In this blog, I’ll share how the Facebook Ads Library can help you understand how ads work on Facebook and Instagram. It’s a handy tool for anyone who wants to learn from successful ad campaigns or improve their own.
With this resource, you can check out competitor ads, get ideas for your own campaigns, and figure out what makes a good ad stand out. Whether you want to learn about designs, audiences, or how to be more transparent, this guide will walk you through everything step by step.
Table of Contents
What Is Facebook Ads Library?
Think of it as an archive. It’s a library full of information about active and inactive advertisements running across Facebook and Instagram. This tool helps you see the transparency behind ads. You’ll get to know which ads are running, which countries they target, how much is being spent (in some cases), and even the creative strategy behind those ads.
The best part? It’s free. No subscription. No sign-up. Just open your browser and start exploring.
Why Should You Use It?
Three main reasons. First, it’s great for spying on competitors. Second, it acts like a hub of inspiration for creating your own ad campaigns. Third, it gives you insights into the content that resonates with different audiences.
Front and center, though, is transparency. Especially for issues like elections, politics, or sensitive categories. You even get a peek into how much these campaigns are spending. Facebook Ads have a potential reach of 1.983 billion users monthly and worldwide ad revenue is projected to hit $116.53 billion in 2025, making it one of the most powerful tools for marketers.
By the end of this blog, you’ll know how to analyze ads, spot trends, and pick up strategies that will help your own advertisements shine.
Step-By-Step Guide to Using Facebook Ads Library
Whether exploring ads for research or inspiration, the process is surprisingly simple. Here’s an easy guide to get you started and make sure you’re getting the most out of the Facebook Ads Library.
Step 1. Open Facebook Ads Library
- Open your web browser and type facebook.com/ads/library
- No login or signup is required—it’s completely free.
Once the page loads, you’ll see a search bar with several filtering tools to help narrow your results.
Step 2. Select Your Country
- Look for the Location dropdown menu.
- Choose the country whose ads you want to explore.
If you’re unsure where to begin, select the United States as it has one of the largest ad volumes.
Step 3. Choose an Ad Category
- Use the Ad Category filter to select the type of ads you want to analyze. Some of the available categories are:
- All ads
- Issues, elections, or politics
- Employment
- Financial products and services
For most purposes, sticking to “All Ads” works well.
Step 4. Search for a Brand or Keyword
- Type a brand’s name, product, or keyword into the search bar.
- Look for results with a blue checkmark (verified account) to make sure it’s the official page.
For competitive analysis, search for well-known companies in your industry. This will give you useful insights.
Step 5. Explore the Ad Results
- Scroll through the displayed results. Each ad shows key information such as:
- The date it started running.
- Visual components like images or videos.
- Links to the ad’s landing page.
Ads running for longer durations are worth paying extra attention to, as they often indicate successful campaigns.
Step 6. Click on Ads for Details
- Want more information? Click on a specific ad.
- This shows details like ad objectives and the target audience (where applicable). You can also view the linked landing page to analyze its structure.
Step 7. Use Filters to Fine-Tune Results
- Use filters to narrow results by campaign activity, timeframe, or targeted regions.
- These filters are especially helpful for tracking competitors with global campaigns in multiple locations.
Step 8. Assess Competitors
- Look at as many brands in your industry as possible.
- Compare their ad formats, calls-to-action (CTAs), and visual styles.
If results from one country don’t show ads, switch control to other locations, such as the UK or Australia.
Step 9. Focus on Evergreen Ads
- Evergreen ads stay active over long time periods and aren’t tied to seasonal promotions. These are more valuable for long-term takeaways.
Identify these campaigns—they often give you the best-performing strategies.
Step 10. Study Call-to-Action Variations
- Pay close attention to the type of CTAs used. For example:
- “Shop Now” brings users directly to a product.
- “Get Directions” points to in-store visits.
- Click on the CTA links to study their landing pages.
This reveals a lot about the user journeys companies prioritize.
Step 11. Experiment With What You Learn
- Take notes on key design elements, ad copy, and strategies from top-performing campaigns.
- Adapt these to suit your brand’s goals and audience.
The goal isn’t to copy but to draw inspiration and create something unique for your audience.
