Full-Time Moderator Eliminated — 100+ Ad Accounts Monitored in Real Time
Mass Tort Marketing Agency
A mass tort marketing agency was running emotionally charged ads across 100+ Meta ad accounts. One employee spent their entire day moderating comments — too slow to hide the angry ones before prospects saw them, too slow to reply to interested leads before they moved on. We automated the whole thing via Meta Graph API webhooks.
The Problem
Mass tort ads attract angry, emotional comments — and one person can't keep up with 100+ accounts.
Mass tort advertising is inherently sensitive. These are ads about injuries, medical harm, wrongful death — topics that trigger strong emotional reactions. People affected by these issues see the ads and react: some are interested in pursuing legal action, others are angry, traumatised, or convinced the ads are predatory.
The result is a constant stream of comments across every ad — positive interest signals, profanity, personal attacks, spam. Every one of these needs a response or a decision: engage, hide, or ignore.
With 100+ ad accounts and hundreds of comments per day, one full-time employee was trying to keep up manually. They couldn't. Interested leads waited hours for a reply — and moved on. Harmful comments stayed visible while the moderator was working through a backlog. The agency couldn't add more accounts without adding more moderators.
- One FT employee dedicated 100% to comment moderation
- Hours-long delay in responding to interested leads
- Negative and profane comments visible to prospects before being hidden
- No ability to scale ad accounts without adding more moderator headcount
- Employee burnout from doing high-volume, emotionally draining manual work
What We Built
Real-time comment monitoring across all Meta ad accounts, with AI sentiment routing and instant automated actions.
Real-time webhook monitoring
Meta Graph API webhooks fire the moment any comment is posted across any of the 100+ ad accounts. The system receives the event instantly — no polling delay.
AI sentiment classification
Every comment is passed through AI sentiment analysis. It classifies the comment: positive/interested, negative/hostile, profane, spam, or neutral. This classification drives the automated action.
Instant action by category
Positive or interested comments get an auto-reply within seconds — a personalised engagement message with a link to learn more. Profane or hostile comments are hidden immediately before other prospects see them. Spam is hidden. Neutral comments are logged.
Human review layer
The team can review any hidden comment at any time. The system handles 95%+ automatically, but nothing is permanently deleted — full visibility is maintained.
Technical Breakdown
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