Few things are more frustrating for advertisers than watching a Facebook ad sit in “In Review” status for hours—or even days—without moving. When campaigns are carefully timed around product launches or promotional events, long review delays can disrupt your marketing rhythm and affectf your ROI.

If your Facebook ad has been stuck in review for too long, you’re not alone. Many experienced advertisers encounter this issue, especially during high-traffic periods or when working with new ad accounts. The good news: most of these delays can be understood, diagnosed, and prevented.

This guide breaks down everything you need to know—how long reviews usually take, why they get delayed, how to fix a stuck ad, and what you can do to avoid it happening again. You’ll also find actionable steps and professional tips drawn from Meta’s official documentation and real-world ad management experience.

How Long Does Facebook Ad Review Usually Take?

Before we declare an ad "stuck," we need to establish a baseline. The "In Review" status is a mandatory checkpoint where Meta's systems check your ad—including its creative, copy, targeting, and landing page—against their Advertising Policies.

Meta’s Official Guideline

Meta's official stance is designed to manage expectations. According to their business help documentation, "Most ads are reviewed within 24 hours, although in some cases it may take longer."

This 24-hour window is the "safe" answer. In reality, the experience of most seasoned advertisers is different.

Typical Observed Times vs. When It Exceeds

For an established ad account with a good history, the typical review time is often much faster. It's not uncommon to see ads approved in 2 to 6 hours. This speed is thanks to Meta's sophisticated automated review system, which can scan and approve compliant ads at scale.

An ad is generally considered "stuck" or delayed when it blows past that 24-hour mark.

• 24-48 hours: This is a gray area. It's longer than usual but could be due to a minor flag or high system volume.

• 48-72 hours: At this point, your ad is almost certainly stuck, likely flagged for a manual review or lost in a queue.

• 72+ hours: This indicates a significant problem, either with your ad, your account, or a system-wide backlog.

Why "Review Time" is Variable

The review time isn't a fixed countdown. It’s a dynamic process influenced by several factors:

• Automation vs. Manual Review: The vast majority of ads are first scanned by an AI. If the AI is confident the ad is compliant, it's approved quickly. If it detects potential issues (trigger keywords, questionable imagery, complex landing page), it flags the ad for a human, or manual, review. This is where the significant delays begin.

• System Volume: Are you launching during a peak advertising season like Black Friday, Cyber Monday, or the end-of-quarter spending rush? If so, the review queue is massive, and even automated systems can experience delays.

• Time of Day & Region: Launching an ad at 3 AM on a Sunday might see a different review path than launching at 10 AM on a Tuesday. Review teams and system resources are often allocated based on regional business hours.

Why Is My Facebook Ad Stuck in Review for Too Long?

Once you know the average review timeframe, the next step is diagnosing the cause. There are several common reasons an ad can stay “In Review” longer than expected.

Account-Related Issues

New or inactive ad accounts tend to face longer review times. Meta’s systems evaluate account credibility, spending behavior, and historical compliance. When your account has limited data, the algorithm errs on the side of caution.

Accounts previously flagged for policy violations, rejected ads, or payment issues also face additional checks. Keeping a clean ad history and completing business verification can improve your review speed over time.

Ad Creative & Landing Page Issues (Misleading Content, Heavy Editing During Review, Embedded Text in Images)

Creatives that appear misleading, exaggerated, or inconsistent with Meta’s policies often enter manual review. The same applies if your landing page doesn’t match your ad promise, uses clickbait language, or features restricted content.

Another trigger is editing an ad while it’s still under review. Each change—no matter how small—resets the review timer. Avoid making updates to headlines, visuals, or CTAs until the current review is complete.

Finally, creatives containing excessive text overlay or unclear branding can also delay approval. Keep images clean and ensure your message is transparent.

Targeting & Category Issues (Custom/Lookalike Audiences, Sensitive Topics, Regulated Industries)

If you use Custom Audiences or Lookalike Audiences, Meta may spend additional time confirming data compliance, especially if you’ve recently uploaded new audience lists. Campaigns related to sensitive categories like finance, health, or politics require manual checks to ensure proper disclaimers and regional compliance.

Advertisers running Facebook campaign structures with multiple ad sets targeting different countries often notice delays for certain markets. Each ad is reviewed based on regional laws and Meta’s country-specific standards.

External Factors (Holiday Season Peaks, Regional Stricter Regulation, Volume Backlog)

External timing plays a big role. During holiday seasons or high-traffic marketing periods, the surge in ad submissions can overwhelm Meta’s review system. Ads submitted during weekends or outside business hours may also sit longer before being processed.

In some cases, regional laws, such as GDPR in the EU, can slow reviews involving audience data. Planning campaigns ahead of major sale events is the best way to avoid getting stuck in such bottlenecks.

What To Do When Your Ad Is Stuck in Review

Even the best-managed campaigns can occasionally get stuck. Here’s a step-by-step approach to handling the issue without disrupting your overall ad performance.

First-Check List

Before taking drastic measures, confirm that your ad and account are healthy. Go through this quick checklist:

1. Landing page: Make sure the page loads properly, without pop-ups or redirect loops. Meta automatically flags broken URLs.

2. Payment method: Ensure your billing setup is valid and there are no declined charges.

3. Policy compliance: Review your ad content against Meta’s Advertising Standards, especially around restricted content or misleading claims.

4. No edits while pending: Resist the urge to tweak your ad. Each edit restarts the clock.

Quick Fixes That Often Work

If your ad remains “In Review” after 24–48 hours, try these steps:

• Duplicate the ad or ad set: Creating a duplicate ad resets the process and sometimes bypasses a review glitch. Be sure not to change creative elements drastically.

