If you use Facebook advertising, you have a wealth of valuable resources at your fingertips. The Facebook Ads Library offers several hacks for legal marketers, including seeing competitors’ ads and drawing inspiration from new ideas. The Facebook Ads Library (or Meta Ad Library) can dramatically improve your marketing ROI. Here’s how to use the Ads Library to improve Facebook advertising for law firms.

Facebook advertising for law firms

What is the Facebook Ads Library?

The Facebook Ads Library – sometimes referred to as the Metadata Library – is a searchable database of all ads currently on Facebook. The library displays information about who posted the ad, when it was posted, and what creative was included. Any ad posted to the Facebook Library will remain there for up to seven years.

The ad library was created in 2016 in response to the political advertising controversy. The goal of the library is to improve transparency and give consumers insight into the advertisements active on the platform. In short, it’s a way for consumers to see what Facebook is doing when it comes to ad hosting.

For marketers, the ad library has proven to be a gold mine of information. Some of the most useful features of the Ads Library are:

  • The ability to see ads from around the world
  • Overview of competitor advertising, for market research and new ideas
  • Transparency around political lobbying or other industry issues
  • Access to inspiration for future marketing

How to use Ad Library to improve your advertising

When the Ads Library was created, it was designed to be accessible to everyone and intuitive. The idea is that even a novice user could access the database and find useful information. To get started, go tofacebook.com/ads/library/ and choose your location, category or keywords. You can also include specific names in your search. Once you’ve entered your category and a competitor’s business, for example, you’ll be able to see all of the ads they’ve run over the past seven years (along with other information like post dates).

Here are some of the best ways to use this data:

1. Research Your Competitor’s Adsfacebook advertising for law firms

Seeing what competing companies are doing is a great way to get new ideas and see what you should be doing. You can conduct ad research as part of a larger competitive analysis or just to get new ideas about keywords, messages, or images. Then you can adjust your own strategy to make the most of what works well (and avoid what doesn’t). With this information, you’ll be in a better position to make decisions about adjusting your budget, changing your targeting options, or trying new ad types.

2. Take advantage of reports

If you want to find even more granular data points, the Ads Library has a feature to help you out. For example, you can filter by certain categories and find ads that focus on particular issues. You can also break down advertising by advertiser, spend amount, or geographic location. Extracting various reports shows you how Facebook ads are being used, and reviewing this information can provide new insights.

3. Find other listings in your area

Filtering by location is especially useful for law firms. This way you can see what your direct competitors are doing to promote their services. You can get a better idea of ​​the target audiences in your area and the right messages to reach them. Note: At this time, you must enter your city in the Ad Library keyword box. This will bring up any ad that includes your city in the headline of the copy.

4. Filter for specific media types

One of the new features of the Ads Library is the ability to search by media type. Refine ads based on those that contain images, videos, memes, etc. It’s a great way to see what resonates with your target audience. For example, if you plan to add a meme to your ads, you can search for that media format and see what it looks like in a real ad scenario.

5. Filter by date to better time events

You don’t want advertisements similar to those of your competitors to appear at the same time. Understanding when and what your competitors are doing can help you time certain things. For example, if you are planning to host a webinar, you can search to see if any competitors are also advertising an upcoming web event. If there is seasonality in your business, you can run a search to see what competitors are doing during specific times. facebook advertising for law firms

6. Take a closer look at campaign messaging

Your ad creative is one of the most important elements of your Facebook advertising success. Find inspiration for new posts by browsing other announcements.

7. Find out what competitors are testing

A/B testing is very important for digital marketers. There are so many things to try out that it can be hard to know where to start. You can always check out the Facebook Ads Library for ideas on different components to test.


The good news about the Facebook Ads Library is that anyone can access it. Even if you’re new to advertising on Facebook for law firms, there’s plenty of information to help you be more creative and make better marketing decisions.