Birch experts

Andrew is a Product Manager at Meta and previously worked at Amazon. In this live session, he joined the Birch team to show how Meta’s benchmarks and creative data can feed straight into ad automation through the Birch ads MCP server. Instead of exporting reports and reading them by hand, media buyers can ask questions of their ad data and act on the answers in one place. It’s a first look at how AI assistants and Meta’s own data can work together on your accounts.

ChatGPT won’t run your ad account for you. But it’ll do a lot of the grunt work if you ask (nicely). Our partner Shahbaz Khokhar showed us how his team uses it in media buying: coming up with ideas worth testing, taking the boring bits off their plate, and giving creative strategists more time to think.

Multi-seven-figure Meta budgets for DTC brands, run like clockwork. Shahbaz broke down the Birch rules that guard the spend, the emoji hack that keeps campaigns organized, how they outrun ad fatigue, and why unit economics beat gut feeling.

iOS 14 broke attribution, and a lot of us are still picking up the pieces. This webinar is about putting it back together: a full-funnel approach that actually tells you what’s working, how to measure conversions at the funnel or campaign level, and how to feed that data into Birch so your automation rules make decisions on real numbers.

Most brands hit a wall somewhere around “we should probably scale this.” Venture Beyond drove straight through it, from $50K to $3–4M a month on Meta, with $300K days along the way. Shahbaz broke down the system behind it: 3 scaling pillars, some properly clever AI hacks for creative costs, and the automated rules in Birch doing the boring, expensive-if-you-get-it-wrong bits.

Brenna Kleiman from Hawke Media showed us the exact Birch rules her team relies on, why they beat Meta’s built-in automation, and how they roll it all out for new clients. Brenna also covered how to talk to clients about automation, why rule logs deserve a regular look, how to run A/B tests properly, and how to catch audience saturation before it eats the budget.

Organic learns, paid spends, and the two rarely speak. So with Semrush and GAIN, we sat them down in Barcelona for The Loop Between Organic and Paid, an evening on what happens to strategy, budget, and content when they finally get along. Squeezing the whole evening into two sentences is impossible. Still, two can hold the highlights: Jana Krivenkaja from Semrush shared what her team learned, forgot, and learned again from organic social. Andrea Sericola from GAIN made the case that growth lives right where the two meet.

A morning run, then coffee and talks with people from ecommerce, marketing, growth, and tech. Swap a few ideas before the workday starts, and leave with more contacts than steps.

Every DTC brand wants Gen Z. Gen Z, meanwhile, has already scrolled past. So we put growth and paid social folks in one room to work out where their attention went, and which channels deserve a go once you’ve had your fill of the usual suspects. Talia Jeffries, Senior Ad Partner Manager at Snapchat, covered how DTC brands can diversify paid social to reach Gen Z. Marco Scannavino, founder of uLead, decoded Gen Z’s unhinged tones and elongated journeys, which is a polite way of saying they take forever to buy anything.

An evening of cold drinks and good company for founders, marketing leads, and growth managers scaling their apps. The agenda is short and simple: meet people, eat well, talk shop. No slides, no pitches, no one reading out their LinkedIn headline.

This event got the people who build and grow apps and games around one table: founders, growth and performance marketers, creative and product folks. Two hours over coffee on what’s working and what isn’t, at an hour when most marketers are still losing an argument with their alarm clock.

Our first event abroad took us to Berlin, with La Sopa Content, Birch, and Industrious sharing the hosting duties. The crowd was marketers who happened to be in Berlin and fancied starting 2026 with new faces rather than new resolutions. Great space, good company, proper coffee, and croissants that didn’t survive the first half hour.

Privacy changes, messy customer journeys, new channels, and AI are rewriting how app companies measure what works and where the money goes. So we teamed up with Hardal and put both sides of the problem in one room: us on acquisition, them on measurement. The big questions of the night: which signals you can still trust, where visibility quietly disappears, and whether attribution or incrementality deserves the final say on budget.

Running Apple Ads and paid social with the same playbook seems perfectly sensible. Same testing, same scaling, same campaign structure. Then one day the numbers go sideways, and your budget finds out before you do. With Asapty and Braavo, we got our founders together to talk it through. Apple Ads on one side, Meta, TikTok, Snap, and the rest of paid social on the other: what works, what doesn’t, and the lessons that cost real money to learn.

Shahbaz runs Eleniak, sits on Meta’s UK Advisory Board, and scaled DTC brands to multi-seven-figure Meta budgets at Venture Beyond. In this online episode, he talked about what’s actually changing in paid media in 2026: why generalists are beating specialists, whether Meta eventually automates the whole job, and why your offer, not your ad, is usually the real problem. Media buyers get a clear read on where their role is heading.

