Creating Ads at Scale in Launcher

If launching Meta ads feels repetitive, Launcher in Bïrch was built to simplify that workflow.

It helps performance teams create ad sets at scale, test creatives faster, rotate fresh creatives, and upload assets in bulk from Google Drive or local storage.

So instead of spending time on repetitive setup work inside Ads Manager, you can focus more on strategy, testing, and performance.

Launcher supports different workflows depending on your goal. In this video, I’ll show you when to use each one and how Launcher helps simplify large-scale ad creation.

Custom Launch Mode

So let’s start with the most flexible option first — Custom Launch.

Custom Launch mode gives you full control over your campaign structure. It lets you decide:

• how many ad sets to create,
• how they’re structured,
• and which creatives belong in each one.

This works best for audience testing, prospecting vs retargeting, launching campaigns across multiple countries, or building more advanced campaign structures.

And the entire workflow is organized into five steps.

Uploading Creatives

The first step is uploading creatives. You can upload assets directly from Google Drive, from your computer, or, if you want to set up other configurations first, you can do it later on the ad tab.

Campaign Setup

Next comes campaign setup. You can either create a completely new campaign or use an existing one.

When creating a new campaign, you can configure key campaign settings like objective, campaign budget optimization, and bid strategy. Launcher also makes it easy to keep your naming conventions clean and consistent by using macros, which are available for campaigns, ad sets, and ads. This is especially useful for performance reporting, filtering data inside dashboards, and applying automation rules later based on naming tags.

Ad Set Setup

Then comes ad set setup. This is where Custom Launch becomes really powerful.

You can manually decide exactly how many ad sets to create, assign different audiences, budgets, placements, schedules, and optimization settings for each one.

Or, if you want to move faster, you can configure one ad set and instantly apply those settings across all others, and then adjust the settings that need to be unique to each ad set, for example, the audience.

Launcher also supports saved audiences from Meta, audiences created inside Bïrch, and Advantage+ audiences, which makes audience testing much easier to scale.

Ad Creation

Next comes ad creation. You can either create brand-new ads, or use existing Facebook and Instagram posts.

And this step includes several features designed to simplify creative workflows.

First, there’s Advantage+ Creatives with AI-powered creative enhancements, which are ideal for scalable launches.

Then there’s Auto Placement Customization. If your creative file names contain placement-specific tags at the end, Launcher can automatically assign creatives to feeds, stories, reels, and others, based on your custom naming.

You can also upload creatives from Google Drive, local storage, or your Media Library, and add up to 5 variations of primary text, headlines, and descriptions.

Meta will then automatically mix and match the variations to identify the best-performing combinations. It is also possible to duplicate creative parameters like media, texts, and URLs across ad sets. So if you are using similar ad parameters across different ad sets, copy them over, and then quickly adjust what needs to be unique in each ad.

Review and Publish

Before publishing, Launcher gives you a full review screen where you can preview ads, rename items, check campaign structure, and quickly spot setup issues.

And once everything looks good, you can save the template and reuse it later, which makes future launches even faster.

Creative Testing Mode

Creative Testing mode is built specifically for structured creative testing. Launcher automatically creates one ad set per creative while keeping all other settings the same.

So if you upload 10 creatives, Launcher instantly creates 10 separate ad sets.

This gives you cleaner performance data because:

• the targeting stays consistent,
• optimization stays consistent,
• and the creative becomes the main variable.

Instead of manually duplicating ad sets over and over, Launcher handles the structure automatically.

Reviewing Creation Results

Once everything is saved and published, you can review the creation results on the right side, making it easy to track processing status and confirm that all campaigns, ad sets, and ads were created successfully.

And that’s it — your ads are live and your entire launch workflow is now faster, more scalable, and much easier to manage.