Quick answer
Meta says a live video ad only runs while you’re live, and going live later than scheduled may affect delivery. Create the ad well ahead (Meta recommends at least two hours before), match its start and end times to your broadcast, and if you created the ad while already live, allow about 10 to 20 minutes after approval for delivery to start. Also check Business Support Home for feature access, and that you chose the Facebook Page connected to the Instagram account you’re going live from.
Does this match what you see?
- You went live but your live video ad isn’t delivering.
- Your ad was approved but nobody new is watching yet.
- You can’t find the live video option in Ads Manager.
Computer (browser)iPhone & iPadAndroid
Live video ads can be created in Meta Ads Manager, or boosted from the Instagram app or instagram.com. Steps are from Meta’s Business Help Center and Instagram Help Center.
Why this happens: the possible causes
Why a live video ad might not be running, from Meta’s Business Help Center (how common each is, is our estimate).
| What’s happening | Where to look |
|---|---|
| Approved but not delivering yet | Allow for the delay |
| Went live late | Match your times |
| No live video ad option | Check feature access |
| Ad not tied to your live | Check the Page and account |
- You went live later than scheduledCheck this first
Meta says the ad only runs while you’re live, and going live later than scheduled may affect delivery.
- The ad was still in reviewCheck this first
Meta says scheduling the ad in advance gives it more time for review before your broadcast, which may help reduce delays.
- The delivery delay for ads made during a liveCheck this first
For an ad created while you’re already live, Meta says it may take about 10 to 20 minutes after approval to start delivery.
- Your ad account doesn’t have the feature yetPossible
Meta says new business portfolios or ad accounts may not have access to all advertising features.
Try these 60-second checks first
- Are you live right now? Meta says the ad only runs while you are.
- Created the ad while live? Has it been 10 to 20 minutes since it was approved?
How to fix it, step by step
Work through these in order. They start with the quickest, safest checks and only move to steps that sign you out or remove data later.
Fix 1: Give it time after approval
If you created the ad while already live (Current live video), Meta says it may take approximately 10 to 20 minutes after approval to start delivery. A scheduled ad that’s approved starts delivering when you go live.
- Check the ad has been approved in Ads Manager.
- If you made it during your live, allow about 10 to 20 minutes after approval before deciding it isn’t working.
Did it work? The ad shows as delivering in Ads Manager.
Did Fix 1 solve it?
Great, you fixed it with Fix 1. Tell us it worked, or bookmark this page in case it happens again.
Fix 2: Create the ad early and match your broadcast times
Meta says your ad will only run when you’re live, and if you go live later than scheduled, it may affect ad delivery.
- Create the ad ahead of time. Meta recommends at least two hours before you go live, so it has time for review. (Its overview page says at least three hours to maximize impact.)
- In Budget and schedule, set the ad’s start and end times to match your live broadcast exactly.
- Go live on time.
Already live and didn’t create an ad in advance? Meta says you can create one during your broadcast by selecting Current live video (see the setup checks).
Did it work? The ad starts delivering when you go live.
Did Fix 2 solve it?
Great, you fixed it with Fix 2. Tell us it worked, or bookmark this page in case it happens again.
Fix 3: Can’t find the option? Check your feature access
Meta says that to keep its platform safe and prevent advertising abuse, it only grants some features once an advertiser meets certain requirements, so a new business portfolio or ad account may not have access to all advertising features, which could include this one.
- Open Business Support Home (external site, opens in a new tab) to see which features you currently have access to.
- Follow any actions it lists to get access to more features.
If Business Support Home shows a restriction on your ad account, Page or business portfolio, see Facebook ad account disabled or restricted. Our advice: don’t buy or borrow someone else’s ad account to get around this. It can put your business at risk.
Did it work? Business Support Home shows the features you have, and any actions to take.
Did Fix 3 solve it?
Great, you fixed it with Fix 3. Tell us it worked, or bookmark this page in case it happens again.
Fix 4: Check you chose the right Page and account
At the ad set level, Meta says to select Live video as the conversion location, then the Facebook Page connected to the Instagram account you’re going live from.
- In the ad set, check Conversion location is Live video.
- Check the Facebook Page selected is the one connected to the Instagram account you’re going live from.
If your Instagram account isn’t connected to a Facebook Page, see Facebook and Instagram not linking.
Did it work? The ad set shows the right Page and Instagram account.
Did Fix 4 solve it?
Great, you fixed it with Fix 4. Tell us it worked, or bookmark this page in case it happens again.
Boosting from Instagram instead of Ads Manager
Meta says you can also boost a live straight from Instagram, right before you go live or scheduled in advance. The same rules apply: the ad only runs while you’re streaming live, and Meta recommends scheduling it at least two hours before you go live to help reduce delivery delays.
- In the app (iPhone and Android): swipe right anywhere in Feed, scroll to Live, tap Boost, choose an audience (or the suggested one), set your budget and the start and end time you plan to be live, then tap Boost live video. Go live at your scheduled start time.
- On instagram.com: click Create > Live video, enter a title and select your audience, click Boost, then follow the same steps and click Boost live video.
- Meta says the ad is sent for review and you’ll get a notification when it’s ready. It then runs automatically when you go live, in Feed, Stories and Reels.