Alex is CMO at SHEKO and previously worked at Loop Earplugs, Ekster, and Bioma Health. He joined us in our Barcelona nest to talk about how Loop teamed up with McLaren F1 on the limited-edition Loop Switch 2, turning earplugs into lifestyle gear for race tracks and concerts. He also shared what brands can learn from Snoop Dogg’s meme-worthy campaigns, and why ads today are less about selling and more about not boring people. Brand marketers get a real collab story to learn from.

Alex joined us to talk modern marketing. He shared how Loop teamed up with McLaren F1 and made earplugs something people actually want to wear, what brands can learn from Snoop Dogg’s meme-worthy campaigns, and why ads are becoming more about entertainment than selling.

Fer heads creative performance at Galeo Performance, previously worked at Loop Earplugs, and has managed over $55M in Meta spend. At one point he ran 23 accounts at once. Now he caps it at 3–4 accounts per media buyer, and he explained why. His system for a heavy workload: checklists, one home for all brand info, fewer meetings, and automated rules nobody’s allowed to mess with. Media buyers juggling too many accounts get a setup they can copy.

Kevin is Director of Infrastructure at Skyscanner and previously worked at Glovo and Booking.com. One thing he keeps running into: the gap between what marketing promises and what the product actually delivers. In this episode, he explains why that gap appears, the hidden cost of false promises, and what marketers can do about it. Marketers get a view from the product side of the table, which is where broken promises usually land.

Olha is a corporate psychologist who previously worked at IcyBear. In this episode, she explains why marketing burns people out faster than most industries, what recovery looks like at each stage, and what the data says that most marketers are too burned out to notice. Marketers and team leads get a way to spot burnout in themselves and their teams before it costs them.

Christian is CCO and Partner at Contentjet, and previously worked at TikTok and Google. Scripted UGC is dead, he says, and he told us what’s working instead: hooks that stop the scroll, content that holds attention once it has it, a proper system behind your creative, and real people over AI slop. Creative strategists get a current read on UGC from someone who’s seen it from both the platform and the agency side.

Yuliia is Founder and Fractional Head of People at HY People Solutions, and previously worked in HR at Semrush. AI won’t take your marketing job, but it will change how you do it. She told us what hiring managers want through 2027: curiosity about AI, a CV that shows impact instead of buzzwords, interviews that feel like a chat rather than a school recital, and a LinkedIn that’s alive before you need it. Marketers get a recruiter’s checklist for their next move.

Liliya ran go-to-market for an AI content tool through its first three years, and she worked out early that selling on speed was like bragging about a car’s cup holders. Everyone has them. “Speed was easy to replicate. Performance wasn’t.” In this guide, she takes on the fear that AI makes everything sound the same, explains why an honest comparison page beats a smug one when buyers are nearly ready to sign, and makes the case for sorting pricing on day one rather than on the back of a napkin later. Essential reading for any marketer about to launch an AI product into a very crowded room.

Vadim argues that A/B testing tells you which ad won, while creative testing tells you why. His playbook breaks winners down into persona, hook, angle, and proof, and splits effort 70/30 between proven winners and new ideas. He also shows how to keep a “Creative Registry” so the team never relearns the same lesson twice, and how to tell creative fatigue from audience saturation. His take on the bottleneck: ideas, not production, are what’s scarce.

Fer has managed daily budgets of up to €100K, and his view is simple: creative decides most of a campaign’s success. In this conversation, he walks through high-volume testing, scaling winners slowly enough to stay out of the learning phase, and bringing tired ads back later. He also explains why behavior tells you more about an audience than demographics, and how Meta and Google work together. He shares the automated rules he relies on to keep it all running.

Alex led performance at a fast-growing consumer brand, where revenue grew in step with the number of experiments the team ran. In a live conversation at a Birch meetup, he explains why strong briefs come before strong ads, and why he sees the creative strategist as the most underrated growth role. He also covers how to find unusual audiences and when to move into channels that are harder to measure. It’s a guide to running a team that makes big bets instead of small tweaks.

Inna moved from business journalism into paid search and now runs her own ecommerce consultancy. Her guide focuses on what advertisers can still control: data quality, product feeds, and creative. She explains how to keep tracking reliable under strict privacy rules, why you should judge results over 30 days instead of reacting to one bad day, and how AI-driven queries are changing search from keywords to context.

Natalia has 16+ years of marketing experience as a fractional CMO across SaaS, fintech, ecommerce, and healthtech. In her interview, she explains why strategy has to come before channels, and why she starts from target KPIs instead of asking about budget. She also uses three scenarios (minimal, realistic, and ambitious) to keep founders’ expectations grounded. She covers how fractional CMOs earn founders’ trust, and where AI helps her research without replacing talks with real customers.

