Facebook & Instagram - 7 July 2026 - 2 min read
What is the Meta Ad Library and how do I use it to see what competitors are running?
Short answer
The Meta Ad Library (facebook.com/ads/library) is free and public. Search any business name to see every ad they're currently running on Facebook and Instagram, no login needed.
The Meta Ad Library is a free public tool at facebook.com/ads/library that shows every ad currently running across Facebook, Instagram, Messenger and Threads, including ones your competitors are running right now. You don't need a Facebook account, a Business Manager login or a developer key. Anyone can search a business name and see their live ads.
Why this matters for a local business
If you're a tradie, a cafe, a clinic or any local business advertising on Meta, your competitors' ads aren't hidden. Neither are yours. Every ad running on Meta platforms has to appear in the Ad Library, because Meta requires it for transparency. That means you can see what a competitor down the road is actually spending time and money promoting, right now, for free.
How to use it
Go to facebook.com/ads/library, pick your country (Australia), choose "All ads" as the category, then type in the business name you want to check. You'll see every active ad from that page: the image or video, the ad copy, and which platforms it's running on. You can filter by platform or date range too.
One thing worth watching: how long an ad has been running. An ad that's been live for weeks or months is a signal the business is getting results from it. Nobody keeps paying for an ad that isn't working.
What to actually do with this
Book a free 15-minute chat if you want a second set of eyes on what your competitors are doing before you set (or reset) your own paid ads budget. Looking at what's working for others in your industry is a good sense check, but it shouldn't be the only input. What works for a Townsville plumber won't always translate to a Cairns cafe.
The library only shows you what's running. It doesn't show you results, budget, or targeting, so treat it as a starting point for ideas, not a scoreboard. The numbers that matter are your own: enquiries, calls and leads you can actually measure.
Frequently asked questions
Do I need a Facebook account to use the Meta Ad Library?
No. It's a public tool at facebook.com/ads/library and works without logging in.
Can I see how much a competitor is spending on ads?
No. The Ad Library shows the ad creative, copy and platforms, but not budget or spend figures.
Is it legal to look at competitors' ads this way?
Yes. Meta built and publishes this tool specifically for transparency, and it's publicly accessible to anyone.
How do I know if an ad is actually working for a competitor?
You can't know for certain, but an ad that's been running for weeks or months is a strong signal it's performing, since businesses don't usually keep paying for ads that lose money.
What platforms does the Ad Library cover?
Facebook, Instagram, Messenger, Threads, WhatsApp and Meta's Audience Network.
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