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Playbooks

Find all ad landing pages of competitors

Seven steps to surface every active ad landing page a competitor is running - across Meta, Google, TikTok, and LinkedIn. The methodology, the tools (free and paid), and how to convert findings into your own landing-page tests.

Updated

Before you start

  • A list of 5-10 competitors to audit (if you don't have this, run [find competitors](/resources/find-competitors) first)
  • Access to Meta Ad Library (free), Google Ads Transparency Center (free), TikTok Creative Center (free) - paid tools optional
  • A spreadsheet or Notion database to track landing-page findings (the audit produces 30-100+ URLs per competitor)
  • 2-3 hours for a first deep audit per competitor; 30 minutes/competitor for monthly refreshes

The playbook

7 steps

0/7

  1. Pull all active Meta ads for the competitor

    Open Meta Ad Library, search the competitor's brand name, filter by country and 'Active' status. Click into each ad to reveal the landing page URL. For competitors running 20+ ads, the manual click-through becomes tedious - use a scraper or paid tool (Foreplay, Atria) to bulk-export.

    # Meta Ad Library URL pattern:
# https://www.facebook.com/ads/library/?active_status=active&ad_type=all&country=US&q=COMPETITOR_NAME&sort_data%5Bdirection%5D=desc&sort_data%5Bmode%5D=relevancy_monthly_grouped

# Replace COMPETITOR_NAME with the brand
# Filter by date range using the UI: 'Date impressions started'
    TipLook at the 'Date impressions started' column. URLs running >60 days are evergreen winners; URLs running <14 days are tests. Bucket them separately.

    Expected outcome

    A list of every active landing page URL the competitor is running on Meta. Often 5-30 unique URLs per active brand.

  2. Pull all active Google Ads via Google Ads Transparency Center

    Open the Google Ads Transparency Center, search the competitor's domain. The Transparency Center shows every ad creative they're running including the destination URL. Filter by ad format (text, image, video, shopping) to surface landing pages by channel.

    TipGoogle's Transparency Center launched in 2023 and is the single biggest free unlock for competitor landing-page audits. Use it before paid tools.

    Expected outcome

    A list of every active landing page URL the competitor is running on Google. Often 10-50+ URLs across search + display + shopping.

  3. Pull all active TikTok ads via TikTok Creative Center

    Open TikTok Creative Center → Top Ads. Search by competitor brand or industry. Each ad reveals the landing page when you click through (TikTok routes via t.co or similar shortener, follow the redirect chain). For B2B and DTC brands actively on TikTok, this surfaces another 5-20 unique landing pages.

    Expected outcome

    A list of TikTok-specific landing page URLs. Often different from Meta and Google URLs - many brands run TikTok-native landing pages with social-first design.

  4. Check LinkedIn Ad Library for B2B competitors

    If the competitor is B2B, LinkedIn Ad Library (under their company page → Posts → Ads tab) reveals active LinkedIn campaigns including landing pages. Most B2B competitors run different landing pages on LinkedIn versus Meta/Google - usually higher-intent landing pages for sales-led funnels.

    TipLinkedIn Ad Library is less complete than Meta Ad Library - only shows ads from the past 12 months. For longer history, use paid tools (LinkedIn Premium, AdSpy LinkedIn module).

    Expected outcome

    LinkedIn-specific landing pages, typically 3-15 URLs per active B2B competitor.

  5. Audit each landing page for structure and intent

    For each URL collected, capture: page type (homepage / collection / PDP / dedicated LP / lead gen / quiz), primary CTA, headline, hero visual (video or static), social proof present (testimonials, logos, review counts), and form complexity (email-only vs full form). The structural audit is what converts a URL list into competitive intelligence.

    # Spreadsheet columns to capture per URL:
# - URL
# - Channel (Meta / Google / TikTok / LinkedIn)
# - Page type
# - Headline
# - CTA primary
# - Hero asset (video / static / hybrid)
# - Social proof present (Y/N + type)
# - Form fields count
# - Estimated days active (from ad library)
# - Screenshot link

    Expected outcome

    A structured spreadsheet of every competitor landing page with its key conversion elements catalogued.

  6. Identify the winning landing pages by ad-spend signal

    Cross-reference the landing pages against ad-library impressions data (or spend estimates from paid tools like SensorTower, AdLibrary.io, or SpyFu). The landing pages receiving the most ad traffic are the competitor's winners - those are the ones to learn from, test against, and benchmark.

