Pakistan
USA
Canada
UK
Dubai
Australia
Germany
- Threads is a placement in existing Meta campaigns, not a separate platform.
- It is included in Advantage+ placements by default.
- Text-led, conversational creative fits Threads best.
- Judge it on cost per result in the placement breakdown.
How do Threads ads work?
Threads ads appear in the Threads feed between posts, and they are bought through Meta Ads Manager like any other placement. You do not need a separate ad account or a new campaign. Meta began testing Threads ads with selected advertisers in 2025 and has since opened the placement to eligible advertisers worldwide.
Formats have expanded from single image to video and carousel, and Meta has added catalogue ads for some advertisers. The placement is available for several objectives, though not every objective or optimisation event supports it. Check the placements section of your ad set, because availability can still differ by account and objective.
How do I turn on the Threads placement?
There are two ways to include Threads.
- Use Advantage+ placementsThreads is included by default when you choose Advantage+ placements, alongside Facebook, Instagram, Messenger and Audience Network.
- Or select it manuallyChoose manual placements and tick Threads under the feeds section, alongside or instead of other placements.
- Check your identityThreads ads show with your linked profile, so make sure your Instagram account and Threads profile are connected to the business.
- Review previewsUse the ad preview to see how text and images display in the Threads feed.
- Publish and monitorAfter launch, break results down by placement to see Threads on its own.
What creative fits Threads?
Threads is a text-first feed. Posts that perform well usually read like a person talking, not a brochure. A short, specific statement or question with a clean image tends to fit better than a busy graphic covered in text. Square or vertical images display well in the feed. Keep any call to action simple and clear.
If your account runs several creative concepts already, look for the ones built around a strong line of text, an opinion or a useful tip. Those are the natural candidates for Threads. Our guide on creative formats that work on Meta covers the wider picture. There is no need to make separate Threads ads at the start; reuse what already fits and adjust later.
Who uses Threads?
Threads draws heavily on Instagram's audience, because people sign up with their Instagram account. It tends to attract people who like following creators, news, sports, technology and conversation about brands. Usage varies a lot by country and age group, and Meta does not publish detailed audience splits by market. Treat assumptions about its audience with care.
The practical way to find out whether your buyers use Threads is to include the placement and look at the results. If your customers are mainly older Facebook users, Threads may deliver little. If they are younger and active on Instagram, it may be worth more attention. Your own data is the best guide.
How do I compare placement results?
Read Threads in context, not on its own numbers.
- Use the placement breakdownIn Ads Manager, break down results by placement to see Threads alongside Facebook and Instagram.
- Compare cost per resultJudge on cost per purchase or qualified lead, not cost per thousand impressions.
- Allow enough volumeSmall numbers of results by placement are not reliable. Wait before deciding.
- Check downstream qualityFor leads, check what happens to Threads leads in your CRM.
- Consider a separate testIf you want a clean read, run Threads alone in its own ad set for a limited period.
When should I exclude Threads?
Excluding the placement makes sense in a few situations.
Brand safety concerns
If you need strict control over what appears near your ads, review Meta's placement controls before including Threads.
Creative that does not fit
Heavily designed, text-in-image or long-form video ads may look out of place.
No audience match
If testing shows few results and high costs, remove it and move on.
Strict reporting needs
Some regulated or tightly measured campaigns may need fewer, known placements.
How we handle this for clients
For most accounts we leave Threads switched on within Advantage+ placements and review the placement breakdown regularly. If Threads takes a meaningful share of spend without matching results, we exclude it or test it separately. We do not add the placement to campaigns where measurement needs to stay tightly controlled.
For brands whose audience is clearly active on Threads, we write text-led creative specifically for the feed and test it in its own ad set, with success measures agreed before launch. Placement reviews are part of our Meta Ads management service, alongside guidance on Facebook and Instagram placements. Results decide whether it stays.
Pakistan, Gulf and UK advertisers
In Pakistan, Facebook, Instagram and WhatsApp carry most of the audience and most sales conversations, and Threads use is smaller. For Pakistani advertisers, Threads is a small test inside existing campaigns, not a priority. Roman Urdu text posts with a clear offer and a WhatsApp option are the most natural fit if you do test it.
In the UAE and Saudi Arabia, try Threads with English and Arabic text-led ads separately, and compare against Instagram feed results. In the UK, Threads may suit brands with a conversational tone, media, technology and lifestyle. In all three markets, keep the decision tied to cost per result. Reach alone is not a reason to keep it.
Junaid has more than 18 years in SEO, paid media, web development and custom software. He founded SEOnumber1, builds WordPress plugins, CRMs and web applications, has served 500+ clients in 48 countries, and holds Google Ads, Analytics and Google Blue and Green Belt certifications. He is a National Level Award Winner in Digital Marketing. Read his story or ask a question about this article.