TL;DR
Win & Scale or Birch: the short answer
Win & Scale is Meta ads for AI agents, $49/mo per ad account. Birch, formerly Revealbot, is rule-based automation, $49/mo by ad spend.
Birch is rules-based ad automation for Meta, Google, TikTok and Snapchat: rules checked as often as every 15 minutes, bulk ad creation, reports and an MCP server for rule management.
Win & Scale is Meta ads for AI agents: your own agent reads every creative, briefs the next test and builds the launch paused. Spend starts only when you say go.
Pick Birch for rules that run across ad networks, and bulk launches from Drive and Sheets. Pick Win & Scale when your agent runs your Meta ads and you approve what spends.
How does Win & Scale compare to Birch?
Birch runs the rules you write. Win & Scale gives an AI agent the tools to read the account and do the work.
| Capability | BBirch | Win & Scale |
|---|---|---|
| The product | ||
| What it is | Ad automation: Rules, Stage, Explorer, Hub, Birch AI and Birch MCP. Formerly Revealbot | Meta ads for AI agents, with a web app beside your agent |
| Where you work | Birch's web app. Birch MCP connects Claude, ChatGPT, Claude Code and Codex | Your own AI agent: Claude Code, ChatGPT, Cursor or Codex, plus the web app |
| Ad networks | Meta, Google, TikTok, Snapchat | Meta only: Facebook and Instagram |
| MCP access | Yes Yes, for rules and logs. It reads rules, logs and account structure, and can enable, rename and move rules. It can't create rules or edit budgets | Yes Yes. Every action in the app is an MCP tool |
| Reading creative | ||
| What a creative is | Not public Not public. Explorer tracks performance and fatigue | Values you curate: angle, persona, offer, hook, format. The ad name is only a hint |
| Video | Not public Not public | Yes Transcribed and read in full, not judged from one still |
| Competitor research | Not public Not public | Yes Meta Ad Library search, saved to a swipe file |
| Launching and testing | ||
| Launching ads | Yes Stage creates ads in bulk from Google Drive media and a Google Sheet plan. Birch MCP can't create ads yet | Yes Always paused. meta_launch_ads builds the campaign, ad set and ads |
| Created paused | Yes Your choice at launch: active, paused or a start date. Nothing publishes on its own | Yes Always. Advantage+ enhancements are opted out too |
| Turning spend on | Rules act on the conditions you set. Stage launches what you select | Yes Only on your go-ahead. meta_activate is a separate call |
| Automated rules | Yes Yes, checked as often as every 15 minutes. Rules are on Pro | No No. Your agent proposes, you approve |
| Creative testing | Not public Not public | Yes A test loop. The question is frozen when you commit; outcomes are appended |
| Price | ||
| Starting price | $49/mo on Essential, up to $10k spend. Rules are on Pro, from $99/mo | $49/mo per ad account, up to $10k monthly spend |
| Seats and accounts | Priced by total spend across all connected ad accounts | Per ad account. Every feature on every tier |
| AI usage | Not public Not public. Birch AI and Birch MCP aren't listed under any plan | Yes 0 AI credits per agent call. Runs on your own Claude or ChatGPT plan |
| Free trial | Yes 14 days, no card, with every feature | Yes 7 days, every feature. No free plan |
Yes No Not publicBirch facts from bir.ch (pricing, home, Stage, Birch MCP) · Checked 2026-10-28. “Not public” means we couldn't find it there. Spot something out of date? Tell us.
Why switch from Birch to Win & Scale?
Teams switch when they want an AI agent making the calls, not rules they write and maintain.
An agent is asked which creatives paid for themselves this quarter. It calls meta_get_evidence_health, meta_get_history_winners and meta_suggest_next. Your agent works where you already work
Ask Claude Code, ChatGPT or Cursor what worked, and it reads the account, names the winners and drafts the next test. Birch's MCP manages your rules. Win & Scale's tools cover reading, briefing, launching and testing.
A launch built with meta_launch_ads for Vessa Row, a fictional fashion brand. The campaign, the cold-persona ad set and the three ads are all Paused. meta_activate is a separate call, waiting for you. Every launch lands paused
Your agent builds the campaign, ad set and ads, all created paused. Turning a launch on is a separate call that waits for your approval. Birch's Stage lets you choose at launch; Win & Scale doesn't leave that choice open.
A creative read by the agent: a Vessa Row fitting-room selfie, a fictional fashion brand, captioned Okay this blazer is the one. Its Values are the angle Staple blazer, the persona Office-to-evening dresser, the format UGC selfie and the hook Fitting room selfie caption. Its ad name, v3_final_FINAL, is only a hint. Your agent reads the ad, not its name
Angle, persona, offer and hook are stored as Values on every creative, read by a classifier and curated by you. Ads with messy names, or none, get read too, so your history counts from the first day.
