The Facebook Ads Library (officially the Meta Ad Library) is a free, searchable database of every active ad running across Facebook, Instagram, Messenger, and Audience Network. Meta launched it in 2019 as a transparency tool, and it has since become the most underused competitive intelligence resource in performance marketing. Anyone can search any brand's active ads, no login, no subscription, no cost, at facebook.com/ads/library.
For marketers, this is free access to every competitor's current creative strategy. What offers are they testing? Which ads have been running for months? What formats are they investing in? The answers are all public. The problem is that Meta's tool was built for regulators, not marketers: it shows every ad in one long, unsorted wall with no ranking, no grouping, no way to separate what's new from what's proven.
Wilow takes the same public data from Meta's Ad Library and adds the layer marketers actually need. Instead of one unsorted wall, Wilow groups every brand's ads by how long they've been running: ads launched in the last 30 days (what's being tested) and ads live for 90+ days (what's proven to work). Each ad card links back to the original in Meta's Ad Library so you can verify everything yourself.
Wilow also ranks ads by daily reach, the number of people reached divided by days running, using Meta's own delivery data from UK ad transparency reports. This is the closest thing to a public performance signal that exists for Meta ads. An ad reaching 500,000 people per day is getting real budget behind it. An ad that's been running for six months with multiple creative variations is a proven winner. Meta's tool can't tell you either of those things. Wilow can.
Beyond individual brand searches, Wilow surfaces industry-wide leaderboards for 12 verticals, from beauty and skincare to B2B software, so you can see which brands and creatives are earning the most reach across an entire category. Every ad is live, measured, and refreshed daily.
Type a brand name, pick their Facebook page, and see every active ad they're running, grouped by what launched recently and what's been live for months. Study their offers, hooks, formats, and landing pages. Click through to any ad in Meta's library to verify the data yourself.
Ads that stay live for 90+ days are proven performers, brands don't keep paying for ads that don't work. Use the long-runner lane to study what's actually connecting with audiences, not just what launched this week. The fresh lane shows you what a brand is testing right now. Reading both together is the fastest way to learn from any advertiser's spend.
Browse the industry leaderboards to see which brands are earning the most daily reach in your vertical. Whether you're in health supplements, fintech, or fashion, the leaderboard shows you who's investing in Meta ads and which creatives are getting the most delivery, ranked by real data, not editorial picks.
Every ad card links to the landing page it sends traffic to. Follow the full funnel from ad creative to landing page to offer. See how competitors structure their pages, what pricing they present, and how they move people from ad to action.
Wilow tracks active Meta advertisers across 12 industry verticals, all measured through UK ad delivery data: Health & Supplements, B2B Software, Food & Beverage, Fashion & Apparel, Beauty & Skincare, Fitness & Wellness, Consumer Products, Home & Lifestyle, Pet Care, Fintech, Education, and Consumer Apps. The roster grows weekly as new brands are added from UK DTC brand lists, Shopify store rankings, and newsletter discovery.
You can also search any brand directly, not just the ones on our leaderboards. Type Nike, Allbirds, or any advertiser into the search bar and browse their complete live ad library.
Wilow pulls ad data from Meta's Ad Library via its public transparency API. Every ad you see is live right now, the data refreshes daily. Reach numbers come from Meta's own delivery reports, published for UK-market ads under the Digital Services Act. These are the same numbers Meta shows in its own Ad Library when you view an ad's details in an EU/UK country.
The daily reach ranking divides total reach by days running, so a new ad with strong delivery can outrank an old ad that accumulated reach slowly. Coverage grows over time as more of each brand's creatives are measured, the counter at the top of every leaderboard shows how many creatives have been checked so far.
Yes. Search any brand, browse any vertical leaderboard, click through to any ad, all free. No login, no email, no trial clock. If you want to connect your own Meta ad account and see your ads ranked alongside competitors with full creative analytics, Wilow's Pro plan is $50/mo. But the Ad Library itself is free, public, and always will be.
Type any brand name into the search bar above. Wilow will show every active ad from their main Facebook page, grouped by how long each ad has been running. Pick a direct competitor, a brand selling to the same customer you are, and start there. The goal is not to copy their ads. The goal is to understand what is working for them so you can make smarter decisions about your own creative.
The ads that have been live for 90 or more days are the ones earning their place. Brands do not keep paying for ads that do not work. Start with the survivors: what format are they using? What hook opens the ad? What offer or message is consistent across the ads that lasted? This is the playbook the brand has landed on, whether they know it or not.
The ads launched in the last 30 days show what the brand is testing right now. Put them next to the survivors and you can see the experiments: a new format, a different hook, a seasonal angle. If a fresh ad stays live and makes it to the long-runner lane over the next two months, the experiment worked. Watch the transition and you are learning from their spend in real time.
Every ad card links to the URL it sends traffic to. Click through and study the landing page. Does it mirror the ad creative? Is the offer consistent? What is the pricing, the social proof, the page structure? The ad gets the click. The page gets the conversion. Studying both together is the complete picture.
Once you have studied a single competitor, zoom out. Pick your vertical from the 12 industry leaderboards and see which brands are earning the most daily reach across the entire category. You might discover a competitor you did not know was spending on Meta, or a brand in an adjacent vertical using a creative strategy worth borrowing. The leaderboard is ranked by real delivery data, not editorial picks, the brands at the top are the ones Meta's algorithm is giving the most reach to right now.
Yes. The country selector above the search bar lets you pick from most major markets. Not every brand advertises in every country, so if a search returns no results, try a different country, the brand might only run ads in its home market.
Some brands run more ads. It is that simple. A brand like Gymshark or ClickUp might have 50+ active ads at any time because they test creative aggressively. A smaller DTC brand might run 5-10. The number of ads is a signal in itself, it tells you how much that brand is investing in Meta as a channel.
Reach data comes from Meta's own ad delivery reports, published for UK-market ads under the Digital Services Act. These are the same numbers Meta shows in its own Ad Library when you view an ad's details in a UK or EU country. For non-UK markets, reach data is not available because Meta only publishes delivery reports where it is legally required to.
Not directly. Meta does not publish spend data. But reach is a strong proxy for spend, an ad reaching 500,000 people per day has real budget behind it. The daily reach ranking shows you which ads are getting the most delivery, which is the closest public signal to spend that exists.
Every brand's ad library refreshes daily. Ads that have been paused or removed will drop off within 24 hours. New ads appear as soon as they are live and discoverable through Meta's transparency API.
Finding a competitor's best ad is step one. The step most people miss is doing something with it. Here is what to do next:
If you are researching a specific competitor, we have detailed comparison pages built from real Reddit user threads, not marketing copy. Pick your tool: