If you’re running Facebook/Instagram ads but haven’t seriously used the Facebook Ads Library yet, there’s a good chance you’re burning money for nothing.
This article will walk you through, from a hands‑on perspective:
• What problems Facebook Ads Library actually helps you solve
• How to reverse‑engineer competitors like a professional media buyer
• How to turn competitors’ ads into your own high‑converting creatives
• How to reduce account bans when running multiple accounts/markets with MasLogin
Facebook Ads Library (also called Meta Ads Library) is a completely free tool from Meta that lets you see all current and historical ads publicly running on Facebook and Instagram.
Basically, it helps you with three things:
• Stop “blind testing” creatives: you can see what ads your competitors are actively spending money on, instead of building in a vacuum.
• Quickly judge what works: which images/videos, copy structures and CTA buttons have already been validated by the market in your niche.
• Lower testing costs: you’re not starting from scratch, you’re standing on the shoulders of every competitor who has already burned money.
Many advertisers spend decent budgets but rely purely on gut feelings for creative. Ads Library exists to help you “make fewer wrong turns.”
Typical “money‑burning” ways of running ads:
• Creatives based purely on imagination: long testing cycles; after several rounds you realize the direction is wrong and have to start over.
• No idea how competitors are playing: others are using video storytelling, while you’re still hard‑selling discounts with a single product image—you’ll naturally look “out of place.”
• No market validation: your creatives have never been tested in a real market; conversion rate, dwell time and CTR all stay low.
The point of Ads Library is not for you to copy homework, but to show you: what the “passing line” and “excellent line” look like in your industry.
The original video mentioned an important but often ignored point: even if you find the “perfect ad,” conversions will still be poor if your basic Meta ecosystem setup is wrong.
At minimum, check these:
• Business Page completeness: profile photo, cover, bio, website link, contact info.
• Basic organic content: if your page is completely empty and only has ads, trust will be very low when users visit.
• BM / ad account / pixel / conversion events: have they all been created and correctly installed?
For cross‑border advertisers or teams with multiple accounts, there’s another real‑world issue: account environment.
• Logging into multiple ad accounts frequently from the same device is easily flagged as “suspicious behavior.”
• Messy browser fingerprints and IP environments will trigger Meta’s risk control very often.
In these scenarios you need a fingerprint browser, such as MasLogin. It simulates real browser fingerprints and creates an isolated environment for each ad account to reduce linkage and risk control issues—first securing the premise of “staying alive stably,” then talking about performance optimization.
Search “Facebook Ads Library” or “Meta Ads Library” in your browser. Once inside, you can:
• Filter by country/region: see all ads currently running in a target market.
• Search by keyword, industry or brand: e.g. “email newsletter,” “SaaS,” “fitness.”
• View ad creatives: images, videos, carousels, copy and CTA buttons.
• See if the ad is active: Active (currently running) or Inactive (stopped).
• Click through to see landing pages: you’ll immediately know whether they drive traffic to a website, landing page or form.
It’s not only for looking at a single Page—it lets you see ads from the perspective of an entire country/industry.
To focus on “high‑value samples,” use filters properly:
• Country/Region: choose the market(s) you focus on—US, UK, a certain Southeast Asian country, etc. Creative style varies a lot by market.
• Language: select the language your audience actually uses. For example, if you target Spanish speakers in the US, look at Spanish‑language ads.
• Media Type: look separately at Video, Image, and Carousel to see which formats competitors are betting on.
• Ad Status:
• Active and running for a long time: highly likely to be positive‑ROI “evergreen ads.”
• Inactive can serve as “what not to do”: approaches that no longer seem to be used.
The official video gives some useful examples:
• By keyword
• Search “email newsletter” to learn how others get users to leave their email.
• Search “SaaS” to see how software brands communicate features and value.
• By brand
• For example, search HubSpot, find its official Facebook Page, and you’ll see all its ads.
How to transfer this thinking to your business:
• Cross‑border e‑commerce: search leading brands in your category (e.g. jewelry → Mejuri, etc.).
• Apps/games: search big publishers and compare creatives by country.
• Local services: benchmark international brands in the same or similar service, e.g. local gyms can study F45’s ad structure.
When scrolling Ads Library, you’re not judging whether an ad “looks nice,” but whether it might be making money. Focus on:
• Run duration
• If an ad has been running for weeks or even months, it’s very likely high‑performing; nobody pours money into a failing ad for long.
• Creative format
• Video: better for storytelling, showing usage, doing comparisons.
