Bïrch and Smartly are two highly rated platforms that support ad production and creative management through automation and AI. 

While they aim to solve similar problems, they are built on different systems and workflows—which makes each one a better fit for different types of teams.

To help you understand which tool best matches the way your team operates, we’ve compared them side by side: how their automation works, their core features, pricing, and where each platform stands out.

Key takeaways

• The main difference between Bïrch and Smartly can be seen in how automation works for each platform. Smartly relies on its AI model to make decisions, while Bïrch gives you more control over your actions through customizable automation rules.
• Smartly is positioned as an all-in-one creative for larger teams and brands running bigger, mixed-channel setups, with an enterprise-focused model.
• Bïrch is built for performance-driven teams who want transparency, custom logic, and automation that runs on metrics they choose—giving them more control.
• Choosing between the two is less about “better or worse” and more about which workflow matches your team’s daily operations. Smartly leans toward large, enterprise setups, and Bïrch offers more hands-on control for performance-driven teams.

AI-driven vs. advanced rule-based automation

Before we get into the details, let’s take a look at the automation styles Bïrch and Smartly are built on. 

There are two main approaches to automation today: AI-driven and rule-based. Both make the ad production process more efficient—but they operate in fundamentally different ways.

AI-driven automation:

• Decisions are guided by machine learning and prediction models.
• The system adjusts budgets, audiences, and creative delivery automatically.
• Best when you need work done fast, because AI can “fill in the gaps.”
• You have less control over the exact logic behind the decisions.
• Performance depends heavily on platform signals (e.g., data from Meta).
  

Advanced rule-based automation:

• Decisions follow the exact conditions and metrics you set (so it’s you who has control).
• You can mix platform data with your own source-of-truth metrics.
• Efficient when you want transparency and predictable behavior.
• Scales well for teams managing multiple accounts or custom setups.
• It doesn’t depend on AI interpretation but follows your logic instead.

Smartly and Bïrch overview

Bïrch is built as a performance automation and creative testing platform for teams and agencies running campaigns across Meta, Google, TikTok, and Snapchat.

Its advanced rule builder lets you automate actions using comparative logic, ranking conditions, custom timeframes, and even external KPIs via Google Sheets. This makes it possible to automate fatigue detection, scaling, restarts, and safeguards based on the exact performance signals your team trusts.

On the analysis side, Bïrch Explorer and cross-platform reports connect revenue back to specific creatives, audiences, formats, and CTAs. You can aggregate performance by creative or post ID, filter by custom conditions, and track top and bottom performers over time. Reports and alerts can be pushed to Slack or email, with white-label reporting available for brands and agencies.

Bïrch also supports structured creative workflows. Using the Ads Launcher, you can bulk-launch variations, combine assets with copy, auto-tag everything with macros, validate setups before launch, and automate creative-level actions like boosting, pausing, or rotation—without rebuilding campaigns.

Smartly is designed as an integrated creative and media automation platform, designed to manage campaigns across the entire funnel.

The platform is built around AI-driven optimization. It uses machine learning to scale creative variations, personalize content for different audiences, predict what will perform, and automate many time-consuming everyday tasks. This makes it particularly well-suited to large teams running high creative volume across multiple channels.

Smartly Intelligence is the AI-powered reporting tool that pulls your campaign data and turns it into performance insights that support planning, optimization, and forecasting.

Overall, Smartly is a strong fit for teams that want a tightly unified workflow where creative production, media buying, and reporting all live in one system.

Feature-by-feature comparison

Here’s a simple feature-by-feature comparison of Bïrch and Smartly.

Pricing and value: how Bïrch and Smartly compare

Bïrch pricing depends on how much you spend per ad across platforms. 

• The essential plan starts at $49/month and $45/month when paid annually. It offers core tools to support small or medium-sized teams with their daily tasks
• The pro plan is $99/month, and the annual pro plan is $91/month. With a full set of features (including essential + advanced features), this option is best for growing businesses and marketing teams.
• The enterprise plan is designed for large marketing teams and comes with custom pricing.

