How to Run Ads on Threads

Thinking about running ads on Threads? You’re in the right place. Since Threads is still relatively new, getting your brand in front of its growing user base is a huge opportunity. This guide will walk you through setting up, launching, and managing your first ad campaign on Threads, step-by-step.

Understanding Threads Ads: They’re Actually Meta Ads

First things first: you don’t create ads directly within the Threads app. Instead, Threads ads are managed through the Meta Ads Manager, the same platform you use for Facebook and Instagram ads. This is great news because it means you get access to Meta’s incredibly powerful targeting, analytics, and optimization tools right from the get-go.

Because Threads is tied into the Meta ecosystem, you'll need a few things set up before you can start:

• A professional Instagram account.
• A Facebook Page connected to that Instagram account.
• A Meta Ads Manager account (which is automatically created when you have a business profile).

This setup is the backbone of Meta's advertising system. It allows you to manage billing, audiences, and performance for all your campaigns across Facebook, Instagram, Messenger, and now, Threads.

Step 1: Setting Your Campaign Objective in Meta Ads Manager

Your campaign objective is the single most important setting you’ll choose. It tells Meta what you’re trying to achieve, which informs the algorithm about who to show your ads to. Choosing the right objective is the first step toward getting the results you want.

To start, head over to the Meta Ads Manager and click the green “+ Create” button. You'll be presented with several objectives. While not all objectives are available for Threads placements just yet, the following are a solid bet:

• Traffic: The goal here is to send people to a specific destination, like a blog post, a landing page, or your online store’s homepage. If you want clicks and visitors, this is the objective to use.
• Sales: If your goal is to drive direct conversions - like a product purchase or a subscription sign-up - this objective is designed to find users most likely to take that specific action.
• Engagement: Want more likes, comments, and reposts on your Thread? Choose "Engagement." You can also use this objective to get more video views or drive post engagement.
• Awareness: This objective is designed to show your ad to the maximum number of people in your target audience to build brand recognition. It’s perfect for new brands or product launches.
• App Promotion: If you have a mobile app, this objective helps you find users who are likely to install it or take a specific action within it.

Once you’ve selected your objective, give your campaign a descriptive name (e.g., "Threads Traffic Campaign - Q4 Blog Post") and click "Continue."

Step 2: Defining Your Audience, Budget, and Schedule

The next level in your campaign setup is the "Ad Set." This is where you decide who sees your ad, how much you want to spend, and when the ad will run. This section is where you take your idea and turn it into a targeted plan.

Crafting Your Ideal Audience

This is where the magic of Meta’s ad platform really shines. You can narrow down your audience with impressive precision. Start with the basics:

• Location: Target users by country, region, city, or even a specific address radius.
• Demographics: Define your audience based on age, gender, and language.
• Detailed Targeting: This is where you can filter by interests, behaviors, and demographic details. For example, you can target users interested in "podcasts," "hiking gear," or "startup businesses."

If you have existing data, you can go even further with Custom Audiences. These allow you to upload your email list, target people who have visited your website (with the Meta Pixel installed), or engage users who have interacted with your Instagram profile.

From there, you can create a Lookalike Audience. Meta will analyze the characteristics of your Custom Audience and find new people who are similar but haven't interacted with your brand yet. It’s an incredibly powerful way to find new customers.

Setting a Budget That Works for You

You don't need a massive budget to get started. Meta offers two main budget types:

• Daily Budget: This sets an average amount you’re willing to spend each day. Your actual daily spend might fluctuate slightly higher or lower, but it will average out over time.
• Lifetime Budget: You set a total amount for the entire duration of the campaign. This option also gives you the ability to use "ad scheduling," which lets you run ads only on specific days or at certain times.

If you're just starting out, it’s a good idea to begin with a small daily budget, like $10 or $20. Think of your first few campaigns as learning opportunities. You're spending a little to gather data on what resonates with the Threads audience before you scale up your investment.

Step 3: Choosing Your Placements (This Is Where Threads Lives!)