• Static image: good for sharp, single‑product, direct offers.
• Carousel: ideal for multiple products, multiple features, or step‑by‑step flows.
• CTA button
• Common ones: Shop Now, Sign Up, Learn More, Get Offer, etc.
• If most competitors use the same CTA for a given goal, it likely works more reliably for that conversion type.
Don’t just “browse for fun”—consciously break down these elements:
• Copy structure
• Opening hook: how do the first 1–2 sentences grab attention?
• Problem/pain: do they directly call out the user’s current struggle?
• Solution: when does the product/service appear—right away or after a story?
• Urgency: do they use “today only,” “limited quantity,” countdowns, etc.?
• Visuals (image/video)
• Does the frame focus on product, scenario, or human emotion?
• Do they use clear brand elements (logo, brand colors) to aid recall?
• Click‑through path
• Do they send traffic to homepage, dedicated landing page, form, or WhatsApp/Messenger?
• Is the landing content consistent with the ad promise? (Clickbait ads usually have unstable performance.)
For many niches there may be very few local advertisers. In that case:
• Benchmark bigger brands
• Handmade jewelry → look at Mejuri, Pandora and similar brands.
• Local gym → reference F45, Anytime Fitness and other global chains.
• Then transfer the content
• Keep their “structure,” e.g. “pain point → social proof → limited‑time offer.”
• Replace the content with your own product, price, offer and scenarios instead of copying their copy.
Don’t fixate on one ad that “feels great.” Compare multiple high‑engagement, long‑running ads horizontally and look for commonalities:
• Story structure: real‑person story, customer case study, or scenario‑based dialogue?
• Emotional levers: are they creating anxiety, a sense of gain, safety, or light‑hearted fun?
• Social proof: ratings screenshots, user reviews, influencer/KOL endorsements?
• Urgency mechanism: countdowns, limited‑time discounts, limited bundles, etc.?
Turn these shared traits into 1–2 general templates, for example:
“Amplify pain point → present solution → social proof → limited‑time offer + clear CTA”
All your new ads can be built on this “skeleton.”
Many people mimic competitor copy but still see huge performance gaps. The core issue: different audiences and brand personalities.
A smarter approach:
• Copy the mechanism, change the content
• Competitor offers “free shipping today” → you test “free shipping on first order,” “free shipping over $X,” “new user instant discount.”
• They use “customer testimonial videos” → you create your own with real customers, UGC, unboxing videos.
• They go for polished lifestyle visuals → you can tailor more down‑to‑earth scenes to match your positioning.
Follow this simple rule: after seeing your ad, users should not be reminded of a specific competitor.
If 80% of your competitors are using video and you’re only running static images, it will be hard to beat them.
Test several video types in parallel:
• TikTok‑style short videos: vertical, fast‑paced, with a strong hook in the first 3 seconds.
• Behind‑the‑scenes: show your team, packing, production—build trust.
• Quick explainer videos: 30–60 seconds to answer “what it is” and “why it’s worth buying now.”
For teams with multiple accounts and BMs, running many tests in parallel involves a lot of logging in and switching. That’s one reason many teams use the MasLogin fingerprint browser:
• Build independent environments for each ad account to avoid mutual “contamination.”
• Manage multi‑creative testing in parallel across different environments—higher efficiency, lower risk.
CTA often determines whether people click, yet many advertisers never test it seriously.
You can structure it like this:
• List common industry CTAs
• Shop Now / Buy Now
• Sign Up / Get Started
• Learn More / Get Offer
• Send Message / DM Us / Get Quote
• Choose based on your goal
• Immediate purchases → prioritize Shop Now / Buy Now.
• Lead gen → Sign Up, Download, Lead Form.
• Education/nurturing → Learn More, Watch More.
• Run mandatory A/B tests
• Same creative, different CTA buttons.
• Same CTA meaning, different phrasing, e.g.:
• “Get your discount now” vs “Unlock your discount now.”
Meta’s Advantage+ suite essentially automates “multi‑variant testing + audience optimization + budget reallocation.”
It can help you:
• Test many creative and audience combinations simultaneously.
• Automatically find users with higher engagement and conversion rates.
• Automatically shift budget toward better‑performing ads, reducing manual tweaks.
Especially suitable for:
• New advertisers with limited budgets: let AI find the initial direction, then refine manually.
• Teams with multiple accounts/markets: in separate MasLogin environments, set up dedicated Advantage+ structures for each market and run tests in parallel.
