Meta Ad Library (Facebook Ad Library): ads & ad spend of the top brands
Meta ads, estimated spend, landing pages and creative strategy of the brands with the highest ad spend in Europe, updated daily.
By Oleg Glanz, founder of AdSpends
Brands
Sorted by estimated ad spend
| # | Brand | Ad spend |
|---|---|---|
| 1 |  HuelFood & beverage company | €24.6M |
| 2 |  GymsharkClothing (Brand) | €23.4M |
| 3 |  UNIQLOClothing (Brand) | €19.7M |
| 4 |  WHOOPProduct/service | €18.9M |
| 5 |  SKIMSClothing (Brand) | €14.5M |
| 6 |  MANSCAPED | €13.5M |
| 7 |  hims | €8.7M |
| 8 |  The Ordinary | €6.0M |
| 9 |  Dr. SquatchAromatherapy Service | €4.8M |
| 10 |  YETIProduct/service | €4.4M |
What is the Meta Ad Library?
The Meta Ad Library is the public archive of all ads running on Facebook, Instagram, Messenger and the Audience Network. In the EU it also shows reach, countries, age and gender for every ad, a requirement of the Digital Services Act.
How to use the Meta Ad Library
The Meta Ad Library is free and needs no login: facebook.com/ads/library. Four steps to the ads of a brand:
- 1
Choose country and category
Pick a country (or "All") and the ad category "All ads". The other category, "Issues, elections or politics", only contains political ads.
- 2
Search for the brand
Type the name of the Facebook page and pick it from the suggestions to see every ad of that page. A keyword search finds ads that contain the term in their text.
- 3
Filter the results
Filters for language, platform (Facebook, Instagram, Messenger, Audience Network), media type, active status and date range narrow the list down.
- 4
Open the EU transparency data
For ads shown in the EU, the ad details show the estimated reach and its split by country, age and gender, plus beneficiary and payer.
Meta Ad Library vs. AdSpends
The Ad Library shows ads one by one. For competitor and creative research it lacks several analyses:
| Feature | Meta Ad Library | AdSpends |
|---|---|---|
| All active ads of a brand | ||
| Reach, countries, age, gender (EU) | ||
| Inactive ads | EU only, up to 1 year after the last impression | |
| Ad spend | Political ads only | Estimate for every ad |
| Sort ads by ad spend | – | |
| Spend and activity history per brand | – | |
| Landing pages per brand | – | |
| Video transcripts | – | |
| Hooks and winning angles of the top ads | – |
Methodology
- Ads, reach, countries, age and gender come from the official Meta Ad Library (EU transparency data under the Digital Services Act).
- Ad spend is an estimate: EU reach × €30 CPM. Real budgets can be higher or lower.
- Landing pages are the destination URLs of the ads, captured and classified by AdSpends.
Official data from the Meta Ad Library
FAQ
What is the Meta Ad Library?
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The Meta Ad Library is the public database of all Meta ads. For ads shown in the EU it includes reach, countries, age and gender.
How do I see my competitors' ads?
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Search for the competitor's Facebook page in the Meta Ad Library. On AdSpends each brand page also shows the ads with the highest spend, the winning angles, the new ads that are scaling right now and the top landing page.
Does the Meta Ad Library show how much a brand spends on ads?
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No. Meta only publishes spend for political and social-issue ads. For commercial ads in the EU the library shows the reach; AdSpends estimates the spend from it (EU reach × €30 CPM), so all spend figures are estimates.
How long do ads stay in the Meta Ad Library?
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Active ads are visible worldwide. Ads shown in the EU stay available until one year after their last impression, as required by the Digital Services Act; other inactive commercial ads disappear from the library.
How often is the data updated?
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Ads and numbers are refreshed daily from the Meta Ad Library. The written analysis on each brand page is regenerated periodically.
Is it free?
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The brand pages are free to read. A free AdSpends account unlocks every ad and landing page of a brand.
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