• Toggle off/on: Turning off the ad set, waiting a few minutes, and turning it back on can trigger the review system to refresh.

• Contact Meta Support: If your ad has been pending for more than 48–72 hours, reach out through the Contact Support form inside Meta Business Manager. Provide your Ad ID and describe the issue clearly.

If the ad is new, the account is recently verified, or it’s a weekend, waiting an extra 24 hours might be fine. However, if your ad is still stuck after 72 hours, it’s time to act. Document your issue (screenshots, timestamps) before contacting support—this helps the review team identify bottlenecks.

Avoid repeatedly duplicating or restarting ads beyond two attempts, as it may create multiple pending versions and complicate tracking.

Avoid Continuously Editing Ad During Review 

Continuous edits are the most common mistake advertisers make. Every edit—headline, URL, image, or targeting, restarts the review. Instead, let one ad complete the review process before making any adjustments. If you must test variations, duplicate the ad after approval.

How to Prevent Your Facebook Ads from Getting Stuck in Review

The best way to fix a stuck ad is to never have one in the first place. Proactive advertisers build systems to minimize review friction.

Build a Healthy Ad Account History

This is the long game. Meta's algorithms are built on trust.

• Start Simple: If your account is new, "warm it up." Run simple campaigns with universally safe content. Start by running simple campaigns using straightforward Facebook ads objectives like Traffic or Engagement with squeaky-clean creatives.

• Avoid Policy Violations: This seems obvious, but even borderline rejections create a "bad" mark on your account. Read the ad policies. Avoid "before and after" images, sensational claims, and high-risk industries. A clean record means the algorithm is more likely to trust you with automated, fast approvals.

Prepare Creatives and Landing Pages Ahead of Time

Stop launching last-minute campaigns.

• Use the "Schedule" Feature: Don't hit "Publish" on your Black Friday campaign on Thursday night. Write your ads, build your campaigns, and use the scheduling feature to set them to go live 3-4 days before you need them. This builds a buffer for the review process. If it gets stuck, you have time to fix it without missing your launch window.

Avoid High-Risk Content & Complex Targeting

• Sensitive Topics: If your business is in finance, wellness, or anything that could be flagged, be extra conservative with your copy. Remove any "you" or "your" language that could be seen as targeting personal attributes.

• A Proactive Strategy: This is a key trick for advanced advertisers. If you need to use a complex Lookalike or Custom Audience, don't use it on initial launch.

1. Create your ad.

2. Set the targeting to something broad and simple (e.g., US 18-65+).

3. Publish the ad. It will pass the review quickly (often in minutes) because the creative is approved and the targeting is simple.

4. After the ad is "Active," go back and edit the ad set to apply your complex Lookalike or Custom Audience.

5. The ad usually retains its "Active" status, bypassing a new review for the creative itself.

Monitor Your Account Vitals

• Account Quality: Check this dashboard weekly. Address any rejected ads immediately (either delete them or appeal them).

• Business Verification: Get your Business Manager verified. A verified BM is a massive trust signal to Meta and can unlock better support and faster reviews.

• Payment Settings: Always have a backup payment method on file.

FAQ – Frequently Asked Questions

Is it normal for Facebook ad review to take more than 24 hours?

Yes, it’s fairly common. Although Meta states most ads are reviewed within 24 hours, delays up to 48–72 hours can occur due to manual review, increased platform traffic, or if your account is relatively new. If your ad exceeds 72 hours without approval, it’s advisable to contact support.

Does editing an ad while in review restart the timer?

Yes. Any change to your ad’s creative, copy, link, or targeting will reset the review process completely. Avoid unnecessary edits until the ad is approved; instead, duplicate the ad later if you need to make variations.

Will the ad still run during review?

No. Ads in review don’t deliver or accumulate impressions. Only once Meta approves them will they move to “Active” status and begin serving.

Can I appeal a stuck ad?

If your ad remains under review for more than 48–72 hours, you can escalate the issue through Meta Business Support. Submit your Ad ID, screenshots, and timestamps for faster resolution. This doesn’t count as a formal appeal of rejection—it’s a request for status escalation.

Does a stalled review mean my ad will be rejected?

Not necessarily. Extended reviews often result from manual checks or policy-sensitive content, not an impending rejection. As long as your ad complies with Meta’s standards, it should eventually be approved.

Does my ad review time depend on my ad account reputation?

Yes. Ads from verified businesses or accounts with consistent positive history often pass review faster. Accounts with prior rejections or policy violations face longer manual checks.

What happens if I duplicate an ad while it’s still in review?

Duplicating an ad creates a new version that will start its own review process. Sometimes, this triggers faster approval if the previous ad got stuck, but use this sparingly—creating too many duplicates may slow your overall campaign management.

Can I schedule an ad to go live before it’s approved?

You can schedule an ad for a future date, but it must still pass review first. Meta recommends submitting your ads at least 24–48 hours before your intended start date to ensure approval in time.

Are video ads reviewed longer than static image ads?

Typically, yes. Video ads undergo deeper automated and manual checks for compliance with content policies (e.g., explicit imagery, misleading visuals, or text overlays). Expect up to 48 hours for complex videos.

What should I do if all my ads in one campaign are stuck in review?

 This can indicate a broader issue—possibly an account flag or a technical error. Verify payment methods, confirm no policy violations, and try duplicating only one ad to test. If the problem persists, escalate through Meta’s support channel.

Related post:

How to appeal a rejected Facebook Ad