Due to the structure of rolling bearings, will have various problems. So the early detection of rolling bearing faults is very important. Consequently, a precise method for extracting fault features is required. In this study, an adaptive variational modal decomposition (VMD) fault feature extraction method is proposed, utilizing the sparrow search algorithm (SSA). Firstly, a novel measurement index called impulse diversity entropy (IDE) is introduced, which better represents internal changes within the mode components. Secondly, the SSA is employed to select the optimal VMD decomposition parameters based on the IDE. Finally, a spectrum analysis is conducted on the mode component with the highest IDE to extract fault features. The experimental results show that this method has an accurate feature extraction ability and obvious advantages over other methods in distinguishing fault and interference frequencies because it is a special signal decomposition method.