How to Spy on Competitor Facebook & TikTok Ads [2026 Guide]

TL;DR: You can spy on any competitor's Facebook and TikTok ads for free using Meta Ad Library and TikTok Creative Center. The secret to finding winners: filter by ads running 30+ days (profitable ads stay live). We analyzed 4,898 stores and found that serious advertisers run 6+ tracking pixels and average 3.8 apps. After finding an ad you like, check if the store behind it fits this profile using our free Store Inspector extension.

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You want to spy on competitor ads. Maybe you're looking for winning products. Maybe you want creative ideas. Maybe you're trying to figure out why their ads work and yours don't.

Good news: every Facebook, Instagram, and TikTok ad is public. You can see exactly what your competitors run right now - for free.

Bad news: most people use this wrong. They find ads, copy them directly, and wonder why they fail. Or they pay $50-150/month for ad spy tools when free methods work just fine.

This guide shows you how to find competitor ads, spot the winners, and - most importantly - check if the store behind the ad is actually worth copying. An ad is only half the story. The store behind it tells you if that business knows what they're doing.

What Ad Spying Can and Can't Tell You

Let's be honest about limitations upfront. Ad spy tools and libraries show you:

The key insight: You can't see if an ad makes money. But you can figure it out. An ad running for 60+ days is almost certainly profitable. Advertisers don't keep losing ads live.

Our approach: We'll show you how to find ads, then check if the store behind them is legit. A store with 6+ pixels, Klaviyo, and premium apps isn't guessing. They have the tools of a real business.

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Free Ways to Spy on Competitor Ads

You don't need paid tools to spy on competitor ads. The platforms themselves make ads public.

1. Meta Ad Library (Facebook + Instagram)

The Meta Ad Library is the official, free database of every active ad on Facebook, Instagram, and Messenger. It exists for transparency, but it's also the best free ad spy tool.

How to use it:

1. Go to facebook.com/ads/library
2. Set "Ad category" to "All ads" (unless searching political ads)
3. Search by:
   • Brand name - See exactly what a competitor runs
   • Product keyword - Find all advertisers in a niche
   • URL - Search by landing page domain

Filtering for winners:

The library shows when each ad started running. This is your best signal for success.

Pro tip: Search broad keywords like "50% off," "free shipping," or your product category. Filter to ads running 30+ days. These are battle-tested creatives.

What to look for:

• Hook in first 3 seconds (for video) - What stops the scroll?
• Primary text - What pain point or desire do they lead with?
• CTA button - Shop Now vs Learn More tells you their funnel strategy
• Multiple versions - If they're running 5 variations of similar ads, that angle is working

Limitations:

• No engagement metrics (likes, comments, shares)
• No targeting information
• Can't see historical ads that stopped running
• No sorting by performance

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2. TikTok Creative Center

TikTok's Creative Center shows top-performing ads with actual metrics - more useful than Meta's library in some ways.

How to access it:

1. Go to ads.tiktok.com/business/creativecenter
2. Click "Top Ads" in the navigation
3. Filter by region, industry, campaign objective, and time period

What makes TikTok's library better:

Unlike Meta, TikTok shows:

• Reach estimates - How many people saw the ad
• Like rate - Engagement signal
• Industry category - Easier to find competitors
• Campaign objective - What the advertiser optimized for

Filtering strategy:

Finding winning products:

1. Set industry to your niche
2. Filter by "Conversions" objective
3. Sort by reach or engagement
4. Look for products appearing in multiple top ads

When many brands run similar product ads, that's proof the product sells. But if you see 10+ stores selling the same thing? It's probably too crowded.

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3. Google Ads Transparency Center

Google's Ad Transparency Center shows Search, Display, and YouTube ads - often overlooked for ecommerce research.

Best for:

• Seeing competitor search ad copy
• Finding YouTube pre-roll ads
• Display/banner ad research

How to use it:

1. Go to adstransparency.google.com
2. Search by advertiser name or domain
3. Filter by ad format (Text, Image, Video)
4. Filter by region and time period

What to look for in search ads:

• Headlines that work (they're paying for those clicks)
• Offer angles (free shipping, discount %, guarantees)
• Landing page URLs (where do they send search traffic?)

