How can I get Meta Ads on my side instead of constantly dealing with compliance issues?

As a former Facebook Client Solutions Manager, Maria Claudio is the best person to answer that question. And just a few weeks ago at Affiliate World Europe, she busted some policy myths.

🤔 Myth #1: Spending More Will Get Me Special Treatment

This is one of the most common questions that Meta advertisers have, and frankly, the answer is “yes and no.” As a publicly traded company, Meta is looking for growth. They need to show their shareholders stable month-over-month growth, and preferably not big ebbs and flows of spending swings.

As an advertiser using the system, this means you’ll set off red flags if you go from spending $5k per day one day to $100k the next. If you make gradual increases – about 5x month-over-month, for example – Meta will see those spend trends behind the scenes as they identify ideal advertisers to bring into managed services.

Meta also wants to see solutions adoption. This means proper optimization, using Advantage+, especially for placement optimization, video, Reels, Messenger, and other Meta channels. Letting their systems do what they’re supposed to do makes you look good.

🤔 Myth #2: I Need a Rep to Get Things Done

Meta has more than 3 million advertisers on the platform, and only so many account representatives to go around – especially after recent layoffs. With that in mind, putting time and effort into trying to “land” a rep is probably unrealistic.

In fact, Meta’s “hierarchy of reps” currently looks something like this:

Hierarchy of reps

Most advertisers in good standing fall between the “SMB Everyone Else” and “Chat Support” tiers. But there are ways to navigate these channels to ensure your ads and campaigns (and business!) succeed.

Myth #3: I Should Delete Rejected Ads

You definitely should NOT delete rejected ads on Meta. Deleting rejected ads makes you look guilty in the eyes of Meta’s reviewers and algorithm. Do your best to fix rejected ads, including resubmitting ads that were flagged as “false positives.”

The key, according to Maria, is to make sure that rejected ads represent less than 20% of your total ads library. More than that increases the likelihood that your account will be disabled.

Myth #4: Red Flags Are Random and Unavoidable

If you have had account or campaign troubles on Meta in the past, you know that there can be “red flags” in your account that trigger reviews, paused campaigns, or even banned accounts. Knowing what these red flags are and how to resolve them is essential for long-term success on Meta.

Two common red flags are “the black hole,” or when your domain has been blacklisted, and delays in identity verification or personal profile issues. The latter is often caused by an AI bug and should be resolved internally by Meta. If your domain is blacklisted, however, you’ll need to connect with chat support to resolve the issue.

Translating the red flags

Before we dive into chat support, some lesser-known red flags can include published pages becoming unpublished, credit card issues that could appear as payment fraud, and other issues. Past bad behavior, like using a restricted profile or chargebacks, is also visible to Meta through your IP address and can trigger additional scrutiny.

Myth #5: Appeals & Chat Support Won’t Help Me

If you do have to speak to Meta chat support, there are a few proven ways to get what you need done. If you learn to recognize red flags, you can speak the language of chat support and clear up issues quickly.

First, remember that in Meta’s eyes, you are guilty until proven innocent. That said, they still want your money – they just want your ads to be in compliance.

Second, remember that you may or may not be chatting with an actual human, especially at first. But it’s still important to rely on the ‘human factor’ of your product or service.

Third, go in with a plan. Approach your rejected ad or disabled page like a lawyer building a case, and don’t take “no” for an answer.

Finally, use the phrase “false positive” when you submit your appeals. This is something that reviewers look for and can get your ad through the system quicker than a long-winded explanation.

Here are a few examples:

How to win against chat support

Finally, one of the best ways to stay away from Meta Ads trouble is to connect with chat support or a rep to do a self-audit. As you grow, you can ask Meta to do a policy check of assets, employees, and accounts to make sure you’re in compliance. This is a great way to improve your standing in Meta’s eyes, which can bring down CPMs and help your campaigns achieve better ROI.