11 Top Tools To Spy on Competitor Ads in 2025

Want a better handle on what’s working in your space? Tracking competitor ads gives you a clear window into how others are positioning themselves and reaching your shared audience. 

By tracking your competitors’ ads, you can see which platforms they’re using, what kinds of creatives they rely on, and how they’re positioning their offers, so you can plan your next move with more clarity and direction.

In this article, we’ll cover: 

• Why competitor ad monitoring is helpful (and whether it’s ethical)
• How to spy on competitors’ ads
• Helpful tools (paid and free)
• How to use the data you’ve gathered

Let’s take a look at some of the reasons why you might want to track your competitors’ ads.

Why track competitor ads?

Keeping an eye on competitor ads isn’t just about curiosity; it’s about context. When you know what others in your space are saying, showing, and selling, you can spot trends early, dodge common mistakes, and make informed calls on your own campaigns.

Tracking competitor ads helps you:

• Spot gaps: Maybe all your competitors are going after price-conscious shoppers, but no one’s talking about quality or speed. That’s your chance to take a different angle. Watching their messaging helps you find those open lanes before they get crowded.
  
  
• See what’s working: If an ad’s been running for months, odds are it’s performing well. Tools like the Meta Ad Library and SpyFu will even show you when an ad started and whether it’s still active. That kind of insight gives you a shortcut to what’s resonating with your shared audience.
  
  
• Stay current: Ad trends shift fast. When you’re tracking what others are putting out across TikTok, Meta, and display ads, you’ll get a front-row seat to evolving creative styles. That way, you can keep up with what’s new instead of using last season’s trends.
  
  
• Get ideas: Tracking your competitors’ ads doesn’t mean you should copy them — but you can use their ads to get inspired when you create your own. If you see a brand using a strong CTA or running a clever seasonal promo, add it to a swipe file. That way, when it’s time to build your next campaign, you’ve already got a library of real-world examples to work from.
  
  
• Benchmark performance: Tools like Similarweb or Adbeat can estimate how much a brand is spending and where its traffic is coming from. Even if it’s not exact, it gives you a ballpark idea of who’s playing big, who’s testing small, and how your own strategy stacks up.

Is it ethical to spy on competitor ads?

The simple answer is yes. If an ad’s out in the wild, whether that’s on Google, TikTok, Facebook, or wherever, it’s pretty much fair game to spy on it. This kind of competitive advertising tracking isn’t sneaky, it’s just a good way to keep track of what others in your industry are doing. You’re looking at the same stuff their audience is seeing, but through a strategic lens.

Most platforms actually encourage this kind of transparency. Meta and TikTok both offer public ad libraries, and tools like SpyFu and Adbeat are designed specifically for this kind of research.

That said, there are still a few things to keep in mind:

• Don’t copy: Borrow the idea, not the exact words or visuals. Take inspiration from the ads you see and make note of elements you like, but make it your own. You can use AI ad generators or hire designers to help you come up with your own version that’s not plagiarized.
  
  
• Be original: Use what you find as inspiration to stand out, not to blend in. If you take a few elements, that’s completely fine, but try to give it your own spin. That way, people start to associate the look and feel with you.
  
  
• Add value: Don’t just repackage what’s already out there. Think about how you can improve it, maybe with a stronger offer, a clearer message, or something that better speaks to your audience. The goal is to build on good ideas, not just recycle them.

Where competitors run ads

If you want to track your competitors’ ads, the first thing to figure out is where your competitors are actually showing up. Most brands focus their budget on just a few key platforms, so with a bit of digging, you can usually piece together a solid picture of their strategy.

Here’s a quick breakdown of the most common places you’ll find paid ads:

• Paid search (Google, Microsoft Advertising): Brands bid on keywords, so their ads show up at the top of search results. You’ll usually see text ads or shopping ads. Tools like SpyFu and Semrush can help you spot the keywords and sample ad copy they’re using. You can also look at the Google Ads Transparency Center, which now allows you to view past and current ads by advertiser, with filters by region and format.
  
  
• Display networks: These are banner or image-based ads on websites like news outlets, blogs, and forums. Google Display Network is the biggest player here, along with Taboola and Outbrain. Tools like Adbeat or Similarweb let you see where the ads are running and what they look like.
  
