Running Facebook ads can be a daunting experience, particularly if you’re a small business that can’t afford to have a digital marketing agency on the payroll. You’re probably having to do everything yourself, from designing the creatives to writing copy, setting up campaigns, dialling in the targeting and executing the campaigns.
It can all get a bit too much and if you’re a novice, chances are that you’ll end up burning up a significant chunk of your ad budget before you get the hang of things. In such cases, you may often find yourself wondering if there was a secret weapon of sorts that you could use to learn how the pros are doing marketing on Facebook these days and what seems to be working for them.
Trying to search for such a Facebook secret weapon can turn up all sorts of dubious results online. From useless courses to shady tools, there’s no shortage of people willing to make a quick buck on the backs of small business owners that just want to take advantage of the great advertising opportunities that Facebook provides.
Now for the good news. There is a Facebook secret weapon of sorts that you’ve probably never heard of. It’s called the Facebook Ad Library. This tool is officially offered by Facebook so you don’t have to pay for it. Just fire it up and see what your competitors are doing to make the most of their Facebook ad campaigns.
What is Facebook Ad Library?
The Facebook Ad Library is quite simply a collection of all ads that are running on Facebook and related properties like Instagram. The Ad Library was created to promote transparency in the ads being run on the world’s largest social network. If your competitor, no matter how big or small, is running an ad on Facebook you can use this tool to see what creative and copy they’re using and how it’s performing for them.
There’s a lot of information that the Facebook Ad Library shows you. It lists the date when a particular ad started running and the platforms on which it’s being run. If an ad has multiple versions, which it may well have if A/B testing is being performed, you’ll see that as well. The Ad Library also provides you with the entire ad copy and creative for even more insight into your competitors.
The Facebook Ad Library is accessible to everyone, even those who may not be signed into Facebook. Do remember that it only displays ads that are currently running, it won’t provide information on ads that are no longer being run on Facebook’s platforms.
How to Use the Facebook Ads Library
Accessing the Facebook Ads Library is straightforward. Start by heading to the Facebook Ads Library page.
- Search Functionality: Begin by typing the page name into the search field. The tool will offer suggestions as you type, making it easier to find the page you’re looking for.
- Viewing Results: Once you select the desired page, you’ll instantly see the results. This includes key details such as when the page was created and any name changes it has undergone.
- Ad Spend Insights: For ads actively engaging users, the library shows how much money has been spent. This is particularly useful for analyzing current ad strategies, with spending details available for ads as recently as the previous week.
- Filtering Options: To refine your search, you can use a range of filters. Whether you want to see all ads or focus on specific themes, these filters help tailor your insights. There’s even an option to filter by ad status and region, providing a more focused analysis.
- Keyword Search: For ads related to political or social issues, a keyword search feature is available. However, note that its scope is limited to these categories.
By following these steps, you can harness the full potential of the Facebook Ads Library to gain competitive insights and stay informed on advertising trends.
If you’re looking to explore the Facebook Ads Library beyond the standard search function, here’s an alternative approach you can utilise:
- Navigate to the Page Transparency Section: Start by visiting the Facebook page you’re interested in. Look for the Page Transparency section, which provides insights into various aspects of the page’s operation.
- Expand the Details: Click on the option labeled ‘See more’. This action will prompt a pop-up window to appear, revealing further resources and insights.
- Accessing Ad Library Links: Within this pop-up, you’ll find direct links to the Ads Library specific to that page. This makes it easy to delve deeper into the advertising strategy and history associated with the page.
- Viewing Ad Details: For each ad, look for a link that says ‘See ads details’ at the bottom. This section provides additional context about the page’s advertising efforts.
- Different Levels of Ad Information:
- Non-Political Ads: You’ll typically find limited information, mainly just the page’s basic description.
- Political Ads: Here, you gain access to more detailed data, such as the expenditure amount, impressions count, and demographics of the ad viewers.
Using these steps, you can comprehensively explore the ad activities of a specific Facebook page without relying solely on the primary search method.
When exploring the Ads Library, you’ll uncover a wealth of information about a Facebook page.
Here’s What You Can Discover:
- Page Details: Understand the fundamentals, such as the date the page was created and any modifications made to its name.
- Administrator Insights: Get to know key details about the individuals or teams behind the page setup.
- Advertising Activity: Dive into the specifics of ad campaigns. See the financial investment behind ads that have engaged users, including the total amount spent on these efforts.
- Current Campaign Transparency: For ads currently running, you’ll have up-to-date spending information, showing investment details as recent as the previous week.
This tool provides a transparent view into how Facebook pages operate and promote content through ads.
Can You Use Keyword Searches in the Facebook Ads Library for All Types of Ads?
The Facebook Ads Library does offer a keyword search function; however, it comes with certain limitations. This tool allows you to look up ads using specific keywords, but it’s restricted to only political and social issues. If you’re searching for ads beyond these categories, keyword searches will not yield any results. For other types of ads, you’ll need to explore different search methods available within the library.
When exploring political ads in the Facebook Ads Library, you’ll gain access to new, detailed insights. Firstly, you’ll discover the spending figures for each ad, shedding light on financial investments made. Additionally, it reveals viewer engagement by showing the number of impressions these ads have garnered.
Moreover, you’ll get a glimpse into the audience demographics, offering basic details about who has viewed the ads. This combination of financial, engagement, and demographic data provides a comprehensive overview of the reach and influence of political advertisements.
How the Facebook Ad Library can be useful for your campaigns
1. It’s great for seeking inspiration

