Everything You Need to Know About the LinkedIn Ads Library

Following the lead of Meta Ads Library and Google Ads Transparency Centre, LinkedIn has introduced new LinkedIn Ads Library, giving marketers the option to peruse competitor creative. Depending on your industry, advertising on LinkedIn might not be your first thought, but approximately 78% of B2B content marketers use LinkedIn for paid ads, making it a preferred platform for B2B marketing.

Here’s what you need to know about advertisement on LinkedIn:

• LinkedIn has over 1.2 billion members globally, with approximately 1.77 billion monthly visits as of February 2025
• 89% of B2B marketers use LinkedIn for lead generation, with 62% reporting success in producing leads
• LinkedIn Ads are reportedly 6 times more likely to convert than other digital advertising platforms

So we know that LinkedIn is a good place to advertise, but what does this mean for the LinkedIn Ad Library? The upside of this tool is that marketers now have access to an unprecedented quantity of advertising material that can help inform what competitors are doing, what’s working, and what might work for your brand.

What is the LinkedIn Ads Library?

LinkedIn Ads Library is an online resource that gives anyone and everyone the option to view past and existing ads by searching advertiser name, keyword, country, and date range.

Ads LinkedIn Library shows ad preview, ad format, advertiser name, payer name, and whether the ad is restricted. Ads appear in the library within 24-48 hours of the first impression, and will remain in the library for one year after their last impression.

Why use the LinkedIn Ads Library?

No creative exists in a void, and all advertising is informed by what came before it, and what is performing well now. LinkedIn Ads library gives marketers an exciting opportunity to collate vast amounts of data on how competitors are promoting their brands.

The LinkedIn Ads Library allows you to see all active ads on LinkedIn. It’s particularly useful for businesses and marketers who want to research how others are advertising, get inspiration for their own campaigns, or check out the ads of a specific company.

How to use the LinkedIn Ads Library:

To use the LinkedIn Ads Library, simply visit the library page through the LinkedIn website, where you can search for a company or keyword. From there, you can explore the various ads running, learn more about the target audience, and understand how brands are positioning themselves. This can help you gain insights into current marketing trends and strategies.

How to filter LinkedIn Library Ads:

Filtering ads in the LinkedIn Ads Library is easy and allows you to narrow down your search results based on your interests.

Here’s how to filter ads:

1. Select Filters: Once you’ve accessed the Ads Library, you’ll see filter options including Ad Format, Language, Location, and Advertiser.
2. Ad Type: You can filter by the type of LinkedIn ads— by text ads, video ads, or carousel ads.
3. Language: Filter ads based on the language used, which can be helpful if you’re targeting specific regions or want to see ads in your preferred language.
4. Location: Use this filter to see ads targeted to particular countries or regions.
5. Timeframe: You can filter ads by when they were launched to understand seasonal trends or to see the most recent ads.
6. Advertiser: If you’re looking for ads from a specific company or brand, this filter will help you find exactly what you need.

Pro tips for using the Ads Library LinkedIn:

No data is useful without thoughtful analysis, and while the LinkedIn Library shows you front-end creative in spades, you’ll need to keep your wits about you in order to come away with a useful assessment. For example, a brand might have led with a bold creative you love, but it’s worth taking some time to assess if it’s worked before you follow in their footsteps.

• Use advanced filters: LinkedIn Ads Library search offers filters like ad format, location, and language that can help you refine your search. Experiment with different combinations to find the most relevant ads for your research. For example, if you’re looking for video ads from a specific region, use the filters to narrow it down quickly.
• Look for ad variations: Large companies often run multiple variations of an ad (like different creatives or calls to action). If you spot an ad that’s been running for a while, dig deeper to see if they’re testing different formats or messaging, which can help you understand what resonates best with their audience.
• Monitor targeting trends: You can’t see the exact targeting parameters, but you can gain clues about a company’s target audience based on the ad copy and imagery they use. For example, if the ad focuses on certain job titles, industries, or locations, it may be a signal of their target market.
• Check ad performance: While the Ads Library doesn’t give exact performance metrics, you can make educated guesses about which ads are working by seeing which ones are continually being updated or have remained active over long periods. Tracking the longevity of an ad can give you insights into what works and what doesn’t.

How AEK Media can help you:

In a growth period and looking to reach more customers? Don’t have time to find your people in an ever-expanding digital landscape?

AEK Media is a performance based digital marketing agency based in Australia, known for combining data-driven strategy with genuine client partnerships. Operating across Sydney, Melbourne, Brisbane, and more, we specialise in all facets of digital marketing including – SEO, SEM, PPC, CRO, and web design, while working closely with clients to deliver scalable growth.

Digital marketing is our bread and butter, which means you can focus on your business, while we focus on ours.