# Bïrch (formerly Revealbot)

> Bïrch is a paid social and search automation platform, known as Revealbot until October 2024, that lets advertisers build no-code rules which execute directly on Meta, Google, TikTok, and Snapchat ad accounts, launch ads in bulk, build and refresh audiences, and report across all four networks; it also ships Signals Gateway, a first-party server-side event pipeline built with Meta, and is priced by the total monthly ad spend of every connected ad account rather than per seat.

- Category: Paid Ads Management (https://saastracker.org/categories/ppc-ads)
- Website: https://bir.ch
- Starting price: $49 per month (Essential, up to $10,000 monthly ad spend)
- Free plan: Signals Gateway is permanently free up to 10,000 events per month, and Stage currently has a free version; the core automation platform has no free tier.
- Free trial: 14 days with unlimited access to all features and no credit card required
- Founded: 2016, HQ: New York, New York, United States, with a distributed team across three continents, Ownership: Bootstrapped
- Profile last reviewed: 2026-08-22
- Canonical profile: https://saastracker.org/products/birch

## Overview

Bïrch started in 2016 as Revealbot, and the original product was exactly what the name suggests: a bot that told you when something important happened in your Facebook ad account. That notification tool grew into a rules engine, then a bulk launcher, then a cross-network reporting layer, and by October 2024 the name no longer described the product. The company rebranded to Bïrch and moved to bir.ch, keeping legacy Revealbot report links alive for a one-year grace window that has since expired.

What makes Bïrch worth a small business's attention is that the automation genuinely executes. Rules combine AND and OR logic, nested conditions, metric-to-metric comparisons, and ranking conditions, and the actions available include start, pause, set budget, increase or decrease budget, and set, increase, or decrease bid. It acts on the account rather than emailing you a suggestion. Meta support is the deepest, but Google Ads, TikTok, and Snapchat are genuinely automated too, which separates Bïrch from the Meta-only tools it is usually compared against.

The company is bootstrapped, which is unusual in this category and shows in the pricing behaviour. There is no venture-scale land grab: reported figures put it around $2.8M in ARR across roughly twelve thousand customers with something like thirty-seven people spread across three continents, and no outside funding at all. That tends to produce slower feature velocity and better commercial honesty, and Bïrch fits the pattern. The cancellation consequences are documented precisely, the entry price is published, and the billing mechanics are explained in the help centre rather than discovered on an invoice.

The pricing model is the thing to understand before you buy. Bïrch charges by the cumulative monthly ad spend of every ad account you connect, not by the spend its rules actually influence. Essential starts at $49 a month and Pro at $99 in the up-to-$10,000 bracket, rising through higher brackets as you grow. Agencies who connect client accounts they are not actively automating are paying for that spend anyway, and the two tiers behave very differently when you exceed your bracket: monthly plans get overage charges, annual plans get locked out of creating or editing rules until the next month.

## How it works

1. You start a fourteen-day free trial with no credit card, connect your ad account profiles, and assign accounts to Workspaces. Workspace assignment is the control that both enables the product and determines what spend gets billed, so it is worth understanding on day one rather than after the first invoice.

2. Then you build rules, or borrow them. Strategies are prebuilt bundles based on known media-buying techniques that apply in a few clicks, which is the practical starting point for most people. Conditions can reference custom conversions, ROAS, spend thresholds, time metrics, late conversions, entity names and status, and can compare one metric against another or rank entities against each other.

3. When a rule fires, Bïrch performs the action on the ad network directly. Automation Logs record which entities were touched and when, which is how you troubleshoot a rule that behaved unexpectedly rather than reconstructing it from the ad account's own change history.

4. Around the rules engine sits the rest of the platform: Launcher creates multiple ad sets with up to fifty ads each from bulk-uploaded media or Google Drive, Explorer visualizes performance with grouping and templates for fatigue and downtrend detection, Reports and Slack alerts push results out, Stage gives teams a Drive-and-Sheets canvas for launching to Meta, TikTok, and Snapchat, and Signals Gateway runs first-party server-side events into the Meta Conversions API and BigQuery.

## Best for

Performance media buyers and agencies running more than one paid social network who want standing automation that executes on the account, and who spend enough that a $99 to $299 monthly platform fee is a rounding error against the waste a well-written pause rule prevents.

