- \n
- Use the Facebook (Meta) Ads Library<\/a><\/li>\n
- Go to their website and get retargeted<\/a><\/li>\n
- Use Facebook itself<\/a><\/li>\n
- Use an SEO tool<\/a><\/li>\n
- Do a Google search<\/a><\/li>\n
- Use the Google Ads Transparency Center<\/a><\/li>\n
- Try the TikTok Ads Library<\/a><\/li>\n
- Use competitive intelligence tools<\/a><\/li>\n
- Use ad intelligence tools<\/a><\/li>\n<\/ol>\n
Let’s dive into each one.<\/p>\n
<\/div>\n1. Use the Facebook (Meta) Ads Library<\/h3>\n
The Meta\/Facebook Ads Library<\/a> shows you all ads currently running across Meta technologies, including:<\/p>\n
- \n
- The ad copy and creative<\/li>\n
- Whether it\u2019s active or paused<\/li>\n
- When it started running<\/li>\n
- Which Meta platforms it\u2019s showing on<\/li>\n
- The ad category<\/li>\n<\/ul>\n
Here\u2019s an example of a SoFi ad:<\/p>\n
![\"sofi](\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2024\/04\/competitors-ads-facebook-ad-library.webp\")
<\/p>\nThe only downside here is that you have to know the name of the competitor<\/a> you\u2019re searching for. Since there is no filtering, your keyword search results can be all over the place.<\/p>\n
Things to pay attention to:<\/p>\n
- \n
- Does this ad have multiple variants?\n
- \n
- If so, what are the variations? Copy, creative, audience? This can give you ideas for your own Facebook ad A\/B testing<\/a>.<\/li>\n<\/ul>\n<\/li>\n
- Is this business running ads for other products or services?<\/li>\n
- If so, is there a theme or style that is more common than others?<\/li>\n
- What segment of their target audience<\/a> is this ad appealing to?<\/li>\n<\/ul>\n
\ud83d\uded1 Want to know how your Facebook ads are really<\/em> performing? Find out with our free Facebook Ads Performance Grader<\/a>!<\/p>\n
<\/div>\n2. Go to their website and get retargeted<\/h3>\n
Any business with a good digital advertising strategy<\/a> is going to be running retargeting ads. This means that after people visit their website, those people will see ads for that business on other websites they visit and on social media.<\/p>\n
So visit their website a few times, click on different pages, take certain actions and then keep an eye out for social and display ads<\/a> for that business in subsequent days or even weeks.<\/p>\n
Things to pay attention to here:<\/p>\n
- \n
- Do you get served different ads based on different actions you took on the site?<\/li>\n
- What do the ads look like?<\/li>\n
- What positioning do they take?<\/li>\n
- How long after you\u2019ve visited their website did it take for you to start seeing ads?<\/li>\n
- Were the ads for the business in general or specific to the product, service, or page you visited?<\/li>\n<\/ul>\n
![\"graphic](\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2024\/04\/what-is-retargeting.webp\")
<\/p>\nSource<\/em><\/a><\/p>\n
<\/div>\n3. Use Facebook itself<\/h3>\n
If you do get retargeted by your competitor with an ad on Facebook, you can do even more marketing competitive analysis<\/a> by clicking into the ad itself.<\/p>\n
Click those three dots in the upper right:<\/p>\n
![\"how](\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2024\/04\/competitors-ads-on-facebook.webp\")
<\/p>\nYou\u2019ll then see options for \u201cWhy you saw this ad.\u201d In the example below, Meta tells me that I\u2019m seeing this ad from impact.com because of the advertiser\u2019s choices as well as my activity on Facebook.<\/p>\n
![\"why](\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2024\/04\/why-saw-ad-facebook-competitors-ads.webp\")
<\/p>\nWhen I click into \u201cAdvertiser choices,\u201d I learn that impact.com is targeting people who are part of a hashed (anonymized) list, are 25 and older, and are in the United States.<\/p>\n
![\"audience](\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2024\/04\/audience-insights-facebook-ad.webp\")
<\/p>\n<\/div>\n4. Use an SEO tool<\/h3>\n
Comprehensive SEO tools like Ahrefs and Semrush offer competitive analysis capabilities that allow you to delve into not just the organic performance of your competitors\u2019 sights, but their paid performance too.<\/p>\n
For example, in Semrush<\/a>, you can use \u201cDomain overview\u201d on the \u201cCompetitive analysis\u201d tab to look at another site\u2019s top paid keywords and even sample text ads.<\/p>\n
