How to see your competitors' Facebook and Instagram ads
Short answer
To see a competitor's ads, search their brand name in the Meta Ad Library or on Free Ad Library. Both are free. The Meta Ad Library shows what is running right now; Free Ad Library also keeps older ads, sorts them by reach and estimates spend, so you can see which ads they kept scaling.
Three ways to see competitor ads
| Method | Cost | What you get |
|---|---|---|
| Meta Ad Library | Free | Active ads per Page; EU ads with reach data |
| Free Ad Library | Free | Active and past ads, sorted by reach, with estimated spend |
| Paid ad spy tools | Usually monthly plans | Saved boards, alerts, sometimes other networks |
What to look for in a competitor's ads
- Their longest-running ads. Ads that stay live for months are usually profitable.
- Their highest-reach ads. Reach shows where the budget goes.
- Repeated angles. If five ads share a hook, it's working for them.
- Landing pages. The destination URL shows the offer and the funnel behind the ad.
Is it legal to look at competitor ads?
Yes. Meta publishes these ads for transparency, and EU law requires large platforms to keep a public ad repository. Studying them is normal practice; copying creatives one to one can still infringe copyright, so use them for patterns, not for assets.
FAQ
Questions about this guide
Can I see competitor ads for free?
Yes. Both the Meta Ad Library and Free Ad Library are free and need no signup.
Can I see how much my competitor spends?
Not exactly. Free Ad Library estimates spend from EU reach at a fixed cost per thousand impressions, which gives a useful order of magnitude.