Threads is now a default Meta ads placement: what changed and what to check

When you launch a campaign in Meta Ads Manager, Threads feed delivery is now on by default: your Facebook and Instagram ads automatically show there too. Here is how it works, how to turn it off and where to see the results.

What exactly changed?

According to Meta, when you run a campaign in Ads Manager you are opted in to Threads by default: image, video and carousel ads appear in the main Threads feed among regular posts. No separate creative is needed — the Threads feed automatically reuses your Facebook and Instagram feed assets. Advantage+ placement campaigns also include Threads by default when duplicated.

What do Threads ads look like?

• Threads ads run on mobile only.
• There is no explicit call-to-action button: people reach your site by tapping the headline or the media.
• Video sound is off by default.
• You need an active Instagram or Threads account, a Meta ad account and the Instagram feed placement selected.

Can you turn Threads off?

Yes. Meta says you can switch from Advantage+ placements to manual placements and leave the Threads feed out. At the same time Meta recommends alternatives to excluding placements: account-level restriction settings and creative customized per placement. Industry outlets report that for some objectives (sales, leads) ad-set-level exclusions are being removed and replaced by placement value rules that lower bids for Threads. Meta has not documented this officially yet, so check which settings your own account offers.

What to check in your campaigns

1. Look at the placement breakdown. Meta recommends breakdown reports — that is how you see how much budget went to Threads and what it returned.
2. Compare cost per result on Threads with Instagram and Facebook for the same period.
3. Check creative without a button: the headline must explain where the click leads.
4. Don't judge on the first days — Meta warns that Threads delivery starts small while the system learns.
5. Metriverra shows Meta spend and results broken down by platform and placement, so Threads sits right next to Instagram and Facebook.

In short

• Threads is on by default in Meta Ads Manager.
• It reuses your Facebook and Instagram feed creative.
• Mobile only, no CTA button.
• Turn it off via manual placements; Meta suggests account-level controls instead.
• Judge Threads by the placement breakdown, not the first days.

Sources: Meta for Business — Threads ads · Meta Business Help — Alternatives to excluding placements · Common Thread Collective