Ultimate guide: how to manage Facebook ads comments

With almost 3 billion active monthly users, it’s no surprise that Facebook has become a powerful advertising tool for businesses to showcase their value to a broad audience. But this exposure comes with risks—negativity, toxicity, and spam can easily impact the way people perceive your brand online.

Fortunately, at CommentGuard, we’re all about social media moderation, and we have some valuable tips and best practices to share on how to manage your Facebook ad comments.

Ready to foster more positive brand discussions? Let’s dive in!

What is comment management for Facebook ads?

When you create your ads on Facebook, anyone who comes across them can drop a comment to ask questions or share their thoughts. 


Comment management is the careful process of watching and moderating the comments that appear on your ads. Doing it effectively can foster meaningful, positive discussions surrounding your brand, products, or services. 

Comment management involves four major actions: 

  • Monitoring: Continuously check the comments section for any new activity.
  • Moderating: Hiding or removing inappropriate comments and spam. 
  • Engaging: Responding to comments to answer questions or foster positive conversations. 
  • Reporting: Flagging comments that violate Facebook’s online Community Standards

Fortunately, you can use various tools to help you run this process effectively.

Facebook offers an in-house tool called Moderation Assist that works well for basic, rule-based moderation. More advanced tools like CommentGuard leverage the power of AI to “understand” comments and make accurate moderation decisions.

commentguard moderation settings

You can set up filters for toxic comments and spam and automatically remove them from your ads. You’ll also be able to launch automatic replies for comments that need your attention, even when you’re unavailable.

Why you should manage comments on your Facebook ads

There are tons of reasons to take Facebook comment management seriously—here are a few of the biggest:

  • Community engagement: To build your brand, you’ll need to build a supportive online community. By effectively managing and responding to your comments, you foster positive community engagement that legitimizes your brand and excites people about what you’re offering. 
  • Brand reputation: With the abundance of businesses advertising on Facebook, ignoring too many comments guarantees that you’ll lose a lot of potential customers. Ultimately, prioritizing swift and insightful responses to your Facebook ad comments can help boost your brand image and increase your lead opportunities. 
  • Brand legitimacy: Unfortunately, nowadays, you can’t post an ad without spam accounts hijacking your comments section. By filtering out spam, you can keep your comment sections clean so potential customers can sift through comments that address more information about your brand. Additionally, genuine comments under your ads enhance the credibility of your brand and what it has to offer. 
  • Customer service: Your ad comments are a valuable source of feedback and an accessible way for customers to know more about your offerings, so keeping constant tabs on them is essential. Customers always appreciate it when a brand answers their questions promptly because it shows you’re reliable regarding customer service. 
  • Algorithm advantage: Consistently engaging with your ad comments through likes and responses helps boost your ads’ overall visibility in Facebook’s algorithm. This can potentially lead to reaching more customers who may be interested in your products or services. 

How to manage comments on Facebook ads

When it comes to managing your Facebook ad comments, there are two methods you can use:

  1. Facebook’s Ad Manager
  2. A comment moderation tool (like CommentGuard)

Here, we’ll dive into how each can work for you. 

Managing Facebook ad comments using Facebook’s ad manager

Facebook has a built-in ad manager to help you get started with managing your ads. It lets you delete or hide Facebook comments and directly reply to them. You can manage many of your comments from the Facebook Ads Manager dashboard.

Here are the basic features:

  • Comment ranking: Prioritize the most relevant comments at the top of your ad post. 
  • Hide or delete comments: Hide or delete individual comments from your ads. 
  • Profanity filter: Block out offensive language from appearing in your comments. 
  • Reporting: Flag comments that violate Facebook’s Community Standards.
  • Page moderation: Block specific words, phrases, or emojis from showing up on your page.

You can manage your Facebook ad comments using the following steps: 

  1. Go to Ads Manager
  2. At the Ad level, check the box next to the specific ad you want to manage and click ‘Edit’ (which will be under the ad name) to open the side panel. 
  3. Click the boxed arrow at the top right of your ad preview. 
  4. From the drop-down menu, select ‘Facebook post with comments’ (It will be under the ‘See post’ heading). 


  1. Here, Facebook will list your posts along with people’s comments. You’ll now be able to view, like, and respond to all the comments on your Facebook ads. 
  2. If you want to hide a comment on an ad, identify the specific post and its comment. 
  3. Glide your mouse over the comment and click on the three dots to the right of the comment. 
  4. From the pop-up box, select the ‘Hide comment’ option (you can unhide it if you change your mind later on). Hiding a comment keeps it hidden from everyone except the commenter and their friends. A ‘Delete’ option is also available to permanently remove a comment (this action is irreversible). 


