Writing
Why it’s built this way
Essays from Heraldic on the decisions behind the product, with the arithmetic shown.
Six essays, published October 30, 2026.
- Worked exampleA 2.0 ROAS at a 40% marginThe ad dashboard calls it a return. Your bank account calls it a loss. The arithmetic follows, with how agents judge spend by what each sale is worth to you.
- Worked exampleThirty leads a week: when can you call a test?At 30 leads a week, a test of a modest change can’t be called within a month. This essay works through the arithmetic, the rule agents use to call a test, and what they do while they wait.
- WalkthroughAnatomy of a stopped proposalAn agent asked for a bigger budget raise than your rules allow. Code said no, the agent proposed a smaller raise, and every step went on the record. Here it is, end to end.
- How it’s builtWhy this isn’t a chatbot on your ad accountsConnecting an AI assistant to your ad and email platforms is useful, and it’s getting better. It still isn’t something you can hand a budget to and walk away from.
- How it’s builtRules belong in codeAn AI asked nicely to stay under budget usually will. “Usually” isn’t good enough for your money or your customers’ inboxes.
- GuideHow to tell if your agents are doing good workAn agent that spends your money should be easy to check. These are the daily signs of whether it’s working.
Read the reasoning, then try the product.
Join the beta, or try the demo first.