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4. Visit Competitor Stores Directly

Sometimes the best ad research is just visiting competitor stores.

What to check:

1. Facebook Pixel presence - Are they even running ads?
2. TikTok Pixel - Active on TikTok advertising?
3. Multiple pixels - Diversified ad strategy?
4. Retargeting - Visit their site, then check Facebook for their retargeting ads

Use the Store Inspector extension to instantly see what pixels a store runs.

From our data: 77% of Shopify stores run Meta Pixel. But only 11% have TikTok Pixel. If you find a competitor advertising on TikTok, they're an early adopter in a less crowded space.

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Paid Ad Spy Tools (When to Upgrade)

Free methods work for most research. Paid tools add value when you need:

• Historical data (ads that stopped running)
• Engagement metrics (likes, shares, comments)
• Advanced filtering (by advertiser spend, engagement)
• Cross-platform research in one dashboard
• Saved searches and alerts

Tool Comparison

When Free Is Enough

Stick with free tools if you:

• Research competitors occasionally (weekly or less)
• Focus on one platform (Meta OR TikTok)
• Just need creative inspiration
• Are validating product ideas before spending

When to Pay

Consider paid tools if you:

• Research daily as part of your workflow
• Need engagement data to prioritize which ads to study
• Want alerts when competitors launch new ads
• Need historical data on stopped campaigns
• Research across multiple platforms simultaneously

Our honest take: Most Shopify store owners and dropshippers don't need paid ad spy tools. The free libraries from Meta and TikTok show you exactly what's running right now. Paid tools save time at scale but don't reveal secret information.

For more tool comparisons, see our complete Shopify spy tools guide.

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The VALID Framework: How to Evaluate Competitor Ads

Finding ads is easy. Knowing which ones matter is hard. Use the VALID framework to evaluate what you find.

V - Verify Longevity

The most reliable signal of a winning ad is how long it's been running.

Advertisers don't keep unprofitable ads running. If an ad survives 60+ days, it's making money. As Adintime's research puts it: "If an ad has been running for several months, it is a guaranteed success."

How to check in Meta Ad Library: Each ad shows "Started running on [date]" below the creative.

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A - Analyze the Store

An ad is only half the picture. The store behind it shows you if this is a real business or a here-today-gone-tomorrow store.

Use Store Inspector to check:

From our 4,898-store analysis:

Stores running 6+ pixels (the "serious advertisers") share these characteristics:

What this means: If you find an ad from a store with this profile, they know what they're doing. Study their strategy. If the store has 1 pixel, no email app, and a free theme? They might have gotten lucky. Don't copy blindly.

For more on reading tech stacks, see our guide on what apps top Shopify stores use.

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L - Look for Patterns

One successful ad might be luck. Patterns reveal strategy.

Look for:

1. Multiple ad variations - If a brand runs 10 versions of similar creative, that angle works
2. Consistent messaging - Same offer or hook across ads = proven winner
3. Multiple advertisers, same product - Market validation (or saturation warning)
4. Creative evolution - How has their messaging changed over time?

Pattern example:

You search "posture corrector" in Meta Ad Library and find:

• 3 brands running video ads with before/after angles
• All use "pain relief" messaging (not "better posture")
• All have been running 45+ days

This tells you: pain relief angle > vanity angle for this product. Video with transformation works. Market is validated.

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I - Identify the Hook

The first 3 seconds of a video ad (or the first line of copy) is everything. That's what stops the scroll.

Common hook types that work:

Analyze winning hooks:

1. Watch the first 3 seconds only
2. Write down what they say/show
3. Identify the emotion they trigger (curiosity, fear, desire)
4. Note how they introduce the product

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D - Differentiate, Don't Copy

Finding competitor ads isn't about copying. It's about understanding what works - then doing it better or differently.

