Our full-service marketing agency has spent the past year automating how we manage digital advertising for our retail and homebuilder clients, using Fluency, the agentic advertising operating system.
Our shift to agentic automation addresses a problem familiar to many agencies: Growth has traditionally required hiring more staff as new clients are onboarded. Our multi-location clients require especially complex manual work: Ad campaigns constantly change offers, availability and messaging across every location.
Something as simple as swapping a photo or updating a link across hundreds of local ads could take our team an entire 40-hour work week. Landing a large new account meant scrambling to hire and train staff just to meet timelines.
Fluency’s platform is powered by agents that automatically apply an agency’s own pre-set rules, so campaigns update as real-world conditions change instead of waiting for a team member to catch it or make edits by hand. For our homebuilder clients, that means a community’s multichannel ads can flip from “Coming Soon” to “Now Selling” the moment it’s ready to sell instead of waiting for a fixed date each month for teams to make updates.
With Fluency, we have cut the time it spends updating local ads by 98%, enabling the agency to grow our client base without adding headcount at the same rate and freeing up budget to grow our creative team. For one multi-location client, the shift also drove a 456% increase in form submissions, a 71% reduction in cost per lead and a 14% decrease in cost per click.
Our experience reflects a broader shift in how agencies now work. They’re automating the repetitive work of campaign execution, so teams can focus on higher-level strategy and client relationships.
Jess Petersen is VP of Digital Media at LT.agency.