## Not the right fit for

- Beginners who do not already know what a healthy ad account looks like; the rule builder assumes media-buying expertise it does not teach, and this is the single most consistent complaint in user reviews.
- Advertisers spending under roughly $10,000 a month, where the platform fee plus the learning investment is hard to justify against the free native automated rules Meta and Google both ship.
- Anyone buying the Essential tier expecting the headline product; Essential excludes automated rules, Launcher, and Stage, which is most of the reason people come to Bïrch.
- Agencies who connect many client ad accounts for reporting only, because billing counts spend across every connected account whether or not Bïrch automates it.
- Buyers with formal vendor security requirements, since there is no public SOC 2 attestation and no published SSO.

## Features

### Rules and automation

The core of the product, and the reason experienced buyers stay.

- **No-code visual rule builder**: Builds automation from a visual editor with more than twenty available actions, without scripts or a developer.
- **Full-spectrum conditions**: Conditions can use custom conversions, ROAS, spend thresholds, time-based metrics, late conversions, entity name, and status, so rules reflect the metric you actually manage to.
- **Nested logic and metric comparison**: AND and OR operators, nested condition groups, direct metric-to-metric comparison, and ranking conditions that evaluate entities against each other rather than against a fixed number.
- **Actions that execute on the account**: Start, pause, set budget, increase or decrease budget, and set, increase, or decrease bid, applied to the live ad account rather than delivered as a notification.
- **Strategies**: Prebuilt bundles of rules encoding recognized media-buying techniques, applied in a few clicks so the rule builder is not a blank page.
- **Trigger scheduling**: Control over when rules are allowed to fire, which matters when a mid-day budget change can reset a campaign's learning phase.
- **Automation Logs**: A historical record of which entities each automation touched, which is the only practical way to debug a rule that behaved unexpectedly.
- **Post Boosting**: Automatically converts high-performing organic Instagram and Facebook posts into paid ads when they meet your performance conditions, and is one of the few features included on Essential.

### Launching and creative operations

Turning a folder of assets into live campaigns without a day of clicking.

- **Launcher**: Bulk ad creation that generates multiple ad sets each containing up to fifty ads from a single configuration.
- **Bulk media upload**: Images and videos uploaded in bulk automatically generate ad variations rather than being attached one at a time.
- **Google Drive as a media source**: Creative can be pulled straight from Drive folders, so the handoff from the design team is a folder rather than a download and re-upload.
- **Creative sets**: Organizes hundreds of ads into manageable groups so a large test matrix stays navigable.
- **Macros**: Applies your naming convention automatically to new campaigns, ad sets, and ads, which is what keeps reporting usable six months later.
- **Pre-launch validation checks**: Flags ads likely to fail platform moderation before you submit them, catching rejections before they cost you a day.
- **Stage**: A team workflow canvas that launches to Meta, TikTok, and Snapchat directly from Google Drive folders and a Google Sheets planning document, with status-label filtering and read-only Drive access; free version on Pro, unlimited on Enterprise.
- **Top Creatives**: Identifies high performers so new campaigns can be seeded from proven assets rather than from scratch.

### Audiences

Building and maintaining the segments the rules act on.

- **Audience Builder**: Creates custom audiences, including audiences that auto-update from a Google Sheet so a segment stays current without manual re-uploads.
- **Lookalike builder**: Builds lookalikes supporting criteria as broad as twenty percent, useful when prospecting has exhausted tighter segments.
- **ABC Lookalikes**: Builds lookalikes from the performance of specific ad sets rather than from a generic site-visitor seed.
- **Split audiences**: Divides audiences by demographics and interests to isolate which slice is actually carrying performance.
- **Top Audiences**: Surfaces the highest-converting segments across the account so budget can follow them.

### Reporting and analysis

Cross-network measurement, including the parts Essential does get.