Why direct copying fails:

1. Platform penalties - Meta and TikTok detect duplicate creative
2. Audience fatigue - People have already seen that exact ad
3. No competitive advantage - You're always behind the original
4. Legal risk - Using others' creative/copy is infringement

How to differentiate:

Example transformation:

Competitor ad: "Tired of tangled headphones? Our wireless earbuds..."

Your version: "I threw away 5 pairs of wired headphones last year. Here's what I use now..."

Same hook structure (problem → solution). Completely different execution.

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Quick tool: Want to check any store's tech stack in one click? Install Store Inspector (free) - see apps, pixels, themes, and traffic tier instantly.

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Connecting Ads to Store Analysis [Original Data]

Here's what most ad spy guides miss: analyzing the store behind the ad.

Finding a successful ad is step one. Understanding whether that success is repeatable requires looking at the business behind it.

What Successful Advertisers Look Like

We analyzed stores in our database running serious ad campaigns (6+ tracking pixels). Here's their profile:

Pixel Distribution (4,898 stores)

The numbers: 77% run Meta Pixel, but only 11% have TikTok Pixel. TikTok advertising is still early - less competition if you find winning ads there.

Tech Stack of Serious Advertisers

Stores with 50k-200k monthly traffic run the most pixels (6.0 average). They're actively investing in growth across platforms.

Related: For a deeper look at how tech stack signals connect to revenue, see our guide to checking Shopify store revenue.

The "Real Advertiser" Checklist

After finding an interesting ad, visit the store and check for:

• Meta Pixel present (77% have it - table stakes)
• Multiple pixels (4+) (signals diversified strategy)
• Klaviyo or email app (89% of successful stores have this)
• Reviews app (social proof infrastructure)
• Paid theme (~60% of serious stores)
• Support app (Gorgias) (handles ad-driven volume)

If they have 5+ of these: The store knows what they're doing. Their ad strategy is likely sound.

If they have 1-2 of these: Might be early stage or lucky. Take their ads with more skepticism.

Workflow: From Ad to Store Analysis

1. Find ad in Meta/TikTok library (running 30+ days)
2. Click through to their landing page
3. Open Store Inspector to see their tech stack
4. Check for 6+ pixels and email/support apps
5. Evaluate fit - Does this look like a serious business?
6. Decide - Study their strategy or move on

This takes 30 seconds and separates signal from noise.

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Finding Opportunities in the Gaps

Our data reveals where most stores aren't advertising - which means less competition for you.

Platform Gaps

91% of Shopify stores aren't on TikTok. If you find a winning TikTok ad format in your niche, you have far less competition than on Meta.

Store-Level Gaps

When analyzing a competitor's store, gaps in their stack are opportunities:

A store running Meta ads without email marketing is paying to get customers and then letting them leave. You can do better.

Find stores to research: Browse our top Shopify stores by category to see real tech stack data from successful brands.

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Common Mistakes to Avoid

1. Copying Ads Directly

Platforms detect duplicate creative. Your ad will perform worse than the original. Use competitor ads for inspiration, not replication.

2. Trusting Engagement Metrics

Likes and comments don't equal sales. An ad with 10,000 likes might convert terribly. Focus on longevity (how long has it run?) not vanity metrics.

3. Ignoring the Landing Page

The ad is half the equation. Click through and analyze:

• Page load speed
• Headline alignment with ad
• Social proof placement
• Offer clarity
• Mobile experience

A great ad to a terrible landing page fails.

4. Thinking Their Success Will Be Your Success

An ad that works for a brand with 500k Instagram followers won't work the same for you. Think about:

• They have brand recognition - you might not
• Their audience already trusts them
• Their offer might be different
• Their price point might be lower

5. Not Checking If the Product Is Saturated

If you find the same product in 50+ ads from different stores, it's saturated. The window has closed.

Saturation check:

1. Search the product name in Meta Ad Library
2. Count unique advertisers
3. If 50+, consider it saturated
4. If 5-15, validated but competitive
5. If under 5, might be unproven

6. Researching Without a Hypothesis

Random browsing wastes time. Start with:

• "What hooks work in [my niche]?"
• "What offers are competitors running?"
• "What creative format is winning?"

Focused research beats endless scrolling.