A test record for Vessa Row, a fictional brand, with its two creatives. The question, Does a fitting-room selfie beat a studio shot for the capsule wardrobe shopper? was frozen on 14 October. Day 3 was low delivery, inconclusive and not a loss. Day 10 appended an observation. Concluding the test leaves the question unchanged. Every test keeps the question it asked
When you commit to a next test, its question and the evidence behind it are frozen. Results are appended, never rewritten, so the answer can't drift to fit what happened.
When is Birch the better choice?
Birch does things Win & Scale doesn't. If the left column is you, start with Birch.
Rules
Pick Birch if you…Want rules that pause, scale or notify on conditions, checked as often as every 15 minutes
Pick Win & Scale if you…Want an agent that reads the account and proposes the next move for you to approve
Networks
Pick Birch if you…Run Google, TikTok or Snapchat ads next to Meta and want one rules engine across them
Pick Win & Scale if you…Already work in Claude Code, ChatGPT, Cursor or another AI agent
Bulk launches
Pick Birch if you…Build many ads at once from Google Drive media and a Google Sheet plan
Pick Win & Scale if you…Want every launch created paused, with spend that starts only on your go-ahead
Accounts
Pick Birch if you…Run many small ad accounts, where a price on total spend works out lower
Pick Win & Scale if you…Want angle, persona, offer and hook stored on each creative, not parsed from names
Trial
Pick Birch if you…Want 14 days, no card, to try the rules
Pick Win & Scale if you…Want tests that keep the question they were launched to answer
How do I switch from Birch?
About an afternoon. Nothing to export, and your Birch rules don't carry over, so pause them first.
An agent session: one claude mcp add command registers the Win & Scale MCP server, and three of its tools show as connected. Connect your agent
Add the MCP server to Claude Code, Cursor or Codex, or add it as a connector in ChatGPT or Claude. Sign in once in the browser.
Settings, Meta connection: an ad account id and a masked System User token, checked against Meta before they are saved. The token is encrypted and revocable in Meta. Connect your ad account
A workspace admin pastes a System User token and the ad account id. It's checked against Meta before it's saved, and you can revoke it in Meta any time.
An agent reads the account's history: the prompt “Read our history and tell me what worked”, the call meta_pull_account_history, and three Vessa Row creatives, fictional, each marked Winner, In line or Unproven. Your agent reads the history
It pulls every ad's lifetime totals, reads the Values on each creative, and names the traits that bought more than their share of spend.
Is Win & Scale cheaper than Birch?
For one or a few ad accounts, yes. Birch prices spend across every connected account, so many small ones can tip it back.
Win & Scale
- Ad spend up to $10k a month$49/mo
- Ad spend up to $25k a month$99/mo
- Ad spend up to $50k a month$199/mo
- Ad spend up to $100k a month$299/mo
- Ad spend up to $250k a month$399/mo
- Ad spend over $250k a monthCustom
7-day free trial with every feature. No free plan. 0 AI credits per agent call.
Birch Pro
Pro includes automated rules and Launcher. Priced by monthly ad spend across all connected ad accounts, billed monthly. Essential has no rules and costs less.
- Up to $10k spendEssential $49/mo$99/mo
- Up to $30k spendEssential $149/mo$249/mo
- Up to $75k spendEssential $299/mo$499/mo
- Up to $150k spendEssential $499/mo$799/mo
- Up to $300k spend$1,299/mo
- Up to $500k spend$1,799/mo
- Over $500k spendEnterpriseCustom
14-day free trial, no credit card. Annual billing costs less. Source: bir.ch/pricing, 2026-10-28.
Worked examples
Monthly list prices against Birch Pro
1 account at $8k spend
$49 vs $99 on Birch Pro
1 account at $25k spend
$99 vs $249 on Birch Pro
3 accounts at $8k each
$147 vs $249 on Birch Pro
12 accounts at $5k each
$588 vs $499 on Birch Pro
Questions, answered
Everything else is in the docs.
- Is Win & Scale a Revealbot alternative?
- Revealbot is now Birch, so yes. Birch is a rules engine for Meta, Google, TikTok and Snapchat ads. Win & Scale has no automated rules: your agent proposes, and you approve.
- Is Win & Scale cheaper than Birch?
- For one or a few ad accounts, yes. An $8k account is $49 here and $99 on Birch Pro. Birch prices total spend across accounts, so 12 accounts at $5k each is $588 here and $499 on Birch Pro.
- Does Birch have an MCP server?
- Yes, Birch MCP connects Claude, ChatGPT, Claude Code and Codex. Today it reads rules, logs and account structure and can manage existing rules; it can't create ads. Win & Scale's MCP covers the whole app, and every launch is built paused.
- Can Birch create ads paused?
- Yes, Birch's Stage lets you publish ads active, paused or with a start date, and nothing publishes on its own. Win & Scale doesn't leave it open: every launch is created paused.
- Do I need an ad naming convention?
- No, Win & Scale reads ads whatever they're named. Each creative's angle, persona, offer and hook are stored as Values you can correct, and the ad name is only a hint.
- Does Win & Scale charge for AI usage?
- No, Win & Scale charges 0 AI credits per agent call. Your agent runs on your own Claude, ChatGPT or other plan, and you pay one monthly price per ad account.