Madder is a set of AI agents that plan, make and launch Facebook and Instagram ads for a small business, inside the owner's own Meta ad account. You start with one link. The agents do the reading, the drafting and the building; you approve twice, once to create the campaign paused and once to switch it on. After that, every change an agent wants is a proposal that waits for your yes.
What happens after you give Madder a link?#
- You paste a link. It is the page you want people to land on: your site, a product page, a booking page.
- Madder reads the page. It looks for what is sold, the price and the photos.
- It drafts a campaign. The draft has a goal, a daily budget and a country. You see all three before anything exists on Meta.
- It builds the ads from your own photos, with a headline taken from your page. Madder does not generate images with AI.
- You approve once. Madder then creates the campaign and its ads in your Meta ad account, paused. A paused campaign spends nothing.
- You approve a second time to switch it on. Only then can Meta start showing the ads and charging your account.
- Later changes come back to you. If an agent wants to pause a campaign, lower or raise a budget, create another campaign or turn one back on, it asks first.
The step-by-step version with the names of the buttons is in the help guide How Madder works. The approval screens are covered in Approve and launch.
What do you do, and what do the agents do?#
| Stage | What you do | What the agents do |
|---|---|---|
| Start | Paste the link of the page you want to promote | Read the page: what is sold, the price, the photos |
| Connect | Sign in through Meta's own sign-in and choose which ad account Madder may use | Work only through Meta's official API, with the permissions you granted |
| Plan | Read the draft: goal, daily budget, country | Draft the campaign |
| Ads | Provide your own photos | Build the ads from those photos with a headline from your page |
| Create | Approve once | Create the campaign and ads paused in your own ad account |
| Go live | Approve a second time | Switch the campaign on |
| Changes | Approve or dismiss each proposal | Propose a pause, a lower or higher budget, a new campaign, or turning one back on |
| Results | Choose which recorded actions count as a lead | Show the lead count and cost per lead from exactly those actions |
| Money | Pay Meta for the ads from your own ad account | Never handle your ad budget |
What does Madder need from you?#
- A page link. The page should say what you sell and what it costs, and show real photos, because that is what the agents read.
- A Meta ad account you can sign in to. Madder connects through Meta's official sign-in. It does not ask for your Facebook password.
- Your own photos. The ads are built from them.
- A daily budget you are comfortable with. Madder also sets a limit on how much a budget can be raised in one change and in one day; a raise above that limit is refused before anything is sent to Meta.
- Your answer on what a lead is. Meta records many kinds of action. Until you say which ones are a real enquiry for your business, Madder shows no lead count and no cost per lead, instead of a guessed number. See What counts as a lead.
- A minute to answer proposals when you open Madder. Madder does not email or notify you; nothing moves until you answer.
How does approval work?#
Every change an agent wants waits for you: creating a campaign, pausing one, lowering or raising a budget, turning a campaign back on. Three rules sit behind that.
- Nothing is applied without approval.
- A raise above the limit is refused before anything is sent to Meta. The limit is set by Madder and caps how much a budget can go up in one change and in one day.
- A change is applied exactly as approved, or not at all. If the budget on Meta has changed since the proposal was made, the change is not applied and Madder shows you why.
The full list is in What the agent can and cannot do. How budgets and the limit work is in Budgets and the most you pay.
What will Madder not do?#
- It does not act on its own. No change is made, and no money is spent, without your approval.
- It does not guarantee or predict results. Nobody can promise leads from an ad, and Madder does not try.
- It does not generate images with AI. Ads use your own photos.
- It does not target a city or an interest yet. Today a campaign is aimed at a country.
- It does not read your competitors' spend or results.
- It does not pay Meta for you. The ad budget goes from your own ad account to Meta, never through Madder.
- It does not fix the offer. If the page does not make people want what you sell, an ad sends them to the same page.
Which platforms does Madder work with?#
Meta is the only live platform: ads on Facebook and Instagram, in your own Meta ad account. Google Ads and TikTok are being rolled out and are not available yet.
What does it cost?#
Madder is in early access and is free during early access. It will be paid later, and the price is not set yet. What you spend on the ads themselves is paid by you to Meta. See What Madder costs.
Where to start#
If you want to know exactly what happens at each approval, read Approve and launch. If you are deciding between this, an agency and doing it yourself, the comparison is at Agency, DIY or an AI agent.
Questions people ask#
Can an AI spend my money without asking me?
Not in Madder. Every change waits for your approval, the campaign is created paused, and switching it on is a separate approval. A budget raise above Madder's limit for one change or one day is refused before anything reaches Meta.
Do I need a website to use Madder?
You need a page link, because the agents read the page to learn what you sell, the price and the photos. It is the page your ad will send people to.
Does Madder make the pictures for my ads?
No. Madder builds the ads from your own photos and takes the headline from your page. It does not generate images with AI.
Can Madder run my Google Ads or TikTok ads?
Not today. Meta, meaning Facebook and Instagram, is the only live platform. Google Ads and TikTok are being rolled out and are not available yet.
Will Madder get me more leads?
Madder does not guarantee or predict results. It sets the campaign up, keeps every change in your hands and shows what happened, counted the way you defined a lead.