- **Explorer**: Visual reporting with line charts for trends and bar charts for side-by-side metric comparison across networks.
- **Explorer grouping**: Benchmarks ads individually or bundles them by creative, post ID, or custom filter group, which is how you compare concepts rather than line items.
- **Explorer templates**: Prebuilt views for fatigued ads, top performers, A/B test results, video formats, and downtrend detection.
- **Metric conditions builder**: Aggregates data across multiple ad accounts filtered by KPI, which is the multi-account view most native interfaces refuse to give you.
- **Custom Metrics**: Calculated or static custom metrics that can pull in Google Sheets values and external attribution data, so your blended CAC can live inside the tool that acts on it.
- **Workspaces and Overview**: A dashboard of key metrics with recommended actions; Workspaces also govern which ad accounts count toward your bill.
- **White-label reports**: Cross-platform automated reports with branding customization, aimed at agencies reporting to clients.
- **Daily Updates**: Scheduled report delivery to team members and stakeholders on a recurring cadence.
- **Slack alerts**: Real-time performance alerts and rule notifications pushed into Slack channels through an official Slack Marketplace app.
- **Best and Worst Reports**: Identifies top and underperforming audiences across campaigns without building a view by hand.

### AI layer

Advisory by design, which the vendor states plainly rather than overselling.

- **Get Rules Suggestion**: Drafts a complex rule from a stated goal and explains the logic it chose, which shortens the steepest part of the learning curve.
- **Analyze Your Performance**: Natural-language querying of cross-platform performance data instead of assembling a view manually.
- **Audit Your Rules**: Reviews existing automation for missing spend thresholds and overly loose triggers, which is the single most useful safety feature in a rules engine.
- **Explicitly advisory autonomy**: Bïrch states that all AI features produce suggestions the user reviews, adjusts, and decides whether to activate, rather than acting autonomously.

### Signals Gateway and developer surface

First-party event infrastructure, priced separately from the ad spend plan.

- **Signals Gateway**: First-party server-side event infrastructure that collects and processes events in your own gateway server before dispatching them.
- **First-party pixel built with Meta**: A pixel developed in partnership with Meta and described as resistant to browser restrictions and ad blockers.
- **Event sources**: Website events via the Signals Gateway pixel, mobile via an SDK currently in beta, and offline or CRM events via CSV upload or API.
- **Event destinations**: Meta Dataset through the Conversions API, Google BigQuery, and custom destinations via webhook; Snapchat, TikTok, and Google Ads destinations are stated as future.
- **Data residency zones**: Signals Gateway supports US, EU, and Asia storage zones, which is a genuine differentiator against most tools at this price.
- **Bïrch MCP**: A read-only Model Context Protocol connector exposing rules, execution logs, and account structure to Claude, ChatGPT, Claude Code, and Codex through a Bïrch login with no API key required.

## Use cases

- **Ecommerce media buyer running Meta and TikTok**: Losing ad sets keep spending overnight and through the weekend because nobody is watching, and by Monday the week's budget is already skewed. Outcome: Rules pause any ad set past a spend threshold without a conversion and scale winners on a schedule, on both networks, with Automation Logs providing an audit trail of every action taken.
- **Small performance agency with eight client accounts**: Reporting is a weekly manual export from four different platforms and clients want branded documents rather than screenshots. Outcome: Explorer aggregates across accounts with KPI-filtered metric conditions, white-label reports go out on a schedule, and Slack alerts mean the account manager hears about a problem before the client does. The catch is that every connected client account counts toward the billed ad spend.
- **Brand launching dozens of creative variants a week**: The design team drops assets in a Drive folder and a buyer spends most of Monday building ad sets by hand, with naming conventions drifting each time. Outcome: Stage launches straight from the Drive folder and a Sheets planning document to Meta, TikTok, and Snapchat, Launcher builds ad sets of up to fifty ads from bulk media, and Macros enforce the naming convention automatically.
- **Advertiser whose Meta reporting collapsed after the iOS privacy changes**: Browser-based pixel tracking is missing a meaningful share of conversions and the numbers in Ads Manager no longer resemble the numbers in the shop. Outcome: Signals Gateway runs first-party server-side events through a Meta-built pixel into the Conversions API and BigQuery, with a choice of US, EU, or Asia storage, priced separately from the ad spend plan and free up to ten thousand events a month.

## Pricing

Subscription priced by the cumulative monthly ad spend of every connected ad account, in two feature tiers plus a separate event-based price for Signals Gateway.

