How Long Does Meta Ad Review Take Factors and Best Practices

How Long Does Meta Ad Review Take Factors and Best Practices

When you hit ‘publish’ on a Meta ad, there’s an unmistakable feeling of anticipation as you wait for your campaign to go live. Whether you’re growing a small brand or managing advertising for a global e-commerce giant, that waiting period can feel much longer than it actually is. So, how long should you expect Meta (Facebook and Instagram) to keep your ad under review before it finally goes live?

Meta’s Ad Review Timeline: What to Anticipate

Meta aims to be both fast and thorough with its ad approvals. Most ads will pass through the review system within minutes, but the platform officially states that reviews can take up to 24 hours. Occasionally, ads can stretch beyond that, and knowing the reasons why can make the process less mysterious.

Typical Review Durations

Here’s a general breakdown of timeframes:

At times, your experience may differ from these rough averages, especially during global events, updates to Meta’s review algorithms, or unexpected surges in submissions.

Factors that Influence Review Speed

No two ad reviews are identical. Several variables can impact how quickly your ad progresses from “in review” to “approved” (or possibly, rejected).

Content Complexity: Ads with simple text and clean, positive images generally breeze through. Those with more complex images, long blocks of text, videos, or emerging ad formats may require closer scrutiny.

Sensitive Subjects: If your ad touches on issues like politics, social causes, healthcare, or finance, it will likely be routed through extra layers of scrutiny to comply with regional laws and platform guidelines.

Time of Year and Submission Volume: There are certain weeks and months when Meta’s servers are slammed with submissions—think end-of-year holidays, major global shopping events, and seasonal marketing pushes. During these times, even straightforward campaigns may face delays.

Account History and Reputation: New ad accounts or those with a history of policy violations will sometimes be reviewed more carefully. Multiple rejections or frequent edits to active campaigns can also trigger lengthier evaluations.

Best Practices for Faster Approval

While it’s impossible to guarantee same-day approval every time, you can take steps to speed up the review process and boost your odds of a smooth launch.

• Know Meta’s Guidelines: Brush up on the advertising policies before creating your ads. Violating restrictions around adult content, prohibited products, or restricted targeting can result in automatic rejections and extra manual review.
• Use Quality Creatives: High-resolution images and professional videos (with appropriate aspect ratios and sizes) not only look better, but they also sidestep automated flags triggered by blurry, misleading, or low-quality content.
• Be Accurate and Honest: Represent your offering truthfully—misleading claims or deceptive practices can prompt instant rejection and invite closer reviews of future ads.
• Simplify Your Content: Limit the number of external links, reduce cluttered text, and focus each ad on a single compelling message. This not only appeals to users, but also makes the review process faster.
• Automate Wisely: Integrated automation tools, such as SaveMyLeads, can sync your ad data, help prevent manual errors, and ensure your account settings are compliant—saving precious time and reducing the likelihood of a stalled review.

Pre-Submission Meta Ad Review Checklist

Before you submit your Meta ad, use this checklist to ensure your campaign is set up for a smooth and speedy approval. Completing these steps helps minimise delays, reduces the risk of rejection, and sets your ad up for success.

Compliance Checks

• Reviewed Meta’s latest advertising policies and community standards
• Confirmed ad content does not include prohibited products or services
• Ensured targeting parameters comply with regional laws and Meta guidelines
• Verified that all claims are accurate and substantiated

Creative Checks

• Used high-resolution images or videos with correct aspect ratios and sizes
• Avoided excessive text overlays on images
• Ensured creatives are free from misleading visuals or clickbait
• Included clear branding and a compelling, truthful message

Copy & Messaging

• Checked for spelling and grammar errors
• Avoided misleading statements or exaggerated claims
• Provided clear calls to action
• Ensured ad copy aligns with landing page content

Technical Checks

• Tested all links to ensure they work and lead to relevant, secure landing pages
• Confirmed tracking pixels and analytics are properly installed
• Verified that ad does not contain too many redirects or dynamic elements
• Ensured all required fields in Ads Manager are complete

Account & Settings

• Business verification and billing information are up to date
• No unresolved account flags or policy violations
• Ad set budget and schedule are correct
• Target audience is accurately defined

Final Review

• Previewed the ad in all placements (mobile, desktop, stories, etc.)
• Saved a backup copy of the ad creative and copy
• Scheduled the ad with sufficient lead time for review

Common Causes for Stalled or Extended Reviews

Even well-prepared advertisers sometimes hit snags. If your ad has stalled “in review” for what seems like an eternity, one or more of the following may be to blame:

• Account Issues: Missing verifications, unresolved account flags, or outdated setting details are common culprits.
• Sensitive Content: Ads veering into regulated topics or controversial spheres can trigger manual checks.
• Surge in Reviews: High submission volumes slow the queue, especially if automation queues reach capacity.
• Technical Errors: Rare glitches or misclassifications by Meta’s AI can keep your ad in limbo until a manual review resolves it.