You get advanced automation tools, custom metrics, cross-platform support, and clear activity logs, all at a cost that works for both growing teams and agencies managing multiple accounts. 

For many users, the real value is getting enterprise-grade automation, custom logic, and cross-platform control—without the cost or complexity of an enterprise contract.

Smartly, on the other hand, is generally seen as a more expensive solution. While price is not featured on their website, the tool is aimed at large companies that usually spend $1M+ monthly on ads.

The platform offers a wide set of features, but many mid-market advertisers feel the cost is hard to justify unless they are taking full advantage of its creative and cross-channel capabilities.

User feedback and overall perception

Bïrch G2 Rating: 4.6/5.0 

Users see Bïrch as a powerful automation tool that saves time and gives them more control over their campaigns.

Some of the features they love:

• Advanced rules that are easy to set up once you know your way around ads
• Significant savings from automating monitoring and budget changes
• Helpful extra features such as Top Creatives/Top Audiences reports, Slack alerts, and cross-platform management
• Some users note that Bïrch can feel advanced for very small teams at first, and that certain updates take time to roll out. Custom metric support for Google Ads is also still developing. That said, these tend to be trade-offs that come with a more flexible, rule-driven platform built for scale.

Smartly G2 Rating: 4.4/5.0 

Smartly is generally seen as a strong, feature-rich platform, especially for teams running creative at scale.

Users highlight:

• Very good tools for bulk changes and creative management 
• Strong reporting and the ability to combine data from multiple accounts and channels
• Helpful, responsive support
• Because Smartly is built with large, high-spend teams in mind, some smaller teams and mid-market users feel the price only makes sense if they’re using the platform to its full extent. During peak seasons, performance can slow at times, and a few users report the occasional technical hiccup.

When Smartly fits better

Smartly usually makes more sense for bigger teams that need an all-in-one setup (creative production, media buying, reporting), due to its enterprise-focused approach. It’s built for teams that work across multiple-channel environments like Meta, Google, display, CTV, and more.

It’s also a good fit if your internal workflow includes:

• Large creative pipelines
• A reliance on AI-based performance predictions
• Brand-level consistency across channels
• Multiple teams collaborating in one platform

Examples of brands that have used Smartly:

Hello Fresh used Smartly to manage social media ads across 13 countries. The brand used the platform’s Image Templates to improve efficiency and simplify ad creation.

Smartly helped Hello Fresh save valuable time and keep campaigns running smoothly, giving them control to edit or pause ads based on insights. Compared to their usual process, this resulted in a 9% lower CPA and 80% time saving. 

Tchibo used Smartly to upgrade their Pinterest catalog ads with templated, on-brand visuals. That small creative lift delivered huge results: +38% CTR, –23% CPA, and +39% revenue compared to their regular catalog ads.

When Bïrch makes the most sense

Bïrch is a better choice if your priority is fast, flexible automation and control over ad performance. It’s a great fit for teams wanting to test, scale, and optimize rapidly, without paying enterprise-level pricing. 

Examples of brands that have used Bïrch:

AdQuantum used Bïrch to automate large-scale ad and creative workflows. As a result, they cut time spent on media-buying and optimization and were able to scale clients’ budgets by up to 5x. The team also spent 30% less time managing campaigns, and 10K assets were duplicated per day.

‍Webtopia scaled accounts from $1K/day to $30K/day using Bïrch’s automations to handle budget changes, catch Meta glitches, and pause overspending ads instantly. With up to 250 live ads running at once, Bïrch became the team’s “always-on safety net,” helping them manage 40+ accounts without constant manual oversight.

Automate your ads with the right platform for you

Both platforms serve the same purpose: helping you move faster by automating work. They simply take different paths to get there.

Smartly is designed for large teams that need an all-in-one creative and cross-channel setup, while Bïrch is the better choice for teams that want hands-on control over automation logic, performance-driven decision-making, and pricing that scales with growth.

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