- **Essential**: $49 per month at the up-to-$10,000 ad spend bracket. Workspaces and the Overview dashboard; Post Boosting for organic Instagram and Facebook posts; Reports and the Activity page; Slack integration; Email support. Read this tier carefully. It excludes automated rules, Launcher, and Stage, which is most of what people buy Bïrch for. Reviewers routinely call Essential a trap.
- **Pro**: $99 per month at the up-to-$10,000 ad spend bracket. Everything in Essential; Automated rules, Strategies, and Automation Logs; Launcher and the free version of Stage; Explorer, Custom Metrics, Top Audiences, and Audience Builder; Live chat support. The real product. Reported bracket pricing rises to roughly $179 a month between $10,000 and $100,000 of connected spend and roughly $299 above that, figures we could not confirm on the vendor's own page because the higher brackets sit behind a slider.
- **Enterprise**: Negotiated annual. Everything in Pro plus unlimited Stage; Onboarding help and technical setup assistance; Premium support; No ad spend limits and no overages.

Add-ons:

- Signals Gateway, 10,000 events per month (Free)
- Signals Gateway, 500,000 events per month ($10 per month)
- Signals Gateway, 5,000,000 events per month ($49 per month)
- Signals Gateway, 20,000,000 events per month ($149 per month)
- Signals Gateway, 50,000,000 events per month ($249 per month)
- Signals Gateway, 150,000,000 events per month ($499 per month): Signals Gateway carries no overage fees; exceeding a tier continues at the same per-event rate. It is priced per gateway and is entirely separate from the ad spend plan.

Billing notes:

- The billed figure is cumulative ad spend across every connected ad account on Meta, TikTok, Google, and Snapchat, converted to USD, not the spend Bïrch rules actually influence. Disconnecting a Workspace is what stops spend being counted.
- At $5,000 a month in spend you are in the entry bracket: $49 on Essential or $99 on Pro. At $25,000 you are reported to be around $179 a month. At $100,000 you are at or just past the $299 bracket. Even at the top published bracket the fee is well under one percent of media, which is far gentler than percentage-of-spend pricing.
- Annual billing is twelve months for the price of ten, a twenty percent discount.
- The overage mechanics differ by billing period and this catches people out. Monthly plans incur additional charges on spend above the bracket. Annual plans incur no charges but instead restrict creating or editing rules and reports until the next month, while existing automation keeps running. Enterprise has neither.
- You are emailed when you exceed a limit, and the billing page shows a cumulative spend chart, payment history, and a discount code field.
- At least one valid payment card must remain on file while a subscription is active; multiple cards can be saved with a nominated default.
- No published refund policy was found in the cancellation documentation.

Value assessment: Bïrch is the best-value automation platform in this category for anyone running more than one paid social network, and the arithmetic is not close. Pro at $99 a month buys a rules engine that executes on Meta, Google, TikTok, and Snapchat, a bulk launcher, cross-network reporting, and an audience builder, and even at $100,000 of monthly spend the reported $299 rate is roughly three tenths of one percent of media. Compare that to any tool charging a percentage of ad spend and the gap widens every month you grow. The two things that erode the value are the Essential tier, which withholds the actual product for half the price and wastes a lot of buyers' first month, and the billing basis, which counts spend on accounts you connected purely for reporting.

## Strengths

- Genuine multi-network automation: rules execute on Meta, Google, TikTok, and Snapchat, not just Meta with reporting badges for the rest.
- The rule builder is the most expressive at this price, with nested AND and OR logic, metric-to-metric comparison, and ranking conditions rather than simple threshold triggers.
- Bootstrapped and profitable-shaped, with no venture pressure to reprice, and a documented, plain-language help centre that explains billing and cancellation consequences honestly.
- Flat bracket pricing rather than a percentage of spend, so the fee stays a fraction of one percent of media even at scale.
- Signals Gateway is a real first-party tracking product with a Meta-built pixel, BigQuery and webhook destinations, and a free ten thousand event tier.
- US, EU, and Asia data residency zones on Signals Gateway, which almost nothing else in this price band offers.
- The AI layer is honest about being advisory, and Audit Your Rules, which flags missing spend thresholds and loose triggers, is the kind of feature a vendor only builds if it has seen customers get hurt.
- A read-only MCP connector exposes rules, execution logs, and account structure to Claude, ChatGPT, and Codex without an API key.

