Facebook Ad Library
for Malta businesses.

Start with the country. Setting it to Malta shows ads that were shown to people in Malta, which is what you want for local competitors. Leave the category on “All ads” unless you are looking for something specific; the political and issue category is mostly empty in the EU, because Meta stopped allowing social issue, electoral and political ads in the EU in October 2025.

Then search. Typing a business name suggests matching Pages; pick one to see all its ads. Typing a keyword such as “bathroom renovation”, “nail salon” or “Gozo apartment” searches the text of ads instead, which is how you find competitors you did not know about. Filters let you narrow by platform, language, media type, active or inactive status and date.

Open an ad to see its details: when it started, which platforms it runs on and whether several versions of the same ad exist. Many advertisers test a few versions of one idea, and the Library groups them so you can see every variation of the headline or image.

The Ad Library does not show results. There is no click-through rate, no cost per lead, no sales and, for ordinary commercial ads, no budget. You cannot tell from the Library whether an ad made money. That is the most common misunderstanding: people see a competitor running lots of ads and assume they are all working.

One signal is worth more than the rest: how long an ad has been running. Businesses that watch their numbers usually switch off ads that lose money within days or weeks. An ad that has been running for three months is more likely to be paying for itself than one launched yesterday. It is still a hint, not proof, because some advertisers simply forget to switch ads off.

The Library also says nothing about what happens after the click. Two businesses can run almost the same ad and get completely different results, because one answers WhatsApp within minutes and the other replies the next day.

Look for patterns, not individual ads. Spend twenty minutes on the five or six businesses you lose customers to and note what they lead with: price, speed, quality, a guarantee, a free consultation, delivery to Gozo. Note the formats too. If every competitor uses polished photos, a short phone video of your own team at work may stand out more than another polished photo.

Then look for the gap. If every furniture shop in Malta advertises discounts, the one that shows delivery and assembly within two days has something different to say. If every clinic shows the same smiling stock model, real photos of your own rooms and staff are already a difference. The best use of the Library is to find what nobody else is saying.

Do not copy wording, images or video. It is unfair, can breach copyright, and in a market as small as Malta customers notice. It also rarely works, because the ad is only one part of what makes a competitor’s campaign succeed.

Before we plan a new campaign, we review the Ad Library for the client’s main competitors in Malta and abroad, note the offers, angles and formats that have been running for a long time, and look for what nobody is saying yet. That review shapes the first round of creative we test, alongside what the client’s own customers tell them.

After launch, the decisions come from the client’s own Ads Manager data: leads, bookings and tracked sales. Our Meta ads management starts from €1,249 a month plus ad spend, excluding VAT, and the ad account stays in your name.