About two minutes to fill in; the draft usually lands in under a minute.
Before you start#
- A product — the website, landing page or app you promote, saved in Settings › Products (the checklist's first step, Add product, opens the form). The brief can also take a new link on the spot and saves it as a product.
- At least one connected ad account. The checklist gates Describe what you're promoting on Connect an ad account.
- A daily budget, and a rough idea of what a lead is worth to you.
1. Open the brief#
On the home screen, press Describe offer on the checklist. The dialog is titled Describe what you're promoting.
2. Product#
The first field is Product — the website, landing page or app you promote, saved once in Settings › Products. Pick one and its link, goal and tracking fill the brief; change any of them below for this campaign only. Pick + New product… to type a new link: a bare domain works (yourapp.com), a full URL works, and so does an App Store or Play Store link. Madder refuses anything that does not look like a reachable link, so it never drafts against a typo, and it saves the link as a product when you build the campaign. With no product saved yet the brief starts at the link field. See Products.
3. What counts as a win?#
This is what Madder optimises toward. Options: A lead — form or sign-up, A sale or purchase, An app install, A call or message, Awareness or reach, Traffic to the site. Most owners want leads.
4. Daily budget and Most you'll pay per win#
Daily budget is per day, in your ad account's currency, at least 1. Most you'll pay per win is your target cost per result — leave it blank if you do not know yet. Madder uses both to size the campaign and to judge later whether a budget change is worth proposing. See Budgets and the most you pay per win.
5. How will we track results?#
Three choices: The pixel/tag is already on my site, Help me add conversion tracking, Use the platform's own conversions for now. Pick honestly. If tracking is not live, Madder still drafts the campaign and uses a native lead form so it can run without a website pixel. If you asked for help, the result view shows Add conversion tracking with the steps, and the Campaigns page offers Set up tracking.
6. Build my campaign →#
Press Build my campaign →. You see three stages: Reading your account, Drafting your campaign, Queuing it for approval. You can leave the page; it keeps going. Then Review & approve → takes you to the draft.
What Madder infers#
From the link and the goal it infers the objective, the audience, placements and a campaign name. The budget is a proposed figure: the Campaigns page shows it as Proposed budget, and Madder does not set it on the platform yet — only the name and objective reach the ad account when you approve. It does not infer creatives — you add those in Meta Ads Manager after approving.
If it doesn't work#
- "Add your website or app link" — the first field is empty.
- "That doesn't look like a website or app link" — try
yourapp.comorhttps://yourapp.com. - "Set a daily budget of at least 1" — the budget is blank or zero.
- "Madder couldn't finish this draft" — press Try again. Nothing was created or spent.