So you've launched your Facebook ad - what happens next? You might be wondering when your ad will become active and how long Facebook takes to review ads.
Let's look at how Facebook and its review system works. We'll share what we've learned from our experience and research.
Let's start with a simple question:
When and why Facebook Review Ads?
When? Facebook reviews ads in two situations: when you create a new ad or when you make changes to existing ads (like updating images or text). Their system automatically checks if your ads follow their rules and policies.
Sometimes Facebook may allow your ad to go live before review if you have a good history with them. However, they will still review it later when their system is less busy.
It's important to know that ads aren't just checked by computers. Sometimes human reviewers look at ads too, especially when Facebook introduces new review criteria. As their automated systems improve with more data, they rely less on human reviewers.
Facebook is particularly careful with ads about sensitive topics like finance or health - these sometimes get reviewed manually by humans.
Why? Facebook checks all ads to keep users safe and make sure ads follow their rules. They look for false claims, banned products, and make sure ads follow community guidelines. This helps keep Facebook trustworthy and high-quality.
What Does Facebook Look at While Reviewing Ads?
- Pictures and videos:
- Are they appropriate and good quality?
- Do they have the right amount of text?
- Are they safe and not offensive?
- Do they meet technical requirements?
- Ad text:
- Is it written correctly?
- Is it honest and truthful?
- Does it include required legal text?
- Is the language appropriate?
- Who sees the ad (Target audience):
- Is it fair to everyone?
- Is it shown to the right age groups?
- Are custom audiences used correctly?
- Does it follow special rules for certain groups?
- Websites the ad links to (Landing pages):
- Does the website work well?
- Does it match what the ad promises?
- Is it safe and private?
- Is it easy to use?
How Long Facebook Takes to Review Ads
Facebook usually takes less than 24 hours to check ads. If your ad follows all the rules and you have a good track record, it might be approved in just a few minutes. Let's look at what affects how long it takes.
Facebook uses computer programs to check most ads, but sometimes real people check them too. They look at everything - pictures, videos, words, who will see the ad, and where the ad links to.
Your ad might take longer if:
- Many people are making ads (like during holidays)
- Your ad has special features or settings
- Real people need to check your ad
- You haven't followed Facebook's rules in the past
What If Facebook Rejected Your Ad by Mistake?
Reviewing millions of ads each day is not easy, and Facebook sometimes makes mistakes. Both their automated systems and human reviewers can make errors.
This often happens when Facebook adds new rules. Their systems need time to learn how to apply these rules correctly. As they gain more experience, they get better at reviewing ads.
Facebook says they are always working to improve their review system. They look at how well advertisers have followed rules in the past and what users say about ads.
What should you do if you think your ad was rejected by mistake?
If you believe Facebook made a mistake in rejecting your ad, you have two options:
- Look for the "Appeal" button next to your rejected ad and click it to request another review
- Contact Meta Business Support directly for help
You can also report other ads that you think was rejected by mistake.
Read More: Facebook Agency Ad Accounts vs Regular Ad Accounts: Complete Comparison
Read More: Why Does My Facebook Ad Is Not Delivering?
Changes to running ads will trigger the review process again!
If you make changes to an ad that's already running or planned to run, Facebook will need to check it again.
Facebook will review your ad again when you change:
- The people who will see your ad (targeting)
- Any pictures, text, links, or videos
- How your ad performs (optimization)
- Your payment method (billing)
Note: Facebook will not review your ad again if you only change the bid amount, budget, or schedule. These small changes don't need another review.
Quick Tips to Get Your Ad Approved Fast.
Want your Facebook ads approved quickly? Here's what to do:
- Post your ads on weekdays between 8 AM and 8 PM
- Follow Facebook's rules every time to build trust
- Double-check everything before you submit - pictures, words, links, and who you want to reach
- Be honest - don't promise things you can't deliver
- During busy times like holidays, submit your ads early
- Make sure your website works well and matches what your ad says
- Only use Facebook or Instagram logos if you really need to, and don't change them
- Keep up with Facebook's latest rules
Frequently asked questions
Q.1 How long until my ad starts?
Ans: Usually within 24 hours, but sometimes just minutes. It takes longer during busy times like holidays.
Q.2 What does Facebook check?
Ans: They look at:
- Your pictures and videos
- The words in your ad
- Who you want to show the ad to
- Your website
Q.3 What makes checking take longer?
Ans:
- Ads with lots of parts
- Busy times like holidays
- When a person needs to check your ad
- If you broke rules before
Q.4 Can people see my ad while it's being checked?
Ans: No, you need to wait until Facebook says it's okay.
Q.5 What if Facebook says no to my ad?
Ans: You can:
- See why they said no
- Fix what's wrong
- Ask them to check again if you think they made a mistake
Q.6 What happens if an ad is approved but later found to violate policies?
Ans: Even after your ad is approved, Facebook continues reviewing it periodically. If they detect violations in later reviews, they will reject the ad and stop it from running. At this point, you can either appeal the decision or fix the issue and create a new ad.
Q.7 How can advertisers improve their approval rate over time?
Ans: While you should always follow Facebook's policies, it's normal to miss some details at first. With experience, you'll gather enough data to make better-informed decisions about what works and what doesn't.
Q.8 Are there specific requirements for different types of industries or ad categories?
Ans: Yes, ads related to politics, health, and certain other categories require special approval from Meta before you can run them.
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