Meta Ad Library

Meta Ad Library shows every ad currently running on Facebook and Instagram, searchable by advertiser, and it is public — no account or spend required.

For competitor research it is the most direct source available: you can see exactly what creatives a competitor is running, how long each has been active, and how many variations they are testing.

Longevity is the useful signal. An ad running for months is presumably profitable, while a set of ads that appeared last week tells you only what is being tested.