TikTok Ad Library: how to search TikTok ads in 2026

1. Go to library.tiktok.com and stay on the Ad Library tab.
2. Choose an ad target country. It's required. Pick one country, or "All countries" to search the whole list.
3. Set the last shown date range. It defaults to the last 30 days. Widen it to see older campaigns — ads stay for a year after their last view.
4. Search by advertiser name or keyword. Advertiser name gets you one company's ads; a keyword finds ads mentioning a term across advertisers.
5. Open an ad to see its details.

If a competitor only advertises in the US, you won't find them here — see the Creative Center for the alternative.

• The creative — the video or image as it ran.
• Advertiser and registered location — useful for spotting when a brand runs ads through a regional entity.
• First and last shown dates — how long the ad ran. Long runs suggest a winner.
• Estimated unique users reached — a range, not an exact figure, but enough to tell a test from a scaled ad.
• Main targeting parameters — who the advertiser aimed at.

Reach plus run length is the most useful combination: an ad that ran for months and reached a large range is one the advertiser kept putting money behind.

• Ads outside Europe. An ad that ran only in the US or Asia isn't in it.
• Spend or results. No budget, clicks, CTR or conversions — reach is a range.
• Organic content. Creator posts labelled as promotional sit in a separate "other commercial content" section.
• Why it worked. As with any library, you see what ran, not whether it was profitable.

TikTok has two places to look at ads, and they answer different questions:

• The Ad Library is complete but European: every ad shown in its countries, kept for a year. Use it to see everything a specific competitor runs.
• The Creative Center's Top Ads is global but curated: high-performing ads that advertisers authorised, with likes, CTR bands and second-by-second analytics. Use it for inspiration on hooks and formats.

Our TikTok Creative Center guide covers the second in detail.

• All ads report — an aggregate view of advertising in the library.
• Other commercial content — content TikTok isn't paid to show, such as posts creators label as paid partnerships or promotional.
• Commercial Content API — for running custom searches across the library programmatically, after an application.

Competitor ads tell you what others are testing. Your own TikTok Ads account tells you what's working for you, and how TikTok compares with the rest of your spend.

GoMarble reads TikTok Ads campaign performance alongside Meta, Google and your store, so you can compare channels and ask questions in plain English — in GoMarble, or in Claude and ChatGPT through the TikTok MCP connection.