You can never outright copy your competitor’s digital marketing content. That’s a recipe for disaster and it’s not a good reflection on your brand. It’s important to realize that the purpose of Facebook Ad Library is not to copy what others are doing, it’s to seek inspiration when brainstorming for your own campaigns.
With this tool, you can instantly see what creatives copy that brands you will compete with are using. Take note of the finer details as well, whether they have a certain style for the copy or if they’re using short-form videos more over images, for example. These insights will help you craft a campaign that has a higher chance of resonating with the audience.
2. Keep an eye on the trends
For digital marketers, it’s necessary to be on top of the trends. Brands that are able to successfully leverage trends can see their campaign’s reach skyrocket organically as content that’s trending tends to go viral.
This Facebook Ad Library is your secret weapon to catch trends as they’re just taking off, allowing you to ride the wave with your own campaigns. By effectively keeping your finger on the pulse, you can understand advertising trends based on what others are doing and pick the patterns that will help elevate your campaigns.
3. Find new potential audiences

You may not even be aware that your competitors are focusing their advertising efforts on other markets that you may not even have considered to have potential for your brand. With Facebook Ad Library, you can sort your competitors’ campaigns by country, allowing you to see if there are any new potential markets that you should be considering for your brand.
You can even try searching for ads targeted to specific cities by typing the name of the desired city in the keyword box. If the ad uses the city’s name in the copy, you’ll be able to see it.
In addition to city-specific searches, the Facebook Ads Library offers several other filtering options to help you refine your results:
- General vs. Specialized Ads: Choose to see all available ads or narrow your focus to specialized ones based on your interests. This customization allows you to tailor your search to the topic you initially explored.
- Ad Status and Regional Filters: Easily filter ads by their status, such as active or inactive, and sometimes even by region. This feature is particularly useful if you’re interested in ads running in certain geographic locations.
- Keyword Search for Specific Topics: Utilize keyword searches to find ads related to political and social issues. While this feature is limited to these categories, it’s a powerful tool for honing in on relevant ad content using specific keywords.
By leveraging these filtering options, you can navigate the Facebook Ads Library more effectively and find precisely the ads you’re interested in.
4.Understand how your competitors’ funnel works
A fully optimised online sales funnel is the dream of every digital marketing. However, achieving it is often easier said than done. There’s always room for improvement and so also for inspiration.
This tool makes it possible to research how your competitors are building their funnel. You can utilize this information to effectively crack open their funnel and see what approach they’re taking. By iterating on that, you can further improve the sales funnel for your brand.
5. Learn from the deals they offer

Digital marketers are always on a mission to figure out how their competitors are driving their conversions. There are valuable lessons to be learned here as they can then put that same knowledge to use in order to increase their own conversions.
If your competitor is running ads through which they offer limited-time deals or offers, the Facebook Ad Library will reveal all of that to you. See what offers they promote consistently, it’s an indicator that they’re converting. That way, you can create a similar strategy to lift conversions.
Why Checking Landing Pages in the Facebook Ads Library Matters
Landing pages are pivotal in determining the effectiveness of your ad campaigns. When you explore the Facebook Ads Library, delving into the landing pages connected to the ads can reveal crucial insights. Here’s why this practice is so valuable:
- Conversion Insight: Landing pages are where conversions happen. By analyzing them, you can determine what elements or strategies competitors are using to effectively turn clicks into actions.
- User Experience Evaluation: A well-designed landing page enhances user experience. Understanding the layout, call-to-action (CTA) placements, and overall design can help you refine your own pages for better performance.
- Content Strategy: The messaging and offers on landing pages provide a glimpse into what’s resonating with audiences. This can inform your own content strategy, ensuring it aligns with audience expectations and needs.
- Competitive Analysis: By reviewing what competitors are doing on their landing pages, you can identify trends and opportunities to differentiate your approach.
- Optimization Opportunities: Noticing recurring themes on successful landing pages can guide your own A/B testing and optimization efforts, helping you craft a more compelling user journey.
Examining landing pages is not just an optional step—it’s essential for leveraging full advertising potential. Engaging with the entire user journey, from ad to conversion point, offers a wealth of actionable data to enhance your marketing efforts.
Why the Ads Library is the ultimate Facebook ads spy tool
There will be little incentive to waste your money on a dubious Facebook ads spy tool once you start using the Ads Library. This official tool from Facebook provides enough information and inspiration for you to take what your competitors are doing and make it even better.
It should be a starting point for all small business owners that start advertising on Facebook. The tool can prevent you from making costly mistakes and help improve your return on ad spend.
Leave a Reply