While Facebook sends you notifications about activity on your page, you won’t get notifications about your Facebook ad comments because they’re not considered an activity. So, if you use this method, you’ll have to manually go through each ad post through the ads manager to monitor and manage your comments. 

It’s important to remember that while Facebook Ads Manager gives you some basic features to manage your ad comments, it can still be time-consuming—especially if you’re running multiple ad campaigns and receiving an overwhelming amount of comments. 

This is where you can benefit from using a dedicated comment moderation tool. 

Managing Facebook ad comments using a comment moderation tool 

Using Facebook Ads Manager alone to manage your comments can leave you at a disadvantage because you can’t separate ad comments from regular comments, and you can’t automate any moderation processes.

A comment moderation tool like CommentGuard comes through where Facebook Ads Manager can’t. When activated, it can automatically hide unwanted comments based on filters you’ve set within seconds of being posted. This feature works on organic content and Facebook ads by default, but you can set it to only target Facebook ads if you’d like.

You’ll have access to all your hidden comments in your dashboard. You can unhide, like, respond to private messages, or permanently delete them.

CommentGuard gives you the option to automatically filter a wide range of comments in bulk, including: 

  • Profanity: Automatically hide comments containing swear words (no matter how creatively they’re spelled). This filter supports 12 different languages to cater to your international audience.  
  • Toxic language: Thanks to machine learning, the tool can automatically hide comments that your audience can perceive as harmful (e.g., sexually explicit, racist, disrespectful, hateful, etc.). This filter also supports 12 different languages. 
  • Keywords: Automatically hide comments containing specific keywords you’ve set, like the names of your competitors. 
  • URLs: Automatically hide comments that include spam URLs
  • Emojis: Automatically hide comments that contain specific emojis. 
  • Images: Automatically hide comments that contain images, GIFs, or videos so you can review what’s appropriate for your audience. 

Sometimes, you may feel inclined to turn off comments on your Facebook ads so that you can review them before anyone else sees them. CommentGuard allows you to hide all comments as soon as they come through so that you can manually check them yourself. 

commentguard moderation settings

To tackle troll and spam accounts, CommentGuard will identify the accounts that consistently spoil your engagement using machine learning algorithms. You’ll then be able to automatically ban them from commenting on your Facebook ads. 

CommentGuard doesn’t just stop at moderating your comments. You’ll also be able to engage. The engagement features include:

  • Auto-replies: When you’re unavailable, the tool can automatically reply to repetitive comments or questions–in public or private–based on specific keywords you set. You can create your own saved replies for this feature. 
  • AI replies: To make things more interesting, you can let AI generate responses based on the sentiment and context of the comment. This helps you save time while ensuring your responses are as dynamic and engaging as possible. 

Unlike Facebook’s Ad Manager, CommentGuard allows you to organize your comments based on type, so you can just deal with your Facebook ad comments separately. Ultimately, this robust tool decreases the complexity of sifting through a mountain of comments under your ads so you can foster the best engagement for your brand. 

Best practices for managing comments on Facebook ads

Now that you know how to manage your Facebook ad comments, let’s look at a few tips and tricks for more effective comment management.  

Use social listening

Your comment sections tell you a lot about what could be missing from your business profile. Take note of when you get many of the same comments, either about your products and services or your brand in general. You can use these comments to update your FAQs to address these queries instead of recycling the same responses. 

Doing this will show your audience that real humans are behind your Facebook profile because you’re actively updating it to give them the best information. 

Respond to some critical remarks publicly

Don’t miss out on a chance to address a mistake you made genuinely and politely. While a comment may be negative, it’s a great learning tool to help your brand improve. Better yet, it boosts your credibility when your customers see that you don’t hide from criticism and are willing to take on their requests to improve their experience. 

Respond privately to some users

Sometimes, specific comments need to be dealt with in depth. If a customer’s complaint on your ad is serious enough and you feel you might lose them, it’s best to respond to them in a private message. In response to their comment, you can let them know that you’ll be reaching out to them shortly to learn more about the issue so you can resolve it. This will show the customer that you handle and manage your complaints professionally. 

Keep it short and sweet

When responding to your Facebook ad comments, it’s essential that you keep your responses short and to the point. This helps keep your comment section looking clean and allows potential customers looking for answers to be able to locate them quickly.  

Wrapping up 

As we know, Facebook is one of the most popular social media channels for running your ads as a business. This means you need to stay on top of your engagement game by making sure your comment sections are well-moderated. While Facebook provides an ads manager, it’s well worth considering a formidable third-party tool like CommentGuard to help you automate your Facebook ad comment management.  

With robust AI filtering capabilities, your ad comments will be bustling with positive engagement in no time. CommentGuard is also Meta-approved, so you don’t have to worry about violating Facebook’s guidelines. 

Ready to get started? Start your free trial today!