By default, Meta will select "Advantage+ placements," which automatically shows your ads across all its available platforms (Facebook, Instagram, Messenger, etc.) where they are likely to perform best. However, if you specifically want to run ads on Threads, you'll need to select your placements manually.

Here’s how to do it:

1. In the Ad Set settings, scroll down to the Placements section.
2. Select the Manual placements option.
3. You will see a list of platforms. Uncheck everything except for what you want. To specifically target Threads, you will likely see it under a list of feeds. It will look something like Instagram Feed, Facebook Feed, and Threads feed.
4. Select "Threads" to ensure your ad appears on the platform. You can choose to run your ad only on Threads or run it alongside other placements like the Instagram Feed and Reels. Since the user experience is similar, running an ad across both Instagram Feed and Threads is often a good starting point.

Step 4: Building Your Ad Creative for a Threads-Native Feel

Now it's time to create the actual ad. The key to success on Threads is to make your ad feel like it belongs there. Overtly polished, corporate ads tend to stick out in the highly conversational environment of the Threads feed.

Ad Formats That Work on Threads

Your creative can take a few forms, and all should feel right at home in a mobile feed:

• Single Image: A clean, high-resolution image that grabs attention immediately.
• Carousel: Use a series of up to 10 images or videos to tell a story, show different product features, or highlight multiple benefits.
• Single Video: Short-form video is king. A vertical (9:16) video that is engaging and to-the-point works wonders. Keep it short - under 30 seconds is ideal.

Writing Copy That Connects

The copy is your chance to shine on a text-first platform. Avoid marketing jargon and overly salesy pitches. Here’s what works:

• Be Conversational: Write as if you’re replying to a friend. Use a natural, approachable tone.
• Ask Questions: Encourage engagement by asking your audience a question directly in the ad copy. This can kickstart a discussion in the comments.
• Be Direct and Clear: The Threads feed moves fast. Make sure your message is easy to understand in seconds. Let users know what you're offering and what you want them to do next.
• Keep Links Clear: URLs in the main text are clickable, so you can direct users right to your product page or landing page.

Visuals That Stop the Scroll

While the copy is important, your visual is what will initially command attention.

• Aim for Authenticity: User-generated content (UGC) or visuals that look like they could have been shot on a phone often perform better than slick, studio-quality production. It helps the ad blend in with the organic content around it.
• Keep Your Branding Subtle: Having your logo appear briefly at the end of a video is less disruptive than having it stamped on the screen the entire time.
• Optimize for Mobile: This is non-negotiable. Almost everyone uses Threads on their phone, so ensure your text is readable and your visuals are clear on a small screen.

Step 5: Launching and Monitoring Your Campaign

Once you’re happy with your audience, budget, and creative, hit the "Publish" button. But your work isn’t quite over. After your ad is approved and starts running, you should actively monitor its performance in the Ads Manager.

Pay attention to these key metrics:

• CTR (Click-Through Rate): The percentage of people who click your ad after seeing it. A low CTR might suggest your creative isn't compelling enough to grab attention.
• CPC (Cost Per Click): How much you’re paying for each click. This helps you understand the efficiency of your ad spend.
• Conversion Rate: If you’re running a sales or traffic campaign with a conversion goal, this tracks how many people are completing that desired action (like making a purchase).
• Engagement: Look at the number of likes, comments, and reposts. This will give you a qualitative feel for how the Threads audience is responding to your message.

Don't be afraid to test and tweak. Try out different headlines, images, or even audiences. Small changes can often lead to big improvements in performance. Launch, learn, and optimize.

Final Thoughts

Getting your brand advertised on Threads boils down to using the powerful Meta Ads Manager, selecting Threads as a manual placement, and creating content that feels authentic to the platform's conversational nature. By following these steps, you can connect with a new and engaged audience and grow your brand in an exciting space.

Beyond ads, a strong organic presence is what makes your paid campaigns even more impactful. When a user clicks your Threads ad and lands on your profile, you want them to see a consistent, valuable stream of content. That’s why we created Postbase - to remove the complexity from social media management. With our visual calendar and streamlined scheduling tools, we help you plan and publish excellent content across all your channels, ensuring your organic and paid strategies work together perfectly.