Keep an eye on your Ads Manager dashboard for alerts—if your ad is rejected, you’ll usually see a reason, and you can request another review after making adjustments.

Practical Tips to Stay Ahead

Proactive advertisers rarely get caught flat-footed. Avoid unnecessary delays by planning ahead, especially when campaigns coincide with busy retail seasons or key sales events. Here are a few strategies that empower smoother scheduling:

• Allow Extra Lead Time: Build in a buffer of at least 48 hours before you need your ad to be live, particularly if you’re submitting to new audiences or experimenting with new formats.
• Test and Monitor: Send a ‘test’ version of your ad through the review pipeline before submitting the final creative. This can expose hidden issues that might slow down final approval.
• Use Automation Tools: Platforms like SaveMyLeads offer direct integration with Meta APIs, syncing campaigns and quickly alerting you if errors or missing data threaten to delay review.
• Stay Updated: Meta’s policies are always changing. Subscribe to the Meta Business newsletter, or periodically check the policy centre, to make sure your campaigns remain compliant.

When an Ad Gets Stuck: Troubleshooting and Action Steps

If your campaign lingers “In Review” for more than 24-48 hours and you see no status change, it’s time to take action.

1. Double-check Your Ads Manager: Sometimes an ad is approved, but the account dashboard hasn’t updated on your device.
2. Inspect the Ad Content: Look for anything that might confuse automated scanning—text overlays, dynamic triggers, redirects, or unclear brand claims.
3. Review Account Details: Ensure your business verifications, billing, and contact information are all correct and updated.
4. Reach out to Meta Support: If everything checks out and your ad is still languishing, contact Meta’s support channels. Screenshots, campaign IDs, and a timeline help speed things up.
5. Try an Alternative Creative: If you’re tight on time, try uploading a simplified version of your ad. Sometimes stripping out complex elements results in faster approval.

What to Do If Your Meta Ad Is Rejected

Even the most carefully crafted Meta ads can sometimes be rejected. When this happens, don’t panic—use it as an opportunity to refine your approach and ensure your campaigns meet Meta’s standards. Here’s a step-by-step guide to getting your ad back on track:

1. Review the Rejection Reason

Meta provides a specific reason for each ad rejection. Carefully read the notification in your Ads Manager. Common reasons include policy violations related to prohibited content, misleading claims, or targeting restrictions.

2. Understand the Policy

Click the link provided in the rejection notice to review the relevant policy. Familiarise yourself with the exact guideline your ad may have breached. This helps you avoid similar issues in the future.

3. Edit Your Ad

Make the necessary changes to your ad creative, copy, or targeting. Ensure your content is clear, accurate, and fully compliant with Meta’s advertising policies. Remove any elements that could be misinterpreted or flagged by automated systems.

4. Request a Review

Once you’ve updated your ad, resubmit it for review directly from the Ads Manager. If you believe your ad was mistakenly rejected, you can also request a manual review and provide a brief explanation supporting your case.

5. Monitor the Outcome

Keep an eye on your Ads Manager for updates. If your ad is approved, it will go live automatically. If it’s rejected again, revisit the feedback and consider reaching out to Meta Support for further clarification.

6. Seek Support if Needed

If repeated rejections occur or you’re unsure about the policy interpretation, contact Meta’s support team. Provide all relevant details, including screenshots and campaign IDs, to expedite the process.

Pro Tip:

Keep a record of any changes you make and the feedback you receive. This documentation can be invaluable for future campaigns and appeals.

Setting Realistic Expectations with a Global Platform

Meta’s review teams process millions of ads daily. Most advertisers don’t attract additional scrutiny; yet, in certain regions or industries, manual reviews are par for the course. Understanding this scale helps set reasonable expectations.

Being mindful that weekends, public holidays, and major events can bump up processing times enables more reliable campaign launches. Instead of scrambling at the last minute, savvy advertisers pre-schedule content and use automated tools to keep their campaigns moving smoothly.

Collaborating with a Facebook marketing agency can also be beneficial. These agencies specialize in navigating Meta’s ad policies and can provide insights and strategies to streamline the approval process. By leveraging their expertise, advertisers can optimize their campaigns for smoother approvals and better performance outcomes.

Quick Reference Table: Ad Review Delays at a Glance

The Upside of Patience

Waiting for Meta ad approval rarely feels exciting, especially when big budgets or time-sensitive campaigns are on the line. However, Meta’s insistence on thorough reviews is part of what keeps the platform attractive to advertisers and users alike. With some strategic forethought, automation tools, and a keen awareness of common pitfalls, advertisers can keep campaigns humming and minimise surprises.

A well-prepared campaign, sent through a properly configured account, tends to fly through review. Investing a little extra preparation up front saves hours or even days over time, and streamlines the entire advertising cycle. By embracing automation and maintaining a disciplined approach to policy compliance, advertisers can lay the groundwork for rapid approvals and successful campaigns over the long term.