Case study
By automating campaign planning for thousands of creatives a week with Plurio
B2C HealthTech app: AI coaching, habit support, nutrition guidance, intermittent fasting
Best Virtual Health Coach — MedTech Breakthrough Award
Markets: worldwide
5+ products and multiple funnels
1M+ monthly active users
Results
SPEND
PURCHASES
TIME SAVED
Challenge
Every week, Simple’s team spent two days analyzing performance and preparing hundreds of campaign setups for the weekend — the days that generate the most revenue.
Weekend demand jumps 2–3×
Only new campaigns could cover the spike. Increasing budgets on existing campaigns pushed costs up and disrupted delivery.
Hundreds of separate decisions
Every campaign needs a geo tier, bid strategy, daily budget, and creative set — creating thousands of creative slots every weekend.
The plan changes every week
Creative fatigue and delivery shifts mean last weekend’s winners may not work again. Every active and historical campaign had to be reassessed.
Solution
Plurio automated the entire weekend campaign planning process, turning spend targets into a ready-to-launch plan in minutes. It selects campaign setups, budgets, and creatives using full-funnel data and Simple’s playbook.
Client quote
Weekend scaling in Meta Ads was the hardest and most valuable thing we did every week, and it ate a big part of our team's time. Plurio fully automated our weekend planning process with a custom-built skill. By launching the campaigns Plurio plans for us, we've grown sales while keeping ROAS above the target. And the team has more time for creative and strategy.
Ilya Dobretsov
User Acquisition Team Lead at Simple
+19%
spend
+29%
PURCHASES
45
Hours / week
How the weekly scaling planner works
THE SKILL ANSWERS ONE SPECIFIC QUESTION
01
Analyze campaign and creative performance
Plurio evaluates geo tier and bid-strategy combinations, then identifies the strongest creative formats, themes, and hooks. The analysis is grounded in spend, purchases, LTV, ROAS, and CPA.
02
Split the weekend target by day
Plurio sets Saturday and Sunday budgets using past weekends or the team’s targets. It then calculates how much extra spend new campaigns must add above the usual weekday spend.
03
Select setups to fund
Only combinations that beat weekday averages across all performance KPIs receive funding. Stronger combinations get a larger share of the budget.
04
Deliver a ready-to-launch campaign plan
The output combines budget and campaign count, a performance matrix, creative selection, campaign specifications, and forecast financial impact.
Section
What the buyer gets
Budget and campaign count
Baseline spend, planned increases, daily budgets, and required new campaigns.
Performance matrix
Every geo tier and bid-strategy combination, with spend, purchases, ROAS, CPA, and a funding decision.
Creative selection
Selected creatives, formats, visuals, and hooks for each funded setup.
Campaign specifications
Naming format, daily budget, bid strategy, and assigned creatives.
Financial impact
Expected ROAS, purchases, and LTV for the new campaigns.
Why automated planning outperformed manual selection
Plurio reviewed combinations the team couldn’t cover manually
With hundreds of active campaigns, the team couldn’t review every combination in detail. Plurio evaluated creative, geo, and bid combinations systematically.
Plurio selected high–ROAS setups with enough evidence to scale
Manual selection can favor high ROAS based on just a few purchases. Plurio required results backed by sufficient spend and purchase volume before allocating more budget.
Plurio kept budgets, bids, and creatives aligned across hundreds campaign plans
Manual planning can lead to mixed-up budgets, bids, and creatives. Plurio generated those specifications together in a ready-to-launch plan, reducing copying, omissions, and mismatched settings.
NEW CAMPAIGN SLOTS
300
CREATIVES SELECTED
3,127
FORECAST ROAS
189%
FORECAST PURCHASES
4,099
FORECAST LTV
$334K
BID STRATEGY
Cost Cap
Auto
ROAS
Bid Cap
6
0
0
7
16
0
8
16
0
3
10
0
14
14
7
7
9
14
3
4
6
12
0
3
0
13
7
0
0
11
0
12
9
13
0
15
7
0
16
0
7
11
9
0
0
0
5
6
Next steps: automate campaign management
With planning automated, the next phase will extend automation to campaign management.
Launch campaigns
Turn the plan into live Meta campaigns without setting up each one manually.
Scale winners
Automatically increase campaign budgets when performance meets the required KPIs.
Stop underperformers
Pause creatives that miss targets while accounting for delayed conversions.
Duplicate top performers
Launch copies of successful setups to reach additional audiences.
Relaunch proven creatives
Restart paused creatives when late conversions confirm their performance.
Why Simple chose Plurio
Weekend scaling was one workflow. Plurio runs the rest of the media-buying routine.
Faster media-buying decisions and operations
Plurio uses full-funnel data for campaign planning, analysis, and optimization, helping the team scale acquisition faster and more efficiently.
A proven AI system, set up for business specifics
A dedicated AI engineer collects the context, builds the first skills and rules, and updates them as plans change.
Market-tested solutions in every automation
The skills library is built on 20+ years of performance-marketing experience, so Simple gets proven workflows without developing them from scratch.
