Waiting for Facebook's ad review process to take too long makes many advertisers impatient, not following their advertising plan or having their ads rejected without a clear reason. This is a situation that many Facebook advertisers encounter and almost do not know how to handle the problem properly. Next, we will focus on analyzing Facebook's ad evaluation process, the maximum time that an ad is in the evaluation stage. Another important thing is the factors that help speed up the ad evaluation process. Finally, we will analyze the instructions for handling when an ad is rejected. Through this article, everyone will better understand the advertising process and can handle ads when they are rejected.

What is the Facebook ad review process?

Before your ad can run, or in other words, it can appear on the user interface, your ad must go through a Facebook review phase. After you go to campaign, your ad will not run immediately but will go through Facebook's evaluation phase and it will display a pending status.

This phase is to evaluate whether your ad violates Facebook's rules and requirements. It ensures a safe and trustworthy environment for Facebook users.

There are 2 evaluation phases, including AI evaluation and manual evaluation. Because every day, the number of advertising campaigns that need to be evaluated is very large, so Facebook uses AI to initially review ads including images, text in images, copy, sound, targeting, positioning, and content on your ad's landing page. If the automated system detects any potential issues, your ad may be flagged for additional manual human review. Certain ads, like those related to politics or issues of national importance, automatically get flagged for manual review.,

How long do Facebook ads typically stay in review?

Facebook has a time limit for this ad review process, but sometimes this process will be shortened or extended for many reasons.

Standard Review Time

Normally, the ad review time will be 24 hours after you create a campaign on Facebook ads manager. However, sometimes this time will be shortened to only 1-2 hours.

A note for advertisers is that ads can be reviewed again after running.

Extended Review Time

Although the normal time for ad review is 24 hours, sometimes your ad will be in the review process longer, about 1-2 days. This may happen because your ad needs to go through a manual review process because some of your content may be flagged.

Factors Affecting Review Time

Ad complexity

The complexity of the ad is directly proportional to the time it takes to review the ad. An ad can include many components, the simpler the ad, the faster the ad review time will be. However, many advertisers want to design complex ads with a lot of content to attract more users, which means you will have to wait longer for the ad to be approved and can operate.

Submission volume

If the number of ads waiting for approval is too large, the approval waiting time will be longer, Meta needs more time to evaluate each ad. Therefore, if you send an ad during peak hours, it will take longer than waiting for evaluation during off-peak hours.

Landing page

The ad review process includes evaluating the landing page that the ad post links to, if your landing page is simple, does not contain too much content, or is a link from a reputable address, Facebook partner, the check process will be faster and simpler. However, if you design a complex landing page to convey the message as well as increase the customer conversion rate with a lot of interesting content, Meta will take a long time to collect and evaluate information, which leads to a longer evaluation process.

Advertising history

Advertising history is one of the important factors affecting the advertising review process. If you have a good advertising history, no violations, the review process will be faster. On the contrary, if your ads have been rejected many times before, violating the regulations, the evaluation process will take longer. Another important thing, if your advertising account has never run before, the evaluation time will also be longer than accounts that have run ads before.

How can you speed up your Facebook ad review?

While ad review is entirely controlled by Meta, there are a few tips you can use to speed up the review process.

The time of posting can affect the speed of review. Make sure to post your ad during Meta business hours, especially Monday through Friday, in the morning or afternoon. This is when the Meta team is most active, increasing the likelihood of your ad being reviewed faster.

Maintain Consistency

It is important to maintain a consistent and clean ad account history. Avoid suspicious behavior such as constantly changing payment methods or creating too many ads at once. Accounts with a good history of activity and no violations will be prioritized.

Adhere To Facebook Ads Rules

Reading and following Meta's advertising policies is the best way to avoid delays in the review process. Make sure your ad copy doesn't contain prohibited elements, such as sensitive language, inappropriate images, or misleading information. Use the Meta Ads Manager tool to pre-check your ad for policy compliance before submitting it.

Avoid Frequent Edits Post-Publishing

Once your ad has been submitted for review, avoid making frequent edits. Each edit will cause your ad to return to "under review" status, increasing the wait time.

These tips don't guarantee a quick approval, but they will certainly reduce the risk of unnecessary delays or rejections.

What Happens If Your Facebook Ad Gets Stuck In Review?

When your ad is stuck in review, the first thing to do is to check if the content violates any of Facebook's policies. If no issues are found, you can contact Meta's Support Center to request a re-check. If you find any errors, you should edit the ad content and resubmit it for review. This will not only help your ad get reviewed faster, but also reduce the risk of it being rejected altogether.

How To Handle A Denied Facebook Ad

Even if your ad is rejected, don't give up, there are a few ways you can try to get your ad reviewed again. We have handled many cases of customers being rejected and successfully re-approved. Here are 6 that we often apply:

Review Facebook's explanation

Take a close look at the reasons for ad rejection that Facebook gives, from here you may find errors in the ad that you may have accidentally made, such as violating or prohibited words. Therefore, the first thing you need to do after your ad is rejected is to know why it was rejected, so that you can have a suitable solution.

Edit your ad

If your ad is rejected because the content is inappropriate, contains prohibited, restricted or violating words and images, you can edit the ad accordingly and submit it again. For these ads, the review time will be longer, but the success rate is also very high.

Therefore, make sure that your ad complies with Facebook's rules from the beginning, or at least, check the ad carefully before submitting.

Appeal the decision

Sometimes ads evaluated by AI can make some mistakes that cause your ad to be rejected even though it is not actually in violation or error. If you are in this case, you can appeal to Facebook about their rejection decision. In your appeal, point out and explain that Facebook's rejection was an error so that Facebook can process your appeal more quickly. For these appeals, ads will be manually reviewed to ensure they weren't mistakenly rejected.

Duplicate and resubmit your ad

If your ad is fully compliant with Facebook's guidelines but still not approved, you can try another approach by creating a new ad and submitting it again.

In Meta Ads Manager, you can select "Duplicate" to create a new version of your ad. Then, carefully review the content, including text, images, videos, and calls to action (CTAs). Make sure they don't violate any of Facebook's policies, such as misleading content, unsubstantiated claims, or inappropriate imagery. After editing, resubmit the ad for Meta review. Using a copy instead of directly editing the old ad helps preserve performance history and is easier to manage.

Create multiple versions and A/B test

To increase your chances of approval and improve performance, you should create multiple versions of the same ad. Try changing elements such as the headline, text, images, or video. For example, if your original ad uses a bold image, try a simpler image. Then run an A/B test to see which version performs best. Also, make sure all versions comply with Meta policies to avoid mass disapprovals.

Conclusion

Normally, Facebook ad review can last within 24 hours, but sometimes the evaluation process can be shortened to only 1-2 hours. There are also cases where for some reasons this process can take more than 1 day. Although this process depends entirely on Meta, you can still speed up this process by complying with Facebook's regulations and submitting ads during business hours.

If your ad is rejected, try applying the methods we instruct so that your ad can be reviewed again. However, you should patiently wait for a response from Facebook and appeal or resubmit ads sequentially to avoid account deactivation.

If your ad is still stuck without any way to fix it, please contact us, Luca marketing agency with more than 8+ years of experience, we will help your ads pass the review quickly.