS, HOUSING_ADS, etc.ad_reached_countries: Required - specify country codes or "ALL"search_page_ids: Query up to 10 page IDs directlyfields: Specify return data (creative text, snapshot URLs, etc.)
Important: Non-political ads only accessible for EU countries via API (privacy restrictions).
Response Data: Returns JSON with:
- Ad Library ID
- Page info
- Creative text variants
- Snapshot URLs for assets
- For political/EU: spend ranges, impressions, demographics
Automation Possibilities:
- Pull all competitor ads programmatically
- Historical analysis (EU ads from past year)
- Schedule weekly checks for new ads
- Combine with other data sources for dashboards
The Ad Library doesn't have native download buttons, but there are several methods to save ads for your swipe file.
Manual Download Methods
Saving Images: Right-click images in detail view and "Save Image As." If disabled, screenshot as fallback. The ad_snapshot_url from API provides original quality.
Downloading Videos:
- Open browser developer tools (F12)
- Go to Network tab
- Refresh ad detail page or play video
- Look for .mp4 files in network logs
- Copy URL to download
Capturing Ad Copy: Simply highlight and copy text. Note the advertiser and date for context. Screenshot for visual reference including all details.
Best Chrome Extensions
While we won't recommend specific tools, look for extensions offering:
Ad Downloaders:
- One-click video download
- Batch downloading capabilities
- Automatic file naming with ad IDs
- Organization features (folders, tags)
Collection/Bookmarking Tools:
- Save ads with full context
- Add notes and tags
- Cloud sync for team access
- Gallery view for inspiration
Free vs Paid Options: Many extensions offer free tiers with basic features (single downloads) and paid tiers ($10-50/month) for bulk operations and advanced features.
Safety Considerations: Only use well-reviewed extensions from official stores. Check reviews mention the specific features you need. Remember downloaded content is for analysis - don't republish others' creatives.
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Hidden Features You're Missing (2025 Updates)
The Meta Ad Library has evolved significantly. Here are features many users don't know about:
EU Transparency Data Goldmine
Thanks to the Digital Services Act, EU-delivered ads show:
- Impression Counts: Ranges like "100K-125K impressions"
- Spend Ranges: "$1K-$5K" brackets
- Demographic Breakdowns: Age/gender percentages
- Regional Delivery: Top regions for impressions
Even if you're not in the EU, set your country filter to France or Germany occasionally - you might catch transparency details on global campaigns.
Branded Content Insights
New feature that lets you search organic influencer posts with "Paid partnership" labels:
- Filter by platform (Facebook/Instagram)
- Search by creator or brand username
- Currently limited to last 7 days
- Reveals influencer strategies competitors use
Access via "Branded Content" tab to spy on competitor influencer campaigns.
Political Ad Special Features
Even for non-political advertisers, this archive is useful:
- 7-year historical data
- State-by-state delivery (US)
- "Paid for by" disclaimer search
- Sometimes includes corporate social responsibility campaigns
The library now includes:
- Audience Network ads
- Messenger sponsored messages
- Threads (platform listed, ads coming soon)
- WhatsApp (where available)
Filter to see if competitors use these less-common placements.
Industry-Specific Strategies
Different industries require different approaches to the Ad Library.
E-commerce & DTC Brands
Finding Product Validation: If the majority of an advertiser's ads feature one product consistently over time, that's likely their hero item selling well. Look for products that maintain prominence in their ad portfolio for weeks or months.
Creative Testing Patterns: Categorize ads - UGC testimonials vs studio shots vs lifestyle images. The dominant style indicates what's working.
Refresh Frequency: All ads started within 10 days? High creative turnover to combat ad fatigue - match this pace.
Sales Patterns: Check EU archive for last November's Black Friday strategies. Plan competitive counter-promotions.
B2B & SaaS Companies
Lead Gen Analysis: Look for "Sign Up" vs "Book Demo" CTAs to understand their go-to-market approach.
