GrowthMad

A thousand products, one set of ads that builds itself.

Dynamic product ads: an ad for every product you sell, built from your product feed, kept current when prices change, and shown to the people most likely to buy. Built, documented and handed over.

Ask about this What’s involved

Based in Perth. Delivered remotely across Australia and overseas.

Ad markets are crowded, and more of the same ads won’t give you an edge. Better ones will: ads that are more relevant to the person seeing them, and cheaper to produce in volume. That’s what dynamic product ads are for.

A dynamic product ad is built from data. Your catalogue supplies the title, price, description and image for each product, and an ad for each one is generated automatically. The ad platforms then use your sales tracking to decide which product to show to which person, and keep adjusting as results come in.

The result is an always-on layer of advertising that tunes itself, across Facebook, Instagram, TikTok, Pinterest and display. Because the ads are produced automatically, you also stop paying to have each one made by hand.

The hard part is the plumbing. Feeds are messy, templates need rules, and something always changes on the website. I build the whole chain, keep it short, and document it so your team can run it afterwards.

This is for you if

  • You have a large catalogue and advertise only a handful of items.
  • Your prices or availability change often and your ads fall behind.
  • You’re paying to have product ads designed one at a time.
  • You’re a university or training provider with many courses to promote.
  • You’re an agency that has sold dynamic ads and needs someone to build them.

People who don’t know you yet

The platforms use your conversion tracking to find new people who look likely to want what you sell, and pick the product each one is most likely to respond to.

People who’ve already looked

Anyone who viewed a product on your site, or engaged with an ad, is shown that product again, along with others like it.

How the work runs.

  1. Feed

    A feed of your products with all the details and imagery, taken from your site or systems and cleaned into a form the platforms accept.

  2. Tracking

    The pixel and product events on your site set up to the catalogue specification, so ads can be matched to products and to sales.

  3. Templates

    Branded image and video templates that fill themselves from the feed, in square, portrait and vertical shapes.

  4. Catalogue

    A final feed that joins the product data to the new imagery, loaded into each platform.

  5. Campaigns

    Prospecting and remarketing campaigns set up in each platform to use the finished catalogue.

  6. Upkeep

    The system watches the feed. When a price or detail changes, it prints a new image for that product by itself.

Deliverables

What you end up with

  • Working product feed
  • Image and video templates in square, portrait and vertical
  • Automatic reprints when prices change
  • Live catalogue campaigns
  • Runbook and training
  • Ownership table for every tool and licence

Where AI comes in

Faster, with a person checking

AI helps clean and enrich feed data, such as rewriting titles and filling gaps in descriptions, and helps generate template variations. The rules are written down so the results are repeatable.

How I use AI

Tools I work in

  • Channable
  • Bannerbear
  • Google Apps Script
  • Google Sheets

Where the ads run

  • Meta Ads
  • TikTok Ads
  • Pinterest Ads

Real ads from live catalogues. Nobody designed these one at a time: each was printed from a row in a product feed.

Portrait ad for a modular sofa showing a storewide markdown, the sale price and the saving
Portrait
Square version of the same modular sofa ad
Square

One product, every placement

The same product data fills a portrait frame for feeds and a square one for other placements, with a vertical version for stories and reels.

Ad for a corner modular sofa at $3,899, saving $600
Before
The same ad reprinted at $3,699, saving $800
After

The price changes, the ad reprints

When this sofa’s price dropped in the feed, the system printed a new image with the new price and the new saving. Nobody opened a design file.

Portrait ad for a wireless speaker against a starfield, with its price in a yellow tag
Image
Video

Another brand, and video

A different retailer with a different template, from the same kind of feed. The video version is built the same way.

What it did for a furniture retailer.

Dankz Furniture, a Perth furniture retailer, has run dynamic product ads since October 2021. Since they were introduced:

Product views

Cost per product view
Standard ads
Dynamic ads95% lower
Product view rate
Standard ads1x
Dynamic ads38x

Store location searches

Cost per location search
Standard ads
Dynamic ads63% lower
Location search rate
Standard ads1x
Dynamic ads4.8x

Purchases

Cost per purchase
Standard ads
Dynamic ads61% lower
Purchase rate
Standard ads1x
Dynamic ads4.6x

Figures are from the ad account, from launch in October 2021.

Fair things to ask.

Something else? Ask me directly.

We don’t have a product feed. Can you still do it?

Usually. If the information is on your website, a feed can be built from it.

Where can the ads run?

Meta’s feeds, stories and reels on Facebook and Instagram, plus TikTok, Pinterest and display. The same feed and templates supply each one in the shape it needs. Newer placements, such as ads in ChatGPT, can take the same output.

Image or video?

Both. The same product data fills a still image template or a video one, so every product can have each.

What happens when a price changes?

The system checks the feed, spots the change and prints a new image for that product. Your ads don’t show yesterday’s price, and nobody has to remember to update them.

What tools do you build it with?

It depends on what you already have. A common setup is a feed tool such as Channable, a Google Sheet with Apps Script to detect changes, and an image rendering service such as Bannerbear to produce the creative.

Who runs it once it’s built?

Your team, your agency or me. It’s designed to be handed over, with documentation and training included.

Is this the same as Meta catalogue ads?

Yes. Meta catalogue ads, Facebook catalog ads and dynamic product ads are names for the same thing. Product feed management is the work underneath, and dynamic creative optimisation is the platform choosing which product and image to show each person.

Advertising

Paid social advertising

Meta Ads on Facebook and Instagram, plus LinkedIn and other paid social, planned, built and managed by one specialist. Pixel and Conversions API tracking are set up so the platforms learn from real results.

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Data

Marketing automation and AI workflows

Marketing automation built with low-code tools and AI: small systems that take repetitive work off your team and connect the tools you already have. Built with checks, documented and handed over.

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Training

Training and handover

Training sessions, runbooks and structured handovers, so your team can run what I build without calling me every week.

Read more

All advertising services

Something driving you mad?

Tell me what’s going on. I’ll come back with questions or a scoped proposal, and I’ll say so if I’m not the right person for it.

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