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Why are Facebook Ads and Instagram Ads Approved But Not Running?

Facebook and Instagram Ads are currently two of the most widely used digital advertising platforms. In recent years, these platforms have gained significant significance as an increasing number of organizations have sought to profit from the expanding number of users on social networking sites.

A successful marketing campaign consists of several steps, the first of which is having an advertisement authorized on either Facebook or Instagram. To get the outcomes they seek, businesses must also ensure that their advertisements function properly.

Several companies discovered that their Facebook and Instagram Ads are not operating as planned, even though Facebook and Instagram have approved their ads.

This may be very irritating, particularly for those people who have invested time and money into developing an effective advertising strategy. There are several potential causes for this to occur, such as problems with the platform’s technical infrastructure or incorrect targeting settings.

In this piece, we will investigate some of the more typical possibilities that could explain why Facebook Advertising and Instagram Ads have been approved but have not yet gone live. We will also provide advice and solutions for businesses to troubleshoot these issues, allowing them to get their advertisements up and running as fast and efficiently as possible.

You must learn to troubleshoot ad campaigns to achieve your marketing goals on these prominent social media platforms. Whether you are new to digital advertising or an experienced veteran, this is true.

Reasons for Ad Approval Issues

1. Poor Ad Performance 

There are several different explanations for why advertisements on Facebook and Instagram could be approved but not run. One of the most typical problems is poor ad performance, which can result in lower ad relevance scores and, ultimately, prohibit the ad from being shown to the intended audience.

Bad ad performance can be brought about by several causes, including ineffective ad copy, poor-quality images or videos, inaccurate targeting settings, or a lack of audience interaction.

Begin the process of enhancing the performance of your advertisement by first examining the targeting choices available to you to ensure that you are communicating with the appropriate individuals.

You should also consider refining your messaging to ensure it is understandable and appealing enough to get people’s attention. In addition, use high-quality pictures that are appealing to the eye and pertinent to the product or brand you are marketing.

Keeping a careful eye on your advertisements and making any necessary revisions as you go along is another crucial step.

This could entail altering your aesthetics, adjusting your targeting settings, or trying out several headlines and descriptions until you discover one that connects with your audience. Using these methods to improve the performance of your Facebook and Instagram advertising can assist in raising their efficacy in driving conversions for your business.

2. Targeting Criteria Issues (e.g., Relevance Score, Age/Gender Restrictions) 

Targeting criteria problems are among the most frequent causes of Facebook Advertising and Instagram Ads not working.

This indicates that certain limits or constraints may be placed on your ad’s target audience, prohibiting it from being broadcast. For instance, age and gender limits can be why your advertisement isn’t airing.

The relevance score is another potential problem. Facebook has a system that analyses various metrics, including an ad’s engagement rate, feedback ratio, and conversion rate, to determine how relevant an ad is to the audience for which it was created. If an advertisement receives a low relevance score, the target audience will not be shown the advertisement at all.

It is essential to thoroughly evaluate your advertisements before submitting them for approval to avoid problems relating to the targeting criteria.

Ensure you have identified the appropriate target population based on demographics and interests linked to your product or service. It is also essential to check that the content of your advertisement adheres to the guidelines set forth by Facebook for advertisements.

This will prevent you from receiving unfavourable feedback from platform users and the automated systems monitoring activity on the site.

3. Disallowed Content or Images 

Advertisers must adhere to the standards outlined by Facebook and Instagram before running ads on either platform. Should you fail to do so, you risk having content or photos that are not permitted on the site, which could prohibit your advertisements from running.

Advertisements on Facebook and Instagram are frequently rejected for a variety of reasons, including but not limited to the following: the use of false or misleading information; the promotion of illegal activities; the making of unrealistic promises; the use of inappropriate language or imagery; and the violation of community standards.

It is in your best interest to check the advertising policies of Facebook and Instagram before developing any ads. This will help ensure that your ad campaign does not include any information or images not permitted on either network.

You will better understand the permitted forms of material and the forbidden forms of content as a result of reading this. In addition, it is strongly suggested that you make use of photographs of a high quality that do not have any text overlays because the algorithms of the platform have the capability of identifying these types of images as suspicious.

Understanding Facebook and Instagram’s advertising policies is necessary if you want your advertisements to be accepted and run successfully on those platforms.

You can generate successful advertising campaigns while adhering to the platform’s laws and regulations if you pay close attention to these recommendations and follow them to the letter.

4. Unresponsive Landing Pages 

Landing pages that are not mobile-friendly are frequently cited as one of the most prevalent causes of Facebook and Instagram Ads being approved but not running.

Your advertising campaign may be unsuccessful if the landing pages direct users to load excessively or do not display correctly on mobile devices. This is because customers may become disinterested and click away before they have the opportunity to check out what it is that you have to offer.

If you have this problem, you must optimise your landing page for speed and mobile devices. You can accomplish this by compressing pictures, minimising the number of HTTP requests, and ensuring your website is responsive across all devices.