Artsiom builds predictive LTV models for user acquisition teams. In this guide, he lists the reporting mistakes that make unprofitable campaigns look healthy: revenue counted before fees and refunds, dispute costs left out, monthly views that mix cohorts, channels claiming the same revenue, and old averages applied to new audiences. Each comes with a clear fix. It’s a checklist every UA team should run through before the next budget review.

Filippo oversees high-volume global ad spend as a CMO. His guide explains how he builds a lean UA team: automate any repetitive task first, and hire people only for strategy and creativity. He describes the guardrail rules he uses, why clean naming conventions come before any automation, and why the real payoff is less burnout and fewer errors, not just time saved. He also explains how the media buyer’s role is moving from adjusting bids to setting strategy.

Domantė is a media buyer who manages US campaigns from Europe, eight hours ahead. Her playbook covers rules that pause underperformers before the workday starts, overnight budget limits as a safety net, and two ways to scale winners fast. She also shares a keyword trick for testing a new rule on one campaign before rolling it out. The result is 3–4 hours saved a week, and weekends where she logs in just once.

Artem has spent 10 years in user acquisition, and he first broke this story on his own channel. He reports that Meta’s account managers have warned large advertisers about a little-known feedback score. His guide explains how the score works, which business models are most exposed, and which early signals to watch, like refund rates, support tickets, and CPM drift, before delivery takes a hit. It’s practical early-warning advice from someone close to the source.

Alessandro is a consultant, e-commerce store owner, and coach to other advertisers, and running ads full-time left little room for anything else. We worked with him to show how he automated most of his Meta playbook, including creative testing, ad variations, and round-the-clock bid adjustments, and how he used Bulk Creation to launch tests faster. His story shows the result: about 80% of his workday freed, ad management down to 1–2 hours a day, and time for more clients and more coaching events. Prospects get a clear view of how Alessandro runs accounts without wasting a minute.

Kevin built his reputation scaling brands like Lacoste and Paw.com, and he kept looking for ways to grow without being buried in account work. We worked with him to show the system he designed: automations that run every 15 minutes, raise budgets on winning campaigns immediately, send Slack alerts when performance drops, and copy across accounts so new clients get up to speed faster. The numbers back his approach: client ad spend up 1,160%, combined client revenue up 987%, and 9 hours saved per client each week. Kevin now has proof his process scales, and a story he can share with any brand that asks how.

Shahbaz scales ecommerce brands through constant creative testing and media buying automation. We wrote up his work with Blueprint Eyewear and linked it to the full breakdown. He set ROAS targets from the brand’s margins, rebuilt the account as a full funnel, and used automated rules to pause underperforming ads and push budgets during peak hours. The result: monthly sales grew from €39K to €148K, and peak-season spend rose from €300 to €3,500 a day while performance ran above target. Three of his Birch strategies sit alongside the story, so other practitioners can see exactly how he works.

Emanuele spent years in performance marketing before testing creatives by hand became too slow. We worked with him to show the rule engine he built in Birch: combined rules for creative and audience testing, dynamic bidding to scale winners, and stop-loss rules to cut wasted spend. One client saw revenue grow 539% and CPA drop 30%. He now runs accounts with nearly 2,000 ads across 50+ countries. It’s a playbook peers can learn from, and proof of Emanuele’s expertise he can share with every prospect.

Tim is known for testing what most media buyers take for granted. In Knowledge Bomb #11, he ran a Page Post Engagement campaign against a conversions campaign on the same audiences, scaling winners and pausing losers mid-day. PPE won more often than you’d expect. We wrote up the experiment, linked it to the full post, and added two Birch strategies he shared. Other practitioners get a test they can run themselves, and Tim gets new readers who follow his work.

Depesh set a bold Q4 target for an ecommerce brand: 8-figure revenue in six months, with top-of-funnel ROAS above 5x and blended ROAS above 10x. He and his team hit it. November alone brought in $7M+ at 21x ROAS. We built a story around that result, linked it to the full breakdown on his site, and embedded a Birch strategy he shared. Readers see both the outcome and the thinking behind it, and qualified brands can reach Depesh straight from the page.

Marco came to us with a client story worth telling. Elisir D, one of Italy’s biggest vitamin D sellers, had a messy ad account and needed to scale without losing ROAS. We wrote it up together, step by step: how he restructured the account by funnel stage, ran constant creative and audience tests, and let Birch handle the routine work. The result is a case study Marco can send to any prospect. It shows his method and the numbers it produced: CPA down 25.87%, sales up 253%, and daily orders up from about 75 to more than 320 in six months.