LinkedIn Ad Library: see a competitor's B2B ads

The LinkedIn Ad Library is a free, searchable record of ads that have run on LinkedIn. It lives at linkedin.com/ad-library, and you can search it by company, by the organisation that paid, or by any word in the ad. For a B2B marketer it is the most direct way to see what a competitor is telling your buyers.

Outside the EU it shows you the ad and who paid for it. For ads targeted to the EU it adds the dates the ad ran, an impression range and the targeting the advertiser chose. On LinkedIn that targeting is job titles, seniority and company size, which is exactly what you want to know about a B2B rival.

How to search the LinkedIn Ad Library

The search bar has six parts:

1. Type the competitor's name into Company or advertiser.
2. Leave Country on All unless you only care about one market.
3. Set Date to Last 30 days for a current view, or This year for a fuller picture.
4. Press Search, then switch Sort by between Newest to oldest and Oldest to newest.
5. Click View details on any ad.

The custom range only reaches back one year. On 4 October 2026 the picker refused anything before 4 October 2025, which matches LinkedIn's rule that ads stay in the library for one year after their last impression.

Search quirks that will skew your count

Company search matches any name containing your term. A search for hubspot on 4 October 2026 returned 2,533 ads, and the first page mixed HubSpot's own ads with ads from partner agencies whose Page names include the word. Check the advertiser name on each card before you count anything.

Payer search finds the ads that hide. Larger companies run ads from product Pages, regional Pages and showcase Pages. They usually pay from one entity, so searching the payer's legal name pulls them together.

Keyword search finds the offer, not the brand. Search a category phrase plus "webinar", "benchmark report" or "free trial" to see who in your market is pushing each kind of offer this month.

Dates are in UTC. LinkedIn records start and end dates in Coordinated Universal Time, set by the first and last impression.

What a details page shows, inside and outside the EU

Details pages also carry LinkedIn's note that the ad "may have multiple versions", so the preview is one version of possibly several.

The EU targeting section groups parameters into language, location, audience, demographic, company, education, job, and member interests and traits. LinkedIn's help page on targeting in the Ad Library explains each group, and says the library shows the top three targeting parameters the advertiser selected.

That makes the EU the place to look. If your competitor sells into any EU country, set Country to it. A US-only advertiser gives you the creative and nothing else.

The EU-only filters under More

More opens two filters that, in LinkedIn's words, "will only show ads from EU region":

• Impressions range, a minimum and maximum in thousands or millions.
• Targeting parameters, one row per group (Language, Location, Audience, Demographic, Company, Education, Job, Interests and Traits), each set to inclusions applied, exclusions applied or both.

Two combinations are worth running on any competitor:

Company, exclusions applied. Advertisers exclude companies to keep ads away from existing customers, partners or rivals. A competitor excluding companies is usually working from an account list.

Job, inclusions applied, with a high impressions range. This shows the job-targeted ads they put the most delivery behind, which is the clearest view of who they think buys.

Reading B2B messaging and offers

On LinkedIn the offer tells you more than the headline. The button on the preview is the first clue: an ad with an Attend button is selling an event or webinar.

Watch the mix over months. A competitor that moves from guides to demo requests is under pressure to show pipeline. One that starts naming a new industry in every headline has picked a new vertical. Both belong on your battlecards.

A monthly log of a competitor's LinkedIn ads

Once a month, run Last 30 days for each competitor and fill one row each.

Here is a hypothetical filled row. Say you sell scheduling software to clinics and track one rival:

Twelve rows make a year of their positioning on one screen. The So what column is the one that matters: if you cannot fill it, the row was not worth logging.

For the rest of a competitor's LinkedIn presence, such as Page posts, employee posts and hiring, see our LinkedIn competitor analysis guide.

Two related searches

The Job Library at linkedin.com/ad-library/job lists paid job posts. A competitor paying to promote ten sales roles is telling you about next year's go-to-market.

Brand partnership search at linkedin.com/ad-library/brand-partnership-search finds organic creator posts labelled as brand partnerships. LinkedIn is clear these are not ads, but they show which creators a competitor pays.

Where Figo fits

It mostly does not. Figo does not track LinkedIn ads. It reads Google, Meta and TikTok ads weekly, so it only helps here if your competitors also advertise on those channels. If LinkedIn is where your market's money goes, the monthly log above is the right tool, and our ad libraries hub lists the other platforms worth checking. For paid tools that cover more networks, see the ad spy tools roundup.