How Camel City Mill gave its founder a full day back every month without replacing a single person.
The DTC wool sock brand replaced a manual Meta ad upload process with a guarded publishing workflow built to move creative faster without putting a $500,000-a-month ad account at risk.
Industry
Company Size
Focus
~7 hours
Of founder time recovered per 50-ad batch
Zero
Meta policy flags or account incidents across roughly 60 ads pushed
$500K
In monthly Meta ad spend no longer gated on one person uploading creative
A $500,000-a-month ad operation depended on the founder manually uploading every creative.
Camel City Mill was spending $500,000 a month on Meta ads, but every approved ad still had to pass through founder William Barton's laptop before it could launch.
The designer sent creative through WeTransfer. William downloaded each file, re-uploaded it into Meta, and manually configured every field. Each ad took about nine minutes to publish, or roughly five ads every 45 minutes.
As creative volume grew, approved ads accumulated in a backlog waiting for the founder to find time to upload them.
We built a publishing workflow that automated the repetitive work while keeping a human approval layer.
The goal was not simply to push files into Meta through the API. The system had to automate publishing without creating unnecessary risk for a high-spend ad account.
01
The designer submits approved creative through a ClickUp form
02
A status change triggers the workflow and sends the ad into Meta in a paused state
03
Naming, placement mapping, and Triple Whale tracking are applied automatically while Meta's automatic creative edits remain hardcoded off
04
Publishing is intentionally rate-limited to roughly two ads per minute before William completes final review and approval
“I feel confident that we'll be able to support what we close without massively increasing opex.”
Gregg Clunis
“Above and beyond what I anticipated when we first spoke.”
Gregg Clunis
“As a foundation, it feels really strong to me.”
Gregg Clunis
A 50-ad batch went from most of a workday to well under an hour.
A 50-ad batch that previously required about 7.5 hours now takes roughly 25 minutes of automated processing and about 35 to 40 minutes including William's review.
Roughly 60 ads have moved through the workflow with zero Meta policy flags and zero account incidents.
The build was completed in 34 hours against a 40-hour cap.
The founder is no longer the manual publishing bottleneck, freeing the team to shift more attention toward higher-value work such as AI creative strategy.
How Athlete's Thread escaped the headcount trap
A growing NIL merchandise company changed how campaign assets get made, giving its team more time for strategy and creative testing.
View Case Study
