Marketing AgencyLast updated: March 1, 2026

One Full-Time Moderator Eliminated — 100+ Ad Accounts Managed Automatically in Real Time

A mass tort marketing agency was employing a full-time person to moderate comments across 100+ Meta ad accounts. The ads were sensitive (medical injury cases) and attracted high volumes of negative and spam comments. We automated the entire moderation system — instant response to interested leads, immediate hiding of damaging comments.

Quick Overview

Client
Mass Tort Marketing Agency
Industry
Legal Marketing / Media Buying
Implementation
n8n + Meta Graph API + AI sentiment analysis
Response Time
Hours delay on positive comments ? Seconds
Tools Used
n8nMeta Graph APIAI Sentiment Analysis

The Challenge

Sensitive Ads, Angry Comments, and Missed Leads

Mass tort advertising is uniquely challenging. These campaigns target people affected by serious medical harm — defective products, pharmaceutical injuries, surgical complications. The ads generate real emotional responses from people who've been hurt, resulting in a high volume of angry, profane, and distressing comments.

Left visible, these comments damage ad performance, deter other genuine claimants from engaging, and create compliance and reputational problems for the law firm clients.

The agency was running 100+ Meta ad accounts across dozens of clients. One full-time employee was employed entirely to moderate comments — replying to interested leads, hiding negative comments, filtering spam. At scale, they couldn't keep up. Interested leads were waiting hours for engagement. Damaging comments were staying visible for too long. And there was no way to add more ad accounts without adding more moderators.

Key Pain Points:

  • One full-time employee ($40K—$60K/year) dedicated entirely to comment moderation
  • Hours delay in responding to interested commenters — leads going cold
  • Negative and profane comments staying visible — damaging ad perception
  • Couldn't scale ad account volume without proportional headcount increase
  • Inconsistent moderation — human moderator couldn't maintain coverage across 100+ accounts simultaneously

The Solution

Real-Time AI Moderation Across Every Account Simultaneously

We built an automated comment management system connected directly to the Meta Graph API via webhooks — giving the system real-time visibility across all 100+ ad accounts simultaneously.

Every comment that appears on any ad triggers the system immediately. AI sentiment analysis classifies the comment: interested/positive (engage), negative (hide), spam (hide), neutral (monitor). Positive comments receive an immediate automated reply with the appropriate engagement message and conversion link. Profane, negative, or spam comments are hidden within seconds.

The agency team retains the ability to review hidden comments if needed, but the system handles over 95% of cases automatically without any human input.

How It Works:

  1. Meta Graph API webhooks monitor all comments across 100+ accounts in real time
  2. Every comment triggers AI sentiment classification
  3. Positive/interested comments receive automated reply within seconds
  4. Profane, negative, and spam comments auto-hidden immediately
  5. Team retains oversight — can review hidden comments via dashboard
  6. System scales to any number of accounts with no additional configuration

Implementation: Standard build

Technical Challenge: Mass tort ads generate highly specific language around medical and legal topics. The AI sentiment model needed to distinguish between genuine injury claimants expressing distress (who should receive empathetic engagement) and hostile comments that should be hidden. This required careful classification logic beyond standard positive/negative sentiment.

The Results

One Full-Time Role Eliminated. Instant Response at Scale.

MetricBeforeAfterImpact
Moderation headcount1 FT employeeZero manual work$40K—$60K/year saved
Response to positive commentsHoursSecondsLeads engaged while warm
Negative comment visibilityHours visibleHidden immediatelyBrand protection
ScalabilityCapped by headcountUnlimited ad accountsNo incremental cost
The full-time moderator's time was freed entirely for revenue-generating activities — campaign optimisation, client growth, strategy. The agency can now add new ad accounts and new clients without any increase in moderation overhead.

Interested leads are now engaged within seconds of commenting. At the moment a genuine claimant expresses interest, the system responds and provides the conversion path immediately — before they've closed the tab.
SECURITY & HUMAN CONTROL

Deal data stays governed. Material decisions stay human.

We design M&A systems around least-privilege access, documented data flows, protected credentials, traceable activity, and approval gates. Systemify does not use client information to train its own models, and no AI provider receives deal data until the provider, purpose, and retention approach are agreed.

Human approvalfor valuations, outreach, CIMs, analysis, LOIs, and consequential communications
Client-controlled accessMFA and role-based permissions where supported, with credentials kept out of workflow payloads
Project-level governancedata-flow map, provider register, retention rules, deletion plan, and incident contacts
Review our security approach

Hear From the Client

Frequently Asked Questions

Can the automated replies be customised per client or campaign?

Yes. Reply templates are configured per campaign and can reference the specific case type, law firm, and conversion link. The system sends the right message for the right ad, not a generic reply.

What happens to comments that don't clearly fit positive or negative?

Ambiguous comments are classified as neutral and flagged for human review. The system only auto-hides comments it's confident about — anything uncertain is held for the team.

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