  
• Social media: Platforms like Meta (Facebook and Instagram), TikTok, Pinterest, LinkedIn, and X are packed with ad variety. This is where brands tend to get the most creative with their formats and messaging. Meta Ad Library and TikTok Creative Center are great free options, and tools like PowerAdSpy or BigSpy go even deeper.
  
  
• Native and programmatic ads: These are the ads that blend in with site content, often appearing as “sponsored” stories or recommendations. They can be harder to spot without tools. Platforms like Outbrain, Taboola, or larger programmatic exchanges handle this type of placement. Tools like Adbeat can be good at uncovering native ad placements and formats.

How to find competitor ads (manually and with tools)

There are two main ways to go about this: digging manually or using purpose-built tools. You don’t need a full software stack to get started, but the right tools can save you a lot of time (and give you way more detail).

Here’s how to approach it:

• Start with what’s public: Platforms like Meta and TikTok offer built-in ad libraries. Just search for a brand name and you’ll see all their active ads. Pinterest and LinkedIn also let you view sponsored content if you spot it in the feed.
  
  
• Google it: Look up your competitors’ brand names along with keywords you’d expect them to target. This gives you a look at their paid search strategy in real-time. You’ll see which messages they’re leading with and which pages they’re pushing traffic to.
  
  
• Browse websites directly: Visit a competitor’s homepage, then keep an eye out for retargeting ads. These will usually follow you around the web on news sites, blogs, and YouTube. If you want to track competitors’ display ads consistently, use a tool like Similarweb or Adbeat to capture and categorize them for you.
  
  
• Use ad tracking platforms: Tools like SpyFu, SEMrush, and Adbeat don’t just show you one-off examples, they can surface trends over time, estimate spend, and even break down landing page variations. If you want to monitor how creative and targeting change over weeks or months, these are very helpful.
  
  
• Get visual inspiration: If you're more focused on the look of the ad (rather than the placement or spend), head to platforms like Bestever or Foreplay. They let you save creative, tag it by format or theme, and break down why it might be working.

The 11 top tools to spy on your competitor’s ads

Below are ad trackers for search and display, social media ad libraries, and ad intelligence tools to help you spy on and learn from your competitors. Here are the best tools to monitor your competitor’s ads: 

The best search and display ad tracking tools

If you’re ready to move beyond manual searches and start tracking competitor ads at scale, these tools make the job a lot easier. These platforms are especially helpful if you’re looking to bring more structure to your competitive research or strengthen your approach to digital ad intelligence.

Here are some of the best tools for tracking paid search and display campaigns:

Social media ad libraries and trackers

Social platforms are some of the richest sources of creative ad examples, and many offer their own built-in libraries to help you see what’s running. Here are some of the best tools for viewing and tracking social media ads:

Creative-focused ad intelligence

If you want to go beyond just seeing what ads are running and actually understand why they work, creative-focused tools can help. There are also some tools that help you get inspired and come up with mood boards or swipe files. 

Here are a couple of tools to consider:

What to look for in competitor ads

Once you’ve started tracking ads, the next step is figuring out why they’re running, and what you can learn from them. You don’t need to be a creative director to break things down, you can get a lot of information by just looking at the patterns. Here are some key elements to pay attention to:

• Headlines, hooks, and CTAs: What’s the first thing they say to grab attention? Are they leading with emotion, urgency, value, or something else? Take note of how they frame the offer and what action they’re pushing.
  
  
• Ad formats: Are they using video, carousels, static images, or UGC-style content? The format often gives clues about their audience and funnel stage.
  
  
• Offers and pricing strategy: Are they leading with discounts, bundles, or limited-time promos? Do they mention pricing upfront or wait until the landing page?
  
  
• Visual style: What kind of design are they using? Clean and modern? Bold and bright? Messy and “real”? Their aesthetic choices can tell you a lot about the vibe they’re aiming for.
  
  
• Funnel depth: Are they sending people to a product page, a quiz, a blog post, or a lead magnet? This helps you understand what kind of funnel they’re running, like direct response, lead gen, or brand awareness.

How to use competitor ad data

Collecting ads is a great start, but the real value comes from using that data to sharpen your own strategy. Here’s how to put what you’ve found to work:

• Build swipe files and inspiration boards: Organize ads by format, style, funnel stage, or industry. Use tools like Foreplay or even Google Drive to keep things sorted. When it’s time to brainstorm, you’ll have a head start.
  
