- Facebook ad spy tools at a glance
- Ten Facebook ad spy tools to try
- Which tool fits which job
- The free Ad Library forgets most ads
- What to look for in a Facebook ad spy tool
- Six questions to ask before you sign up
- Signs you're reading ad research the wrong way
- My plain advice on spying on Facebook ads
- Frequently asked questions
A Facebook ad spy tool lets you search, save and track the ads competitors run on Facebook and Instagram, usually with filters and history the free Meta Ad Library doesn't give you. Choose by what you need most: a big searchable database, a swipe file your team shares, or ecommerce data tied to each ad. Ten options follow, in no particular order.
Every business that advertises on Facebook ends up asking the same thing: what are my competitors running, and is it working? The free Meta Ad Library answers part of that. Ad spy tools fill in the rest, from saved history to filters by niche, country and format.
The ten tools below cover ecommerce brands, media buyers and creative teams. They're listed alphabetically and in no particular order, and every description comes from the vendor's own website, read this week. If you've never used the free library, start with my guide on how to use the Facebook Ads Library for research.
Facebook ad spy tools at a glance
I checked the free plan column on each tool's own website, as of Oct 2026. Yes means the site says the tool, or a plan or version of it, is free. Trial only means a time-limited trial. Not stated means the pages I read named neither, even where there's a button inviting you to start, so check the vendor's page before you sign up.
| Tool | Type | Good for | Free plan |
|---|---|---|---|
| Adheart | Ad intelligence tool | Studying hooks, offers and regions | Not stated |
| AdLibrary.com | Ad library search and API | Saving ads from Meta and other networks | Not stated |
| AdSpy | Social ad search database | Deep searches of social ads | Not stated |
| BigSpy | Multi-network ad spy tool | Ads across many networks at once | Yes |
| Foreplay | Ad saving and briefing workflow | Turning saved ads into briefs | Not stated |
| GetHookd | Meta ad library with AI access | Asking an AI what competitors run | Trial only |
| Panoramata | Competitor marketing monitor | Ads, emails and SMS in one dashboard | Not stated |
| PowerAdSpy | Social ad spy tool | Facebook ads beside other networks | Trial only |
| Swipekit | Ad library downloader and swipe file | Downloading ads into a swipe file | Trial only |
| Winning Hunter | Ecommerce research and ad spy tool | Ecommerce ads, stores and products | Not stated |
Ten Facebook ad spy tools to try
Adheart
Best for: Media buyers who want to study competitors' Facebook and Instagram campaigns, from the hooks to how they scale across regions.
AdLibrary.com
Best for: Agencies and brands that want to search and save ads from Meta and other networks, or pull that data into their own tools.
AdSpy
Best for: Researchers and marketers who want a large searchable database of social ads they can filter to find campaigns, products and markets in their niche.
BigSpy
Best for: Advertisers who want Facebook and Instagram ads in the same search as other social, video and app ad networks.
Foreplay
Best for: Creative teams that save ads from ad libraries into boards, then turn that inspiration into briefs for their own ads.
GetHookd
Best for: Advertisers who want to search live Meta ads and ask an AI assistant what their market is running right now.
Panoramata
Best for: Ecommerce brands that track competitors' ads alongside their emails, SMS flows and landing pages in one dashboard.
PowerAdSpy
Best for: Marketers who want Facebook ads in the same search as Instagram, YouTube, Google, Reddit, Pinterest and LinkedIn ads.
Swipekit
Best for: Anyone who wants to download ads from the Facebook Ad Library and keep them in an organised swipe file.
Winning Hunter
Best for: Ecommerce sellers and agencies hunting winning brands, stores, ads and products from one research platform.
Which tool fits which job
- API access to ad data: AdLibrary.com.
- Hooks, offers and regions for media buyers: Adheart.
- Deep searches of a big social ad database: AdSpy or PowerAdSpy.
- Facebook beside app and video networks: BigSpy.
- Saved ads turned into creative briefs: Foreplay or Swipekit.
- Asking an AI what's running: GetHookd.
- Ads, emails and SMS in one monitor: Panoramata.
- Ecommerce stores and products: Winning Hunter.
The free Ad Library forgets most ads
Meta's own help page on the Ad Library explains that it contains all active ads. Ads about social issues, elections or politics are kept for 7 years, ads delivered to the EU or UK are archived for 1 year after their last impression, and other ads aren't archived at all.
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That last line is the one people miss. Outside the EU and UK, a competitor's ad vanishes from the free library the moment it stops running, so you can't go back later to see what they tried. That's the main reason ad spy tools and swipe files exist: they keep the history Meta doesn't.
What to look for in a Facebook ad spy tool
Start with coverage. Some tools only index Meta ads, others add TikTok, YouTube or app networks. More networks sounds better, but it also means more filtering before you find the ads in your niche.
Next, check how long ads stay saved and whether you can sort by how long an ad has been running. An ad that's run for months is usually one the advertiser is happy with, which tells you more than any like count.
Finally, think about who uses it. A solo seller wants quick searches. A creative team wants boards, sharing and a way to turn saved ads into briefs.
Six questions to ask before you sign up
- Which networks does it cover beyond Facebook and Instagram?
- Can you filter by country, language and ad format?
- Does it show how long each ad has been running?
- Can you save ads into folders your team can see?
- Is there a free plan, a trial or neither?
- Can you export or connect the data to other tools?
Signs you're reading ad research the wrong way
- You're counting likes. Run time tells you more.
- You're saving everything. Save only ads in your niche.
- You're copying the words. Copy the structure instead.
- You're ignoring the landing page. The ad is half the story.
Do you make a Facebook ad spy tool? Tool makers can ask to be considered for a featured place on this list.
My plain advice on spying on Facebook ads
Don't copy what you find. Study it. Look for the ads that have run longest, write down the hook, the offer and the format, then make your own version for your own customers. The goal is to learn what your market responds to, not to clone a competitor's creative.
Keep a simple swipe file of ad hooks as you go, because the patterns only show up once you've saved twenty or thirty ads.
Frequently asked questions
What is a Facebook ad spy tool?
It's software that lets you search, save and track the ads other businesses run on Facebook and Instagram, with more filters and history than the free Meta Ad Library.
Is the Meta Ad Library free?
Yes. Anyone can view and search it, but most ads outside the EU and UK only appear while they're active.
Can I see how much a competitor spends on Facebook ads?
Not for ordinary ads. Meta's help page says the library shows the amount spent only for ads about social issues, elections or politics, and some tools estimate the rest.
Is it legal to use ad spy tools?
Looking at public ads is normal market research. Copying someone's creative, wording or images is where you'd run into trouble.
Do ad spy tools cover Instagram too?
Most do, because Instagram ads run through the same Meta system. Check each tool's network list before you sign up.
How do I know if an ad is working?
Nobody outside the advertiser knows for sure. An ad that has run for a long time is a good sign the advertiser is happy with it.