![\"semrush](\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2024\/04\/competitors-ads-on-semrush.webp\")
<\/p>\nClick on \u201cview details\u201d and you can see details on copy and position tracking over time for each keyword.<\/p>\n
You can also look at estimated traffic volume and costs for paid keywords:<\/p>\n
![\"screenshot](\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2024\/04\/competitors-ads-seo-tool.webp\")
<\/p>\nThings to look for here:<\/p>\n
- \n
- What keywords are they targeting?<\/li>\n
- Volume and cost per click of those keywords<\/li>\n
- How much are they spending on ads?<\/li>\n
- Which keywords are associated with which landing pages<\/li>\n
- Be sure to also visit the landing pages for those keywords and see what kind of copy, imagery, and positioning they\u2019re using.<\/li>\n<\/ul>\n
For more guidance here, check out our post on how to do a competitive keyword analysis<\/a>.<\/p>\n
\ud83d\udd0e Need help finding the right keywords? Try our Free Keyword Tool<\/a>!<\/p>\n
<\/div>\n5. Do a Google search<\/h3>\n
If you don\u2019t have an SEO tool, you can always just search right on Google for your competitor\u2019s brand name or the service they provide. This will show you whether they\u2019re running ads, and if they are, you\u2019ll be able to see their ad copy<\/a> and landing page\u2014but you won\u2019t get any of the keyword data and position tracking that we mentioned above.<\/p>\n
Things to look for here<\/p>\n
- \n
- What angle do they take in their ad copy?<\/li>\n
- Are they bidding on branded keywords only, or non-branded keywords as well?<\/li>\n
- Are other competitors bidding on their branded keywords<\/a>?<\/li>\n<\/ul>\n
In the below example, I searched for \u201czendesk\u201d and you can see that Zoho is actually ranking above Zendesk for that keyword!<\/p>\n
![\"google](\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2024\/04\/competitors-ads-on-google.webp\")
<\/p>\n<\/div>\n6. Use the Google Ads Transparency Center<\/h3>\n
If you want a better look at what Google Ads your competitors are running, you can try Google\u2019s Transparency Center. This is essentially their ads library.<\/p>\n
![\"google](\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2024\/02\/google-ads-library-preview.jpg\")
<\/p>\nYou can search for text, ad, and video ads from your competitors or other businesses to get inspiration for your own campaigns.<\/p>\n
Dive deeper into how to use the Google Ads library here<\/a>.<\/p>\n
\ud83d\udea8 What results are your competitors getting from Google Ads? Download our latest Google Ads Benchmarks<\/a> to find out!<\/p>\n
<\/div>\n7. Try the TikTok Ads Library<\/h3>\n
Are your competitors running ads on TikTok? There\u2019s one easy way to find out: the TikTok Ads Library<\/a>.<\/p>\n
![\"tiktok](\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2023\/09\/tiktok-ads-library.jpg\")
<\/p>\nWithin the TikTok Ads Library, you can find your competitors\u2019 ads<\/a> (if they\u2019re running TikTok ads) or just browse other ads on the platform.<\/p>\n
We detail 10+ ways you can use the TikTok Ads Library to create better ads here<\/a>.<\/p>\n
<\/div>\n8. Use competitive intelligence tools<\/h3>\n
The tools mentioned above are primarily SEO tools with additional capabilities for competitive intelligence, particularly in the PPC<\/a> realm.<\/p>\n
There are also competitive intelligence tools that offer competitive ad intelligence as well, like Similarweb<\/a>.<\/p>\n
Just like with Semrush, you can use Similarweb to find your competitors\u2019 keywords<\/a>, view their search ad position, estimated ad impressions, traffic share from specific ads, and keyword data.<\/p>\n
![\"finding](\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2024\/04\/competitors-ads-intelligence-tools.webp\")
<\/p>\nSource<\/em><\/a><\/p>\n
As for which tool is better, you\u2019re getting mostly the same information from each one, so it\u2019s more a matter of what else<\/em> you want the tool to do. If you want a tool focused on SEO, backlinks, and organic performance, then Semrush is your best bet. If you\u2019re focused more on market research, data enrichment, and customer journey mapping<\/a>, Similarweb is probably the better option.<\/p>\n
