TL;DR
Win & Scale or Smartly: the short answer
Win & Scale is Meta ads for AI agents, from $49/mo per ad account. Smartly is a platform for large teams, priced by demo.
Smartly is a creative-automation and media-buying platform for large brand and agency teams: Meta, TikTok, Google, Pinterest and more, with templates, feeds, budget allocation, reporting and its own AI agents.
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 Smartly to run creative production and media across many ad networks with a dedicated team. Pick Win & Scale when your agent runs your Meta ads and you approve what spends.
How does Win & Scale compare to Smartly?
Smartly is a platform a team operates across channels. Win & Scale is a tool set an AI agent calls on Meta.
| Capability | SSmartly | Win & Scale |
|---|---|---|
| The product | ||
| What it is | Creative automation and media buying in three suites: Creative, Media and Intelligence | Meta ads for AI agents, with a web app beside your agent |
| Where you work | Smartly's web platform. Its own AI agents, called Synapse, work inside it | Your own AI agent: Claude Code, ChatGPT, Cursor or Codex, plus the web app |
| Ad networks | Meta, TikTok, Google, YouTube, Pinterest and more, plus Snapchat, Reddit, Spotify, programmatic DSPs and connected TV | Meta only: Facebook and Instagram |
| MCP and API access | Not public Not public. Its site and knowledge base list no MCP server or public API | Yes Yes. Every action in the app is an MCP tool |
| Research and reading creative | ||
| Competitor research | Not public Not public. No ad library or swipe file is described | Yes Meta Ad Library search, saved to a swipe file |
| What a creative is | Not public Not public. Reporting is dashboards and pivot tables; creative tagging isn't described | Values you curate: angle, persona, offer, hook, format. The ad name is only a hint |
| Making creative | Yes Templates and AI Studio, to produce creative at scale from feeds and catalogs | Drafts statics from a recipe. Not a template engine for thousands of variants |
| Briefs | Yes Campaign Assembly Agent turns briefs and media plans into campaigns | Yes Briefs from your history. Each cites the evidence behind it |
| Launching, testing and spend | ||
| Launching ads | Yes Bulk, across ad accounts, from Workspaces and automation feeds | Yes Always paused. meta_launch_ads builds the campaign, ad set and ads |
| Turning spend on | Not public Not public. It says agents act only when you choose; how launches start isn't documented | Yes Only on your go-ahead. meta_activate is a separate call |
| Budget automation | Yes Predictive Budget Allocation and Triggers. Budgets shift by performance; ads switch on or off | No No rule engine. Your agent changes status and targeting when you ask |
| Creative testing | Yes Test creatives at scale with templates. Its Ad Studies feature isn't described | Yes A test loop. The question is frozen when you commit; outcomes are appended |
| Price | ||
| Starting price | Not public Not public. Sales-led: the site offers a demo, not a price | $49/mo per ad account, up to $10k monthly spend |
| Seats and accounts | Not public Not public | Per ad account. Every feature on every tier |
| AI usage | Not public Not public | Yes 0 AI credits per agent call. Runs on your own Claude or ChatGPT plan |
| Free trial | Not public Not public. The site offers a demo | Yes 7 days, every feature. No free plan |
Yes No Not publicSmartly facts from smartly.io/product/synapse, smartly.io/platform-overview, docs.smartly.io/docs/introduction-to-smartly and docs.smartly.io/docs/smartly-for-meta · Checked 2026-10-28. Not public means Smartly's site doesn't say. Spot something out of date? Tell us.
Why pick Win & Scale over Smartly?
Teams pick it when one person and one AI agent run Meta, and spend needs a guardrail.
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. Smartly centers on its own platform and its own agents. Win & Scale centers on tools your agent calls.
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. Advantage+ enhancements are opted out, so Meta never rewrites approved copy.
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 Smartly the better choice?
Smartly does much that Win & Scale doesn't. If the left column is your team, start with Smartly.
Networks
Pick Smartly if you…Run TikTok, Google, Pinterest, Snapchat, Reddit, connected TV or programmatic next to Meta
Pick Win & Scale if you…Run Meta only, and already work in Claude Code, ChatGPT, Cursor or another AI agent
Creative production
Pick Smartly if you…Need templates, feeds and catalogs that produce and test thousands of ad variants
Pick Win & Scale if you…Want every launch created paused, and spend that starts only on your go-ahead
Budget
Pick Smartly if you…Want budgets and ads adjusted automatically by Predictive Budget Allocation and Triggers
Pick Win & Scale if you…Want angle, persona, offer and hook stored on each creative, not parsed from names
Team
Pick Smartly if you…Have a team or agency that needs SSO, access control, onboarding and managed services
Pick Win & Scale if you…Want tests that keep the question they were launched to answer
Price
Pick Smartly if you…Buy through a sales process and need one contract across many accounts and channels
Pick Win & Scale if you…Want a flat public price per ad account, a 7-day trial and no demo call
How do I switch from Smartly?
Three steps, about an afternoon. Nothing to export, and Smartly's rules and feeds don't carry over.
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.
What does Win & Scale cost next to Smartly?
Smartly publishes no price, so no head-to-head is possible. Win & Scale is public, per ad account.
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.
Smartly
Sold through a demo. Smartly lists no plans, prices, trial or minimum spend.
- Smartly platformCreative, Media and Intelligence suites, with AI featuresPrice on request
- Managed ServicesOnboarding, creative services and a dedicated client partnerPrice on request
Source: smartly.io/platform-overview and smartly.io/support-and-services, 2026-10-28.
Worked examples
Monthly list prices
1 account at $8k spend
$49, against a Smartly quote
1 account at $40k spend
$199, against a Smartly quote
20 accounts at $40k each
$3,980, so ask Smartly for a quote
Questions, answered
Everything else is in the docs.
- Is Win & Scale cheaper than Smartly?
- Smartly publishes no price, so a direct comparison isn't possible. Win & Scale costs $49 to $399 a month per ad account, by spend, and you can start a 7-day trial without a demo call.
- Does Smartly have an MCP server?
- Smartly lists no MCP server or public API on its website or knowledge base as of 2026-10-28. It describes its own AI agents, called Synapse, which work inside its platform.
- Can Win & Scale replace Smartly?
- Win & Scale replaces Smartly only for Meta, and only if you don't need Smartly's creative templates, feeds or budget automation. It reads, briefs, tests and launches Meta ads from your own AI agent.
- Does Win & Scale work with TikTok or Google ads?
- No, Win & Scale covers Meta only: Facebook and Instagram. Smartly covers Meta, TikTok, Google, Pinterest, Snapchat and more.
- 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.