Instead of randomly scrolling ads every day, build a structured “competitor ad bank”:
• Track in a spreadsheet:
• Brand name, industry
• Creative type (video/image/carousel)
• Target country/language
• CTA type
• Start date, whether still Active
• Review regularly:
• Which copy structures appear most often?
• Which countries lean more toward video vs static images?
• Most common offer types (first‑order discounts, free shipping, trials, freebies)?
Over time, this information becomes your internal “industry advertising intuition.”
You can proceed in this order:
• Define your objective: sales, leads, or brand awareness?
• Choose structures: pick 2–3 ad frameworks from competitor cases that fit your product.
• Then split‑test:
• Creative: same copy, video vs image.
• Copy: different hooks, different pain‑point angles.
• CTA: Shop Now vs Learn More vs Get Offer.
If you’re unfamiliar with ad basics like pixel, events, BM, etc., bookmark the MasLogin glossary as a quick reference.
A harsh reality in international advertising: risk control is much stricter now.
Common pitfalls:
• Logging into many BMs/ad accounts from one computer, flagged as “bulk management.”
• Identical browser fingerprints, making it easy for Meta to tag accounts as “linked.”
The solution is using a fingerprint browser like MasLogin to completely isolate accounts:
• Create a separate browser environment for each account: device fingerprint, cookies and cache all isolated.
• Log into different markets and business lines in different environments, with different IPs.
• Efficiently switch accounts on a single machine while minimizing large‑scale linkage risk.
This way, you can study competitors in Ads Library while managing real ad accounts in their corresponding MasLogin environments, forming a relatively safe, scalable system.
You can follow this path:
Lay the foundations
• Set up a proper Facebook Business Page and fill in all basics.
• Plan your account structure early and build isolated environments with MasLogin to reduce later disruption from risk control.
Use Ads Library for industry research
• Lock onto your target country + language + relevant keywords.
• Collect and log 10–20 long‑running “evergreen ads.”
Extract 2–3 ad frameworks
• For example: story‑driven, social‑proof‑driven, promo‑driven.
Re‑create ads around your product
• Don’t copy copy—only borrow the structure and strategy.
Run A/B tests + use AI appropriately
• Test creatives, copy and CTAs with small budgets.
• Use Advantage+ to find high‑performing combinations in the early stage.
Continuous iteration
• Check Ads Library weekly for new industry ads.
• Integrate good ideas into your account structure and phase out unprofitable combinations.
When you see these signs, it’s time to “systematize”:
• Number of ad accounts is clearly growing.
• You’ve expanded from one country to multiple countries.
• Multiple team members need to manage several BMs at once.
At that point, managing multi‑accounts with a fingerprint browser (e.g. MasLogin) + doing competitor research via Ads Library is no longer a “nice‑to‑have,” but a “must‑have” to avoid major issues.
• Open Facebook Ads Library and search 3–5 leading brands using your industry keywords.
• Screenshot and break down the 5 ads you like best—write down: hook, main selling point, social proof, offer, CTA.
• Plan your ad accounts and environments, and use MasLogin to create separate browser fingerprints to lay a safe foundation for future multi‑account buying and creative testing.
If you want to keep learning ad strategies, bookmark the MasLogin blog. When you run into issues like bans, multi‑account management or risk control, you’ll find practical case studies and solutions there.
Search “Facebook Ads Library” or “Meta Ads Library” in your browser and click through to the official Meta page. After choosing a country/region, you can search ads by keyword or brand name. Click any ad to see the creative, copy, CTA and landing page link.
Focus on three things:
• Long run duration (running continuously for weeks or months).
• Heavier‑investment formats like video.
• Decent engagement and comments. If an ad stays Active for a long time and similar styles are continually launched, you can treat it as a high‑performing template.
Yes. You can find adjacent or similar industries and use big brands as analogues—learn their structures and messaging, then replace the content with stories, scenarios and offers tailored to your niche, instead of copying.
First check for issues like logging multiple accounts from one device, frequent IP changes, or identical browser fingerprints. Then use a fingerprint browser like MasLogin to create an isolated environment for each account to avoid being flagged as “bulk operations,” and pair that with proper documentation and compliant ad behavior to gradually warm up accounts.
Not recommended. Direct copying risks copyright infringement, doesn’t match your brand tone and—more importantly—your audience, product and pricing are different, so results are hard to replicate. The right approach is to break down their structure and logic, keep the “framework,” and re‑create content around your own product.
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