Multiply has raised $9.5 million to develop what it calls "Self-Learning Advertising", a managed service that uses a customer's internal data to generate and continuously refresh B2B ads across platforms including Google Search and LinkedIn.
The San Francisco-based startup said the round was led by Mayfield, with participation from Sorenson Capital. Individual backers include Instacart co-founder Max Mullen and Josh Woodward, Google's head of Gemini and Google Labs, along with executives from HubSpot, Braze, Issuu, Brex, Sierra and Common Room.
Multiply positions its offering as a hybrid of software and services, combining proprietary AI with a team of media specialists who run campaigns for customers. It argues this differs from traditional media agencies, which typically operate without venture backing.
How it works
The service draws on internal sources such as sales meeting recordings, CRM data and customer emails, alongside ad-platform performance data. Multiply says these inputs power automated creative generation and ongoing testing that updates messaging, audiences and ad designs over time.
Multiply says it is designed to address "decaying ads" - the idea that performance drops after launch as creative loses relevance and audiences stop responding. Its approach aims to counter that through continuous experimentation and frequent updates.
The system runs "hundreds of structured experiments" on an ongoing basis, using the results to refine targeting and creative and to remove underperforming variants.
"Modern companies already have all the data needed to create radically better ads. Sales conversations, CRM systems, and pipeline outcomes reveal exactly why customers buy - yet those insights rarely make their way into ad campaigns fast enough," said Matt Jayson, Multiply's co-founder and CEO.
Customer results
Multiply is targeting B2B companies that rely on paid acquisition and demand generation. It says early customers have reported large increases in sales meetings booked and pipeline generated from paid campaigns. The company claims it has produced "1000s of leads" for customers and contributed "tens of millions of dollars in pipeline".
Some of its strongest claims relate to Google and LinkedIn ads. Multiply says customers have seen "300%-500%" improvements, including one case of a "900% boost" after switching from another media agency.
Vanta, which Multiply described as a security automation business, provided a testimonial with specific metrics. "We've seen 770% more sales meetings, we build and test faster with their AI, and their team is strategic, hands-on, and operates as trusted partners," the company said.
Listen Labs, which Multiply described as an AI customer research platform, said performance shifted after adopting the service. It said LinkedIn became its most efficient paid channel for new leads, with campaigns performing "5X above LinkedIn benchmarks".
Agents and oversight
Multiply says its system uses multiple AI "agents" that handle different tasks across the campaign lifecycle. These include tools that extract customer language from sales calls, analyse closed-won deals for targeting signals, tune ad copy and keyword alignment, refresh creative assets, and run high-frequency A/B tests.
It also emphasised human review, saying media buyers oversee campaigns and work within each customer's brand and compliance requirements.
"Brand safety is paramount. Every campaign includes human oversight from experienced media buyers, and we work within each customer's brand and compliance requirements. We move as fast as their teams and systems allow," said Ashish Warty, Multiply's co-founder and CTO.
Market and platform shifts
Multiply's initial focus is Google Search and LinkedIn, two major channels for B2B marketing. It also pointed to emerging ad formats tied to generative AI products, including the prospect of "ChatGPT ads". Multiply says it is already helping customers prepare for those formats, and that its experimentation system can extend to conversational and AI-driven ad experiences.
Mayfield partner Patrick Salyer linked the pitch to broader shifts in how software and services are packaged for business customers.
"There is a major shift happening in the $50B B2B advertising market. Service-as-Software is redefining how companies grow, and Multiply has built the first AI model for B2B advertising. Instead of static campaigns managed manually, Multiply has become a compounding growth engine for every company it partners with," Salyer said.
Expansion plans
Multiply plans to expand beyond its current channel set and move toward an "omni-channel ad buyer" model for B2B companies. Its roadmap includes support for additional platforms, more frequent creative refresh cycles, cross-channel attribution, and automated budget allocation across ad channels.
Jayson described the company's ambition as continuous iteration and optimisation. "We help companies get discovered by their dream customers. To do this, we've built the world's most insatiable AI agent. Just like a great growth marketer, it's never satisfied. There's never enough pipeline. So it keeps learning, testing, and finding ways to get better," he said.