Where this usually goes wrong
You inherit an account, you have a week to find angles, and the client cannot tell you who their real competitors are. The ad libraries give you everything except the one thing you need: which of these ads is actually making money, and who else is worth studying.
- A list of competitors handed over by the client, half of which do not run ads
- Scrolling the Meta Ad Library by page name, hoping to recognise something
- No way to tell a two-day test from an ad that has printed for four months
- Angles rebuilt from scratch for every new account in the same vertical
What you can do instead
- Search ads by niche, country and language rather than by advertiser name
- Sort by how long an ad has run · the free signal that separates winners from tests
- See the funnel and the offer behind an ad, so the angle is judged against what it sells
- Keep the ads that matter in boards, and hand them to creative with context
- Spot who started scaling in the last 30 days, before the angle is saturated
Questions people ask
Does it show spend?
Not for commercial ads · Meta only publishes spend for political and issue ads. Anyone showing you an exact spend figure for an info-product advertiser is estimating it. What is real is EU reach, and how long an ad has run.
How is this different from a creative tool?
A creative tool organises what you already found. This finds it. Plenty of buyers run both · the swipe file downstream, the market map upstream.
Start without paying
Most of this you can do by hand today. The guides give you the manual method in full, then show where it stops being practical.
Find the angles before you brief the creative
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