Invoices and VAT when you pay in the iPhone app
- Meta says that when you add funds to boost in the Instagram or Facebook iOS app, you’re making a purchase through the Apple App Store. Apple charges your App Store payment method, decides the tax, and issues the invoice.
- Meta says it won’t issue a separate invoice for ads bought this way, and that VAT-registered advertisers with questions about tax on these purchases, including VAT charged despite a VAT ID, should contact Apple directly.
- If you pay through Ads Manager, Meta Business Suite, or Instagram or Facebook in a web browser, Meta’s VAT information applies instead.
- Meta says it can’t give tax advice and suggests asking a tax advisor or your local tax authority. Our note: we can’t either.
Setup checks in Ads Manager
- Objective: Meta says to choose Sales, Traffic, Leads or Engagement.
- Budget: at the campaign level, select Lifetime budget.
- Which live: in the Live video ad section, choose Upcoming live video before your broadcast, or Current live video while you’re live. For a current live, you only enter the expected end time.
- Placements: Advantage+ placements is on by default and includes Instagram Stories, Reels and Feed. You can opt in or out of each placement with placement controls. To use manual placements, hover over Advantage+ placements, click Edit and select Manual placements. If your objective is Sales, click Show more settings, hover over Placement controls and click Edit.
- Ad setup: Use live video is selected by default and is the only option.
Why the button only says “Watch live video”
Meta says that if you choose Live video as the destination, the call to action is locked to Watch live video. To use a different button, choose Website or WhatsApp as the destination, then open the Call to action drop-down to see the options available (for example, Shop Now or Send WhatsApp message).
Where your live ad appears
- Meta says the ad appears on Instagram Stories, Reels and Feed.
- On Stories, it shows up to 15 seconds of your live, then ends automatically.
- On Reels and Feed, it plays your live continuously until the viewer scrolls.
- After your live ends, you can track reach, impressions, video views, link clicks and purchases.
Adding a link to your live (no ad needed)
- Meta says you don’t need a live video ad to add an external link to your Instagram live. For the steps, and why the option may be missing (it’s only in select markets for now), see Add a link to your live.
- You can add one link at a time (such as your website, app or WhatsApp), and edit or remove it during the live.
- Most links open in an in-app browser while your live keeps playing. A WhatsApp link stops the live for that viewer and opens WhatsApp so they can message you.
How to know it worked
- Your ad is approved and delivering while you’re live.
Still not working? Your next steps
- Ad account restricted or disabled? See Facebook ad account disabled or restricted.
- Can’t go live at all? See Can’t go live on Instagram.
Official help routes
SocialAppFix can’t see or change your account. For account decisions, recovery and appeals, only the platform’s own tools can help. These links go to the official sites.
- Meta Business Help: About Instagram live video adsMeta Business Help Center (external site, opens in a new tab)
- Meta Business Help: Create an Instagram live video adMeta Business Help Center (external site, opens in a new tab)
- Instagram Help: Boost your live videoInstagram Help Center (external site, opens in a new tab)
Frequently asked questions
Why don’t I get a Meta invoice for boosting on my iPhone?
Meta says that when you pay for boosts in the Instagram or Facebook iOS app, Apple handles the purchase, decides the tax and issues the invoice. Meta won’t issue a separate one, so contact Apple for invoice or VAT questions.
Why did boosting my Instagram live cost more on iPhone?
Meta says that in most regions, Apple may charge a 30% service fee on the total ad payment when you add funds in the Instagram iOS app. Apple keeps the fee, not Meta. Meta has a help page on how to avoid it.
Why isn’t my Instagram live ad running?
Meta says the ad only runs while you’re live, and going live later than scheduled may affect delivery. If you created it while live, it can take about 10 to 20 minutes after approval to start. Also check your feature access in Business Support Home.
How early should I create an Instagram live video ad?
Meta recommends at least two hours before you go live, so the ad has time for review. Its overview page says at least three hours to maximize impact.
Can I create a live ad after I’ve already gone live?
Yes. Meta says you can choose Current live video in the Live video ad section and enter the expected end time of your broadcast.
Do I need an ad to add a link to my Instagram live?
No. Meta says you don’t need a live video ad to add an external link to your Instagram live.
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Sources and how we checked this guide
We base steps on the platforms’ own help pages and the phone makers’ official guides. Menu names change often and can differ by device, app version and region. Where a platform page could not be independently read, we link it so you can check the current wording yourself.
- About Apple taxes for boosted posts on Facebook and Instagram iOS apps (external site, opens in a new tab)
- Boost your live video on Instagram (external site, opens in a new tab)
- About Instagram live video ads (external site, opens in a new tab)
- Create an Instagram live video ad from Meta Ads Manager (external site, opens in a new tab)
- Add an external link to a live video on Instagram (external site, opens in a new tab)
Last reviewed 28 October 2026 by the SocialAppFix editorial team against the sources above. Next scheduled review: 28 April 2027. How we write and review guides.
What changed
- 28 October 2026: First published.
SocialAppFix is an independent guide and is not affiliated with or endorsed by Meta or Instagram. We never ask for passwords, login codes or payment to fix an account.