What Bïrch's rules, AI chat and bulk launching do today, what they don't, what the plans really cost, and which alternatives fit Meta advertisers better.
Bïrch, the ad automation tool formerly called Revealbot, has spent years as the go-to rule engine for media buyers on Meta, and it's now adding an AI layer on top. That makes it a good moment to look at what it does today, what it doesn't, what it costs once you add up the plans, and which alternatives fit better depending on how you work.
TL;DR: Bïrch automates Meta, Google, TikTok and Snapchat ads with rules you write, from $49 a month, or $99 once you need those rules. Its rule builder is deep and its bulk launching is fast, and its AI chat drafts rules and edits existing ads. It doesn't recommend actions on your account, create campaigns or make ads, and its rules only come with the Pro plan. If most of your budget goes to Meta, Madgicx gives you more for it, with rules included from $45 a month.
What is Bïrch?
Bïrch is an ad automation platform for in-house teams and agencies. Revealbot renamed itself Bïrch, and its homepage now describes the product as rule-based automation paired with AI that analyses your setup. It connects to Meta, Google Ads, TikTok and Snapchat, and to Slack, Google Sheets and Google Drive.
The product has five parts:
- Rules that pause or start campaigns, change budgets and bids, duplicate ad sets and send alerts when conditions you set are met.
- Bulk launching of ad sets with up to 50 ads each, and building ads from Google Drive media or Google Sheets.
- Reports on top, fatigued and declining ads, plus white-label reports sent on a schedule.
- An AI chat that reads performance, edits existing Meta ads through Meta's own connector, and drafts rules for you.
- A connection for AI assistants such as Claude and ChatGPT, which reads your data and manages your rules.
Its recent direction is clear from its blog: through September and October 2026 it published posts on the strategy behind its AI, on comparing your ads with industry benchmarks through Meta's connector, and on prompts for its AI connection. A feature called Routines is marked as coming soon.
Who is Bïrch for?
Bïrch is built for experienced media buyers who want to decide every rule themselves, often across several ad platforms, and for teams that launch large volumes of ads from sheets. Its G2 listing describes it as built for in-house teams running high ad spend across many accounts.
It's a weaker fit for teams that want the software to tell them what to do next, or to help make the ads: its AI's output is rules, not recommendations on your account, and we found no AI ad generation.
What Bïrch can and can't do
Rules and automation
Does: rules join conditions with AND and OR in nested groups, compare metrics across periods, and run more than 20 actions, checking as often as every 15 minutes or in set time slots. A frequency cap stops a rule acting too often, a log records what each rule did, and a library of ready-made strategies gets you started.
Doesn't: rules come with the $99 Pro plan only. G2 reviewers mention setting up automations one by one.
AI chat and recommendations
Does: the chat reads performance across connected platforms, edits existing Meta ads (budgets, bids, targeting, schedules, creative swaps) and turns a plain-language request into a draft rule.
Doesn't: recommend actions on your account the way its homepage suggests; the AI's output is rules. Its help centre says the chat can't create campaigns, ad sets or ads.
Launching ads
Does: launches several ad sets at once with up to 50 ads each, names them with macros, checks for ads likely to fail, and builds ads from Google Drive or Sheets on Meta, TikTok and Snapchat.
Creative
Does: preset reports on top, fatigued, best video and declining ads.
Doesn't: generate ads. We found no AI ad generation, and its ad library access is a search of Meta's public library from the chat.
Audiences
Does: a custom and lookalike audience builder on Pro.
Doesn't: we found no ready-made or AI audiences.
Reports and alerts
Does: cross-platform reports, white-label reports sent daily or weekly by email or Slack, and rule alerts in Slack and email.
Ad comments and account audits
Doesn't: we found no help with ad comments, and its audits check your rules for errors and conflicts rather than your ad account.
Who decides what changes in your account?
- Rules act on their own once you publish them, whenever their conditions are met.
- Rules drafted by the AI arrive as drafts that you review and publish.
- The chat asks before each action by default, but each tool can be set to always allow.
How much does Bïrch cost?
| Plan | Monthly cost | What's included |
|---|---|---|
| Essential | $49 | Reports, alerts, workspaces and white-label reports, without rules |
| Pro | $99 | Everything in Essential, plus rules, the audience builder and building ads from sheets |
| Enterprise | Quote | No spend limits or overages, setup help and premium support |
Both paid plans cover up to $10,000 of monthly ad spend, counted across every connected platform. Above that, Bïrch charges an overage or quotes Enterprise. Annual billing is 20% off, and the free trial lasts 14 days with no card.