  
• Spot trends over time: Are certain formats showing up more often? Are discounts getting more aggressive? Use that info to adapt your own approach before you fall behind.
  
  
• Test similar angles: If you notice a competitor pushing UGC-style videos with a “don’t miss out” message, try your own spin on that concept. You’re not copying, you’re validating the direction before you invest big.
  
  
• Analyze funnel strategies: Pay attention to where the ads send traffic. If they’re running traffic to quizzes or content before pitching a product, consider testing a similar flow.
  
  
• Improve your creative briefs: Use competitor examples to show your team what’s trending, what to avoid, or what kind of messaging to focus on. It’s way easier to align when everyone can see what you mean.
  
  
• Stay alert to new launches or offers: Tracking ads can give you early signals about upcoming product launches, seasonal promos, or market shifts before they hit press releases or landing pages.

Frequently asked questions

How do I find my competitors’ Google Ads?

The easiest way to find competitors’ ads is to use tools like SpyFu or Semrush. Just type in your competitor’s URL and you’ll get sample search ads, keywords they’re bidding on, and sometimes even info on how long those ads have been running. You can also type your main keywords into search when using your browser in incognito mode.

Can I see all the ads a brand is running?

Not quite all of them, but you can see a lot, especially on platforms like Facebook and Instagram. Meta’s Ad Library is great for this, though you can’t see specific engagement metrics like comments or likes. For TikTok, use the TikTok Ad Library or third-party tools like PowerAdSpy or BigSpy. 

What’s a great tool for creative breakdowns?

Bestever gives you tools to evaluate competitor ads by looking at visuals, copy, and format — so you can start to understand what might be driving performance.

What’s the best free tool for spying on ads?

Meta Ad Library is hands-down one of the best free tools for social ads. For Google search ads, you can consider tools like SpyFu. SpyFu offers a limited free plan that can still surface useful info like sample ads and keyword overlap.

Are there tools to track YouTube or TikTok ads?

Yes. TikTok’s Ad Library works well for surface-level tracking. For more detailed insights or creative filtering, BigSpy and PowerAdSpy both support TikTok and include ad examples with filters by country, date, and format. 

YouTube can be a bit trickier. Tools like Adbeat or Similarweb can show display ads that appear on YouTube. However, if you’re looking to dig into in-stream video ads specifically, platforms like Vidooly or Tubular Labs offer more focused insights.

What kind of competitor ads should I focus on?

Look for ads that have been running a long time, since that’s usually a sign they’re performing well. Also, pay attention to ads promoting sales or lead magnets, since they’re often designed to drive immediate action.

How Bestever can help you make sense of competitor ads

If you’re serious about running better campaigns, tracking competitor ads is one of the fastest ways to spot trends, refine your creative, and stay ahead of the curve. But juggling different platforms and formats can get overwhelming. That’s where Bestever comes in — it helps you make sense of it all and turn ad research into clear, actionable insights.

Instead of just showing you what your competitors are running, Bestever helps you break it down, so you can understand what’s working, why it’s working, and how to apply those insights to your own strategy. Here’s how:

• Analyze your ads' effectiveness: Bestever’s Ad Analysis Dashboard gives you instant feedback on an ad's visual impact, brand alignment, sales orientation, and audience engagement. It’ll even break down each element in detail. You can also use this tool to upload and analyze competitor ads.
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• Get suggestions to improve every frame: If an ad isn’t hitting the mark, ask Bestever to tell you what’s wrong and get instant, actionable suggestions on what to do to fix it. No more guessing or wasting time — your team can start fixing those issues asap. 
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• Understand your audience: Bestever’s audience analysis tools go beyond sharing standard demographics, helping refine both targeting and messaging. You can share your website URL or integrate it with your ad manager, and it’ll quickly let you know who wants to hear more from you. 
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• Rapid asset generation: Fetch AI-generated images, stock photos, and video clips that all fit your brand voice. Then you can share the creatives with your team to make multiple ad variations faster.

• Instant feedback loop: Know immediately why an ad variant underperforms, then pivot before wasting your budget.

Ready to level up your creative process? Let our team show you how Bestever can take your competitor ad tracking to the next level.

Schedule a free demo of Bestever now.