Case study

Ad Engine

A programmatic advertising platform that unifies creative orchestration, budget pacing, and real-time performance analytics. Ad Engine lets teams launch, optimize, and measure high-performance ad campaigns across channels, all from a single, marketer-friendly cockpit built for speed and clarity.

Stack

Next.jsTypeScriptNodePostgreSQLMeta Ads APIGoogle Ads APITailwind CSSRecharts

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Outcomes

Centralizes campaign creation, creative variants, and budget pacing so launching a multi-channel campaign takes minutes, not days

Real-time performance dashboards surface spend, impressions, clicks, conversions, and ROAS with drill-downs per channel and creative

Automated optimization rules reallocate budget toward top performers and pause underperforming creatives without manual babysitting

Inside the build

Campaign Orchestration

Launch campaigns across multiple ad networks from a single form, no tab-switching between platform dashboards
Schedule flights with precise start and end windows, daypart targeting, and budget caps that enforce themselves
Group campaigns into portfolios so you can report on product lines, clients, or brands as one unit
Clone, pause, and bulk-edit campaigns with one click, built for teams managing hundreds of line items

Creative Management

Upload creative variants and let the engine rotate them based on early performance signals
Centralized creative library with tagging, approval states, and automatic asset-spec validation per channel
Side-by-side creative comparison with statistical significance indicators so winning assets emerge fast
Version history on every creative, revert, fork, or audit who changed what and when

Budget Pacing & Optimization

Automated pacing keeps spend on target, speeds up when under-pacing, throttles when running hot
Rule engine reallocates budget from losing creatives to winners based on ROAS, CPA, or custom metrics
Dayparting and audience-based bid modifiers squeeze more efficiency out of every dollar
Alerting fires the moment spend, CPA, or ROAS crosses thresholds you define

Performance Analytics

Real-time dashboard with spend, impressions, clicks, CTR, conversions, CPA, and ROAS, refreshed continuously
Drill into any metric by campaign, ad set, creative, audience, device, or placement
Funnel visualization shows where prospects drop off so teams know exactly what to fix
Export slices to CSV or push into your warehouse for deeper BI analysis

How We Built It

Next.js frontend with server components for instant loads and an immaculate marketer-facing UX
Node services coordinate API calls across ad networks with retries, backoff, and idempotency keys
Postgres schema modeled for additive events so metrics stay correct even when networks resend data
Scheduled workers handle budget pacing, creative rotation, and performance recalculations on tight intervals
Secure credential storage with per-workspace isolation so agencies can manage many clients safely

More work

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