In this research, the sorption behavior (kinetic, isotherm and thermodynamic modeling) of heavy metals (Cu (II) and Fe (II)) and pigments (carotenoid and chlorophyll) on activated bentonite clay was investigated for soybean oil under industrial (IBM) and ultrasonic bleaching method (UBM). The results indicated that a nonlinear fitting approach with a higher coefficient of determination (R2) and lower Chi-square (χ2) values was more appropriate to estimate kinetic and isotherm parameters than the linear fitting approach. The adsorption of metal ions and pigments on activated bentonite clay under UBM was quite well by the pseudo-first-order model. In both bleaching methods, the equilibrium adsorption data follows the Freundlich isotherm model, presenting the sorption occurrence tends to be on a heterogeneous surface by multi-layer adsorption. The results indicated that the adsorption thermodynamics was endothermic nature and the process was spontaneous between 35 and 65 ˚C.