## Limitations

- The rule builder assumes media-buying expertise and does not teach it, which is the most consistent complaint from newer users.
- Essential at $49 excludes automated rules, Launcher, and Stage, so the cheap tier is not a smaller version of the product but a different and much thinner one.
- Billing counts cumulative spend across all connected ad accounts rather than spend Bïrch influences, which surprises agencies who connect client accounts for reporting.
- Monthly plans face overage charges while annual plans face a rule-editing lockout when you exceed your bracket, and some teams find the lockout operationally worse than a fee.
- Higher ad spend brackets are hidden behind a pricing slider, so evaluating the cost at $100,000 a month from the public site is harder than it should be.
- Rule action depth is clearly deepest on Meta; bid actions and post boosting are described in Meta terms and Google, TikTok, and Snapchat support, while real, is shallower.
- No public SOC 2 attestation and no published SSO, which will stop the product at some procurement gates.
- No confirmed public customer REST API; what exists is the read-only MCP connector, the Signals Gateway ingestion API, and webhook destinations.
- Disconnecting accounts is destructive: the help centre states plainly that automated rules become drafts and Launcher templates and Reports disappear.

## Comparisons

- **Bïrch (formerly Revealbot) vs Madgicx**: Both automate paid social for small teams and they diverge on breadth versus depth. Bïrch genuinely automates Meta, Google, TikTok, and Snapchat, publishes its entry pricing at $49 and $99, and documents exactly what happens when you cancel. Madgicx is deeper on Meta alone, with creative computer vision and profitability-ranked interest research, but does not publish the price of its flagship plan at all. Choose Bïrch for multi-network control and commercial transparency; choose Madgicx if Meta is your whole program and creative analysis is the bottleneck.
- **Bïrch (formerly Revealbot) vs Opteo**: Different networks and different philosophies. Opteo is Google Ads only, works by surfacing evidence-backed improvements you accept one at a time, and starts at $129 a month. Bïrch is multi-network, works by standing rules that fire without you, and starts at $99 for the Pro tier. A Google-only advertiser who wants to stay in the loop should take Opteo; a social-heavy buyer who wants automation running overnight should take Bïrch. Teams running both channels seriously often buy both.
- **Bïrch (formerly Revealbot) vs Optmyzr**: Optmyzr is the deeper search platform, with n-gram analysis, Shopping and Performance Max tooling, scripts, and audits across Google, Microsoft, Amazon, and more, starting around $299 a month. Bïrch is the deeper social platform at roughly a third of the price. If your spend is majority search, Optmyzr's search-specific depth is worth the premium. If it is majority Meta and TikTok, Bïrch does more for the money and Optmyzr's social tooling is the thinner half of its product.
- **Bïrch (formerly Revealbot) vs Foreplay**: These sit on opposite ends of the creative pipeline and do not overlap. Foreplay is research and production: ad library search, competitor tracking, swipe files, and briefs for the people making the ads. Bïrch is distribution and control: launching those ads in bulk and governing their budgets with rules. A creative-led ecommerce team commonly runs Foreplay upstream at $59 a month and Bïrch downstream at $99.

## Implementation

- Setup time: An afternoon. Start the fourteen-day trial with no credit card, connect your ad account profiles, and assign accounts to Workspaces. Signals Gateway is a separate deployment requiring the gateway pixel or mobile SDK and destination configuration, and its setup time is not published.
- Learning curve: Steep, and this is the main implementation risk. The rule builder is powerful precisely because it does not simplify media buying, and reviewers repeatedly say it assumes knowledge it does not teach. Strategies and the AI rule-suggestion feature exist specifically to soften this, and both are worth using in week one.
- Onboarding: Self-serve on Essential and Pro, with email support on Essential and live chat on Pro. Enterprise adds onboarding help and technical setup assistance. A structured course is published at bir.ch/birch-course, and there is a partner, expert, and affiliate programme network for teams that want outside help.
- Migration: Nothing to import on the way in; Bïrch reads your existing ad accounts. On the way out, treat the exit carefully: the help centre states that unlinking ad accounts or disconnecting profiles converts automated rules to drafts and makes Launcher templates and Reports disappear. Export reports and document rule logic before disconnecting anything.

