Where to Find Comments on Meta Ads (Facebook / Instagram Ads)

Not directly from Ads Manager. Once you click Facebook post with comments or Instagram post with comments, you are taken to the live post on Facebook or Instagram where you can reply, like, or hide comments just like any organic post. You can also manage ad comments through Meta Business Suite > Inbox, which consolidates comments from all your posts and ads.

Ad comments are public and visible to everyone who sees your ad — including potential customers. Negative or unanswered comments can reduce trust and hurt ad performance. Regularly checking comments lets you respond to questions, address complaints quickly, hide spam, and gather feedback on your offer and creative.

No. Comments are tied to the underlying Facebook or Instagram post, not the ad campaign itself. If you pause or stop the ad, the post and its comments remain. However, if you delete the ad and it uses a unique post, the post — and its comments — may also be removed. To preserve comment history, use existing posts as your ad creative rather than single-use ad posts.

Yes. Once you open the post via Facebook post with comments, you can hover over any comment and choose to Hide (visible only to the commenter and their friends) or Delete it entirely. Hiding is generally preferred over deleting for negative comments as it looks less aggressive and the commenter will not know their comment was hidden.

Yes. In Meta Business Suite, go to Settings > Notifications and enable notifications for comments and messages. You can receive email or mobile push alerts whenever someone comments on one of your ads. You can also set up automated responses in Meta Business Suite to instantly acknowledge new comments or messages while you review them manually.

Yes. Facebook and Instagram are separate placements, each with their own comment thread. An ad running on both platforms will have separate comment sections — comments on the Facebook version are not visible on Instagram, and vice versa. Use the Facebook post with comments and Instagram post with comments options separately to view each platform's comments.