How many ads is HMRC running on Facebook and Instagram?

As of Nov 2026, HMRC has 207 active ads and 1,882 ads in total in the Meta Ad Library.

What kind of ads does HMRC run?

HMRC's active ads are 76% image (1,440), 23% video (442), 0% carousel (1).

Who does HMRC target with its ads?

Based on the reach Meta reports for its ads, HMRC reaches mostly men aged 65+ in the United Kingdom.

How often does HMRC launch new ads?

HMRC has been advertising on Meta since Mar 2021. It launched 116 new ads in Oct 2026.

What is HMRC's most used ad headline?

"Download the HMRC app today." — used on 1,822 ads.

Where do HMRC's ads send people?

Most HMRC ads link to play.google.com. The landing pages section above lists every destination by how many ads use it.

Which brands advertise like HMRC?

Brands with similar ads include Taxd, Taxfix UK, Monzo, Simply Business, Intuit Mailchimp.

What hooks does HMRC use in its ads?

HMRC's most-seen ads open with lines like "Whatever happens, you’re 'on it’ with the HMRC app.", "It feels good to be ‘on it’ with the HMRC app.", "Working in construction?".

Where can I watch HMRC's video ads and commercials?

This page lists HMRC's most-seen Facebook and Instagram video ads; open any of them to watch the full video, read its copy and see how long it has run.

Where does this HMRC ad data come from?

From the public Meta Ad Library, collected by AdManage and refreshed daily. Reach is what Meta reports; spend is an AdManage estimate.

HMRC ads

Facebook & Instagram ad library

207 live nowplay.google.comUpdated Nov 1, 2026

Meta Ad Library Logo & colors Analyze in AdManage

HMRC has run 1,882 Facebook and Instagram ads since Mar 2021, and 207 are live right now. Its active ads are 76% image, 23% video, 0% carousel, and 15 run as partnership ads with creators. They reach mostly men aged 65+ in the United Kingdom. Most of them send traffic to play.google.com. Across all ads, Meta reports about 51.7M reach.

Total ads: 1,882
Live now: 207
Video share: 23%
Partnership ads: 15
Top market: UK
Advertising since: Mar 2021

1,882 ads · most seen first

HMRC ad hooks

The opening line of each of HMRC's most-seen video and image ads.

01Whatever happens, you’re 'on it’ with the HMRC app.
02It feels good to be ‘on it’ with the HMRC app.
03Working in construction?
04Join nearly 8 million people who are already on it.
05Making over £1,000 a year on the side?
06Everyone can learn to spot the signs of tax avoidance.
07Get ready to use recognised software from April 2027 – to keep records and send quarterly updates of income and expenses.
08Check you're eligible before claiming uniform expenses.

HMRC ad headlines

Headline	Ads	Longest run
Download the HMRC app today.	1,822	40d
HMRC app. You're on it 📲	247	29d
Making Tax Digital	179	43d
Making Tax Digital (MTD)	139	41d
Tell us about extra income	112	78d
Troi Treth yn Ddigidol	109	36d
Lawrlwytha ap CThEF heddiw.	101	39d
Visit Tax Confident	99	117d
Claim expenses directly	89	60d
Tax in retirement	84	117d

Longest-running HMRC ad copy

Ad copy	Ads	Longest run
You don't need to be an expert, but we're here to help you Get Tax Confident about the basics for retirement.	13	117d
Found a gap in your tax knowledge? The Tax Confident website is here to help explain the basics for retirement.	13	117d
Tax can feel different in retirement, but it's simple once you know the basics. Fill your knowledge gaps with Tax Confident.	13	117d
Want to understand the basics about tax in retirement? Support is closer than you think. Get Tax Confident today.	13	117d
Did you know that you don't pay National Insurance if you're earning income from employment after reaching state pension age? Fill in more knowledge gaps about working while receiving your pension.	7	117d
It's normal to have questions about tax in retirement. Our Tax Confident resources can help you understand the basics.	13	117d
Ready to learn how tax works in retirement? Visit Tax Confident. No jargon. No judgement. Just simple explainers.	33	117d
Not sure where to start with tax in retirement? We'll help you understand the basics.	13	117d
If you're retired and receive income from savings or investments, you might want to check whether you've got any knowledge gaps about how tax works. Fill your knowledge gaps today.	7	117d
Visit Tax Confident to learn more about how tax applies to your pension. Fill your basic knowledge gaps.	26	108d

