If you have created an ad in Facebook Ads Manager and it doesn’t activate directly, don’t be alarmed! Facebook has introduced a new learning phase during ad creation. After you create a new ad set or make a significant edit to an ad in Facebook Ads Manager the system starts learning who to show the ad to. This is a normal phase of optimisation and doesn’t affect your performance.
On various ad sets that we have run, it can take several hours for your ad to launch. Facebook is using machine learning to optimise the ad and we have noticed that it takes significantly longer when using lookalike audiences within an ad set. So don’t panic if your ad doesn’t go live straight away…..Facebook is just working it’s magic!!