How to Hide or Manage Comments on Facebook Ads
How do I hide or manage comments on my Facebook ads?
In Ads Manager, open the ad with Edit, click the three dots beside its name, choose More options, then Manage Facebook comments. There you can like, reply, hide or report each comment. To hide comments automatically, add blocked words and the profanity filter in your Page settings; Meta extends both to ads from that Page.
Ad comments are handled ad by ad in Ads Manager, not only from your Page. Ads Manager has a comment panel for each ad, and your Facebook Page holds the filters that hide comments automatically. Use both: the panel for replies and judgement calls, the Page filters for spam and abuse. Hiding is usually the better move than deleting, because the commenter is not told.
Where do I see the comments on my Facebook ads?
In Ads Manager, ad by ad. Meta says that for most advertisers, anyone who can see your Facebook, Instagram or Threads ad can react to it or comment on it (Manage comments on your ads in Meta Ads Manager). To open the comments:
- Open Ads Manager and click the Ads tab.
- Find the ad and click Edit below its name.
- In the left column, select the three dots to the right of the ad name.
- Select More options, then Manage Facebook comments, Manage Instagram comments or Manage Threads replies.
- Like or reply to a comment, or select the three dots beside it and choose Hide comment or Report comment.
You only see the Manage options that apply to where the ad runs and whether it has comments. Meta says the same tools are available through Notifications on Facebook, Instagram and Threads, and lists Page settings, Ads Manager and third-party API partner tools as places to check comments regularly (Best practices for comment moderation on your ads).
Should I hide or delete a negative comment?
Hide it in most cases. Meta describes what hiding does: the person whose comment you hide is not told, and they and their friends can still see it, while everyone else no longer does (Best practices for Facebook and Instagram comment moderation). That removes the comment from the ad’s audience without starting a second argument.
| Action | Who still sees the comment | Where to do it | Use it for |
|---|---|---|---|
| Reply | Everyone | Ads Manager comment panel | Questions and fair complaints |
| Hide | Only the commenter and their friends | Ads Manager comment panel | Spam, abuse, off-topic or unconstructive comments |
| Delete | Nobody; it is removed | When you review hidden comments later | Content you never want on the post |
| Report | Meta reviews it | Ads Manager comment panel | Comments you believe break the Community Standards |
| Block the person | They can no longer see your Page’s posts or tag your Page | Page settings, Blocking | Repeat spammers |
Sources for the rows: Manage comments on your ads, Best practices for comment moderation on your ads, About moderation for Facebook Pages.
Meta’s own advice is to answer both negative and positive comments where you can, honestly and fairly, and to review hidden comments later to decide whether to keep, unhide or delete them (Best practices for comment moderation on your ads). A question about sizing or delivery is a chance to answer every later reader at once. And because the commenter still sees a hidden comment, a real complaint hidden without a reply stays in front of that customer, unanswered.
How do I hide comments with certain words automatically?
Set it once on the Page. Meta says blocked keywords and the profanity filter are set at Page level and extend to ads from the Page (Best practices for comment moderation on your ads). Meta’s steps (Manage comment moderation for Facebook Pages):
- Log in to Facebook, click your profile photo, click See all profiles and switch into your Page.
- Click the Page’s profile picture, then Settings and privacy, then Settings.
- Click Followers and public content, then Public posts.
- Click Hide comments containing certain words from your Page.
- Add words, phrases or emojis separated by commas, then click Save.
- Go back to Followers and public content, toggle on Hide posts and comments with profanity, then click Save.
Meta’s Page blocklist accepts emojis as well as words and phrases, and its profanity filter blocks “the most commonly reported words and phrases marked offensive by the community” (About moderation for Facebook Pages). Add competitor names, scam phrases and the slang your spam uses. On Instagram and Threads, the equivalent is Hidden words, set on the profile, which Meta says also extends to ads from that profile.
Can I turn off comments on a Facebook ad?
The Meta ad-comment help page checked for this guide lists liking, replying, hiding and reporting, and it does not describe a switch that turns comments off on a Facebook ad. The documented controls for limiting comments all sit at Page level: keyword blocking, the profanity filter, blocking people, and age or country restrictions on the Page itself (Manage comment moderation for Facebook Pages). Meta also lets you limit specific people’s ability to comment on your Facebook posts (Best practices for Facebook and Instagram comment moderation). If one ad attracts constant abuse, the practical options are a tighter keyword list or a different ad.
Do negative comments hurt my ad’s delivery?
The Meta auction and quality pages checked for this guide do not list comments, positive or negative, as a delivery signal. What they document is narrower. Ad quality, one input into the auction, is measured from “feedback from people viewing or hiding the ad” and from low-quality attributes such as withholding information, sensationalized language and engagement bait (About ad auctions). Quality ranking uses the same signals (About quality ranking). Meta’s list of the actions it monitors to measure ad quality is hide ad, hide all ads from this advertiser, hide ad due to repetition, report ad, landing-page bounce rate and landing-page dwell time; comments are not on it (Best practices to improve ad quality and performance). Meta also says engagement bait does not improve ad performance.
So treat a wave of angry comments as information, not as a delivery penalty. It usually tells you something about the ad, the offer or the audience. If quality ranking drops at the same time, read how do I read Meta’s quality and engagement rankings? and check the ad against what does Meta count as a low-quality ad?. The rules on what an ad itself may say are in the Facebook ad policy guide.
Why can’t I reply to comments on my Instagram ads?
Usually because the Instagram account is not connected. Meta says you cannot reply to Instagram ad comments until you add the Instagram account to your business portfolio or connect it to your Page, and you must be logged in to it (Troubleshoot replying to Instagram and Threads ad comments). If the ad runs with your Facebook Page as its identity on Instagram, Meta says you cannot manage its Instagram comments at all. For Threads replies, the ad must run with a Threads profile as its identity (Manage comments on your ads).
FAQ
Does the commenter know I hid their comment?
No. Meta says the person whose comment you hide is not told, and they and their friends can still see it on your ad. Everyone else stops seeing it. That makes hiding the quieter option for unconstructive feedback, while reporting suits comments you believe break the Community Standards.
Can someone see their comment after I delete it?
Deleting removes the comment rather than hiding it. Meta’s moderation advice is to review hidden comments later and decide whether to keep, unhide or delete each one. In the Ads Manager comment panel, Meta lists hide and report as the actions for inappropriate comments, so hiding is the route you will use most for ads.
Do blocked keywords apply to ads already running?
Meta says keyword blocking and the profanity filter are set at Page level and extend to ads from the Page, without limiting that to new ads. Its pages do not say whether comments posted before you added a word are hidden afterwards, so review existing comments on running ads once after you change the list.
Who in my business can moderate ad comments?
Meta sets different requirements by tool. The Page-level moderation tools need Facebook access to the Page. Replying to Instagram ad comments needs the Instagram account added to your business portfolio or connected to your Page.
Sources
Sources: Meta Business Help Center, Manage comments on your ads in Meta Ads Manager, Best practices for comment moderation on your ads, Best practices for Facebook and Instagram comment moderation and management in Meta Business Suite, Manage comment moderation for Facebook Pages, About moderation for Facebook Pages, Troubleshoot replying to Instagram and Threads ad comments, About ad auctions, About quality ranking and Best practices to improve ad quality and performance (checked 2 Oct 2026).