How to Spy on Competitor Ads (Legally) Using Meta Ad Library

Did you know that 62% of businesses waste money on ads that don’t perform? The key to fixing that? Knowing exactly what’s working for your competitors. That’s where the Meta Ad Library comes in. It’s a free, public tool that shows you the ads running on Facebook and Instagram—and most businesses aren’t even using it.

In this simple guide, we’ll show you how to legally “spy” on your competitors’ ads using the Meta Ad Library so you can fine-tune your ad strategy and improve your return on ad spend (ROAS). Whether you’re a small business owner or a growing brand, this tool is a game-changer.

At Web99, we specialise in helping Aussie businesses grow with smart digital marketing. With years of experience behind us, we know exactly how to turn insights like these into real results, and we’re here to help you do the same.

What Is the Meta Ad Library (And Why It Matters in 2025)

The Meta Ad Library lets anyone view active ads on Facebook, Instagram, Messenger, and Audience Network. Marketers, small business owners, or curious users can view real-time ads from any page.

Originally launched to support digital ad transparency, Meta created this tool so people could see who’s advertising what especially during elections or major events. But in 2025, it’s become much more than that. It’s now a powerful way for brands to uncover Facebook ad insights from competitors and industry leaders.

With just a few clicks, you can find out:

• See what ad type’s competitors use video, carousel, or single image.
• When and how often they run
• The exact wording and creative formats they use

For marketers, this means smarter strategies and better-performing campaigns all without guessing.

How to Navigate the Meta Ad Library Like a Pro

Want to learn how to use Meta Ad Library for real results? This Facebook Ad Library tutorial gives you the tools to analyse competitor ads and level up your campaigns. It’s free, easy to use, and full of insight—if you know where to look.

Here’s a step-by-step guide to help you explore like a pro:

1. Step 1: Go to the Meta Ad Library

   Visit https://www.facebook.com/ads/ library. You don’t need a Facebook account — it’s a public tool. Use it to explore active ads from any brand.

2. Step 2: Choose Your Region

   Pick your country or region, like Australia, before you search. This helps filter the results so you only see ads relevant to your local audience. It’s key for effective local or national targeting.

3. Step 3: Search by Advertiser or Keyword

   Want to view competitor ads? Type in a business name or keyword to start. Ads from matching brands will appear — look for the blue verified tick to make sure it’s their official page.

4. Step 4: Filter Your Results

   Use filters to view ads by platform (Facebook, Instagram, Messenger) or active/inactive status. This shows which ads are still running. In this Facebook Ad Library tutorial, we recommend watching long-running ads—they usually indicate what’s working.

5. Step 5: Understand Campaign Details

   Click on an ad to view its start date, number of versions, and design elements. How to use Meta Ad Library like a pro? Look for A/B tests and long-running ads they show winning CTAs and visuals.

6. Bonus Tip: Watch for Timing and Volume

   Spot competitor ads ramping up during holidays or product launches. Ad bursts reveal peak marketing times. Use this to plan your campaign calendar better.

Finding Winning Competitor Ads

Once you learn to navigate the Meta Ad Library, spot which ads are working. Not every ad is a winner — some are tests, others may be underperforming. With the right know-how, you can spot top ads and sharpen your strategy.

1. Look for long-running ads.

   If an ad runs for 3+ months, it’s likely performing well. Long lifespans suggest high ROI and strong engagement. Multiple placements (e.g. Feed, Stories, Messenger) show heavy investment in reach. This is useful for ad benchmarking and spotting high-performing campaigns.

2. Track creative elements that repeat.

   Watch for recurring formats like bold text, short videos, or overlay designs. Note if the tone is casual, emotional, or benefit-focused. CTAs like “Shop now” or “Learn more” reveal the funnel stage. Use this for smarter ad campaign analysis.

3. Spot patterns and seasonal trends.

   Check ad start dates to find campaign cycles. Look for spikes around EOFY, holidays, or sales periods. These patterns help you plan and time your promos.
   Regular competitor ad research shows what’s working in your industry. Use it to learn, not copy, so you can test smarter and spend wisely.

Reverse Engineering High-Performing Ad Creatives

After spotting top competitor ads, the next step is to reverse engineer their success. This means analysing ad format, copy, and design to learn what drives results.
Here’s a simple, practical way to break it down:

1. Start with ad formats that convert.

   In 2025, carousel, video, and collection ads remain top performers on Meta. Carousels highlight multiple items, while videos and collections boost mobile engagement. These are classic examples of high-converting ad formats.

2. Break down the headline and hook.

   Strong ads begin with emotional or curiosity-driven hooks to grab attention. Headlines that show urgency or social proof quickly build trust and interest. These are essential Facebook ad copy tips that drive engagement.

3. Pay attention to visuals and layout.

   Top ads use bold, uncluttered visuals that stand out in crowded feeds. Colours like blue (trust) or red (urgency) and mobile-friendly designs work best. These design cues align with top Meta ad trends.

4. Don’t forget the CTA.

   Strong CTAs like “Book now” or “Try free” give clear direction. Check if images are clickable or use buttons — good ads guide action smoothly.
   Studying ad copy, formats, and trends shows what works in your market. Use these insights to test, tweak, and improve your Facebook ads.

