Guides
How to use the Meta Ad Library.
The Meta Ad Library is a free, public database of every ad currently running on Facebook, Instagram, Messenger and Audience Network. Open it at facebook.com/ads/library, set the country, choose "All ads" and search a brand or keyword. Ads that have run for weeks with many versions are the ones worth studying.
What is the Meta Ad Library?
Meta publishes every active ad for transparency. Anyone can look, no ad account needed. For a creative strategist it is the fastest way to see which hooks, formats and offers a category is betting money on right now.
What you can see for every active ad: the creative, the copy, the start date, the platforms it runs on and how many versions share the same creative. For ads shown in the EU you also get reach and audience data, and for political and social issue ads you see spend. You cannot see spend or results for normal commercial ads.
How do you search the Meta Ad Library?
- Open facebook.com/ads/library.
- Pick the country where the ads run, or "All".
- Pick the ad category "All ads" (the default for commercial ads).
- Search by advertiser name, or by keyword to see a whole category. Exact phrases in quotes narrow it down.
- Click an ad and choose "See ad details" for the versions, platforms and dates.
- SearchBrand or keyword, right country.
- FilterActive, video or image, last 30 days.
- SortOldest active first.
- SaveScreenshot the winners to a swipe file.
- TagHook, angle, offer, format.
Which filters matter?
| Filter | Use it to |
|---|---|
| Active status | See what is live now. Inactive ads show what was turned off. |
| Media type | Split video from images when you research one format. |
| Platform | Compare Instagram-only ads with Facebook ads. |
| Date range | See what launched for a season, such as Black Friday. |
| Language | Separate markets in multilingual countries. |
How do you spot winning ads?
Meta does not show results, so you read the signals advertisers leave behind:
- Long runtime. An ad that has been active for 30, 60 or 90 days is very likely profitable. Nobody pays for a loser for three months.
- Many versions. "This ad has multiple versions" or a high count of ads using the same creative means the brand is scaling it.
- Iterations. The same idea in several new hooks or formats tells you the angle works and the team is milking it.
- Reach in the EU. For EU-shown ads, high reach compared with the brand's other ads hints at budget.
Treat these as signals, not proof. A big brand can run a weak ad for months.
- Active 60+ days, many versionsLikely winner. Study the hook and angle.
- Active under 7 daysA test. Watch it next week.
- Same idea, many new hooksProven angle. Note what they keep.
What should you do with what you find?
- Save winners to a swipe file with the date, brand and link.
- Tag each one by hook, angle, offer and format.
- Look for gaps. Which angles does nobody in the category use?
- Write one brief per gap with our creative brief template. Do not copy ads, borrow the structure.
Seasonal research works the same way. Before November, filter last year's dates to see how the category ran Black Friday, then read our Black Friday ad ideas. The Black Friday & Holiday Ad Pack has the hooks and offer angles already sorted.
Meta Ad Library FAQ
Is the Meta Ad Library free?
Yes. Anyone can use it without logging in or having an ad account.
Can you see how much a competitor spends?
Not for normal commercial ads. Spend is shown only for political and social issue ads. Runtime and version count are the best proxies.
Does the Ad Library show inactive ads?
Commercial ads are shown while they run. Use the active status filter to see recent inactive ones where available. Political ads are archived for seven years.
Can I download ads from the Ad Library?
There is no official download button. Use screenshots for your own research. Do not reuse other brands' creative in your ads.
How often should I check the Ad Library?
Once a week for your top five competitors is enough. Add a deeper session before every big season.
Terms used here are defined in the Glossary.