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At Kaya, we help startups grow 10x faster through paid ads.

Without spending a cent, we can tap into an often overlooked superpower to refine our marketing strategy— analyzing competitors' ads.

You can:

  • Identify gaps in your strategies: Are they targeting audiences you haven't considered? Or using messaging that just clicks better?
  • Beat the curve: Which ad formats and creative styles are getting traction in your industry? What new approaches to test?
  • Identify their product focus: Discover which products your competitors are pushing and their strategies.
  • Learn from others' wins and flops.

Let us do the boring work for you

Competitor research is a painfully manual process. Our tool automates it entirely. Get all the intelligence you can't find anywhere else right here.

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Prefer to do it yourself? Read on.

Most ad platforms provide an ads library where you can search for a given company and see their historical ads.

In this post, we’ll share their links and, most importantly, what you need to pay attention to for each.

  1. Google (Search, Display, YouTube, Gmail)
  2. LinkedIn
  3. Meta (Facebook and Instagram)
  4. TikTok
  5. X (formerly known as Twitter)

Other Spy Tools for Market Domination

1. Google

Link to ad library: Google Ads Transparency Center

In Google Ads Transparency Center, you can see all ads within the Google ecosystem, including Search, Display, YouTube, and Gmail.

Pay close attention to:

  • What USPs do they focus on? Google Ads have a very limited word count, so advertisers tend to focus on key selling points that convert.
  • When was the ad last shown? Click on each ad to see this info. This is particularly useful for experimental ads, as you can gauge if they are working for the advertisers.
see competitor google ads with google ads transparency center

For Search, you can see their keywords and ad copies using tools like Semrush and Spyfu.

If you are running ads

You can see the list of competitors bidding on the same auctions from the Google Auction Insights Report.

Pay close attention to:

  • Search impression share: It shows how often an advertiser appears in the search results compared to how many times they could have. This metric is heavily influenced by budget. By changing the report date, you can infer changes in the competitor’s budget.
  • Unexpected competitors? This could be a sign that your targeting keywords are too broad.

2. LinkedIn

Link to ad library: LinkedIn Ad Library

LinkedIn is the place to B2B.

With more than 67 million companies and high-intentioned decision makers on LinkedIn [source], these may be what you’ve giving out to your competitors - blindly:

  • 80% LinkedIn members who drive business decisions
  • LinkedIn audiences who have 2x the buying power of the average web audience
  • LinkedIn audience who are 6x more likely to convert

Below are some tips to win here:

Tip 1: Search by product keywords to quickly identify all competitors.

see competitor linkedin ads with linkedin ad library
From this, we learn that Stripe ran Event Ads, Document Ads, Job Ads

Tip 2: Check out their target audience by clicking the ad.

Generally speaking, the higher the impressions, the larger the allocated budget.

Of course, this depends on various factors like country, audience types, etc.

linkedin ad library provides data on ad impressions and targeting details
Stripe targeted countries like the UK, Netherlands, Ireland and India, with impressions around 5k to 10k

Tip 3: What ad formats do they use?

The interesting ones to watch out for include:

  • Conversational Ads: You can see the exact message and sender.
  • Text Ads: Usually located on LinkedIn's left and right sidebars. Their pay-per-click model offers an appealing way to increase brand visibility, despite being less commonly used.

View their outreach template for Conversational Ads and the “mastermind” behind:

linkedin ad library shows conversational ads messaging

What’s the ad coverage?

  • Free to view for everyone, with/without LinkedIn account
  • Ads created on or after June 1, 2023
  • Ads remain in the Ad Library for one year after their last impression on LinkedIn

3. Meta (Facebook/Instagram)

Link to ad library: Facebook (Meta) Ad Library

With billions of people using Facebook, Instagram and other Meta technologies, the opportunity is huge - B2C or not.

Just like on LinkedIn, you can search by product keywords on Meta Ad Library (formerly Facebook Ad Library).

Pay close attention to:

  • Which ads survive the test of time?
  • How often do they refresh their creatives? The smaller the audience size, the more frequently you need to refresh to avoid ad fatigue.
  • Are they focusing on awareness, conversion, or retargeting campaigns?

