# Agency vs BYO (/docs/concepts/agency-vs-byo)



For each ad platform (Meta, TikTok, Apple Search) and each social account
(Instagram, TikTok, etc.), you'll choose one of:

* **Agency mode** — Layers manages the asset on your behalf via Business
  Center / partnership delegation. Ad spend is funded from the Layers wallet.
* **BYO (Bring Your Own)** — you OAuth your existing account. You retain
  ownership and pay the platform directly.

Choices are per-platform per-project. You can run Meta in agency mode and
TikTok in BYO; you can switch a platform between modes later.

## Agency mode [#agency-mode]

How it works:

1. Layers operates a Business Center / Business Manager.
2. You add Layers as a **Business Partner** and assign your ad account, page,
   pixel, and (for TikTok) the Events API token to Layers' Business Center.
3. Layers can now manage campaigns, creatives, and the pixel on your behalf
   without you handing over passwords.
4. Ad spend is billed against the Layers wallet (top up via card or ACH).

Pros:

* 5-minute setup. No platform-billing collection, no card on file with Meta /
  TikTok, no ad-account creation hassle.
* One invoice for ad spend across all platforms.
* Layers can fully automate optimization without OAuth refresh issues.
* You retain ownership of every asset — they're in your Business Center, not
  ours. Removing the partnership immediately revokes Layers' access.

Cons:

* A platform fee applies on top of media (see [billing](/docs/concepts/wallet-billing)).
* You must use Layers' wallet for funding (no platform-direct billing).
* Wallet balance gates spend — if it runs low, ads pause.

Best for: indie founders, sub-agencies, anyone who wants to delete tooling
and let Layers run end-to-end.

## BYO mode [#byo-mode]

How it works:

1. You connect your own ad account via OAuth (Meta, TikTok) or API key (Apple
   Search Ads).
2. Layers creates campaigns, ads, and creatives **inside your account**.
3. You pay the platform directly — Layers never touches your billing.

Pros:

* No platform fee. You only pay Layers' base subscription.
* Your existing ad-account history (audiences, learning data) is preserved.
* You can use Meta / TikTok billing-credit lines or rebates you've negotiated.

Cons:

* You're responsible for ad-account health (token expiry, ad-account
  restrictions, wallet decline).
* More configuration up front (CAPI tokens, vault, Pixel ID per layer).

Best for: established advertisers with ad-account history they don't want to
lose, anyone uncomfortable with Layers in the billing loop.

## How to pick [#how-to-pick]

| You are                                    | Pick                                                      |
| ------------------------------------------ | --------------------------------------------------------- |
| Indie founder who wants setup in minutes   | Agency on all platforms                                   |
| Performance team with existing ad accounts | BYO on the platforms you already run                      |
| Agency serving clients                     | Agency mode (so you can manage all clients in one wallet) |
| Existing MMP (AppsFlyer / Adjust / Branch) | BYO (preserves existing pixels & history)                 |

## Switching modes [#switching-modes]

You can switch a platform between modes by reinstalling that ad layer with the
new mode. Layers does **not** automatically migrate campaigns between modes —
you'd want to drain spend from the old account, then start fresh in the new
mode. Coordinate with support if you need a clean handoff.

See per-platform setup guides:

* [Meta agency setup](/docs/paid-media/meta-setup#agency)
* [Meta BYO setup](/docs/paid-media/meta-setup#byo)
* [TikTok agency setup](/docs/paid-media/tiktok-setup#agency)
* [TikTok BYO setup](/docs/paid-media/tiktok-setup#byo)
* [Apple Search Ads setup](/docs/paid-media/apple-setup)