Nothink Runs High-Performance Ads Across Time Zones Without Being Always Online

Company

Nothink builds digital - and sometimes not-so-digital - products for a global market. Nothink mission is to launch bold ideas, scale them quickly, and make a real impact across industries.

Lithuania

Industry

E-commerce

Bïrch user

since 2025

platforms

"Birch takes care of the daily optimizations—so we don’t overspend, even when we’re offline.

Domantė Janulytė

Senior Media Buyer

Challenge

Manual Daily Optimizations: Ad, ad set, and campaign optimizations were performed manually, taking time away from higher-impact work like creative and strategy.
Inefficient Spend Control: Without continuous monitoring, underperforming ads could overspend before being paused, especially during peak hours outside the team’s working schedule.
Time Zone Constraints: With campaigns targeting the US market, key performance hours happened overnight, making it difficult to react to performance without constant monitoring.
Limited Accuracy of Native Tools: Platform rules were unreliable due to conversion lag, making CPA-based optimizations harder to trust.

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Solution

All rules run continuously, applying both scaling and cost-control decisions during peak US hours. Campaigns are actively optimized in real time, without requiring manual intervention during nights or weekends.

Scaling Automation

Real Time Vertical Scaling: Budgets are automatically adjusted based on early performance signals, allowing campaigns to scale when results are strong.
Rapid Horizontal Scaling: In some accounts, duplication rules are used to capture same-day scaling opportunities and capture maximum reach.

Daily Optimization Automation

Underperformers Paused Automatically: Rules continuously evaluate ad and ad set performance based on last 3 and 7-days data, automatically pausing ads that exceed CPA targets. This removes the need for manual daily checks and ensures inefficient spend is cut quickly.
Budget Decrease Rules: Budgets are dynamically reduced based on a percentage of target CPA and relative spend, preventing overspending on underperforming campaigns even during peak hours.

Gradual budget reduction for suboptimal CPA

When CPA is higher than ideal but not severely off target, and there are still some purchases happening, the rule will slowly reduce budgets by 15% every 4 hours.

Use this strategy

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Results:

Time Saved Daily: Automation of daily checks and weekend monitoring significantly reduced time spent in Ads Manager
More Focus on High-Impact Work: With routine optimizations automated, the team can shift focus to creative testing, funnel improvements, and scaling strategy.
Reduced Overspend on Underperformers: Ads exceeding CPA targets are consistently paused, preventing inefficient budget allocation and improving overall spend control.
Full Coverage During Peak Hours: Campaigns are actively optimized during US peak times without requiring night or weekend work from the team based in a European timezone.