## Platform, API & security

- Platforms: Web application at app.bir.ch, Slack app via the Slack Marketplace, Read-only MCP connector
- API: No public customer REST API is confirmed. What exists is a read-only MCP server for Claude, ChatGPT, Claude Code, and Codex, a Signals Gateway API for offline and CRM event ingestion, and webhook destinations. A public GitHub organisation at github.com/revealbot hosts SDKs and libraries.
- Compliance: GDPR with a published Data Processing Agreement, CCPA covered in the DPA, No public SOC 2 attestation found
- Data residency: Signals Gateway supports US, EU, and Asia storage zones.
- SSO: Not published.
- Security notes: The vendor states encryption at rest and in transit, role-based access controls, and regular backups. The published DPA covers controller and processor roles, data subject rights, subprocessors, retention, deletion, and international transfers. The absence of a public SOC 2 attestation page has been noted by third-party compliance reviewers and is a real procurement blocker for larger buyers.

## Support

- Channels: Email support on Essential, Live chat on Pro, Premium support plus onboarding and technical setup on Enterprise, support@bir.ch
- Documentation: Help centre at help.bir.ch, plus a structured training course at bir.ch/birch-course.
- Community: A Bïrch community exists alongside channel partner, expert, and affiliate programmes at bir.ch/channel-partners, bir.ch/experts, and bir.ch/affiliates.

## Company

- Founded: 2016
- Founders: Mikhail Trofimov, Iskander Musaev, Mikhail Salosin
- Headquarters: New York, New York, United States, with a distributed team across three continents
- Ownership: Bootstrapped
- Employees: Approximately 37 (2026 third-party estimate)
- Funding: None. No venture capital, no private equity, and no acquisition, with roughly $2.8M in reported ARR across about 12,000 customers.

Timeline:

- 2016: Founded as Revealbot by Mikhail Trofimov with Iskander Musaev and Mikhail Salosin, starting as a bot that sent notifications about important ad account events.
- 2018: Expands beyond notifications into a rules engine and adds Google Ads alongside Facebook, beginning the shift from alerting to acting.
- 2020: Adds TikTok Ads automation and bulk editing, becoming a genuinely multi-network platform rather than a Facebook tool.
- 2024: Rebrands from Revealbot to Bïrch on 21 October and moves to bir.ch, keeping legacy report links working for a one-year grace window; the rebrand coincides with a deeper Meta partnership.
- 2025: Launches Bïrch Hub and Signals Gateway, including a first-party pixel built in partnership with Meta, with US, EU, and Asia storage zones.
- 2026: Ships the Bïrch MCP connector for Claude, ChatGPT, Claude Code, and Codex, releases Stage as a Drive-and-Sheets team launch canvas, and adds AI rule suggestion and rule auditing.

## Integrations

Meta Ads (Facebook and Instagram), full automation, Google Ads, automation and automated rules, TikTok Ads, automation and launching, Snapchat Ads, automation and launching, Slack, for campaign updates, rule alerts, and report delivery, Google Analytics, usable inside rule conditions, reports, and custom metrics, Google Drive, for bulk creative upload into the media library, Google Sheets, for rule conditions, custom metrics, and auto-updating custom audiences, Google BigQuery, as a Signals Gateway destination, Adjust, AppsFlyer, Hyros, and Wicked Reports, for attribution data inside rules and metrics, Webhooks, as custom Signals Gateway destinations, Claude, ChatGPT, Claude Code, and Codex via the read-only MCP connector

## FAQ

### What is Bïrch?

Bïrch is a paid ads automation platform, known as Revealbot until October 2024, that lets you build no-code rules which execute directly on Meta, Google, TikTok, and Snapchat ad accounts. Alongside the rules engine it includes bulk ad launching, audience building, cross-network reporting through Explorer, white-label client reports, and Signals Gateway, a first-party server-side event pipeline built in partnership with Meta.

### Is Bïrch the same product as Revealbot?

Yes. Revealbot rebranded to Bïrch on 21 October 2024 and moved to bir.ch, keeping legacy revealbot.com report links redirecting for a one-year grace window that has now expired. The company explained the change by saying a name built around a notification bot no longer described a multi-platform automation hub. Same team, same platform, no acquisition involved.

### How much does Bïrch cost and does the price scale with my ad spend?

Yes, it scales, but by bracket rather than by percentage. Essential is $49 a month and Pro is $99 a month at the up-to-$10,000 monthly ad spend bracket, with reported rates of roughly $179 between $10,000 and $100,000 and roughly $299 above that. Annual billing is twelve months for the price of ten. Even at the top published bracket the fee is a fraction of one percent of media, which is very different from a tool that takes a percentage of spend.

