Guide
How to spy on competitor ads, legally and for free
You do not need a paid tool or a fake account to see a competitor's ads. Meta, Google, TikTok and LinkedIn each publish a free library of the ads running on their platforms, and anyone can search them. Looking is legal. Copying a competitor's images, wording or trademarks is where the trouble starts.
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The free ad libraries, platform by platform
| Platform | Where to look | What you can see |
|---|---|---|
| Facebook and Instagram | Meta Ad Library | Every active ad, by advertiser or keyword, with start date, platforms and versions. |
| Google Search, YouTube, Display | Google Ads Transparency Center | Ads from a verified advertiser across Google's networks, by region, format and date. |
| TikTok | TikTok Creative Center, Top Ads | High-performing ads by industry, country and objective. A showcase, not a full list of one brand's ads. |
| LinkedIn Ad Library | Ads by company or keyword. Also reachable from a company page, under Posts, then Ads. |
In the European Union, large platforms are required by law to keep a public repository of the ads they show there. If a competitor advertises in Europe, their ads on platforms such as TikTok, Pinterest, Snapchat and X can be searched in those repositories too, often with reach and targeting details that are not published elsewhere.
What the libraries do not show, and where to find it
- The landing page. Click the ad. The page it leads to shows the offer, the price and what they ask a visitor to do next. That is half of why an ad works.
- The follow-up. Join their email list or start their free trial. The sequence that follows is advertising too, and it is sent to you voluntarily.
- Why you were shown an ad. On most platforms the menu on an ad explains why it reached you. It hints at the audience they are aiming for.
- What changed. Check monthly and note what is new and what has gone. A competitor that moves from discount ads to testimonial ads has learned something.
Where the legal line is
This is general information, not legal advice. The rules vary by country, and a lawyer should answer anything specific.
| Generally fine | Not fine |
|---|---|
| Viewing ads in public ad libraries. | Reusing a competitor's photos, video, illustrations or ad copy. Those are protected by copyright. |
| Noting the structure of an ad: its hook, its offer, its layout. | Using their logo, brand name or product name in a way that suggests a connection, or that confuses buyers. |
| Clicking their ads and reading their landing pages. | Clicking their ads repeatedly to run up their costs. |
| Signing up to their newsletter or trial as yourself. | Creating fake identities, or getting past a login or paywall you are not entitled to. |
| Making your own ad that uses a similar format or angle. | Making false or misleading claims about them in your own ads. |
The useful part of a competitor's ad is the idea: who it speaks to, what it promises, how it is laid out. Ideas and formats are free to learn from. The finished creative is theirs.
A routine that takes twenty minutes a week
- List three to five direct competitors and one or two brands you admire outside your market.
- Once a week, open each in the library for the platform you advertise on.
- For anything new, write one line: the hook, the offer and the format.
- Mark the ads that are still running from last month. Those are the ones to study.
- Pick one idea a week to test in your own brand, with your own creative.
Questions people ask
Is it legal to spy on competitor ads?
Viewing ads in the public libraries that Meta, Google, TikTok and LinkedIn publish is legal; they exist for that purpose. What is not allowed is reusing a competitor's images, video or wording, misusing their trademarks, or using fake identities to get behind a login. This is general information, not legal advice.
What is the best free tool to spy on competitor ads?
The platforms' own libraries: the Meta Ad Library for Facebook and Instagram, the Google Ads Transparency Center for Search and YouTube, the LinkedIn Ad Library, and TikTok's Creative Center. They are free, complete for their platform, and need no account for most searches.
Can I see how much a competitor spends on ads?
Not for ordinary commercial ads. Platforms publish spend only for political and issue advertising, and some reach figures for ads shown in the European Union. Any tool showing an exact budget for a competitor's commercial ad is estimating.
Can I copy a competitor's ad?
No. Their photos, video, illustrations and ad copy are protected by copyright, and their name and logo by trademark. You can learn from the idea, the offer and the layout, and make your own ad with your own creative.
Try it on your own competitors.
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Keep reading
Mockingbird is an independent product from Onwards Analytics and is not affiliated with, endorsed by or sponsored by Meta. Meta, Facebook, Instagram, Meta Ads Manager and the Meta Ad Library are trademarks of Meta Platforms, Inc. Meta changes its tools often; check Meta's own help pages for the current detail before you rely on it.