    TipURLs running >60 days alive AND receiving high impression volume are the highest-confidence winners. Both signals together are stronger than either alone.

    Expected outcome

    A short-list of 3-5 competitor 'winning landing pages' that warrant deep deconstruction.

  7. Convert findings into your own landing-page test backlog

    For each winning competitor landing page, identify one element worth testing on your own LPs - the hook structure, the social-proof placement, the form-field count, the hero asset style. Build a 5-10-test backlog from the audit. Run tests sequentially over the next 90 days; measure impact on your conversion rate.

    Expected outcome

    A 5-10-test landing-page backlog with each test traceable to a competitor source, plus a measurement plan for the next 90 days.

Shuttergen

Found their landing pages. Now generate better ones..

Shuttergen ingests competitor ads + LPs, scores their structure, and helps you generate creative + LP angles that beat them - tracking and generation in one workflow.

Audit competitors freeAudit framework →

Pitfalls

What goes wrong

  • Auditing the homepage as if it were a landing page

    Most ads route to dedicated landing pages, collection pages, or PDPs - not the homepage. If your audit catches a competitor's homepage URL, click further to see where their actual ad traffic lands. Homepage audits produce misleading conclusions.

  • Ignoring the days-active signal

    A landing page running for 5 days could be a failed test. A landing page running for 90+ days is almost certainly working. Bucket by days-active before drawing conclusions about what to learn from.

  • Copying landing pages verbatim

    Competitor landing pages are calibration, not blueprint. Their hero copy and angle won't fit your brand voice. Audit for structural patterns (form-field count, social proof type, CTA hierarchy), not literal content.

  • Auditing too many competitors at once

    Three competitors fully audited beats ten competitors superficially audited. Limit your deep audit to 3-5 competitors; track the rest at the URL-list level monthly.

  • Missing TikTok and LinkedIn channels

    Most teams default to Meta-only audits. TikTok and LinkedIn frequently surface landing pages that don't exist on Meta - particularly for newer brands testing channel-native LP strategies.

Limits

When this playbook won't work

  • Competitor doesn't run paid ads (rare in commercial categories but real for some B2B niches)
  • Competitor uses heavy URL obfuscation (rare; usually only enterprise B2B with bot-defense in front of LPs)
  • Your category has fewer than 3 active paid competitors (the audit produces too little signal to act on)
  • You're auditing for a market where ad libraries don't operate (limited coverage in some EU countries for some platforms)

Why audit competitor landing pages at all

Landing pages are where conversion actually happens. Most teams obsess over ad creative - hook, format, length - and underinvest in the landing page that receives the click. The landing page often has more impact on conversion rate than the ad itself; a strong ad routing to a weak LP produces poor CAC, a moderate ad routing to a strong LP produces good CAC.

Your competitors have run thousands of LP variants you'd otherwise have to test from scratch. Their winning landing pages encode answers to questions you'd otherwise spend months testing: how many form fields, what hero asset style, where to place social proof, what objections to handle inline. Auditing competitor LPs compresses that learning into a one-time research investment.

The audit also surfaces landing-page strategies you wouldn't have thought of. Quiz-driven LPs, calculator-driven LPs, comparison-driven LPs - many of the highest-converting LP structures in your category are already running on competitor sites. The audit catches them before you waste budget testing inferior structures.

Free tools versus paid tools for landing-page audits

The free tools (Meta Ad Library, Google Ads Transparency Center, TikTok Creative Center, LinkedIn Ad Library) cover the discovery layer. They give you the URL list - which is the load-bearing part of the audit. Without the URLs, no audit is possible; with them, the structural audit can happen manually.

Paid tools (Foreplay, Atria, AdSpy, SpyFu) add three layers on top. First: bulk export instead of manual click-through (saves 1-2 hours per competitor). Second: impressions/spend estimates (helps identify winning LPs faster). Third: historical archive (Meta Ad Library only shows active ads + a short window of inactive; paid tools archive years).

The right tool mix depends on volume. Auditing 3 competitors monthly: free tools sufficient. Auditing 10+ competitors weekly with deep structural analysis: paid tools earn their cost ($30-200/mo) by saving 5-10 hours/week of manual work.

Internal: see competitor monitoring tools for the tool roundup.