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Putting It All Together: A Complete Workflow

Weekly Ad Research Routine (30 minutes)

Step 1: Competitive scan (10 min)

1. Open Meta Ad Library
2. Search your top 3 competitors by name
3. Note any new ads, check how long existing ads have run
4. Screenshot winners running 30+ days

Step 2: Niche research (10 min)

1. Search product keywords
2. Filter to ads running 30+ days
3. Identify hook patterns and offer angles
4. Note creative formats that dominate

Step 3: Store analysis (10 min)

1. Pick 3 interesting advertisers from your research
2. Visit their stores with Store Inspector open
3. Check pixel count, apps, theme
4. Evaluate: serious business or fly-by-night?

What to Track

Keep a simple spreadsheet:

Over time, patterns emerge. You'll know what works in your niche without guessing.

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FAQ

Is it legal to spy on competitor ads?

Yes. Ad libraries are public on purpose. Meta and TikTok created them so anyone can see what ads run on their platforms. Ad spy tools just organize this public data. You're not hacking or accessing anything private.

Which ad spy tool is best?

For most people, free tools (Meta Ad Library, TikTok Creative Center) are enough. If you need paid features, BigSpy offers the best value at $9/month. AdSpy has the deepest Facebook data at $149/month.

How long should an ad run before I consider it successful?

30 days minimum. 60+ days is a confirmed winner. Under 7 days is still testing - don't draw conclusions.

Can I see how much competitors spend on ads?

No. Ad spend is private. You can infer relative spend by:

• Number of active ads (more ads = more budget)
• Number of pixels (6+ = diversified spending)
• Store tech stack (Northbeam/Elevar = serious attribution investment)

How do I find TikTok ads for my niche?

Go to TikTok Creative Center > Top Ads. Filter by your industry, set objective to "Conversions," and browse. For specific competitor research, search their brand name in the TikTok app's ad library section.

Should I copy winning ads?

No. Use them for inspiration, not replication. Analyze the hook, offer, and format - then create your own version with your product and brand voice.

How do I know if a product is too saturated?

Search the product in Meta Ad Library. If 50+ advertisers are running ads for it, consider it saturated. 5-15 advertisers means validated but competitive - you'll need differentiation.

What's more important - the ad or the landing page?

Both matter equally. A great ad with a bad landing page wastes money. A great landing page with a bad ad gets no traffic. Always analyze both when researching competitors.

How often should I research competitor ads?

Weekly is enough for most businesses. Daily research leads to analysis paralysis. Set a 30-minute weekly block and stick to it.

Can I see competitor ads from other countries?

Yes. Both Meta Ad Library and TikTok Creative Center let you filter by country. Useful for seeing what works in other markets before testing locally.

Why do some competitor ads have no engagement?

Engagement (likes, comments) isn't shown in official ad libraries. If you see engagement data, you're using a third-party tool that estimates or scrapes this information.

What's the best platform to advertise on in 2026?

Meta (Facebook/Instagram) has the largest proven ecommerce ecosystem. TikTok is growing fast with less competition (only 11% of stores use it). Test both if budget allows.

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Summary

Key takeaways:

1. Longevity is your best signal. Ads running 30+ days are likely profitable.

2. Free tools work for most research. Meta and TikTok libraries show everything that's currently running.

3. Analyze the store, not just the ad. Use Store Inspector to check if the advertiser has the infrastructure of a real business.

4. 91% of stores aren't on TikTok. Less competition if you find winning ads there.

5. Differentiate, don't copy. Use competitor ads for inspiration, then create your own.

6. Serious advertisers run 6+ pixels and average 3.8 apps. If a store matches this profile, their ad strategy is worth studying.

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Want to analyze stores behind competitor ads?

Install Store Inspector - free Chrome extension. See apps, pixels, themes, and traffic tier in one click. Find out if that winning ad comes from a serious business or a lucky guess.

Looking for stores in your niche to research?

StoreInspect has 4,898+ stores with verified tech stack data. Filter by category, apps, and traffic tier - then analyze their advertising strategy.

Browse Top Stores by Category →