How to find competitor landing pages

Every ad a competitor runs carries its destination URL, and the major ad libraries let you read it without spending a penny or costing the competitor a click. This guide shows you exactly where to look on Meta, Google, TikTok and LinkedIn — and then goes further than the usual tool round-ups, because we hold the destination URLs of 17,346 Meta ads from the UK brands we track, and the routing patterns in that data tell you more about a rival's funnel than the landing pages themselves.

Why ad libraries beat every other method

The obvious ways to find a competitor's landing pages all have problems. Clicking their live ads costs them money (tempting, but it poisons your own retargeting and tells you nothing systematic). Crawling their sitemap shows pages that exist, not pages that paid traffic is being sent to — and the most interesting landers are deliberately excluded from sitemaps and navigation. Paid-intelligence tools infer destinations from search results and miss social entirely.

Ad transparency libraries solve all of this. Every major platform now runs a public ad library — some under regulatory pressure, some to manage reputation — and the destination link ships with the creative. That means you can enumerate the exact set of URLs a brand considers worth paying for — which is the definition of their real landing-page strategy, as opposed to whatever their website navigation implies.

Finding landing pages in the Meta Ad Library

The Meta Ad Library is the richest source because Meta volume is usually the biggest and the library has no practical cap on how many ads you can page through. The method:

1. Search the brand, set country to United Kingdom and category to All ads. (Our full Meta Ad Library guide covers the Page-picking traps.)
2. Open any ad. The headline and call-to-action button link to the ad's destination. On desktop, hover or right-click → copy link address rather than clicking through — you get the raw URL, tracking parameters included, without loading their page or firing their pixels.
3. Work through the grid and collect the URLs. Patterns matter more than any single page: ten ads pointing at one URL is a hero lander; fifty ads pointing at fifty product pages is catalogue advertising.

Competitor landing pages on Google, TikTok and LinkedIn

The same move works, with caveats, everywhere else:

• Google — the Ads Transparency Center shows creatives but, frustratingly, not clickable final URLs for most formats. For Search ads the display URL in the creative is your clue; the visible path (brand.co.uk/boiler-cover) is advertiser-chosen and usually mirrors the real lander. See our Google Ads Transparency Center guide for what else it hides.
• TikTok — the Commercial Content Library covers EU/UK-targeted ads; destination links are present on most entries. Walkthrough in our TikTok Ad Library guide.
• LinkedIn — the Ad Library renders the ad with its live link; B2B landers (gated reports, demo-booking pages) are usually one click away. Our LinkedIn Ad Library guide covers the search quirks.

What 17,346 real destination URLs told us

Generic advice stops at "look at the link". We track live ads across the UK's biggest advertisers — 223 active brands, 146 of which have Meta destination URLs captured — so we classified all 17,346 URLs (data as of 28 October 2026). The split:

Those 17,346 ads resolve to just 258 distinct domains — most brands concentrate paid traffic hard. The interesting stories are in the extremes.

The homepage-only brands

Every one of Thriva's 351 live Meta ads — 100% — points at the bare homepage, thriva.co. That's not laziness; it's a single-product business treating its homepage as the lander and letting the ad creative do the segmentation. Gousto runs the same play at 71% (153 of 214 ads to the homepage), which makes sense for a one-decision subscription box. If your rival routes everything to the homepage, the page to tear down is the homepage — and you should expect it to be relentlessly conversion-optimised, not a brochure.

The dedicated-lander subdomains

Some brands wall their paid traffic off on an acquisition subdomain: Mindful Chef sends 184 ads to get.mindfulchef.com, Verisure sends 59 to get.verisure.co.uk, and Huel runs 36 to try.huel.com. A get. or try. subdomain is a flag worth acting on: it means a separate, stripped-down funnel built purely for cold traffic, and it's where the brand's best-tested copy lives. Check those subdomains directly — they often host variants you'll never reach from the main site.

The hidden landers you'd never find by browsing

This is where ad libraries earn their keep. Wild currently runs 26 ads into /internal/lp/winter-gifting-sets — a path literally labelled internal, invisible from the site's navigation. Water2 sends 62 ads to /pages/7-rw-fj, an unguessable Shopify page slug (and, pleasingly, two ads to a page called /pages/test-adv — live proof of a test cell). No crawl of either website would surface these; the ad destination URL is the only public record they exist.

The redirect wall

1,627 ads don't link to the brand at all — they link to a click-tracking redirect, overwhelmingly ad.doubleclick.net (1,270 ads), which is Google Campaign Manager's click tracker. British Heart Foundation routes 253 of 253 Meta ads through it; EE routes 351 of 359. A 100% DoubleClick wall is a reliable tell that a media agency is running the account with cross-channel ad-server measurement. You can usually still recover the true lander: the final destination is embedded in the redirect URL itself (look for the segment after the DoubleClick path, or a dest=/ds_dest_url= parameter) — no click required.

No lander at all

Two routing choices skip the website entirely. 587 ads go straight to an app store — Revolut (84 ads), Admiral Casino (71) and Xero (70) lead here — meaning the "landing page" you should be studying is their App Store listing. And 771 ads resolve to Meta-owned destinations like the fb.me shortener or a Facebook page: journeys designed to keep the user inside Meta (lead forms, Messenger, shops) where there is no lander to inspect, only the in-platform flow.

How to read what you find

Once you've collected a competitor's destination URLs, ask four questions:

• Concentration — how many ads per unique URL? High concentration (Water2's 267 ads into one product page) shows you the hero product carrying the account. Low concentration suggests broad catalogue or dynamic ads.
• Ownership — own site, subdomain funnel, app store, marketplace, or Meta-native? Each implies a different measurement setup and a different place their conversion rate is won or lost.
• Freshness — pair URLs with ad start dates. A brand-new path appearing under several new ads is a launch; we've covered using launch timing in how to find competitors' winning ads.
• Promo load — URLs containing /sale, /offer or discount codes in UTM parameters betray promotional pressure before the homepage banner ever changes.

One caveat on completeness: destination URLs are captured as the advertiser set them. Dynamic ads can template the final URL per product, and redirects can be re-pointed server-side after launch — so treat any single URL as a snapshot, and patterns across many ads as the signal.

Doing this at scale

Everything above is doable by hand for one competitor in an afternoon. The pain starts when you want it continuously: new landers appear, redirects get re-pointed, and the Meta Ad Library forgets ads the moment they stop. The routing tables in this guide come from AdRival's tracking database — we capture every ad we can see (and its destination) for the brands we cover across Google, Meta, TikTok and LinkedIn, qualify the Google, Meta and TikTok creatives, and flag changes. If you'd rather get a rival's full routing picture as a report than build the spreadsheet yourself, that's what our brand reports and trackers are for. Either way, the free method works: open the ad library, copy the links, and read the funnel your competitor thinks nobody is looking at.