Always-fresh ad creatives, without autopilot

The campaigns were run in-house, without an agency. The industry's real problem is creative fatigue: ads wear out and the cost per lead climbs silently, while producing replacements is slow. The client wanted to keep control — no autopilot — without becoming the technical operator.

There was also a concrete risk: generative AI, left free on ads, invented a competitor brand out of thin air inside a photo on the very first test. Hence the core rule: AI only generates the clean image, while text and prices are assembled by code from the client's official price list. No made-up numbers.

Every week an assistant in Claude Code runs the full loop, with a clear division of roles: code decides everything measurable against fixed thresholds (which ad sets cost more, when to replace a creative, which one wins and by what statistical margin); AI picks the creative angle and checks the layout; the client approves two moments — the plan and the creatives — and then going live, all in plain language.

Nothing goes online on its own: every creative is created paused and activation is a separate step that only happens on an explicit OK. Winners, measured with a statistical verdict, propagate to the other ad sets.