Meta Ads Library Spy Guide: Reverse Engineering Competitors

The greatest feature Facebook ever released was the Ads Library. It was meant for transparency (politics). It became the ultimate weapon for marketers. You can see exactly what your biggest competitor is running, right now. But most people just look at the creatives and say "Cool." You need to look deeper.

The 3-Step Spy Framework

1. Longevity = Profitability

This is the golden rule. If an ad has been active for more than 30 days, it is making money. No media buyer leaves a losing ad on for a month.

• Action: Filter by "Active Status: Active." Scroll down to the bottom. Look at the "Started running on" date.
• Insight: If you see an ad running since last year, copy that angle immediately.

2. Format Diversity

Is your competitor running only Images? Only Video? Or a mix?

• Action: Filter by "Media Type."
• Insight: If a DTC brand is running 90% Static Images, it means their product is visual and needs no explanation. If they are running 90% UGC Video, it means their product is complex and needs demonstration.

3. The Click-Through Breakdown

What happens after the click? The ad is only 20% of the puzzle.

• Action: Click the "Shop Now" button on the ad.
• Insight:
  • Do they send traffic to the Home Page? (Amateur).
  • Do they send traffic to a Product Page? (Standard).
  • Do they send traffic to a dedicated Landing Page / Advertorial? (Pro).
  • Steal the landing page structure, not just the ad.

Searching "Broad"

Don't just search for specific brand names. Search for keywords.

• Scenario: You sell "Vegan Protein."
• Search: "Best Vegan Protein" or "Plant Based Muscle."
• Result: You will see ads from brands you didn't even know existed. Some might be dropshippers who are crushing it with aggressive angles.

The "Inactive" Graveyard

Sometimes, it pays to see what didn't work.

• Action: Filter by "Active Status: Inactive."
• Insight: See which concepts they killed after 3 days.
• Lesson: "Oh, they tried a 'Science-Based' angle and turned it off. I should probably avoid that."

Summary

The Meta Ads Library is a free university. Your tuition is paid for by your competitors' ad spend. Spend 30 minutes a week here.

1. Identify 5 top competitors.
2. Find their "Oldest" active ads.
3. Map their Hooks, Angles, and Landing Pages.
4. Launch your version.