AI at Brightly
Every agency says they use AI.
Ask them what it runs on.
Ours runs on API connections to Google Ads, Meta, and your analytics stack. It reads live account data every day, finds the problem, and says what to do about it. These systems are in use on our client accounts today.
The difference
Five questions worth asking any agency about their AI.
Most agencies now list AI as a capability. Here is how we answer five questions worth putting to any of them, including us.
Agency AI
Six systems we built, in daily use on client accounts.
Each one started as an analysis our team was doing by hand, often too slowly to act on. Building them into tooling made that work faster and, more importantly, consistent across every account we manage.
Agency AI 01
Account analysis and diagnostics
AI agents connect to your ad accounts through MCP (Model Context Protocol), an open standard that lets AI read platform data directly. They answer questions about campaign data in plain English: audits, search term analysis, conversion investigations, and budget and bid diagnostics by device and audience. Any change they suggest goes through a specialist.
Agency AI 02
Automated pacing, reporting and alerting
Pacing reads every channel together each day and recommends bid and budget moves against strategy and performance, which a specialist reviews and applies. Reporting stays current, and alerts fire as soon as an anomaly appears.
Agency AI 03
Brand-trained ad copywriting
A copy agent trained on your brand guidelines, your website, and your historical top performers drafts headlines and descriptions in your voice, then sharpens over time against live performance data.
Agency AI 04
Generative ad creative
Image and video generation extends the photography you already own, turning stills into motion and adapting assets across formats, without adding anything that isn't in your source material.
Agency AI 05
Competitive intelligence
Monitoring of competitor ad libraries across Google, Meta, LinkedIn, and TikTok: which ads are running, for how long, and the hooks and offers behind them.
Agency AI 06
Reusable playbooks
Recurring analyses are codified into tested, repeatable workflows, so every audit or diagnostic runs the same way on every account, whoever is running it.
How it works · Search
When performance drifts, our AI catches it.
The question. Performance slipped and the pacing report flagged it, with bids and budgets already ruled out as the cause. The specialist on the account confirmed that read. So what was the cause?
The finding. AI Max had matched the campaign to searches unrelated to the business, and one ad group's Quality Score had dropped, raising what every click in it cost.
How we found it. The specialist ran our audit playbook and an n-gram analysis, which breaks every search term into recurring words and phrases and ties each to spend and conversions. It surfaces patterns that a line-by-line search term review misses.
The direction. The AI drafted negative keywords to shut out the irrelevant themes, and our brand-trained copy agent wrote new ads for the weak ad group, aimed at what its searchers were looking for. The specialist reviewed both before anything went live.
For hotel clients
An extra layer for hotels: ParityWire.
Hotels also lose bookings to something search data cannot show: an OTA undercutting the direct rate. ParityWire reads Google Hotel Ads auction data every day, alerts the day a property's parity slips, and sends a weekly digest naming the sellers, the dates, and the gap, early enough to take it to the OTA while the rate is still live.
Platform AI
Every bid on your account is already set by machine learning.
Google and Meta price every impression with their own models, and every agency has access to the same ones. What varies is how they are set up: which conversion actions they optimize toward, how clean that conversion data is, and what limits they run inside. That configuration work is most of the job. Here is what is active on our programs today.
Platform AI 01
How the bid is set
- Google Ads
- Search runs on Target CPA, Target ROAS, or Maximize Conversions, with each bid set auction by auction from device, location, and search behavior.
- Meta
- Highest volume or ROAS goal bidding. Its models predict who is most likely to convert, then price each impression to match.
Platform AI 02
Who the ads reach
- Google Ads
- AI Max matches on intent and finds qualified queries beyond the keyword list. Demand Gen uses lookalike audiences to reach people who behave like your customers.
- Meta
- Advantage+ expands past the audience we define to find incremental customers, inside guardrails we set.
Platform AI 03
Where the ads run
- Google Ads
- Performance Max places ads across Search, YouTube, Display, Gmail, and Maps from a single budget.
- Meta
- Advantage+ expands placements to the surfaces that are working, within the same limits.
Platform AI 04
What the ad shows
- Google Ads
- Responsive search ads assemble the best headline and description for each query, from copy we write and approve.
- Meta
- Format personalization predicts whether each person responds to video or static, and variant testing guides the next round of creative.
Where the line sits
Nothing goes live in your account without expert review.
A specialist verifies every analysis, every line of copy, and every structural change before it reaches your account. Strategy and judgment stay with the people you hired, and so does accountability when something goes wrong. We also flag when a finding rests on thin data, because a recommendation you cannot check is not much use to you.
It's time to advertise Brightly.
Bring us an account and we will show you what our tooling finds in it.
Request an account review