💡 Quiz time: What did we learn from scrolling through Stripe's ads?

see competitor facebook ads with meta ad library
  • Search Ads: Stripe mainly bids on brand and product-related keywords (such as Subscription, Payment Processing, Stripe Atlas, Tap to Pay, etc.).
  • YouTube for Brand Awareness: They utilise YouTube to boost brand visibility.
  • Paid Social (Facebook/LinkedIn):
    • They focus on lead magnets (such as thought leadership, industry insights), events, and testimonials.
    • For a narrower audience, they also run messaging ads.
    • From this, we can deduce that they're using paid social for targeting a mid-to-upper market audience and for retargeting.

Differentiate (or steal) your competitors’ strategies by social media platforms and copywritings.

meta ad library shows the ads published on facebook and instagram

What’s the ad coverage?

  • Free to view for everyone, with/without Facebook account
  • Active ads that are still running on Meta technologies
  • Ads about social issues, elections or politics that have run in the past seven years

4. TikTok

Link to ad library: TikTok Ad Library

TikTok houses the world’s most engaged audiences, where large and small businesses, agencies and creators can achieve big results.


  • TikTok encourages ads that don't look like ads, great for targeting younger, content-hungry demographics.
  • You can see their performance AND find collaborating content creators to further understand your target segments' content preferences.
  • Pay attention to their hooks, video length, and content variety.
see competitor tiktok ads with tiktok ad library

Click ad to view audience breakdown, including size, interest and location.

tiktok ad library hows targeting summary of demographics and interests

🤫 Here's a treasure not many know about: Top Ads Library— a collection of the most successful ads.

  • Search for top ads by country, industry, objective, period, language, ad format, top N% likes
  • Find out the secret sauce for creatives too
  • Click the ad to view a detailed video analysis and interactive time analysis of ads for metrics like CTR, CVR, Clicks, and Conversions

Fun fact: Engagement rate on TikTok ads was found to be 835% higher than Meta [source]

What’s the ad coverage?

  • Free to view for everyone, with/without TikTok account
  • For TikTok Ad Library, all ads that are running on TikTok including ads that are not active presently or paused by the advertisers, targeted to users within the EEA, Switzerland, or the UK
  • Ads published on or after on October 1, 2022 and on, with at least 1 impression
  • For Top Ads, ads limited to those that have been authorized by advertisers and may not reflect all top-performing auction ads, including US

5. X (formerly known as Twitter)

Link to ad library: Ads Repository

Just like what you'd expect from X, their ad library operates differently from other platforms, requiring manual searches and downloading of CSV files.

As an alternative, you can manually scroll through the feed and capture relevant ad screenshots to track your competitors' tweets.

Given the time and effort, you may want to explore social listening tools such as Sprout Social. Social listening tools work by scanning social media conversations for trends and competitor mentions.

sprout social social listening tool
Sprout Social
sprout social social listening tool show popular topics and hashtags
Sprout Social


How do competitor ads affect my campaign performance?

  • For paid search, increased competition will raise your cost-per-click. If your ad quality score is low, you'll rank lower and receive fewer clicks.
  • The impact is smaller for paid social, as you are unlikely to bid on the exact same audience.

How to gauge a competitor's budget?

  • There's no way to know for sure. You can use tools like Semrush to estimate their monthly paid traffic and multiply it by your best CPC estimate.


We've just uncovered the top 10 tools to spy on your competitor's ads (legally, of course!), from paid socials like LinkedIn, Meta (Facebook & Instagram), TikTok, X (Twitter) to paid search ads like Google.

10x your learning from peeking at your competitors’ strategies and outcomes, then fine-tune your marketing strategies.

Get Your Competitor Research Done for Free

We built a competitor spying tool for ourselves, we think it would help you too. Get a FREE marketing competitive analysis report which covers:

  • Insights into what’s good and bad about your competitors’ ads
  • Actionable next steps on how YOU can win

Outsmart Your Competitors

All the competitor intelligence you need to win, in one place.

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