Zepto is taking another step towards automated campaign optimization with the launch of Rules on its Ads Platform.
The new feature allows advertisers to create performance-based rules that can automatically increase a campaign’s daily budget when predefined performance thresholds are achieved.
How Zepto Rules Work
Advertisers can currently create rules based on two key metrics:
- ROAS
- CTR
For example, an advertiser can set:
ROAS ≥ X(1-100) → Increase Daily Budget by X%(1%-900%)
This means that when a campaign meets the defined ROAS threshold, its daily budget can be increased automatically.
Similarly, advertisers can create a CTR-based rule:
CTR ≥ X%(0.1% – 5%) → Increase Daily Budget by X%(1%-900%)
The platform allows advertisers to define the performance threshold as well as the percentage increase in daily budget.
Why This Matters for Zepto Advertisers
Traditionally, scaling campaigns requires advertisers to regularly monitor performance and manually increase budgets on campaigns that are delivering strong results.
With Rules, some of this decision-making can be automated.
1. Scale winning campaigns faster
Campaigns meeting the desired performance benchmark can receive additional budget without waiting for a manual intervention.
2. Reduce manual monitoring
For advertisers managing multiple campaigns, automated rules can reduce the need to continuously check performance and make routine budget adjustments.
3. Performance-led budget allocation
Instead of increasing budgets purely based on a fixed schedule, advertisers can link budget increases to actual campaign performance.
What This Could Mean for Quick Commerce Advertising
This launch is another indication of how quick-commerce advertising platforms are becoming more sophisticated.
The evolution is moving from basic campaign management towards automation, rules and performance-based optimization.
For advertisers, the opportunity will be to build smarter rules — setting the right ROAS or CTR thresholds and determining how aggressively budgets should scale.
Zepto Rules may look like a small platform update, but it could make campaign management significantly more automated as advertisers scale their quick-commerce investments.
Key Takeaway
Set the performance benchmark. Define the budget increase. Let the platform handle the scaling.
Zepto’s Rules feature could be a useful addition for brands and agencies managing large campaign portfolios across quick commerce.
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