What to Look for While Exploring Ads
Scrolling through ads can feel overwhelming. Focus on the right aspects to make your research worthwhile.
Campaign Timelines
Long-running ads often signal strong performance. A campaign running for more than three months? That’s likely a proven success. Shorter campaigns may be for testing or time-limited events, which are less reliable indicators.
Landing Page Flow
Clicking on an ad lets you see its linked page. This page often reveals important elements, like layouts, calls-to-action, and pricing models. For example:
- Ads leading to homepages could show a broad ad targeting strategy.
- Ads leading to product pages target potential buyers directly.
Ad Types and Objectives
Some ads focus on discounts. Others highlight testimonials or promote specific features. Study how brands tailor their approaches based on the goals.
Competitor Research Tips
If you’re wondering whether your competitors are running ads, start by searching their name. If nothing comes up, try alternative brand keywords or check in multiple locations.
Found your competitors? Answer these questions for deeper analysis:
- What kinds of products are they promoting?
- Are they using discounts, videos, or specific targeting?
- How long are their ads active?
Case Example
Take True Classic, a known brand in e-commerce. They’ve built creative, relatable campaigns that target casual shoppers. Browsing their active ads in the library can inspire countless ideas.
Use for Political or Transparency Ads
Marketers are always looking to ensure ethical practices. By exploring specific categories, particularly ads about social issues, you can learn how these campaigns are structured and targeted. Furthermore, Facebook frequently releases the Ad Library Report, which summarizes trends in specific ad categories.
Certain rules make categories like political ads highly transparent. You’ll see spending data, audience insights, and more. Nonprofits or organizations in similar fields can use this information to assess competitor priorities.
Learn From Evergreen Content
These are campaigns that remain effective over months. They don’t rely heavily on time-sensitive promotions, making them perfect for long-term strategy inspiration.
If an ad focuses too much on short-lived sales, skip it. Instead, dig into those continuously active campaigns.
How do I access my Facebook ads library?
To access your Facebook Ads Library, follow these steps:
- Open your web browser and go to facebook.com/ads/library
- Once the page loads, you’ll see a search bar and filters for location and ad category.
- Select your country and ad category, or simply type in a brand name, keyword, or topic in the search bar.
- Hit enter, and you’ll be able to browse the active ads that match your search.
The Ads Library is free for anyone to access. There’s no need to sign up or log in—simply visit the website and start exploring ads.
Can I see how much money was spent on Facebook ads using Ads Library?
Yes, but only for specific categories like political or issue-based ads. For these, Facebook displays total spending and audience size. For other ads, spending details are not available publicly.
Why can’t I find a specific company’s ads in Facebook Ads Library?
There could be several reasons:
- The company isn’t running ads in the country you selected.
- The company might advertise under a different page name.
- They may not have active campaigns at the moment.
Try changing the country filter or searching for their official page name.
Why should marketers use Facebook Ads Library?
Marketers use it to study competitors, gather ad inspiration, and understand audience preferences. It’s a valuable tool for improving ad performance and staying updated on industry trends and strategies.
Can I use Facebook Ads Library on mobile?
Yes, you can access Facebook Ads Library through a browser on your mobile device. The platform is mobile-friendly, allowing you to search and filter ads while on the go.
How to download facebook ad library videos?
Facebook Ads Library doesn’t provide a direct option to download videos. However, here are some ethical and practical alternatives:
- Request Permission: If you need a video for legitimate purposes, reach out to the ad owner and ask for permission to use or download it.
- Screen Recording: Use a screen recording tool on your device to capture the video while it plays. Tools like OBS Studio (for desktop) or built-in screen recorders on mobile devices can help. Remember to use this only for personal reference or educational purposes.
- Third-Party Tools: Some online tools claim to allow video downloads, but these may violate Facebook’s terms of service. Use them cautiously and ensure you’re not infringing on copyright laws.
Always respect intellectual property rights and use any downloaded content responsibly!
Wrapping It All Together
Facebook Ads Library is a powerful tool for building smarter ad strategies. It shows what works, helps you refine your ideas, and gives you inspiration from real-world examples.
Explore regularly. Compare notes. Test fresh ideas. The more you engage with this tool, the better your marketing campaigns will perform.
