Threads Ads for Businesses: Early Adoption Strategy Guide

Threads ads are now live globally. If you already advertise on Instagram or Facebook, you can start testing them today.

But Threads isn’t just another placement in Meta’s ad system. It’s a different kind of platform — and that means you’ll need a fresh approach.

This guide will show you how to make the most of Threads ads as an early adopter, with practical tips on creative, targeting, and campaign setup.

What Threads ads are (and why they matter)

Threads is Meta’s text-first social app — a little like Twitter, but tightly connected to Instagram. Ads now appear in the Threads feed, just like they do on Instagram or Facebook.

You can run Threads ads through Meta Ads Manager, using the same formats and objectives you're already familiar with.

But Threads is still early in its growth, which makes now a great time to test.

Here’s what you get with Threads ads:

• Lower ad costs (for now): Fewer advertisers means lower CPMs and CPCs — but that won’t last forever.

• More attention per ad: Users scroll slower on Threads than on Instagram. Your ad has more space to grab attention.

• A fresh, open-minded audience: Many Threads users are early adopters, open to discovering new products and ideas.

If you move early, you can learn faster, reach people before competitors, and build a stronger brand presence on the platform.

Where Threads ads appear

Threads ads show up directly in the main feed, between posts from other users.

They’re only available in the mobile app, not on desktop. The feed is vertical and scrollable — similar to Instagram, but more focused on text.

You can run:

• Image ads;

• Video ads;

• Carousel ads.

You can also select automatic placements, which may include Threads by default. But if you want control and better insights, it's smarter to set up separate ad sets just for Threads.

Why Threads isn’t “just another Instagram”

Even though Threads ads look similar to Instagram feed ads, the user behavior is very different. The platform has its own tone, culture, and pace.

Here’s how Threads users tend to behave:

• They like quick, interesting takes;

• They don’t expect polished ads;

• They scroll slower, which gives you more time to land your message — but only if the content fits the platform.

Trying to reuse your Instagram or Facebook creative on Threads will likely lead to weak performance.

Instead, take a step back and build native-style ads that actually feel at home in the Threads feed.

Best use cases for Threads ads

Threads isn’t ideal for every type of campaign. But for the right goals, it’s a powerful new channel.

Use Threads ads to:

• Launch a new product or offer. Tease it with a bold statement or question;

• Build awareness. Promote a blog post, quiz, or checklist that solves a specific problem;

• Drive newsletter signups. Use casual, benefit-driven language to get people to subscribe.

Examples:

• “We just launched a tool that cuts your ad testing time in half. Try it free for 7 days.”

• “Which skincare mistake are you making? Take our 1-minute quiz to find out.”

• “Missed our latest growth tips? We send them out every Friday. Join 20K other marketers.”

These kinds of offers match the mindset of Threads users — curious, looking for value, not ready to buy right away.

How to set up Threads campaigns for success

1. Split Threads into its own ad set

Even though Meta lets you run Threads ads as part of automatic placements, you’ll learn more — and waste less — if you split it out.

This lets you:

• Control budget and bidding;

• Use creative that matches Threads specifically;

• Track performance separately.

In Meta Ads Manager, create a new ad set and select only Threads as the placement. Start with a small test budget and monitor results.

2. Adjust your creative for Threads tone

What works on Facebook or Instagram won’t necessarily land on Threads. This platform has a more casual, text-first vibe — and users can smell an obvious ad from a mile away.

To get attention without getting skipped, your ads should feel like real posts. They should be easy to read, lightly conversational, and offer something unexpected, helpful, or relatable.

Instead of slick headlines or pushy CTAs, use lines that feel personal or thought-provoking.

Try hooks like:

• “I’ve tried five versions of this and still keep coming back to the original;”

• “This wasn’t supposed to be a success story, but here we are;”

• “Most skincare advice is useless — this one tip actually worked for me;”

• “Built this for myself. Turns out, 3,200 others wanted it too;”

• “We launched quietly. 900 signups in 3 days. Not bad;”

• “Never thought I’d enjoy tracking expenses — but this changed that;”

• “The first version flopped. The second? 10X more effective;”

• “Running ads used to stress me out. This system made it 10x easier.”

These don’t sound like ads — and that’s the point. They blend into the feed and spark curiosity, which gets the right kind of attention.

Keep the copy short (2–3 lines), and pair it with a relevant image or video that feels native, not overproduced. You can test both text-only and visual-first versions to see what performs best.

Simple copy = better results

Your Threads ads don’t need long paragraphs or clever wordplay. They need clarity, voice, and a reason to care — fast.

Follow these rules:

• Keep copy to 2–3 short sentences;

• Start with a curiosity-driven line (question, confession, or insight);

• Use a light touch on branding.

For example:

“We were spending $2.30 per lead. Now it’s $0.84. Here's what we changed.”

It’s short, punchy, and makes people want to read more or click.

Targeting strategies worth testing

Meta’s targeting tools work the same for Threads, but you’ll want to rethink how you use them.

Start by reviewing your current audiences. Think about who might be most curious or open to your offer on a new platform.

Here are some targeting ideas to test:

• Lookalike audiences from Threads traffic. Once you have some visitors from Threads, build lookalikes based on their behavior;

• Interest-based targeting for niche communities. Threads users often follow cultural or industry trends. Try targeting people interested in:

  • “Startup tools;”

  • “Clean skincare;”

  • “Crypto regulation;”

  • “DIY fashion;”

• Use LeadEnforce audiences. Target followers of Facebook groups or Instagram pages by pulling them with LeadEnforce's Instagram targeting tools and building lookalike audiences that convert.

You can also refine your strategy using niche audience segmentation techniques, which are especially helpful when targeting Threads’ early adopter base.

Don’t forget the landing page experience

Even if your Threads ad is great, your funnel can still fail after the click.

If someone taps through, they expect the landing page to match the ad’s tone and promise.

Quick fixes:

• Use similar language and tone from the ad in the page copy;

• Keep the layout lightweight and mobile-friendly — Threads is mobile-only;

• Add a low-friction next step, like:

  • Email signup;

  • Product quiz;

  • “Save this page” option.

To go deeper on improving this step, see how to create high-performing custom audiences in LeadEnforce and design flows that better match intent.

What to track early on

Meta is still rolling out full reporting for Threads, so early data might be limited. But you can still track a few key signals.

Metrics to watch:

• CTR (Click-through rate): Are people tapping through at all? Threads may get slower engagement than Instagram;

• Cost per result: Look for early wins in lower CPMs or cheaper leads;

• Placement-level results: Always break down performance by placement — Threads might outperform in engagement, but underperform in conversions (or vice versa);

• Post interactions: Threads shows likes and reposts. If you’re getting shares, your creative is hitting the right note.

For deeper performance insights, check out this guide to optimizing campaign performance with Meta Advantage+.

Common mistakes to avoid

Don’t just copy-paste from Instagram

Threads users can spot recycled content fast. Ads that feel out of place won’t perform well.

Don’t lead with a hard sell

People aren’t on Threads to buy. They’re there to explore. If you push too hard, they’ll scroll past.

Don’t skip testing

Even if Threads CPMs are cheap, don’t “set and forget.” Test different hooks, formats, and audiences like you would on any new channel.

Final thoughts

Threads is still new, and that’s your advantage.

You don’t need to be perfect — but you do need to be early, curious, and ready to learn. Start small, test one idea at a time, track what works, adapt your creative to fit the platform.

And most of all — give people a reason to stop scrolling and pay attention.