As a leading social media marketing agency, AEK Media is always looking for smarter, more transparent ways to help our clients succeed with paid advertising. One of the most underrated tools in the digital marketing toolbox is the Facebook Ads Meta Library—a free, public database that lets you see exactly what ads are currently running across all Meta platforms. Whether you’re keeping an eye on competitors, looking for creative inspiration, or testing what’s resonating in your industry, the Meta Ads Library can be a goldmine.
In this article, we’ll break down how it works, its key features, and how to use it effectively to get more from your ad strategy.
What is Meta Ad Library?
The Meta Facebook Ads Library is a concentrated hub of all the ads running on Meta platforms. That means Facebook, Instagram, WhatsApp, Messenger, and others. You can search this digital database for information about ads running in your niche, whether that’s retail, healthcare, or hospitality. This database gives users real world information about what their competitors are doing across a range of industries.
The Facebook Ads Library was initially introduced for transparency reasons when Meta was under pressure to be more open about the origins of political content during the US elections. Since then, its use has expanded, and it has become a powerful marketing tool, comparable to a modern, digital yellow pages. All the ads, and all the information about your industry and competitors, all in one place.
Why it matters for marketers and business owners:
Starting with a blank page is hard. The Meta Ad Library means you can get real-world inspiration for your own ad strategies, look for ways to optimise your content, and keep yourself updated about competitor advertising.
Key features of the Meta Ads Library:
Some of the key features include the ability to:
- See any ad running
You can look up ads currently running on Facebook, Instagram, Messenger, and the Audience Network—all in one place. - Search by name or keyword
Just type in a business name, topic, or keyword and see all the ads related to it. - Filter by country and platform
Want to see ads in Australia only, or just on Instagram? You can filter results to match exactly what you’re looking for.
· View ad details
You can see what an ad looks like, when it started running, and whether it has multiple versions (like different images or a variance in copy).
How to access the Meta Ad Library:
Ø Step One: Head to the ad library
Start by going to facebook.com/ads/library. No login required.
Ø Step Two: Choose a country
At the top, select the country you want to search ads in. This helps filter ads based on the region you care about. It might be interesting to see what they’re doing in Malta, but this information probably won’t help you in Sydney, Australia. So make sure you’re looking at the right country.
Ø Step Three: Pick an ad category
If you’re looking for political or issue-based ads, choose that category. For all other ads—like Korean skincare, dentistry, or ute canopies—select “All Ads.”
Ø Step Four: Type in a brand or keyword
Want to see something specific? You can search for a competitor’s name, a product type, or a company you’re curious about.
Ø Step Five: Browse the ads
Scroll through to see current and past ads that match your search. You’ll be able to see the actual creatives, copy, and when the ads started running.
Ø Step Six: Click to learn more
Click on individual ads to see variations (if there are A/B tests), which platforms they’re running on (Facebook, Instagram, Messenger), and whether they’re active.
Ø Step Seven: Take notes for inspiration
This is a goldmine for marketers. You can get ideas for headlines, visuals, tone of voice, and offers that seem to be working.
How to use Facebook Ad Library:
Get inspired
You can use the Ads Library Facebook to look at what those in your industry are doing well, and what they’re not doing so well. What stands out to you? Compelling copy, eye-catching designs, or prominent calls-to-action? If the industry is saturated with similar ads, which one would push you to purchase?
Learn from what worked (and what didn’t)
Make sure you look at available A/B testing for any ad you find compelling. This can save you a lot of legwork and give you insight into what consumers responded to. If a B version of an ad ran for twice as long, or changed the format of subsequent ads, you can be fairly sure this was the more successful of the two. Look at what made it different, and ask yourself why it worked.
Find gaps
With a keen eye, you can spot gaps that need to be filled by content like yours. If consumers are looking within your industry, or for specific products that you sell, and no one else is stepping up to the plate, then this is your time to shine. Identifying gaps gives you a unique opportunity to reach customers where they’re at, turning views into clicks, and clicks into Add to Cart.
