How to Use Facebook Ad Library in 2025

To use the Facebook Ads Library in 2025, you simply navigate to the public database, select an ad category (such as “All Ads” or a specific social issue), and then use the search bar to enter the name of any brand, competitor, or keyword. The tool will then display all currently active and inactive ads run by that Page across Meta’s platforms, including Facebook, Instagram, Messenger, and the Audience Network. This powerful, free tool is essential for competitor analysis, creative inspiration, and understanding the advertising landscape in your industry.

Table of Contents

Key Features and Search Functions of the Facebook Ad Library

Feature/Function	Description	Strategic Use Case
Search by Advertiser	Enter any brand or Page name to see all the ads they are currently running or have run in the past.	Competitor ad analysis; see their creative, copy, and promotional offers in one place.
Search by Keyword	Search for specific terms (e.g., “summer sale,” “webinar,” “free trial”) to find ads containing that text.	Creative inspiration and market research; discover how various brands are positioning similar products or offers.
Filter by Country	Narrow down ad results to see creatives targeted to specific geographic locations.	Understand regional marketing strategies and localization tactics used by competitors.
Filter by Platform	View ads specifically running on Facebook, Instagram, Audience Network, or Messenger.	Analyze a competitor’s platform-specific strategy and creative adaptations.
Filter by Media Type	Isolate ads that are images, memes, videos, or contain no media.	Identify trends in ad creative and see which formats are most popular in your niche.
View Ad Details	Click “See ad details” to view the ad’s copy, creative, and information about the Page running the ad.	Get a granular look at the ad’s messaging, call-to-action, and overall construction.
Ad Activity Status	See which ads are currently “Active” and for how long they have been running.	Identify a competitor’s long-running, likely successful ads (evergreen campaigns).
Political Ads Archive	A separate, more detailed archive for ads about social issues, elections, or politics.	Provides transparency on political spending, targeting data, and reach.

The Ultimate Guide to Using the Facebook Ad Library in 2025

In the hyper-competitive world of digital advertising, market intelligence is everything. The ability to see what your competitors are doing, what messages are resonating in your industry, and what creative formats are trending is invaluable. The Facebook Ad Library (now officially part of the Meta Ad Library) is arguably the most powerful free tool available for this exact purpose. It’s a comprehensive, searchable database of every ad running across Meta’s suite of platforms. For marketers, advertisers, and business owners in 2025, mastering this tool is not just an advantage—it’s a necessity for creating effective and informed Facebook advertising campaigns.

What is the Facebook Ad Library and Why Was It Created?

Initially launched to increase transparency in political advertising, the Ad Library has evolved into an essential resource for all advertisers. Its core mission is to provide a clear and public view of all active and inactive ads, promoting accountability and openness. For marketers, this transparency translates into an unprecedented opportunity for competitor ad analysis. You can dissect the strategies of the biggest players in your field, discover emerging trends, and gather a wealth of creative inspiration—all without spending a dime.

Key Strategic Uses for the Facebook Ad Library

Before we dive into the “how,” let’s establish the “why.” Here are the primary strategic objectives you can achieve using the Ad Library:

Direct Competitor Analysis: See the exact ads your direct competitors are running. Analyze their ad copy, visual creative (images and videos), calls-to-action (CTAs), and promotional offers.
Creative Brainstorming: Feeling stuck for ad ideas? Search keywords related to your product to see hundreds of examples from various industries. This is a goldmine for ad creative inspiration.
Identifying Industry Trends: Notice a sudden surge in video ads or user-generated content (UGC) from top brands in your niche? The Ad Library helps you spot these trends as they happen.
Uncovering Winning Ad Formats: If you see a competitor has been running the same ad for several months, it’s a strong signal that the ad is performing well. This helps you identify potential evergreen campaigns and successful ad formulas.
Market and Offer Research: Discover what kinds of offers (e.g., discounts, free trials, lead magnets) are currently being pushed in your market. This helps you position your own offers more competitively.

