Meta Ad Library: How to See Any Brand’s Facebook and Instagram Ads

The Meta Ad Library is a free, searchable database of ads running across Meta’s platforms, including Facebook and Instagram. To use it, go to facebook.com/ads/library, choose a country, choose All ads, then search for a brand name or a keyword. You will see each ad’s text, images or video, the date it started running and the platforms it appears on.

This guide shows you how to use the Meta Ad Library step by step, how to read each ad card, and how to turn what you find into better ads for your own business.

What is the Meta Ad Library?

The Meta Ad Library is Meta’s public record of ads. Meta built it so that anyone can see the ads a Page is running, which makes advertising on its platforms more transparent.

For marketers, it is also one of the best free research tools available. Instead of guessing what your competitors are promoting, you can see their live ads, their offers and their creative style in a few clicks.

Why marketers use the Meta Ad Library

In particular, here are the most common reasons businesses use the Meta Ad Library:

• Competitor research. See which products, offers and messages competitors push right now.
• Creative ideas. Study the formats, hooks and calls to action that brands in your industry use.
• Offer benchmarking. Compare discounts, prices and guarantees before you launch your own campaign.
• Longevity signals. Ads that run for months are often working, because advertisers rarely keep paying for ads that lose money.
• Client pitches. Agencies use it to show a prospect what its competitors are doing.

In short, the Meta Ad Library helps you start each campaign with evidence instead of a blank page.

How to use the Meta Ad Library step by step

First of all, the steps below follow the Meta Ad Library as we checked it on 9 November 2026.

Step 1: Open the Meta Ad Library

Go to facebook.com/ads/library. Then, at the top, you will see links to the Ad Library, the Ad Library Report, the Ad Library API and Branded Content.

Step 2: Choose a country

Next, open the country menu and choose the country you want to research. As a result, the library shows ads that reached people in that country. If your competitors sell in several countries, check each one, because brands often run different ads in different markets.

Step 3: Choose an ad category

Then open the ad category menu and choose All ads. In this way, you cover commercial ads from businesses of every kind.

Step 4: Search by keyword or advertiser

After that, type into the search box, which says “Search by keyword or advertiser”.

• To research a competitor, type its name and choose its Page from the suggestions. You then see only that advertiser’s ads.
• To research a market, type a keyword such as bakery, skincare or website design, then press Enter. You then see ads from many advertisers that match the word.

Also, at the top of the results, the library shows roughly how many ads match your search.

Step 5: Narrow the results

Use Filters to narrow what you see, and use Sort by to change the order of the results. By default, the library may show only active ads, which appears as a label such as “Active status: Active ads”. You can remove that label to include ads that have stopped running.

Step 6: Save your search

If you research the same competitor often, click Save search. Later, you can open it again from Saved searches at the top of the page.

How to read a Meta Ad Library ad card

Each result appears as a card. Below, you can see what every part tells you.

Above all, pay attention to the start date and the versions note. An ad that has run for months suggests a winner. Meanwhile, an ad with many versions shows you what the advertiser is testing.

How to turn Meta Ad Library research into better ads

Of course, research only helps when it changes what you do. Follow this simple process.

1. Pick three competitors

To begin, choose three businesses that sell to the same customers as you. Then search for each one in the Meta Ad Library.

2. Record what you see

Next, open a spreadsheet and note each ad’s start date, format, main message, offer and call to action. For example, write down whether the ad is a video, a single image or a carousel, and whether it pushes a discount, free delivery or a guarantee.

3. Look for patterns

After that, compare your notes. Ask yourself:

• Which offers appear again and again?
• Which ads have run the longest?
• Which formats do most competitors use?
• What do the first few words of each ad promise?

4. Find the gap

Next, look for what nobody is saying. If every competitor talks about price, you might lead with speed, quality or after sales support. That gap is often your best angle.

5. Create and test your own version

Finally, write your own ads based on what you learned. However, do not copy a competitor’s words or images. Instead, use the patterns as a starting point and build ads that reflect your brand. Then run two versions and keep the one that performs better.

If you are new to paid social, our guide on how to sponsor a post on Instagram walks you through your first campaign.

Meta Ad Library tips and limits

• It shows ads, not results. You cannot see clicks, sales or cost per result for commercial ads.
• Long running is a signal, not proof. An ad may stay live for reasons other than strong results.
• Check regularly. Competitors change their ads often, so review the library monthly.
• Look beyond your country. Brands in other markets can give you fresh ideas for your own.
• Respect copyright. Use other ads for inspiration only, and create your own original content.

Frequently asked questions

Is the Meta Ad Library free?

Yes. In fact, the Meta Ad Library is free to use.

Can I see how much a competitor spends on ads?

Not for most commercial ads. The library shows the ads themselves, the start date and the platforms, not the budget or results.

Does the Meta Ad Library show Instagram ads?

Yes. It covers ads across Meta’s platforms, and the Platforms icons on each card show where each ad appears.

Can I see ads that have stopped running?

Yes. Remove the active ads filter to include inactive ads in your results.

How do I find a specific brand?

Type the brand’s name into the search box and pick its Page from the suggestions.

Start your research today

The Meta Ad Library gives you a free, honest view of what your competitors are telling customers right now. Spend thirty minutes this week studying three competitors, then use what you learn to plan your next campaign.

When you are ready to publish, you can schedule posts in Meta Business Suite and track the results with UTM parameters. If you would like DeeGeet to research, create and manage your ads, contact our team.