### Which spend counts toward my bill?

This is the mechanic that catches people out. Bïrch counts the cumulative monthly ad spend of every ad account you have connected across Meta, TikTok, Google, and Snapchat, converted to USD, not just the spend its rules influence. An agency that connects fifteen client accounts purely for reporting is billed on all fifteen. Disconnecting a Workspace is what stops spend being counted.

### What happens if I go over my ad spend bracket?

It depends on your billing period, and the difference is significant. On monthly plans you are charged an overage on the overspend. On annual plans there are no overage charges, but creating or editing rules and reports is restricted until the next month while existing automation continues to run. Enterprise plans have neither overages nor limits. You are emailed when you exceed a limit.

### Does Bïrch actually change my campaigns or just alert me?

It changes them. Rule actions include start, pause, set budget, increase or decrease budget, and set, increase, or decrease bid, and they execute on the live ad account. Automation Logs record which entities each rule touched so you can audit what happened. The AI features are the exception: Bïrch states explicitly that AI suggestions are reviewed and activated by you rather than acted on automatically.

### Is the $49 Essential plan worth it?

For most buyers, no. Essential excludes automated rules, Launcher, and Stage, which means it is effectively reporting plus post boosting rather than a cheaper version of the automation platform. Reviewers consistently describe it as a trap. If automation is why you are here, budget for Pro at $99.

### How does Bïrch handle conversion tracking after the iOS privacy changes?

Through Signals Gateway, which is priced and sold separately from the ad spend plan. It runs first-party server-side events using a pixel built in partnership with Meta, processes them in your own gateway server, and dispatches to the Meta Conversions API, Google BigQuery, or a custom webhook. Sources include website, mobile via an SDK in beta, and offline or CRM data by CSV or API. It is free up to ten thousand events a month and supports US, EU, and Asia storage zones.

### What happens to my rules and reports if I cancel?

Cancellation itself is straightforward from the billing page and access continues to the end of the paid period, during which connected accounts keep counting spend unless you disconnect them. The important warning is documented in the help centre: unlinking ad accounts or disconnecting profiles converts automated rules to drafts and makes Launcher templates and Reports disappear. Export what you need and write down your rule logic before disconnecting. No refund policy is published.

### Who owns Bïrch and how stable is it?

Bïrch is entirely bootstrapped, founded in 2016 by Mikhail Trofimov with Iskander Musaev and Mikhail Salosin, headquartered in New York with a distributed team of roughly thirty-seven people. It has taken no venture capital or private equity, has not been acquired, and reports roughly $2.8M in ARR across about twelve thousand customers. It has no relationship to Smartly.io beyond competing with it, a claim that circulates and is not true.

### Is Bïrch worth it when Meta and Google both offer free automated rules?

Below roughly $10,000 a month in spend, probably not. The native rules engines handle simple threshold pauses adequately and cost nothing. What Bïrch adds is expressiveness and reach: nested AND and OR logic, metric-to-metric comparison, ranking conditions, cross-account aggregation, and one rule surface covering four networks instead of four separate interfaces with four different behaviours. That becomes worth $99 a month when the cost of a rule that fires a day late exceeds the subscription, which for most advertisers happens somewhere in the low five figures of monthly spend.

## Editorial verdict

Bïrch is the best-value paid ads automation platform a small business can buy, and the bootstrapped ownership shows in ways that matter: published entry pricing, a help centre that tells you plainly that disconnecting an account turns your rules into drafts, and a flat bracket fee rather than a percentage of your growth. The rules engine executes across four networks with logic that most competitors at three times the price cannot express. Two caveats. The Essential tier withholds the actual product and should be ignored, so budget for Pro. And the learning curve is real: this tool rewards someone who already knows why they want a rule and punishes someone hoping the software will decide for them. If you have that knowledge and more than one paid social channel, nothing else in this category gives you as much control per dollar.

## SaaSTracker awards

- Best Value (Paid Ads Management, Summer 2026): "A rules engine that actually pulls the levers across four ad networks, from $49 a month with a free plan underneath."

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Source: SaaSTracker (https://saastracker.org), an independent editorial project. This profile is compiled from public information, carries no peer reviews or paid placement, and was last reviewed 2026-08-22. Awards are judged on published criteria: https://saastracker.org/methodology