Keep in mind that Facebook imposes stringent regulations on the types of content that can be shown on landing pages. This is another important consideration to take into account.

Your advertisement will not be authorised or run if the landing page it links to contains content that is forbidden, such as information that is deceptive or spammy ads.

Ensure that your landing page conforms with Facebook’s advertising regulations to get the most out of your advertising campaigns.

5. Copyright Violations 

Copyright issues are why Facebook and Instagram ads don’t run after approval. The platforms adhere to stringent regulations regarding content protected by intellectual property rights, such as photographs and music.

If an advertisement contains material that has been identified as being protected by intellectual property rights, the publication of the advertisement will be halted.

To avoid infringing on anyone’s copyright, checking that all images and music utilised in ads are originals or have been lawfully licenced is essential.

In addition, it is essential to ensure that you are always up-to-date on any modifications made to copyright laws and any policy adjustments made on social media sites.

It is possible to lodge a dispute with the platform’s support team if an advertisement was incorrectly reported for copyright violations.

However, prevention is always preferable to treatment when it comes to avoiding disruptions in your advertising efforts due to copyright breaches because it reduces the likelihood of an incident.

6. Payment Issues 

When running Facebook Ads and Instagram Ads, one of the most common payment issues that advertisers run into is that they do not have sufficient funds in their ad account.

This is one of the most typical problems advertisers face regarding payments. To avoid this problem, it is essential to check if the balance in your advertising account is sufficient to pay for the cost of your ads. You can accomplish this goal by increasing the maximum amount of credit available to you or by including a reliable form of payment.

Even after approval, there is still a possibility that your Facebook Ads and Instagram Ads won’t run because of billing problems.

This occurs when there is an issue with the provided billing information, such as an incorrect address or a credit card’s expired details. To resolve this issue, the advertisers need to check their billing information and, if necessary, change it.

Last but not least, ads that violate Facebook’s and Instagram’s advertising regulations may be rejected by both platforms. This includes marketing illicit items or services, using inappropriate language or pictures, or targeting audiences who are not permitted.

It is imperative that, before publishing any ads on these platforms, their advertising policies be thoroughly reviewed to prevent any payment concerns that may arise in the future.

Solutions for Troubleshooting Ad Approval Issues 

One of the most common challenges advertisers have is navigating the ad clearance processes on Facebook and Instagram. Your ads might be accepted, but they might not be running for various reasons. For example, your ad account may have been flagged for breaking one or more of Facebook’s advertising regulations.

In addition, your difficulty may result from the targeting you are employing. For instance, if you target users in a particular region where Facebook has limited its reach owing to privacy concerns or other causes, your ads would not function as smoothly as they normally would.

Using low-quality photos with an excessive amount of text overlay or misleading information is another aspect that may cause problems with advertisement approval.

Because of this, you should constantly make sure that you comply with the standards that Facebook has established for advertising and that you use photos of a high quality that will attract the attention of the audience you are trying to reach.

1. Testing Your Ad Creative 

Because the ad creative did not make it through the review process, Facebook and Instagram Ads might not be running.

This indicates that the advertisement’s content violates one or more of Facebook’s advertising policies, such as promoting unlawful products, using inappropriate language or imagery, or making false claims.

Before applying for your advertisement’s creative to be approved, it is essential to perform exhaustive testing. This will help you avoid the problem.

This may involve developing many copies of your advertisement with various headlines, graphics, and language to determine which version resonates most strongly with the population you are trying to reach.

In addition, you can utilise tools like A/B testing to evaluate the efficacy of several iterations of your ads and choose the most successful one.

In addition, it is essential to guarantee that all of your ads follow Facebook’s advertising policies and guidelines. To do this, it is necessary to stay current on Facebook’s advertising policies and guidelines.

The likelihood that your Facebook and Instagram Ads will be accepted and run successfully on both platforms can be increased by completing these steps to test and modify your ad creative before submission.

2. Reviewing Targeting Settings

The targeting options are to blame for your Facebook or Instagram ads not running after approval. A critical component of any advertising effort is targeting. It decides who sees your ads and ensures they are presented to the appropriate audience at the appropriate time.

The first issue you should consider is whether your chosen targeting options are too specific or general. If they are too specific, you might not be able to reach enough people, but if they are too general, you might be throwing away money on clicks unrelated to your business. Adjustments to your targeting settings can assist in enhancing the success of your ads and guarantee that they are delivered to the appropriate audience.

Exclusions in the targeting settings are another potential explanation for why ads on Facebook or Instagram may be accepted but not run.

Excluding particular demographics, such as age or geography, could reduce the number of people who view your advertisement and prevent it from functioning as intended.

By reviewing these exclusions, you can assist in detecting any problems with your targeting settings and guarantee that your ads run without a hitch.

