LinkedIn Ads Library: How to Research Competitor Ads
Learn how to use LinkedIn Ads Library to search competitor ads, analyze B2B marketing strategies, and improve your own campaigns.
The LinkedIn Ads Library is a free, searchable database of all ads running on the platform since June 2023. According to LinkedIn's transparency initiative, this tool was created to increase advertising transparency. You can access it without a LinkedIn account, subscription, or payment.
Key Takeaways
- LinkedIn Ads Library is completely free—no account required to access or search
- Access at linkedin.com/ad-library/home or via any company's LinkedIn page
- View competitor ads including creative, copy, and CTAs (but not performance metrics)
- Ads remain visible for up to one year after they run
What Is the LinkedIn Ads Library?
The LinkedIn Ads Library is a public database showing all advertisements running on LinkedIn. According to Lunio's guide, it provides transparency into B2B advertising across the platform.
Unlike Facebook's Ad Library (which shows some engagement data), LinkedIn's version focuses on creative transparency rather than performance metrics.
What You Can See
| Information Available | Details |
|---|---|
| Ad creative | Images, videos, carousels |
| Ad copy | Headlines, body text, CTAs |
| Advertiser name | Company running the ad |
| Active status | Whether ad is currently running |
| Date range | When the ad was active |
| Geographic targeting | Countries where ad appears |
What You Can't See
| Information Hidden | Why It Matters |
|---|---|
| Performance metrics | No CTR, impressions, or engagement data |
| Spend data | No budget or ROI information |
| Detailed targeting | Only geographic location (except EU ads) |
| Conversion data | No click-through or lead information |
How to Access LinkedIn Ads Library
Method 1: Direct URL (Fastest)
Navigate directly to linkedin.com/ad-library/home. You can search immediately without logging in.
Method 2: Via Company Page
- Go to any company's LinkedIn page
- Click on "Posts"
- Look for "View ad library" in the upper left
- A new tab opens showing that company's ads
This method is useful when you already know which competitor you want to research.
How to Search for Competitor Ads
Search by Company Name
Enter the company name in the search box. The Ads Library will display all current and recent ads from that advertiser.
According to Swydo's research, you can view ads from the past year, giving insight into both current campaigns and historical messaging.
Search by Industry Keywords
Search generic industry terms like "cloud security" or "CRM software" to discover:
- Competitors you didn't know existed
- Industry messaging trends
- Common ad formats in your space
Available Filters
| Filter | What It Does |
|---|---|
| Country | Filter by geographic region |
| Date range | Last 30 days, 3 months, 6 months, or custom |
| Ad type keyword | Search for "video," "carousel," etc. |
Pro Tip: Combine Company + Ad Type
According to FraudBlocker's guide, you can combine searches. Type the brand name in one field and ad type (single image, carousel, video) in the keyword field to filter results.
What to Analyze in Competitor Ads
1. Messaging Themes
Look for patterns in how competitors position themselves:
- What pain points do they address?
- What benefits do they emphasize?
- What tone do they use (professional, casual, urgent)?
2. Creative Approaches
Analyze the visual elements:
- Do they use photography, illustrations, or both?
- What colors dominate their ads?
- Do they include people, products, or abstract concepts?
3. Call-to-Action Patterns
Note what actions competitors encourage:
- "Learn More" vs. "Get Started" vs. "Download Now"
- Gated content (ebooks, webinars) vs. direct demo requests
- Free trial offers vs. consultation booking
4. Ad Format Distribution
Track which formats competitors use most:
- Single image ads
- Carousel ads
- Video ads
- Document ads
Using Ads Library for Competitive Intelligence
Understand Competitor Positioning
According to Superads research, analyzing competitor ads reveals their market positioning strategy. Look for:
- Value propositions — What unique benefits do they claim?
- Target audience signals — Who does their messaging speak to?
- Competitive differentiation — How do they position against alternatives?
Identify Market Gaps
When multiple competitors use similar messaging, opportunities exist to differentiate. If everyone emphasizes "easy implementation," you might stand out by emphasizing "enterprise-grade security."
Track Campaign Timing
Notice when competitors launch new campaigns:
- Product launches often precede major ad pushes
- Seasonal campaigns (Q4 budget spending, New Year planning)
- Event-based promotions (conferences, industry events)
Limitations of LinkedIn Ads Library
No Performance Data
The biggest limitation: you can't see what's working. According to Simplified's analysis, without CTR, conversion rates, or spend data, you're seeing creative output—not validated success.
Limited Targeting Visibility
Unless ads target the European Union (which requires transparency by law), you won't see detailed audience targeting. This means you can't determine:
- Job titles being targeted
- Company sizes in the audience
- Specific industries or seniority levels
Delayed Updates
New ads typically appear 24-48 hours after going live. For real-time competitive monitoring, you need additional tools.
Why Inbound Beats Paid Ads for B2B
While the LinkedIn Ads Library is valuable for competitive research, consider the fundamental limitation of paid advertising.
The Paid Ads Reality
According to WordStream's benchmarks, LinkedIn ads cost $5-6 per click on average—among the highest in digital advertising. B2B campaigns often see:
- Average CTR: 0.39%
- Average CPL: $75-100+
- High competition for professional audiences
The Inbound Alternative
Instead of competing in expensive ad auctions, inbound authority building attracts prospects organically:
| Paid Ads | Inbound Authority |
|---|---|
| Pay per click | Invest in content once |
| Results stop when budget stops | Compounds over time |
| Compete against deep pockets | Differentiate through expertise |
| Interrupts prospects | Attracts ready buyers |
According to HubSpot, inbound leads convert at 14.6% compared to 1.7% for outbound approaches—including paid advertising.
How to Use Ads Library Insights for Inbound
Learn Competitor Messaging
Use competitor ad copy to understand what messaging resonates in your market. Then create organic content that addresses the same pain points more deeply.
Identify Content Gaps
If competitors only promote gated content (ebooks, webinars), create ungated thought leadership that provides value without barriers.
Understand Audience Pain Points
Competitor ads reveal what problems the market is trying to solve. Address these in your LinkedIn content strategy to attract inbound interest.
How ConnectSafely.ai Builds Inbound Authority
While competitors pay for every click, ConnectSafely.ai helps you build organic authority that attracts qualified leads:
- Strategic engagement on high-value posts builds visibility without ad spend
- Authority content positions you as a thought leader prospects seek out
- Inbound conversations from prospects who already trust your expertise
The result: lower cost per lead and higher quality conversations than paid advertising alone.
Frequently Asked Questions
Is LinkedIn Ads Library free to use?
Yes, LinkedIn Ads Library is completely free. You don't need a LinkedIn account, subscription, or payment to access and search the database at linkedin.com/ad-library/home.
How long do ads stay visible in LinkedIn Ads Library?
Ads remain visible for up to one year after they've run. Active ads typically appear within 24-48 hours of going live on the platform.
Can I see how much competitors spend on LinkedIn ads?
No, LinkedIn Ads Library does not show spend data, budgets, or ROI information. You can only see creative elements, copy, and basic targeting (geographic location).
What's the difference between LinkedIn Ads Library and Facebook Ad Library?
LinkedIn Ads Library focuses on B2B advertising transparency without performance metrics. Facebook's Ad Library shows some engagement data and has broader targeting transparency requirements due to political ad regulations.
Can I use LinkedIn Ads Library without an account?
Yes, you can access and search the Ads Library without logging into LinkedIn. This makes it accessible for competitive research even if you don't have a LinkedIn presence.
Ready to build LinkedIn authority that outperforms paid ads? Start your free trial and see how inbound leads transform your marketing ROI.
