Guide
How to use the TikTok Ad Library
TikTok has two free places to see ads: the Ad Library for any brand's ads in Europe, and Top Ads for high performers worldwide. Here's what each shows.
The short answer
Go to library.tiktok.com/ads, type a brand's name and press Search. You'll see every ad it ran in the EU, Switzerland or UK in the last year, each with dates, reach, targeting and the website it links to. For US ads, use Creative Center's Top Ads instead; it shows likes and a click-through ranking, but only a few ads and no links until you log in.
Two free tools, two different jobs
The Ad Library shows everything one brand ran in Europe. Top Ads shows a few strong ads per industry, worldwide.
TikTok Ad Library
Ads shown in the EU, Switzerland and the UK, for a year · No login
- Advertiser and who paid
- First and last day shown
- Unique users reached
- Age, gender and country targeting
- Caption, button and linked website
Missing: US ads, spend, likes and click-through rates.
Open TikTok Ad LibraryTop Ads (Creative Center)
Ads advertisers let TikTok feature, in 28 countries · A few ads without login
- Industry, objective and country filters
- Likes
- Click-through rank (Top X%)
- Budget band (low, medium, high)
- Caption
Missing: Most ads, and the landing page, until you log in.
Open Top Ads (Creative Center)
Use the TikTok Ad Library, step by step
No account needed. It lists ads shown in the EU, Switzerland and the UK over the last year; many US brands advertise there too.
Search the advertiser
Open library.tiktok.com/ads, leave the country on All, set a date range and type the brand's name. Results show its legal name, like HUEL LIMITED.
Our screenshot; ad videos blurred.
Open the ad details
Click an ad. The details page gives the run dates, unique users seen, targeting by country, the caption, the button and the external website it links to.
Our screenshot; ad videos blurred.
Open the linked page
Copy the external website and open it on your phone. That's the page the brand pays to send TikTok viewers to, often a product or sale page.
Example: Huel
Caption “No Time for Cooking? Meet Huel Black Edition”, button “Shop now”, seen by 1K–10K people in 12 EU countries.
The link opens the Black Edition product page, the one product the ad named. See the ad and the page.
Use Top Ads for US ads
Top Ads covers 28 countries, the US among them, but only ads their advertisers let TikTok show.
Open Creative Center's Top Ads and pick a country, an industry and the Conversions objective.
Set the period to the last 180 days; shorter periods show few ads in most industries.
Sort by likes or CTR. CTR shows as a rank: “Top 18%” beats “Top 60%”.
Log in to a free TikTok for Business account to see more than the first page and each ad's landing page.
Our screenshot of Top Ads without a login; ad videos blurred.
Research a competitor in four steps
What to read in a brand's ads, whichever tool you use.
List every ad
Search the brand in the Ad Library and sort by last shown. Count how many ran in the last month.
Find the ones that ran
Ads seen by the most people, or shown for weeks, are the ones the brand keeps paying for.
Write down the hook
Note the first words on screen and the caption. Most winners say the offer or the problem at once.
Open the page it links to
Check whether the page repeats the ad's promise and offer on the first phone screen.
Where Replo fits
Replo builds and tests the page your TikTok ad opens. Its ad research, in early access, reads Meta ads, not TikTok's.
Does today
- Builds the landing page for an ad
- Installs your TikTok Pixel
- A/B tests the page
- Heatmaps of where visitors tap
Doesn't do yet
- Reading TikTok's ad libraries for you
- Connecting to your TikTok Ads account
See the TikTok integration for the pixel, and competitor ad research for Meta ads.
Build the page your TikTok ad opens
Name the ad and the product. Replo builds the landing page on your brand and adds your TikTok Pixel.
TikTok Ad Library questions
- Is the TikTok Ad Library free?
- Yes. The Ad Library at library.tiktok.com is free and needs no account. Creative Center's Top Ads is also free, but without logging in to a TikTok for Business account it shows only a handful of ads and hides each ad's landing page.
- Can I see US ads in the TikTok Ad Library?
- No. The library only lists ads shown in the European Economic Area, Switzerland and the UK, as EU law requires. Many US brands also advertise in Europe, so search them anyway. For ads shown only in the US, use Creative Center's Top Ads.
- How do I find an ad I saw on TikTok?
- Tap the ad's profile name to open the brand's account, then search that name in the Ad Library if you're in Europe. In the US, search the brand or product in Top Ads.
- Does the TikTok Ad Library show ad spend?
- No. It shows how many unique users saw each ad, in ranges like 1K–10K, plus targeting, but not spend. Top Ads shows a budget band of low, medium or high instead of a figure.
- What does CTR mean in TikTok Top Ads?
- CTR is the click-through rate: the share of viewers who tapped the ad. Top Ads shows it as a rank against similar ads, so “Top 18%” means the ad's click-through rate beat 82% of ads like it.
TikTok, the Ad Library and Creative Center are TikTok's; Replo isn't affiliated with TikTok.