What it costs in practice: a brand spending $7,000 a month on Meta and $4,000 on Google crosses the $10,000 limit, because Bïrch adds the two together, so it moves from $99 to an overage or an Enterprise quote.
Is Bïrch worth it?
For a media buyer who wants full control through rules on several platforms, Pro at $99 is fair value. If you want the software to recommend what to do and help make the ads, you'll pay $99 for rules and still need other tools.
What do users say about Bïrch?
Bïrch has a 4.6 rating on G2 from 19 reviews written between 2017 and March 2025. Reviewers praise its automation and rules (7 of 19), its support team (6 of 19) and its ease of use (5 of 19). The complaints are about coverage of platforms other than Meta (4 of 19), a learning curve and interface that can be hard for newcomers (3 of 19), automations that have to be set up one by one (3 of 19), and rules that errored or lost effectiveness (2 of 19). With no reviews in the past year and a half, they say more about Revealbot than about Bïrch's new AI features.
Bïrch pros and cons
Pros:
- A deep rule builder with frequent checks and a log.
- Fast bulk launching.
- White-label reports on a schedule, and Slack and email alerts.
- A published price up to $10,000 of spend, and a 14-day trial.
Cons:
- Rules only on the $99 Pro plan.
- The AI drafts rules but doesn't recommend actions or create campaigns.
- No AI ad generation, ready-made audiences or help with ad comments that we found.
- Spend is counted across platforms, so multi-platform teams hit the $10,000 limit sooner.
Bïrch alternatives
1. Madgicx Best overall
Madgicx lists the next steps for your Meta account and builds campaigns, ad sets and ads from a chat, each on your approval.
Compared with Bïrch: Madgicx includes ready-made and custom rules in every plan from $45 a month, where Bïrch's start at $99, and adds what we found missing in Bïrch: recommendations on your account, campaigns built from a chat, image ad generation from a prompt or from ads that work, analysis of which creatives and copy bring results, ready-made audiences and a full audit of your Meta account.
2. AdEspresso
Creation, split testing and reports for Facebook and Instagram ads.
Compared with Bïrch: simpler triggers instead of a deep rule builder, and more focus on testing ad variations by hand. From $49 a month for up to $1,000 of spend.
3. Smartly.io
Creative and media automation for large brands, built from feeds and templates.
Compared with Bïrch: templates and prediction instead of rules, for enterprise teams, sold by quote.
| Bïrch | Madgicx | AdEspresso | |
|---|---|---|---|
| AI recommendations you approve | Partly.Drafts rules | Yes. | No. |
| Campaigns built from chat | No. | Yes. | No. |
| Automation rules | Yes.Pro plan | Yes.Every plan | Partly.Triggers |
| AI image ads | No. | Yes. | No. |
| Creative and copy analysis | Partly.Preset reports | Yes. | Partly.Split tests |
| Ready-made audiences | No. | Yes. | No. |
| Starting price with automation | $99/mo | $45/mo | $49/mo |
How to test Bïrch before you commit
- Use the 14-day trial on Pro, since Essential has no rules.
- Rebuild your three most important rules and check how long they take to set up.
- Add up your monthly spend across every platform you'd connect, and check it against the $10,000 limit.
- Ask the AI chat for a draft rule and see how much editing it needs.
Our verdict
Bïrch is a solid rule engine for media buyers who want to set every condition themselves. If most of your budget goes to Meta, Madgicx does more with it: recommendations you approve, campaigns built from a chat, AI image ads, creative analysis and audiences, with rules included from $45 a month.
How we reviewed Bïrch
We went through Bïrch's website and pricing, its help centre guides on rules, launching and its AI tools, its blog from the past two months, and its reviews on G2. We judged it on four things:
- What it does for a Meta advertiser, capability by capability.
- Who makes changes to your ads, and when you're asked first.
- Total cost at your spend, including what each plan leaves out.
- What users say.
Frequently asked questions
Is Bïrch worth it?
For media buyers who want to control everything through rules, Pro at $99 a month is fair value. If most of your budget goes to Meta and you want AI to recommend and build, Madgicx gives you more, from $45 a month.
How much does Bïrch cost?
$49 a month for Essential and $99 for Pro, for up to $10,000 of monthly spend across all connected platforms. Rules come with Pro. Enterprise is quoted.
Is Bïrch the same as Revealbot?
Yes. Revealbot renamed itself Bïrch, and revealbot.com now redirects to bir.ch.
Does Bïrch have AI?
Its AI chat reads performance, edits existing Meta ads and drafts rules for you to review. Its help centre says it can't create campaigns.
What is the best Bïrch alternative?
Madgicx is the best overall Bïrch alternative: recommendations you approve, campaigns built from a chat, AI image ads and audiences, with rules included from $45 a month.