3. Making Sure Your Landing Page is Functioning Properly 

Ensuring your landing page is up and running correctly is one of the most important things you can do to ensure the success of an advertising campaign you run on Facebook or Instagram.

There are various possible explanations for why your ads have been approved but are still not running. First and foremost, you have to check to see if the regulations and criteria governing advertising on Facebook are followed on the landing page you’ve created for your campaign.

The platform prohibits the promotion of specific categories of goods and services, including but not limited to firearms, illegal substances, tobacco products, and other similar items.

Second, if you have recently modified your website or landing page, check that those modifications have been reflected in the URL you provided for your advertising campaign. Moreover, check to see if there are any technical difficulties, such as broken links or picture flaws, on your landing page.

Lastly, ensure the messaging on your ad text and your landing page’s content is consistent. Users will rapidly lose interest and leave the page without taking action if what they see in the advertisement does not match what they see on the landing page.

By following these measures to guarantee that your landing pages are optimised for conversions and compliant with advertising standards, Facebook and Instagram Ads may operate effectively without hiccups.

4. Checking for Copyright Violations 

Accepting your advertisement is only the first step in marketing it on social media platforms like Facebook and Instagram. Even if your advertisement has been given the go-ahead, that does not necessarily mean it is active. Due to copyright breaches, ads are occasionally not permitted to run.

Regarding the use of content protected by intellectual property rights in ads, Facebook has stringent guidelines.

This includes pictures, songs, films, and other content that can violate someone’s intellectual property rights. If Facebook finds that your advertisement violates any of these policies, it will stop it from running.

To prevent a scenario like this, businesses must check that they have all the appropriate rights and permissions for any content in their ads. When submitting an ad for approval, they should also thoroughly understand Facebook’s policies regarding using copyrighted materials.

When developing ads for social media sites such as Facebook and Instagram, it is essential to check for any infringement on intellectual property rights thoroughly. Advertisers that their marketing initiatives are not only lawful and that they adhere to industry standards and show adequate respect for the intellectual property rights of others.

5. Troubleshooting Payment-Related Errors 

If you are having issues with payments for your Facebook and Instagram ads, it can be quite aggravating when your ads are approved but not running. One of the most typical problems that can arise is when your advertising account is tagged for breaking the terms and conditions of the platform.

Hence, before attempting to solve any difficulties linked to payments, it is necessary to confirm that the content of your advertisements follows the advertising standards of both Facebook and Instagram.

Insufficient cash in your account could also cause your ads to be approved but not running. Check that the credit card or PayPal account connected to your ad account has sufficient funds. You should also check with your financial institution to see if any transaction limits that prohibit the payment from going through have been imposed on your account.

Last but not least, make sure that all of the information in the billing part of Ad Manager is correct and up to date. Improper billing information can result in payment problems, which can prevent ads from running properly. If none of these solutions solves the problem, you should get in touch with Facebook’s support team so that they can provide further assistance.

6. Contacting the Facebook Ads Support Team 

If you are having problems with the functionality of your ads on Facebook or Instagram, the first thing you should do is get in touch with the support team for Facebook Ads. You can accomplish this by visiting the Facebook Help Center, where you will find a section specifically geared towards marketers.

In this part, you will have access to a wide variety of materials and lessons that will aid you in resolving any problems that you may be having with the advertising campaigns you are running. You can also submit a support ticket directly to Facebook’s team of specialists.

Including as much information as possible regarding your problem when filing a support case is essential. Please remember to include any error messages or screenshots that may be relevant, as this will assist the support team in determining the issue more quickly. After submitting your request, Facebook should send you a confirmation email with a reference number specific to your instance.

It is important to remember that depending on how busy they are at any given time, the response times of the Facebook Ads support service can vary.

However, once an issue relating to ad approvals or disapprovals has been raised to Facebook’s support staff, it is fixed quickly. This is the case in many circumstances. Advertisers may quickly get their ads back up and running by adhering to these guidelines and working cooperatively with their experts.


In conclusion, approval of your Facebook or Instagram ads is just the first step in the process. Even if your advertisement has been given the go-ahead to run, there is no guarantee that it will do so immediately.

Your ads may be accepted but not run for various reasons, including financial limitations, a scarcity of available advertising space, and difficulties in audience targeting. It is essential to keep a close eye on and make necessary adjustments to the configurations of your advertisements to guarantee that they are operating at their full potential.

This may entail monitoring your budget allocation regularly and making necessary adjustments based on performance measures such as click-through (CTR) and conversion rates. It is also possible that this will require analysing the criteria you use to target your audience to ensure you communicate effectively with the appropriate individuals.

When it comes to running successful ads on Facebook and Instagram, ultimately, the most important quality to possess is patience. Don’t let early failures or sluggish performance dishearten you; keep testing and optimising several approaches until you find one that works well for your company and brings about the desired outcomes.

You may turn those ads that have been approved but are not yet running into effective marketing tools that drive growth for your business if you are persistent and willing to engage in a little bit of trial-and-error learning.

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