Threads Ads Are On in Your Meta Campaigns by Default. Here Is What to Do About It.

Meta completed its global rollout of Threads as an ad placement in early 2026. If you have not touched your placement settings since then, you are almost certainly running ads on Threads right now whether you decided to or not.

Threads feed is on by default for both Advantage+ and Manual placement campaigns. That is not a gotcha. It is just how Meta rolls out new inventory. But it means the decision to run on Threads has already been made for you, and the question now is whether to confirm it or reverse it.

How to Check If You Are Already Running on Threads

Go to any active ad set in Ads Manager. Open the Breakdown menu and select Placement. You will see spend, impressions, CPM, and results broken out by placement including Threads feed. If you see spend there, your campaigns are running on it.

Do this for every active campaign. It takes five minutes.

What You Are Actually Getting

Threads is a text-driven feed. The audience skews toward news, commentary, and public conversation. It is not LinkedIn. The professional targeting signals that make LinkedIn expensive and precise do not exist here. You cannot filter by job title, seniority, or company size.

What Threads does have: 400 million users, lower CPMs than established Meta placements due to less auction competition, and a conversational format that suits plain-text creative. If your B2B ads are already running as text-heavy formats on Facebook or Instagram, they will transfer to Threads without new creative work.

Early CPM data for B2B specifically is thin. The general pattern for new Meta placements is lower CPMs at launch that normalize upward as more advertisers activate. That window is open now.

Whether to Keep It In or Pull It Out

Keep Threads in if: you are running brand awareness or TOFU campaigns where reach at lower CPM is the goal, your creative is already text-forward, and you are not paying a CPM premium to reach a specific persona.

Exclude Threads if: you are running bottom-funnel demand capture campaigns where audience quality matters more than volume, your creative is built around visual formats that do not translate to a text feed, or you are on a tight budget and want every impression to hit a verified ICP.

To exclude it: go to your ad set, switch to Manual placements, and deselect Threads feed.

One thing worth knowing before you do: Meta has been documented pushing up to 5% of campaign budget to excluded placements on sales and leads objectives regardless of your settings. You can exclude Threads. You cannot guarantee it is completely off.

The One Check Worth Running Today

Pull the placement breakdown on your top three active campaigns. Note Threads CPM versus your other placements and the result rate. If CPM is lower and result rate is within 20% of your feed average, leave it in. If result rate is significantly below feed performance, exclude it and redirect that spend.

That is the whole audit. Ten minutes.

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