HMRC landing pages

http://play.google.com/store/apps/details?id=uk.gov.hmrc.ptcalc528 ads · 28%
http://itunes.apple.com/app/id514561561346 ads · 19%
http://taxconfident.campaign.gov.uk/tax-in-retirement/?utm_source=meta&utm_medium=paidsocial&utm_campaign=taxconfident&utm_content=traffic-pensioner-stat18 ads · 1%
http://taxconfident.campaign.gov.uk/tax-in-retirement/?utm_source=meta&utm_medium=paidsocial&utm_campaign=taxconfident&utm_content=traffic-pensioner-vid18 ads · 1%
https://www.gov.uk/register-for-vat?utm_source=meta&utm_medium=paidsocial&utm_campaign=gsa-cardiff&utm_content=navigate-stat2-welsh10 ads · 1%
https://dontgetcaughtout.campaign.gov.uk/cy/hawlio-treuliau/?utm_source=meta&utm_medium=paid_social&utm_campaign=dgco_expenses&utm_content=kangaroo_welsh_educate7 ads · 0%
https://makingtaxdigital.campaign.gov.uk/?utm_source=Meta&utm_medium=Paid+Social&utm_campaign=MTD&utm_content=Pull_Animated_Countdown7 ads · 0%
https://www.gov.uk/child-trust-funds/find-a-child-trust-fund?utm_source=ucas_meta&utm_medium=paid_social&utm_campaign=ctf&utm_content=student_agu_red7 ads · 0%
https://www.gov.uk/register-for-vat?utm_source=meta&utm_medium=paidsocial&utm_campaign=gsa-cardiff&utm_content=navigate-stat17 ads · 0%
https://dontgetcaughtout.campaign.gov.uk/cy/arbed-treth/?utm_source=meta&utm_medium=paid_social&utm_campaign=dgco_avoidance&utm_content=elephant_welsh_navigate6 ads · 0%

HMRC new ads per month

Oct 2026116
Sep 2026109
Aug 202648
Jul 2026128
Jun 202653
Apr 202650
Mar 202681
Feb 2026520
Jan 202643
Dec 2025156
Nov 2025375
Oct 202555

HMRC ads FAQ

How many ads is HMRC running on Facebook and Instagram?: As of Nov 2026, HMRC has 207 active ads and 1,882 ads in total in the Meta Ad Library.
What kind of ads does HMRC run?: HMRC's active ads are 76% image (1,440), 23% video (442), 0% carousel (1).
Who does HMRC target with its ads?: Based on the reach Meta reports for its ads, HMRC reaches mostly men aged 65+ in the United Kingdom.
How often does HMRC launch new ads?: HMRC has been advertising on Meta since Mar 2021. It launched 116 new ads in Oct 2026.
What is HMRC's most used ad headline?: "Download the HMRC app today." — used on 1,822 ads.
Where do HMRC's ads send people?: Most HMRC ads link to play.google.com. The landing pages section above lists every destination by how many ads use it.
Which brands advertise like HMRC?: Brands with similar ads include Taxd, Taxfix UK, Monzo, Simply Business, Intuit Mailchimp.
What hooks does HMRC use in its ads?: HMRC's most-seen ads open with lines like "Whatever happens, you’re 'on it’ with the HMRC app.", "It feels good to be ‘on it’ with the HMRC app.", "Working in construction?".
Where can I watch HMRC's video ads and commercials?: This page lists HMRC's most-seen Facebook and Instagram video ads; open any of them to watch the full video, read its copy and see how long it has run.
Where does this HMRC ad data come from?: From the public Meta Ad Library, collected by AdManage and refreshed daily. Reach is what Meta reports; spend is an AdManage estimate.

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