How to Use the Meta Ads Library to Gain Competitive Advantage

The Meta Ads Library is one of the most underutilized yet powerful tools for advertisers, marketers, and business owners.

Whether you’re looking for inspiration, researching competitor strategies, or simply wanting to stay updated with the latest trends, the Meta Ads Library is your go-to resource.

But to get the most out of it, you need to know exactly what to look for and how to use it strategically.

In this issue, we’ll break down how to leverage the Meta Ads Library to gain a competitive edge, monitor your market, and elevate your ad performance.

Let’s start by understanding what the Meta Ads Library is and why it’s such a game-changer for advertisers.

What is the Meta Ads Library?

The Meta Ads Library is a comprehensive database of all the active and inactive ads on Facebook’s family of apps, including Instagram, Audience Network and Messenger.

So, what can you actually do with the Meta Ads Library?

Here’s a quick overview of its core features:

Search for Any Ad: You can search for ads based on keywords or page names, in specific countries or worldwide.

View Ad Creatives and Variations: For each ad campaign, you’ll see the exact creative assets—images, videos, and text—used, along with variations and different versions of the ads that are currently live.

Monitor Ad Spend and Performance (for Political and Social Issue Ads): In certain categories like political ads, the Meta Ads Library even discloses the estimated ad spend, impressions, and demographic breakdown of the audiences targeted.

Explore the Ads of your Competition: If you want to track the advertising strategy of a particular brand or influencer, just enter their Facebook Page name, and you’ll get a full view of their active and inactive ads.

How to use Facebook Ads Library?

You simply select a country, or worldwide, select an ad category, most of the time, you'll choose "all ads", then search for keywords or a specific page.

Voila... Results with all the ads show up.

See the below image:

Even though the Meta Ads Library provides a wealth of data, many advertisers find themselves overwhelmed and unsure of how to extract meaningful insights from it.

Why?

Because simply viewing the ads isn’t enough—understanding why these ads are being run and how they fit into a broader strategy requires a deeper level of analysis.

Here are a few common reasons why advertisers struggle to make the most of this tool:

1. Information Overload

With hundreds or even thousands of ads to sort through, it’s easy to get lost in a sea of creatives and lose sight of what’s important.

Without a clear focus, you might end up browsing aimlessly instead of zeroing in on relevant insights.

2. Lack of Context

The Meta Ads Library doesn’t show key data like conversions, ROAS or CPC—metrics that provide real insight into ad effectiveness.

As a result, you’re only seeing a small part of the picture, making it difficult to determine if an ad is truly successful.

Pro Tip: If an ad is run for a longer period of time, it means it's a winner, so pay attention to starting date in Active Ads.

Look at this GymShark ad, it's been running since december 2023, almost a year to date of me writing this.

This must be a hell of a winner ad:

3. Superficial Analysis

Many advertisers look at the surface elements of ads (headlines, images, and videos) without considering the strategy behind them.

To get real value from the Meta Ads Library, you need to go beyond aesthetics and consider the messaging angles, and audience segments being targeted.

4. Not Understanding Trends

Seeing a competitor’s ad is useful, but understanding why they’re running it and how it connects to broader trends in your industry is where the real value lies.

Without this context, advertisers miss out on opportunities to identify emerging trends or capitalize on gaps in the market.

How to Use the Meta Ads Library to Your Advantage

If you want to take your advertising strategy to the next level, it’s not enough to just browse through the Meta Ads Library. You need to approach it with a strategic mindset.

Here’s how to use it to uncover valuable insights that can guide your own campaigns:

1. Gain Inspiration from Competitors

The Ads Library is a treasure chest of creative ideas. While it’s tempting to replicate what your competitors are doing, resist the urge to copy.

Instead, take note of the strategies they’re using—such as visuals, messaging, and CTAs—and think about how you can adapt and improve them for your own brand.

The goal is to learn from others, not imitate.

Pro Tip: You can save your searches in Ads Library, so you can easily go back to the results later on.

See the image below for how to save searches:

You can further filter the results by Language, Advertiser, Platform, Media Type, Status (Active or Inactive) and Impressions by Date.

2. Analyze Ad Creatives and Copy

Don’t just look at the ad; dissect it.

Think about the why and the who.

Why did they choose that specific creative (image, video, or carousel)? Why that headline and copy?

And who do you think they’re targeting?

By digging deeper into the purpose behind each element, you can better understand how to craft compelling ads that speak directly to your audience.

By systematically analyzing your competitors’ strategies and identifying winning patterns, you can make more informed decisions and create campaigns that have a stronger chance of resonating with your audience.

3. Discover Patterns and Trends

Do you see multiple advertisers using a similar approach?

If you’re noticing common elements—like certain video formats, recurring themes, or specific offers—it’s likely because those strategies are working.

Pay attention to what’s trending within your niche and beyond. You might identify untapped opportunities or creative gaps you can exploit in other industries.

Ask Yourself: Are there any patterns across industries? If a particular style or message is being used across different brands, it could indicate a broader trend that’s resonating with audiences.

4. Study the Offer

One of the most critical aspects of any ad is the offer.

Are they pushing a direct sale, or are they promoting a lead magnet like a free ebook or consultation?

Maybe they’re bundling products for a limited-time deal. Understanding the offer structure helps you decode the campaign’s objective and what might be working to attract their audience.

Look for patterns in the offers used by top players in your niche.

If you see repeated use of discounts, limited-time promotions, or free trials, it could suggest a winning formula you can adapt to your own campaigns.

Conclusion

Think of it as a treasure hunt, where you’re uncovering the best practices and hidden gems from your competitors’ strategies.

The Meta Ads Library is more than just a repository of ads; it’s a powerful tool that can provide insights into your competitors’ strategies, help you spot trends, and inspire your own creative approach.

By analyzing ad creatives, messaging, and offers, you’ll gain a deeper understanding of what works (and what doesn’t) in your industry.

Use this resource to stay ahead of the curve, refine your ad strategies, and ultimately, drive better results.

Don’t just scroll through the Ads Library—start using it strategically to fuel your next campaign.

What’s your biggest takeaway from using the Meta Ads Library?

By the way, you can find the link to the Meta Ads Library, and other ad libraries here: DAS #31 - The Ultimate List of Free Ad Libraries.