Meta MCP is Meta's official connector for AI tools, giving Bïrch AI secure access to your Meta ad account – both to analyze your live performance data and to make changes on your behalf.
Meta recently launched Meta Ads AI Connectors, an official integration that lets AI tools like Bïrch AI connect to your Meta ad account via the Meta Ads MCP (Model Context Protocol) server. Once connected, Bïrch AI can read your live campaign performance and – with the tools below – pause/start and edit campaigns, ad sets, and ads directly.
👉 Meta MCP works together with Bïrch AI – connect it to give Bïrch AI more context and more capability when you chat with it.
Connecting Meta MCP
Setup requires no developer credentials or API tokens.
Go to Settings → Platforms in Bïrch and click Meta Ads.
Click on Profiles.
Next to your personal profile, click Connect MCP (Note: MCP connection is only available for personal profiles, not business profiles).
You'll be redirected to Meta, where you grant MCP access to Bïrch using the standard OAuth flow – the same login you use for Ads Manager.
Your Bïrch rules and automations continue to work exactly as before – the Meta MCP connection simply gives Bïrch AI more context and capability when answering your questions.
Reading tools
With Meta MCP connected, Bïrch AI gains access to:
Campaign, ad set, and ad-level performance metrics (spend, ROAS, CPA, CTR, impressions, and more) and their trends over time
Changes made to campaigns, ad sets, and ads (mirrors Ads Manager history)
Budget and delivery status across active and paused campaigns
Meta Opportunity Score
Meta Business Help Center
An overview of the advertiser's business context and marketing funnel to guide optimization goals
Alerts about deviations in ad performance: unusual patterns, spikes, or drops
Insights on which ads performed stronger in the auction and which factors (bid, ad quality) to optimize
Ad account industry benchmarks and campaign/ad set performance against aggregated benchmarks from similar advertisers, optionally filtered by spend tier / goal
Meta Ad Library for ads matching given criteria (public data)
👉 For prompt examples, see our Bïrch AI Prompting Guide.
Writing tools
Meta MCP now supports making changes to your account, not just analyzing it. Through Bïrch AI, you can ask it to:
Pause/Start campaigns, ad sets, and ads
Edit campaigns, ad sets, and ads – any change that can be made in Ads Manager can also be made through Meta MCP
A note on bulk changes: Meta MCP can limit how many entities it checks or updates in a single run. Applying changes one by one is more reliable. When editing multiple campaigns, ad sets, or ads at once, it's best practice to specify the exact entities in your prompt rather than relying on a broad bulk request – bulk edits without specifics can run into limitations.
Comparison parameter | Meta MCP writing tools | Bïrch automated rules |
Trigger frequency | One-time, per request in the chat | Operating as an always-on background process, continuously monitor conditions without manual intervention. Checks can be triggered programmatically via API call or scheduled using specific dates and times, defined date ranges, or recurring intervals from 15 minutes to 72 hours. |
Tasks | One action per request | Up to 15 tasks in one rule |
Action triggered based on metric comparison | ✅
"Restart ad sets if ROAS for the last 3 days is 2x higher than the account's average ROAS over the last 30 days" | ✅ |
Action triggered based on ranking condition | ✅ | ✅ |
Custom and attribution metrics support | ⛔️ | ✅ |
Filtering. Delivery & Status: Active, Paused, Completed, Archived, In Review, Errors, Not Delivering. | ✅
"Set budget to $0 for all not delivering campaigns" | ✅ |
Filtering. Name & Identification: Name contains/does not contain, ID. | ✅
"Activate ads with "testing_phase_2" in their names" | ✅ |
Filtering. Performance Metrics: Results, Spend, Cost per Result, Impressions, CTR, ROAS, etc. | ✅
"Pause campaigns with ROAS below 3" | ✅ |
Filtering. Placements: Publisher Platform (Instagram, Facebook) | ✅
"Change optimization goal for adsets running on Instagram" | ⛔️ |
Filtering. Campaign Objectives: Sales, Leads | ✅
"Pause all Sales campaigns" | ✅ |
Filtering. Dates: Date Created, Date Updated, or Custom Metric Date Ranges. | ✅
"I want to restart ads that were active in March this year" "Reactivate the ads that were last updated more than 180 days ago" | ⛔️ |
Filtering. Demographics: Age, Gender | ✅
"Start all paused ad sets that exclusively target females" | ⛔️ |
Filtering. Geography: Country, Region | ✅
"Find all active ad sets in my account that are targeting California or New York, and pause them." | ⛔️ |
Group filters | ✅
"Set budget to $50 for campaigns that contain "testing" in their names OR contain "bot" in their names and are active" | ✅ |
Multiple ad accounts support | One ad account per request | Up to 5 ad accounts |
Managing connections and permissions
Meta Ads MCP page
The Meta Ads MCP lists your connected Meta profiles, and is available to both admins and users on a workspace.
Admins can see every connected profile, open tool permissions for any of them, and unlink any profile. To connect a new profile, use Connect MCP to Meta profile, which opens the Integrations page, where all profile connections are managed.
Users don't have access to the Integrations page, so they connect MCP for their own Meta profile directly from the Meta Ads MCP page. Users can only unlink their own profile.
Tool permissions
Next to each connected profile, click Settings to open its tool permissions. Every tool defaults to Needs approval.
Permissions are set per person, not per workspace. If you open tool permissions for your own profile or a teammate's, any change you make only affects your own chats – everyone sets their own permissions for the tools they can see.
Each tool can be set to:
Needs approval – Bïrch AI asks before using the tool (default)
Always allow – Bïrch AI uses the tool without asking
Blocked – Bïrch AI can't use the tool
To set every tool at once, use the permission control above the tool list, which opens a dropdown with a single, unified setting. If you then change one tool individually, this switches to Mixed permissions.
Confirming actions in chat
When a tool set to Needs approval is used, Bïrch AI shows a confirmation with three options: Always allow (selected by default), Allow once, and Deny.
Choosing Always allow updates that tool's permission to Always allow going forward.
Deny only skips that one request – it doesn't change the tool's permission to Blocked.
If a tool is set to Blocked, Bïrch AI won't use it, and you'll see a message letting you know the tool is blocked for that profile.
FAQ
How is Meta MCP different from Bïrch AI?
How is Meta MCP different from Bïrch AI?
Bïrch AI is a purpose-built assistant inside the Bïrch app, with access to your business context, rules, and performance history. Meta MCP is an official Meta connector you use from the same Bïrch AI interface – it adds Meta-specific capabilities like ads library search, performance vs. industry benchmarks, and the ability to pause and edit campaigns, ad sets, and ads.
Can Meta MCP create new campaigns, ad sets, or ads?
Can Meta MCP create new campaigns, ad sets, or ads?
No. Meta MCP's writing tools currently support pausing and editing existing campaigns, ad sets, and ads – matching what can be changed in Ads Manager. It does not create new items so far.
Do I need a separate connection for the writing tools?
Do I need a separate connection for the writing tools?
No. Writing tools use the same Meta MCP connection described above. You control whether Bïrch AI can use them – and whether it needs to check with you first – from tool permissions (see Managing connections and permissions above).