Velrio built an automated creative testing engine with Bïrch

Challenge

Limited Creative Testing Capacity

Manually reviewing creative performance made it difficult to test a high volume of new concepts. Underperforming creatives often consumed more budget than necessary, limiting the team’s ability to launch additional tests.

Inefficient Budget Allocation in Creative Testing

Without automated decision-making, creative tests consumed more budget than necessary. The team wanted to stop low-potential creatives earlier and reallocate spend toward testing more concepts.

Limited Coverage Outside Working Hours

With campaigns running across different time zones, critical optimization decisions often fell outside the team’s working hours. Without automation, winning creatives could miss scaling opportunities while underperformers continued spending budget unnecessarily during evenings and weekends.

Solution

Early Engagement Checks & Performance Stop-Loss

Rather than waiting for CPA alone, the team evaluates creatives using early performance indicators such as CPC and CPI. Bïrch automatically pauses creatives with poor early signals, allowing the team to make stricter testing decisions, reduce wasted budget, and continuously launch new creative concepts.

Multi-Stage Creative Testing

Once a creative passes the initial quality checks, Bïrch guides it through a structured testing process based on conversion milestones. Each creative is given predefined spend thresholds to achieve every consequent purchase. Creatives that meet the required CPA continue progressing, while those that fail at any stage are automatically paused. Because every creative enters testing at a different time, Bïrch continuously tracks each one against its current testing stage, making the entire framework scalable without manual monitoring.

Dynamic Daily Budget Reset

Using “Set Budget to a Custom Metric” mode in Bïrch automation, the team automatically resets each campaign/ad set budget every night based on its individual spend throughout the current day. This prevents inflated budgets from carrying into the next testing cycle, ensuring every creative starts the day with a fair budget and generates reliable, comparable performance data.

Results

2× More Creative Testing Capacity

By automating stricter decision-making, the team doubled the number of creatives they can test without increasing creative testing spend. Today, Velrio evaluates approximately 400 creatives every week, maximizing the number of concepts that can be validated within the same budget.

5 Hours Saved Per Day

Routine campaign monitoring and optimization are automated, saving approximately 4–5 hours each day and allowing the team to focus on developing new creative concepts and launching more tests.

Continuous Optimization Across Time Zones

By automating optimization around the clock, Velrio no longer misses scaling opportunities or loses budget to underperforming creatives while the team is offline. Time zone differences are no longer a bottleneck for creative testing.