Ever wonder what your competitors are running on LinkedIn right now?

Thanks to the LinkedIn Ads Library, you no longer have to guess. Whether you’re looking for inspiration, benchmarking your brand, or scouting the market, this free tool gives you visibility into what’s being advertised on the platform.

In this blog, we’ll explain what the LinkedIn Ads Library is, why it’s useful, and exactly how to use it to make your own ads better.

What Is the LinkedIn Ads Library?

The LinkedIn Ads Library is a searchable database of all active paid campaigns currently running on LinkedIn in the European Union.

It was created in response to the EU Digital Services Act, which mandates ad transparency on major platforms. While it doesn’t cover every country globally, it still gives marketers a solid view of many ads from global brands.

You can view:

• Sponsored content currently running 
• Who paid for the ad 
• Where it’s being shown 
• Ad copy and visuals 
• Engagement stats (in some cases) 

Why Use the LinkedIn Ads Library?

• Spy on competitors to see what they’re promoting 
• Get copy inspiration for headlines, CTAs, and angles 
• Visual benchmarking for design, image formatting, and carousel structure 
• Identify trends in offers (whitepapers, webinars, checklists, etc.) 
• Discover testing ideas by observing ad variations from a single brand 

How to Access the LinkedIn Ads Library

It’s completely public—no login needed.

Visit: https://www.linkedin.com/ad-library

Then:

1. Search by advertiser name 
2. Filter by country, language, or media type 
3. Click into specific ads to preview full copy and visuals 

What to Look For When Browsing the Library

Here’s what we suggest paying attention to:

Headlines & Hooks

What are they using to grab attention? Listicles, questions, stats?

CTA Framing

Are they using “Get Your Guide,” “Download Now,” “Reserve Your Spot,” or something else?

Content Types

Are they pushing:

• Webinars 
• Case Studies 
• Product Demos 
• Ebooks 
• Newsletters? 

Visual Language

Do their ads use:

• Clean branding? 
• Bold text overlays? 
• Testimonial quotes? 
• Carousel storytelling? 

How to Use These Insights in Your Own Strategy

• Build a swipe file: Save the best ad examples into a Google Doc or Notion board organized by industry or format.
• Spot creative gaps: What is no one in your space doing? That might be your chance to zig when others zag.
• Run competitive audits: Check your top 3 competitors monthly to see how their messaging evolves.
• Test angles you observe: If everyone in your space is pushing “ROI in 30 days,” try framing your offer around cost savings, speed, or customer support.

What the Ads Library Doesn’t Show

• Performance data (CTR, CPL, etc.) 
• Audience targeting 
• Non-EU ad placements 
• Duration of campaign flight 

So while it’s a great creative intelligence tool, it’s not a performance tracker.

Final Thought:

The LinkedIn Ads Library is a hidden gem for creative marketers. It’s a goldmine of tested ideas—just waiting to be adapted, refined, and outperformed by your brand.

The best part? Your competitors are showing their hand. All you have to do is look.

Want us to reverse-engineer your competitors’ ad strategy? Book a free ad audit with Whirlwind Media—we’ll analyze their ads and show you how to outperform them.