How HubX Eliminated Manual Work and Accelerated Meta & TikTok Ad Growth with Bïrch

Challenge

Before implementing Bïrch, HubX’s team had to manually monitor and adjust campaign budgets around the clock, including weekends, to react to fluctuating CPA performance. With multiple apps, target locations, and campaigns to manage, decisions had to be made quickly, increasing the risk of missed opportunities and wasted spend. With a rapidly expanding and distributed team, introducing more standardized processes became important for maintaining efficient scaling. At the same time, there was some hesitation about delegating ad management to technology.

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Solution

HubX implemented Bïrch to manage web-to-web campaigns across Meta and TikTok, both worldwide and location-specific. They were able to automate budget decisions based on CPA performance, removing the need for tedious monitoring during work week, weekends and late after work hours. This enabled faster, more consistent responses to performance changes across campaigns, allowing the team to scale efficiently while reducing operational complexity.

• Using Alerts Rules to Integrate Automation Smoothly: The team started with rules that only sent notifications when performance conditions were met. This approach helped build confidence in automation, and later notifications were gradually replaced with higher-impact actions such as adjusting budgets, pausing, or starting campaigns.‍
• Performance Analysis with Custom KPIs: Custom Conversions and events are used in CPA calculations to evaluate performance, ensuring automation is tailored to each ad account and aligned with its unique KPIs - with the use of Bïrch custom metric builder.
• Custom Timeframes: Rules evaluate KPIs across a wide range of timeframes, including hourly periods, ensuring budget adjustments reflect the latest trends in ad performance - powered by Bïrch custom timeframes.
• Stopping Underperforming Ads: Ads are automatically paused if they show a high CPA or generate zero conversions after reaching a specified spend threshold, preventing wasted budget.
• Rapid Scaling & Budget Reallocation: With rule checks every 15 minutes, budgets are increased or decreased automatically based on real-time CPA performance, so that spend flows toward winning creatives instead of being wasted on weak ones.

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Results

• Faster Scaling: Budgets increased instantly as soon as winners are detected, allowing to fully leverage well-performing creatives without missing any opportunities.
• Improved Spend Efficiency: Budgets were redirected from low performers in real time, reducing wasted spend on underperforming campaigns.
• Lower CPA: 24/7 automated budget optimization based on performance led to measurable decreases in CPA across both worldwide and location-specific campaigns on Meta and TikTok.
• Reducing Time Spent on Routine Work: With around 15 active users on the platform, all team members saved significant time on manual work, with some saving up to 10 hours per week. This freed up time for higher-impact strategic and creative work.
• Stronger Cross-Team Collaboration: Less operational workload allowed deeper collaboration between performance and creative teams.
• Embracing Tech-Driven Decisions: As confidence in Bïrch's automation increased, more team members adopted the platform, helping standardize processes across the organization.