<\/div>\n9. Use ad intelligence tools<\/h3>\n
And of course there are also plenty of tools dedicated to ad intelligence only. Take Adbeat<\/a>, for example. Type in a brand name and with the free version, you can see:<\/p>\n
- \n
- Number of ads seen per month<\/li>\n
- Channel breakdown (native, direct, and programmatic)<\/li>\n
- A breakdown of ad creative sizes and types<\/li>\n
- Which publisher sites the ads have appeared on<\/li>\n
- The longest-running ad<\/li>\n
- The longest-running page<\/li>\n<\/ul>\n
![\"example](\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2024\/04\/competitors-ads-adbeat.webp\")
<\/p>\nYou can also browse a gallery of the brand\u2019s ads and view the ad\u2019s date, type, and size:<\/p>\n
![\"geico](\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2024\/04\/geico-ad-adbeat.webp\")
<\/p>\nUse these tools to Spy on your competitors\u2019 ads<\/h2>\n
Keeping an eye on your competitors’ ads<\/a> gives you additional insights<\/a> to inform your strategy and can inspire ideas for copy and creative. Add these seven tools to your competitive analysis<\/a> arsenal and you\u2019ll keep yourself ahead of the game!<\/p>\n
- \n
- Use the Facebook (Meta) Ads Library<\/li>\n
- Go to their website and get retargeted<\/li>\n
- Use Facebook itself<\/li>\n
- Use an SEO tool<\/li>\n
- Do a Google search<\/li>\n
- Use the Google Ads Transparency Center<\/li>\n
- Try the TikTok Ads Library<\/li>\n
- Use competitive intelligence tools<\/li>\n
- Use ad intelligence tools<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"
Become a super sleuth and find your competitors’ ads with these tips and tools.<\/p>\n","protected":false},"author":87,"featured_media":81611,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","om_disable_all_campaigns":false,"footnotes":""},"categories":[5,7],"tags":[],"acf":[],"yoast_head":"\n
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Use these tips and tools to find your competitors' ads and improve your own.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.wordstream.com\/blog\/competitors-ads\" \/>\n<meta property=\"og:site_name\" content=\"WordStream\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/WordStream\" \/>\n<meta property=\"article:modified_time\" content=\"2024-08-07T21:24:58+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2024\/04\/spy-on-competitors-ads-wordstream-social.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"627\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Kristen McCormick\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2024\/04\/spy-on-competitors-ads-wordstream-social.webp\" \/>\n<meta name=\"twitter:creator\" content=\"@WordStream\" \/>\n<meta name=\"twitter:site\" content=\"@WordStream\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Kristen McCormick\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.wordstream.com\/blog\/competitors-ads#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.wordstream.com\/blog\/competitors-ads\"},\"author\":{\"name\":\"Kristen McCormick\",\"@id\":\"https:\/\/www.wordstream.com\/#\/schema\/person\/b3315760a00dd1c6f240dd75bfd4122e\"},\"headline\":\"9 Sneaky Ways to Spy on Your Competitors’ Ads\",\"datePublished\":\"2024-04-02T12:30:38+00:00\",\"dateModified\":\"2024-08-07T21:24:58+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.wordstream.com\/blog\/competitors-ads\"},\"wordCount\":1383,\"publisher\":{\"@id\":\"https:\/\/www.wordstream.com\/#organization\"},\"articleSection\":[\"Paid Search Marketing\",\"Social Media\"],\"inLanguage\":\"en-US\"},{\"@type\":\"BlogPosting\",\"@id\":\"https:\/\/www.wordstream.com\/blog\/competitors-ads\",\"url\":\"https:\/\/www.wordstream.com\/blog\/competitors-ads\",\"name\":\"9 Sneaky Ways to Spy on Your Competitors' Ads | WordStream\",\"isPartOf\":{\"@id\":\"https:\/\/www.wordstream.com\/#website\"},\"datePublished\":\"2024-08-07T21:24:58+00:00\",\"dateModified\":\"2024-08-07T21:24:58+00:00\",\"description\":\"Where are your competitors advertising and what ads are they running? 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- If so, what are the variations? Copy, creative, audience? This can give you ideas for your own Facebook ad A\/B testing<\/a>.<\/li>\n<\/ul>\n<\/li>\n
- Does this ad have multiple variants?\n
- Go to their website and get retargeted<\/a><\/li>\n