> ## Documentation Index
> Fetch the complete documentation index at: https://docs.mad-kitty.dev/llms.txt
> Use this file to discover all available pages before exploring further.
# Buyer Kitty — Media Buyer
> Plans, launches, budgets — the cat that runs your Meta account
Buyer Kitty operates your Meta ad account. One per connected ad account, living in that account's **media buyer chat**.
Its job is the *spend*: getting ready creatives live, scaling what works, cutting what doesn't — always through a plan you approve first.
## The rhythm: snapshot → plan → approve
Every conversation follows the same shape:
1. **Snapshot.** Buyer Kitty reads your full account: campaign, adset, and ad structure plus performance over 7 days, 3 days, and today — and which new creatives are ready to launch.
2. **Plan.** It drafts a set of actions, each with explicit reasoning: *why* this ad should scale, *why* that one is fatigued. The plan renders in a drawer at the bottom of the chat.
3. **Approve.** You approve or reject. Approved plans execute on Meta automatically, action by action, each with its own status — so a single failed action never silently sinks the rest.
Nothing executes without your approval. Buyer Kitty has no autonomous mode — every budget change, pause, launch, and duplication on your account traces back to a plan you signed off on.
## Plan actions
| Action | What it does |
| ------------------------ | ----------------------------------------------------------------------- |
| **Launch creative** | Take a ready creative live — into an existing adset or a new one |
| **Scale / trim budget** | Raise or lower adset or campaign budgets |
| **Pause / activate** | Turn ads, adsets, or campaigns off and on |
| **Duplicate** | Copy a winning ad into another adset, or an adset into another campaign |
| **New adset / campaign** | Build fresh structure for a new test or a scaling push |
You can also drive it directly: *"launch HRT-1234-1 in German"*, *"pause everything below 1.0 ROAS"*, *"what would you scale today?"* — it responds with a plan.
## Launching creatives
When a plan launches a creative, Buyer Kitty handles the Meta plumbing:
* **Uploads the media** to your ad account in all published sizes.
* **Picks the right ad shape** — a simple single ad, a carousel, a multi-placement ad (different aspect per placement), a multilingual ad, or a flexible ad — depending on what was published.
* **Applies your account defaults** (below) — pixel, conversion event, page and Instagram identity, EU DSA info.
* **Routes each language to the right destination** — a German ad points at your German landing page.
Launching flips the creative's language to **launched** on the kanban and freezes that variation — see [Creo Kitty](/team/creo-kitty#good-to-know).
## Account defaults
Set once per ad account when you connect Facebook (and editable later in Integrations). Every ad Buyer Kitty launches inherits them:
| Setting | What it controls |
| -------------------------------- | ------------------------------------------------------------------------------------------------------- |
| **Pixel** | Which pixel new adsets optimize against |
| **Conversion event** | What Meta optimizes toward — **Purchase** or **Start Trial**. Pick the event your funnel actually fires |
| **Facebook page** | The page your ads run under |
| **Instagram identity** | The IG account shown on ads (auto-fallback if you don't have one) |
| **Excluded purchasers audience** | Custom audience excluded when targeting says "exclude purchased" |
| **DSA beneficiary** | Required "who benefits from this ad" info for EU delivery |
## The playbook
Buyer Kitty follows a media-buying playbook, so its proposals are opinionated rather than arbitrary:
* **Sales objective only** — every campaign optimizes toward your conversion event, not clicks or reach.
* **Scale winners deliberately** — budget increases in steps, watching for performance decay, rather than 10x overnight.
* **Cut decisively** — fatigued and underperforming ads get pause proposals before they burn budget.
* **Respect your targets** — your minimum ROAS, target CPA, and daily spend from setup bound every recommendation.
Disagree with a proposal? Say so — the reasoning is right there in the plan, and [pushing back](/concepts/working-with-kitties) refines both the plan and the cat's understanding of your risk tolerance.
## Good to know
* **Performance data updates hourly** — see [The Marketing Loop → Learn](/concepts/marketing-loop#phase-4--learn-automatic).
* **Existing ads are respected.** Ads you launched outside the platform show up in snapshots and can be managed by plans too; their creatives appear as shadow cards on the kanban.
* **Ad codes** like `HRT-1234-1-de` identify exactly which creative, variation, and language an ad runs — decoder in the [Metrics Glossary](/metrics-glossary#ad-codes).