Advanced Search Techniques in Meta Ad Library

Want to get even more out of the Meta Ad Library? Once you know the basics, use advanced search to uncover deeper ad insights.

1. Use Boolean Operators

   With Boolean search Meta ads, you can combine keywords for more specific results:

   • Use AND to find ads with multiple terms (e.g. “skin care” AND “anti-aging”).
   • Use OR to see ads with either of your keywords (e.g. “electric toothbrush” OR “whitening”).
   • Use “quotation marks” to search exact phrases (e.g. “teeth whitening kit”).

   This type of advanced Meta ad search is great for narrowing down ad examples that match your brand or product closely.

2. Filter by Geography or Platform

   You can narrow searches to a specific country or region. This helps you see what’s trending locally and tailor your campaign accordingly.
   Also, filter by platform — whether Facebook, Messenger, or Instagram Ad Library, explore where competitors focus most.

3. Spot Platform-Specific Strategies

   Different platforms have different styles.

   • Reels often use short videos with trending music or hooks.
   • Feed ads may focus more on product photos or carousels.
   • Messenger ads tend to drive direct engagement or customer support.

   By comparing formats across platforms, you can spot what’s working where — and apply those insights to your ads.

From Insights to Action: Implementing What You Learn

Once you’ve gathered insights from the Meta Ad Library, it’s time to put them to work. Turning ideas into results means testing smart and tracking the right metrics.

1. Build a Simple Test Plan

   Start with one change at a time — that’s key for effective campaign testing. Choose one of these to test:

   • Creative – images vs. video
   • Copy – emotional vs. informative tone
   • Placement – Feed vs. Stories
   • Budget – split across different audiences

   Set clear goals for each test, like more clicks or lower cost per result.

2. Try This A/B Testing Framework

   • Choose one element to test (e.g., headline).
   • Run both versions under the same conditions.
   • Let the test run for 5–7 days.
   • Pick the winner based on data — not guesses.
   • Apply learnings to future campaigns.

   This makes your Facebook ad optimisation more reliable and results-driven.

3. Track the Right Metrics

   • Use ad performance tracking to measure what matters:
   • CTR (Click-Through Rate) – shows how engaging your ad is
   • CPA (Cost Per Acquisition) – tells you how efficiently you’re converting
   • ROAS (Return on Ad Spend) – reveals profitability
   • Engagement – likes, comments, shares, and saves

   Regular tracking helps you tweak campaigns and scale what works.

Web99’s Pro Tip: Use Competitor Ads without Copying

Web99 always tell clients: learn from competitors, but always stay original. Don’t copy ads — use them to inspire your unique message and strategy.
Start by identifying proven patterns in ad format, copy structure, and visual design.

Ask yourself: Why is this working? Is it the emotional hook? The urgency? The clean layout? Use these insights to guide your approach — not to duplicate it.

Next, align what works with your brand’s tone of voice. Match the idea to your tone, with authenticity that builds trust.

1. Use these free tools:

   • Canva – for designing scroll-stopping visuals, even if you’re not a designer
   • Meta Ads Manager – for setting up A/B tests, managing placements, and analysing results
   • AnswerThePublic or ChatGPT – for exploring trending keywords, headline ideas, and customer pain points

   Use competitor ads as inspiration—not a crutch—to create fresh, authentic campaigns. That’s how you win in today’s crowded digital space.

Conclusion

The Meta Ad Library is a powerful yet often overlooked tool in digital marketing. It gives you free access to real-time ads from real brands—a big advantage. Studying ad formats, visuals, and copy helps you make smarter, data-backed decisions. Top marketers use it regularly to spot trends early and test fresh ideas.

Contact Web99 for a full-funnel ad strategy or competitive ad audit. Our team offers full-funnel ad strategies and detailed competitor ad audits tailored to your niche. Launching or scaling? We’ll help you stand out with creative that converts. No fluff, no guessworkjust ads that work harder for your business.

Need Help Crafting Ads That Outperform Your Competitors?

Let Web99 create ads that convert by analysing your niche and competitors. Whether starting or scaling, we create ads that reach the right audience on the right platform.

We’ll find what works and what doesn’t to help you beat your competition with a data-driven strategy.

Book an Ad Audit Consultation Today

FAQs

1. Is Meta Ad Library really free to use?
   Yes, the Meta Ad Library is completely free and open to everyone no Facebook account required. You can search and view ads from any business or industry worldwide.
2. How do I know which competitor ads are actually working?
   Look for ads running for weeks or months a sign they’re performing well. High ad frequency and multiple placements (Feed, Stories, Messenger) also signal success.
3. Can I filter ads based on specific platforms like Instagram only?
   Yes, after searching, you can filter results by platform, like Facebook or Instagram. This helps you see which platforms your competitors are prioritising.
4. What’s the difference between active and inactive ads in the Meta Ad Library?
   Active ads are live and visible; inactive ads are paused or ended. Viewing both can give insights into past and current strategies.
5. Does using competitor ads violate copyright laws or Meta guidelines?
   No, using the Meta Ad Library is completely legal. Meta created it to promote transparency. Use competitor insights as inspiration for your own unique content not for copying.