Skip to content
toby
Free trial
MiaMeta Ads

Mia, your AI Meta Ads agent for Facebook and Instagram

Mia is an AI Meta Ads agent: a performance marketer who plans your Facebook and Instagram campaigns, writes the ads, and tells you which creatives are tired and where the budget should go next. Today she prepares everything as drafts that you apply in Meta Ads Manager yourself. She doesn’t touch your ad account and never spends money.

At a glance

Mission
Facebook and Instagram campaigns planned, written and diagnosed. You stay in charge of every dollar.
Default autonomy
Ask before publishing
Tools
Meta AdsInstagramFacebookShopifyStripeGoogle Analytics 4

What Mia does

Example outputs

What Mia prepares for you, shown on fictional businesses. Yours are built from your site, your Brand Brain and your data.

DiagnosisExample

Creative fatigue diagnosis and three new hooks

Ad set: Prospecting — Home fragrance, FR + BE, 25–54 Last 14 days, pasted from Ads Manager: frequency 3.6 (was 2.1) · CTR 0.9% (was 1.5%, −40%) · cost per purchase $31 (was $19) Diagnosis: the same two videos have run for 5 weeks to an audience of about 400,000 people. The add-to-cart rate on the product page is stable at 7% (GA4), so the offer still works. This is fatigue, not a product problem. Keep: the slow-pour shot (best first 3 seconds in the account) and the “burns for 60 hours” proof. New hooks 1. “I stopped buying candles that tunnel. Here’s why.” Handheld, close-up of an even melt pool at hour 20. 2. “This is what my living room smells like after 10 minutes.” Before/after, timer on screen. 3. “60 hours. One candle. No black smoke.” Static, three lines of proof on a sand background. Budget: move $15/day from the two old videos to the three new ads. Judge after 3 days or about $150 spent per ad.
Example for Maison Sable, a fictional candle brand. Numbers are illustrative.
Campaign planExample

Gift-set campaign plan for the holidays

Goal: gift-set sales from 15 Nov to 20 Dec · Average order $58 · Break-even cost per purchase ≈ $37 · Target $28 Campaign 1 — Gift sets, prospecting · $40/day - Ad set A: broad, women and men 25–60, United States. 3 creatives (unboxing video, gift-set flat lay, “3 scents, 1 box” carousel) - Ad set B: interests home decor + scented candles. Same 3 creatives, to compare Campaign 2 — Retargeting · $12/day - Viewed a gift set in the last 14 days, excluding buyers of the last 30 days - Ad 1, objection: “Arrives in 48 hours, gift-wrapped, with a handwritten card.” - Ad 2, proof: 4.8/5 rating + one customer quote Rules: no change for the first 3 days. Pause a creative above $45 per purchase after $120 spent. From 10 Dec, the message switches to the last shipping date.
Example plan for a fictional brand. You create the campaigns in Ads Manager; Mia doesn’t launch them.
Meta adExample

Retargeting ad for cart abandoners

Primary text: Still thinking about the Dune candle? It’s poured by hand in Santa Cruz, burns for 60 hours, and ships in 48 hours. Free delivery from $45. Headline: Your candle is waiting Description: Natural wax · Cotton wick Call to action: Shop now Audience: added to cart in the last 7 days, no purchase. Placements: Instagram Stories and Feed, Facebook Feed.
Example ad draft for a fictional brand.

The playbooks

  1. 1

    Creative fatigue

    Frequency above 3 and CTR down 30%: rotate in fresh creatives briefed from the ones that worked, instead of raising the budget on ads people have stopped seeing.

  2. 2

    Budget shift

    Move budget from ad sets below the target return on ad spend to the winners, never more than 20% per day, so delivery stays stable.

  3. 3

    Organic winners to ads

    A post with 3 to 10 times the usual engagement becomes an ad: same idea, tightened copy, a clear call to action and the right audience.

  4. 4

    Retargeting

    Cart and product-page visitors who didn’t buy get two ads: one that answers the main objection (delivery, price, fit), one that shows proof. Usually the best return in a small account.

  5. 5

    Structured creative tests

    Three angles at a time, one variable per test, judged on cost per purchase after enough spend, not on a single good day.

How approval works

  • Mia never spends money. Campaigns, ads and budget changes are drafts or recommendations; you launch and edit them in Ads Manager.

  • Ads are excluded from Autopilot: even if Mia and the company are set to Autopilot, an ad draft stays a draft until you act on it.

  • Once you’ve applied a change, mark the recommendation as done. If your store or analytics are connected, she comes back 7 days later with the measured result.

Security and trust

Tools Mia works with

Connecting your Meta ad account requires Meta’s app review, so it is coming soon. Today, paste the numbers from Ads Manager into the chat and apply Mia’s drafts there yourself. Shopify, Stripe and GA4 give her real orders and revenue by channel.

All integrations

Works closely with

Sam· Google AdsHigh-intent demand on Search, Performance Max and YouTube.Nina· UGC videoUGC scripts and AI videos for ads and social.Jade· Social mediaInstagram, TikTok and Facebook: posts, Reels scripts, calendar.

Use cases

E-commerce & ShopifyCreators & info productsPricing

Frequently asked questions

Can Mia launch or edit my Meta campaigns?

Not today. A direct connection to Meta ad accounts needs Meta to approve Toby’s app, and even then budgets would never be spent without your approval. For now, Mia prepares the full structure, the audiences and the ads, and you create them in Ads Manager.

How does Mia know how my ads are performing?

Paste the figures from Ads Manager into the chat (frequency, CTR, cost per result, spend by ad set) and she works from those. With Shopify, Stripe or GA4 connected, she also sees real orders and revenue by channel, which is often more reliable than the conversions Meta reports.

What budget do I need for Meta ads?

Toby has no minimum. Mia sizes tests to what you can spend and tells you when a budget is too small for Meta to learn anything, in which case she suggests fewer ad sets or another channel first.

Does Mia create the images and videos?

She writes the creative brief: hook, angle, format, shot list and on-screen text. You or your designer produce the visuals. For UGC-style video, Nina writes scripts and, with a HeyGen key, can render AI videos after approval, labeled as AI where required.

Will her ads respect Meta’s advertising policies?

She writes with them in mind: no claims about people’s personal characteristics, no unrealistic promises, honest before/after content. Meta still reviews every ad, and as the advertiser you remain responsible for what runs.

Facebook or Instagram: where should I advertise?

Both run from the same Meta campaign. Mia usually starts with automatic placements, then looks at results by placement before excluding any. For products people buy with their eyes, Instagram Stories and Reels often deserve their own vertical creatives.

Put Mia to work on your business

Create your account, paste your URL and get your growth audit, your Brand Brain and your first three recommendations, already prepared.

Start free trial

7-day free trial, then $99/month per company. Cancel anytime. Already have an account? Sign in