Offer Testing: Multiple webinar ads vs one eBook ad indicates webinars generate more leads.
Pain Points: If every ad mentions "Reduce IT costs by 30%," cost savings is the key hook in your niche.
Evergreen Content: B2B ads running 6+ months indicate high-performing lead magnets.
Local Businesses
Geographic Targeting Insights: Look for location-specific copy like "Serving Denver since 1999."
Promotions & Events: Track seasonal offers and events to plan competitive timing.
Expansion Signals: New location mentions might indicate geographic expansion.
Common Mistakes That Waste Your Time
Avoid these pitfalls to use the Ad Library efficiently:
"No Ads Found" Doesn't Mean No Advertising: Check you have:
- Correct country selected
- "All Ads" category (not "Politics")
- Proper page name spelling
- Try the Page Transparency link instead
Misunderstanding Date Filters: Active ads don't have historical data. For past campaigns, use EU country filter or political category only.
Searching Outside Scope: The library contains ads only - not organic posts, company info, or performance data.
Overlooking Multiple Pages: Companies often have several pages. Search parent company, sub-brands, and regional variations.
Not Understanding Limitations: No engagement metrics, conversion data, or detailed targeting shown. Ad count doesn't equal budget size.
Maximize your research with these complementary resources:
Analysis Templates: Create a spreadsheet with columns for:
- Date Observed
- Advertiser
- Ad Copy Summary
- Offer/CTA
- Creative Type
- Key Takeaways
Search Operator Cheat Sheet: Document:
- Quotes for exact match
- Country filter importance
- Available filters
- API parameters
Your Swipe File: Save notable ads via screenshots or extensions. Organize by category for quick inspiration.
Frequently Asked Questions
Is Facebook Ads Library free?
Yes, completely free. No account or subscription required.
Can I see ad performance data?
No performance metrics available except broad spend/impression ranges for political/EU ads.
How far back does data go?
Political ads: 7 years. EU ads: 1 year after last impression. All others: Currently active only.
Why can't I find certain ads?
Likely inactive (outside archive range), wrong country selected, or incorrect page name.
Do advertisers know I'm viewing their ads?
No, browsing is completely anonymous.
Can I search by target audience?
No, only by ad content and advertiser name.
Can I download ads?
Not natively, but manual saving and extensions work.
Are all Meta platform ads included?
Yes - Facebook, Instagram, Messenger, Audience Network, and future platforms like Threads.
The Power of Volume Testing
After years of running Meta Ads across multiple businesses, I've learned that creative is now 80% of performance. The most successful advertisers aren't winning through targeting tricks - they're testing hundreds of creative variations monthly.
But here's the challenge: Meta Ads Manager wasn't built for bulk creative testing. Uploading 50 or 100 ad variations manually is soul-destroying work that takes hours.
That's exactly why we built Ads Uploader. While the Facebook Ads Library shows you what to test, Ads Uploader lets you actually test at scale. Export your configured campaign, bulk upload all your creative variations, and what used to take hours now takes minutes. For teams managing large-scale campaigns, mastering Facebook's bulk upload capabilities is essential for efficient ad management.
The combination is powerful: use the Ad Library to find winning strategies, then use bulk upload tools to test those strategies at scale. Your competitors using this approach are the ones testing 5x more creatives without the admin chaos.
Conclusion
The Facebook Ads Library is an invaluable resource for any marketer running Meta Ads in 2025. It levels the playing field by making competitive intelligence freely accessible to everyone.
Master the search techniques, set up systematic monitoring, and build your swipe file of proven strategies. Whether you're researching competitors, finding trending products, or gathering creative inspiration, the Ad Library provides insights that would have cost thousands in competitive intelligence tools just a few years ago.
Remember: seeing what works is only half the battle. The real winners are those who can quickly test and iterate on these insights. Find what's working in your niche, adapt it to your brand, and test relentlessly.
Happy ad spying - and more importantly, happy testing!
