Using the LinkedIn Ad Library to Uncover Insights on Your Competitors

What Is the LinkedIn Ad Library?

The LinkedIn Ad Library is a public, searchable database of all ads on LinkedIn (ads remain in the Ad Library for one year after their last impression). It was designed to promote transparency in digital advertising, but for marketers, it’s also a goldmine of insights.

You don’t need an account or special access - anyone can use it for free. Simply search by company name and/or by keyword to view their ads, including visuals, copy, and formats.

You won’t see performance data such as spend or engagement rates, but you will gain a clear picture of how competitors are positioning themselves in the market.

👉 Access it here: https://www.linkedin.com/ad-library

Why It’s a Game-Changer for MedTech Marketers

LinkedIn is the only social media platform that allows you to target your Ideal Customer Profile (ICP) with real precision - using filters such as job title, company, and seniority.

However, advertising on LinkedIn is still a hugely under-utilised channel in the MedTech and healthcare industry. Often, senior leaders can’t see the value of paid advertising compared to sharing content freely on the company page.

That’s why the LinkedIn Ad Library is so useful. Seeing what other organisations are doing to reach their ICP on LinkedIn can help validate why paid ads deserve a more serious place in your marketing mix.

Here’s how the LinkedIn Ad Library can help you:

1. Monitor Competitor Activity

See what other companies are promoting. Are they pushing educational thought leadership, product content, or focussing on lead generation? You’ll also see whether they’ve tried video, carousel, or static ads, all useful clues to their strategy.

2. Spot Market Trends Early

If you notice recurring themes, such as AI in diagnostics or sustainability in devices, that’s a signal. These insights can inform your own messaging and help you stay ahead of emerging conversations.

3. Inspire Your Next Campaign

Struggling to find the right creative angle? Browse the Ad Library for inspiration. Notice what feels engaging, human, or overly corporate and use that to shape your own tone of voice and design and ensure you stand out.

4. Refine Your Messaging

Compare how others talk about product benefits, clinical outcomes, or technology. You might find gaps that your brand can confidently fill helping you stand out and connect more clearly with your audience.

How to Use the LinkedIn Ad Library (Step-by-Step)

Step 1: Go to linkedin.com/ad-library
Step 2: Type in a company name
Step 3: Browse the list of active ads
Step 4: Click into each ad to view the copy, creative, and call-to-action
Step 5: Use filters such as Country or Date Range to narrow results

💡 Pro tip: Bookmark the Ad Library and check it monthly to stay updated on competitor activity.

Final Thoughts

The LinkedIn Ad Library is a great tool for MedTech marketers. In minutes, you can see what your competitors are advertising, what kind of creative dominates your sector, and where the opportunities lie.

LinkedIn advertising is a powerful way to reach and engage with your ICP, with the LinkedIn Ad Library giving you insights into how to gain a competitive edge.