A Step-by-Step Guide to Using the Facebook Ad Library

Using the tool is incredibly straightforward, but its power lies in knowing exactly what to look for. Here’s how to conduct a thorough analysis.

Step 1: Accessing the Library and Setting Your Search Parameters

First, navigate to the Meta Ad Library homepage. You’ll be presented with a few initial choices:

Search location: This defaults to your current country, but you can change it to analyze strategies in different markets.
Ad category: For most commercial research, you’ll select “All Ads.” The “Issues, elections or politics” category is a separate, more detailed archive.
Search bar: This is your primary tool. You can search by an advertiser’s name (e.g., “Nike”) or by a specific keyword (e.g., “running shoes”).

Step 2: Conducting a Competitor-Based Search

This is the most common use case. Type the name of a competitor’s Facebook Page into the search bar. The library will instantly pull up all the ads that Page is currently running.

What to analyze:

Volume and Variety: How many ads are they running? Are they testing many different creatives, or are they relying on a few core ads? A high volume suggests a significant ad spend and a heavy focus on testing.
Ad Formats: Are they using static images, carousels, or video ads? Pay close attention to their use of vertical video for Stories and Reels placements.
The Ad Copy: Read their headlines and primary text. What pain points are they targeting? What is their tone of voice? Are they using emojis, questions, or long-form copy?
The Creative: Look at their visual style. Is it polished and professional, or raw and authentic (like UGC)? What colors, fonts, and imagery are they using?
The Offer and CTA: What are they asking the user to do (“Shop Now,” “Learn More,” “Sign Up”)? What is the incentive? Is it a 20% discount, a free guide, or a webinar invitation?

Step 3: Performing a Keyword-Based Search

This method is perfect for broader market research and creative brainstorming. Instead of a brand name, search for a term related to your product, service, or industry.

Broad Keywords (“fitness app”): This will show you a wide range of ads from different companies in the fitness space. It’s great for understanding the overall messaging in the industry.
Offer Keywords (“free trial,” “50% off”): Use this to research how competitors are structuring their deals and promotions.
Niche Keywords (“keto meal plan”): This helps you understand the specific language and imagery that resonates with a particular target audience.

Step 4: Leveraging the Advanced Filters

To refine your search and get more specific insights, use the “Filters” option. This is where you can truly become a Facebook ad spy.

Platform: Want to see only their Instagram ads? Or maybe just their Messenger placements? This filter allows you to see how they adapt their creative for different environments.
Media Type: If you’re planning a video campaign, filter to see only video ads. This helps you focus on motion-based creative and storytelling.
Active Status: You can filter to see only “Active” ads. By noting the “Started running on” date, you can identify ads that have been active for weeks or months—a clear sign of a successful campaign.

Advanced Strategies for 2025

The Ad Library is more than just a gallery of ads; it’s a strategic tool. As you become more comfortable with it, apply these advanced tactics:

Analyze Ad Funnels: Look for ads with different objectives. An ad with a “Learn More” CTA linking to a blog post is likely a top-of-funnel awareness ad. An ad with a “Shop Now” CTA and a discount code is a bottom-of-funnel conversion ad. Map out how your competitors guide users from discovery to purchase.
Track Seasonal Campaigns: Check in on your competitors during key holidays like Black Friday or Valentine’s Day. How do they adjust their messaging and offers for these peak shopping periods?
Study Landing Pages: Don’t just look at the ad—click on it! The Ad Library is not interactive, but you can copy the URL or headline to find the landing page. Analyze the connection between the ad and the page it leads to. Is the message consistent? Is the page optimized for conversions?

By consistently integrating the Facebook Ad Library into your workflow, you move from guesswork to data-informed decision-making. You can build on the successes (and failures) of others, saving you valuable time and money while dramatically improving the effectiveness of your own Facebook marketing efforts.