Found their landing pages. Now generate better ones.. Shuttergen ingests competitor ads + LPs, scores their structure, and helps you generate creative + LP angles that beat them - tracking and generation in one workflow.

Audit competitors free

Structural patterns to look for in winning LPs

Five structural patterns repeat across winning landing pages. First: a single primary CTA, placed above the fold and repeated 2-3 times down the page. Multi-CTA LPs (book demo + start trial + see pricing all competing) almost always underperform single-CTA versions. Second: social proof in the first viewport - either review counts, customer logos, or specific testimonials. The earlier the social proof, the higher the conversion.

Third: form-field count calibrated to intent. Top-of-funnel LPs use email-only forms (1 field). Mid-funnel LPs use 3-5 fields. Bottom-of-funnel LPs (demo requests) use 7-10 fields. Mismatching field count to intent kills conversion. Fourth: video hero on high-consideration purchases ($50+ AOV, B2B SaaS), static hero on impulse purchases ($25-50 AOV). Fifth: objection handling inline - 'Is this for me?' / 'How does it compare to X?' / 'What if I don't like it?' sections that address the obvious objections before the user has to find FAQs.

Score competitor LPs against these five patterns during your audit. The LPs that hit 4-5 of the patterns are the ones to learn from; LPs hitting 0-2 are not winning despite their ad spend (and warrant a cautionary note in your research).

Monthly refresh: how to maintain the audit without weekly overhead

A monthly cadence catches competitor LP changes in time to respond without dominating your week. Each month, re-pull the URL list per competitor (15 min via paid tools, 30 min manual). New URLs entering the list are tests; URLs disappearing are killed tests; URLs growing in impressions are winners scaling up.

Track three states per URL: net new (added this month), grew (impressions increased), dropped (removed or impressions fell). The first two are the highest-value signals - net-new LPs reveal competitor testing intent, grew LPs reveal what's winning at scale.

The monthly cadence compounds. Twelve months of LP-change tracking gives you a competitive map richer than any one-time audit. You see which LPs persisted (real winners), which got killed (failed tests), and which scaled (the breakout campaigns). That richness is what makes monthly tracking worth the time investment over occasional deep audits.

FAQ

Frequently asked

How do I find all the landing pages of my competitors?
Pull active ads from Meta Ad Library, Google Ads Transparency Center, TikTok Creative Center, and (for B2B) LinkedIn Ad Library. Each ad reveals its destination URL. The four free tools cover the discovery layer; paid tools (Foreplay, AdSpy, SpyFu) add bulk export, spend estimates, and historical archive.
Is there a free tool to find competitor landing pages?
Yes - all four major ad libraries are free: Meta Ad Library, Google Ads Transparency Center, TikTok Creative Center, LinkedIn Ad Library. The free stack covers the URL discovery; paid tools add convenience and depth.
How many competitors should I audit for landing pages?
3-5 for deep structural audits. More than 5 and the audit produces too much data to act on. For the rest of your competitive set, do a URL-list-only monthly refresh without the structural deep-dive.
How often should I refresh the landing-page audit?
Monthly URL-list refresh; quarterly deep structural re-audit. The monthly cadence catches new LP tests; the quarterly cadence captures structural shifts (new LP architecture, new social-proof patterns).
Can I scrape competitor landing pages legally?
Generally yes for public-facing pages, with caveats. Stay within robots.txt and rate limits. Don't scrape behind login walls. Personal-use research and competitive intelligence are well-established uses. For commercial scraping at scale, get legal review.
What should I do with the landing-page audit findings?
Convert into a 5-10-test backlog for your own LPs. Each test should be traceable to a competitor source ('we saw this on competitor X's LP') and have a measurement plan. Run tests sequentially over 90 days; measure conversion-rate impact.
How is this different from competitor ad analysis?
Ad analysis covers the creative (hook, format, length). Landing page audit covers what happens after the click. Both matter; both are different research questions. The full competitive audit includes both ads and LPs.

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Competitor monitoring tools

Tool roundup for ongoing monitoring.

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Anatomy Of Good Meta Ad Library

Competitive audit framework.

Found their landing pages. Now generate better ones..

Shuttergen ingests competitor ads + LPs, scores their structure, and helps you generate creative + LP angles that beat them - tracking and generation in one workflow.

Audit competitors freeAudit framework →