Common mistakes to avoid when using the Meta Ad Library:
- Only searching brand names
Don’t limit yourself to big brand names. Try searching for keywords, product types, or service categories to see a broader range of ads and discover smaller, high-performing competitors. - Ignoring inactive ads
Active ads are useful—but inactive ones can show what brands tested, when they ran campaigns, and what they possibly dropped (which is still valuable insight). - Not checking ad variations
Many advertisers run multiple versions of the same ad (different headlines, images, calls to action). Be sure to click “See ad details” to view all versions—it’s a great way to learn about A/B testing strategies, and might save you doing the testing yourself. - Overlooking start dates
A long-running ad is usually a sign it’s performing well. If an ad’s been running for months, it probably converts. On the other hand, very short campaigns may not have worked so well. - Missing platform info
Look at where the ad is running—Facebook, Instagram, Messenger, or Audience Network. This helps you understand which platforms might suit your own ads based on your niche. Where is your audience most active? - Forgetting to analyse the offer
Don’t just look at design—pay close attention to what they’re promoting. Is it a discount, a lead magnet, a free trial? Offers are a key part of ad performance. If a popular product is advertised at 90%, there’s a good chance that ad did well for reasons other than design, so take this into account. - Not taking screenshots or notes
The Ad Library doesn’t have a “save” button. If you see something useful, screenshot or jot down notes—you might not find it again easily. - Assuming every ad is a success
Just because it’s running doesn’t mean it’s working. Remember that you’re only seeing the front-end—not the results behind the scenes. - Neglecting local competitors
If you’re running a local business, make sure to search for nearby competitors too. You might find ads specifically targeting your shared audience. - Not checking regularly
Ad strategies change fast. Check the Ad Library often to stay up to date with trends in creative, copy, and campaign strategy in your industry.
Finally, remember that the name of the game is inspiration, not imitation. You should be using the Ad Library Meta to learn from competitors, but don’t copy.
How AEK Media can help:
If you’re ready to grow your business, but don’t have the time to spend on marketing, strategy, and trawling Meta Ads Library Facebook, AEK Media can help.
We’re a performance-driven digital agency that delivers customised marketing solutions designed to generate real, measurable results. Offering a full suite of services—including website design, SEO, Google and Meta ads, and content marketing—AEK Media is your one-stop shop for digital growth.
Our team are specialists in conversion-focused design and strategy, backed by data and transparent reporting, so you always know where your budget is going and what it’s achieving. We know your business is unique, which is why we don’t work from a template. We’ll design a strategy that’s specific to your industry, your goals, and your position in the market.
Digital marketing is our bread and butter, which means you can focus on your business, while we focus on ours.
Frequently asked questions:
Is the Facebook Ad Library free?
Yes, anyone can access the Facebook Ads Library Meta by going to facebook.com/ads/library. In fact, you don’t even need to log in to a Facebook account. This resource was originally introduced for political transparency during the US election, and has since evolved into a useful marketing resource.
What is the purpose of the Facebook Ad Library?
The purpose of the Ads Library Meta has changed. In fact, the Meta Ad Library was originally created to make political ads more transparent—so people could see who was behind them and how much was being spent. Today, it’s a free tool anyone can use to search and see what ads are currently running across Facebook and Instagram, no matter the industry.
It’s especially useful for marketers and business owners who want to get ideas, or see what competitors are doing.
What is the most important thing to run your Facebook ads?
Audience is key. You can have a great-looking ad, but if it’s not reaching the right people, it won’t perform. Start by understanding who you’re targeting—what they care about, their pain points, their interests, and how your product or service fits into their life. Once you’ve nailed that, everything else—like your ad copy, images, budget, and targeting—can be built around that insight.
What kind of ads are most successful on Facebook:
The most successful ads on Facebook tend to have:
- Video: Especially if they grab attention in the first few seconds.
- Carousels: These let you showcase multiple products or features in one ad. Great for eCommerce, as people can swipe through and explore different options before clicking.
- User-generated content (UGC): Real photos or videos from happy customers often outperform polished ads, and help to build valuable brand trust.
- Before-and-after or transformation ads: Especially for services or health/beauty products—these visually show the result and grab attention quickly.
- Retargeting ads: These show up for people who’ve already interacted with your brand (like visiting your site or abandoning cart). They tend to convert better because the audience already knows you, and has obviously been tempted by your product.
- Ads with clear, benefit-driven copy: The best ads get to the point fast—focusing on what problem you solve or what value you’re offering, not just features.
Are Facebook ads still profitable?
Facebook ads are still one of the most powerful ad tools out there, especially if you know your audience well, you use creative that stands out, you test and tweak regularly, and you diligently track your return to ensure that what you’re doing is actually driving sales, leads or sign-ups. The platform is significantly more competitive than it used to be, but this method of marketing is more affordable than platforms like Google Ads or LinkedIn Ads.
Are Facebook ads worth it for a small business?
Yes, Facebook ads can definitely be worth it for a small business—especially if you’re strategic about how you use them. This kind of advertising is pricier than it used to be, but it’s possible to start with a small budget—even $5–10 a day can get you real data and results. You also want to make sure your ads are highly targeted so you’re not wasting money on the wrong people. Retargeting is especially powerful, with a relatively high success rate, enabling you to follow up with people who visited your website, added something to cart, or engaged with a post—without starting from scratch.
EMail
