Santosh
Valisetti
Co-founder & CTO, Bach.ai · Bengaluru, India
“The operator should be built by someone who has run the accounts by hand — and then never wants to again.”
years hands-on 3
ad accounts run 12+
before that Infosys
based in Bengaluru
Accounts don’t underperform from lack of effort.
They underperform from lack of systems.
Santosh Valisetti is the co-founder and CTO of Bach.ai (wittelsbach.ai), the agentic Meta Ads operator for e-commerce brands. An ex-Infosys backend engineer, he ran D2C ad accounts hands-on for three years (2023–2026) — audits, competitor research, media buying and weekly optimisation across 12+ accounts — before building Bach.ai end-to-end. He is based in Bengaluru, India.
The operator years · 2021 →
Ran by hand.
Then built the system.
The road to Bach — role by role, account by account
JUL 2021
Infosys
Backend and infrastructure engineering — microservices, Kubernetes, systems where reliability was non-negotiable.
Jul 2021 – Nov 2023
MAR 2023
the agency
Co-founds a performance marketing agency as COO: account audits, competitor research, media buying, weekly optimisation across Meta.
nine months in parallel with the Infosys role
MAR 2023 – MAR 2025
12+ accounts, by hand
D2C and education clients, end-to-end. The playbook — audit, competitor analysis, strategy, implementation — that later became Bach’s core loop.
brands never named, by agreement
MAR 2025
Bach AI begins
Co-founder & CTO. The system that runs the accounts, built by the person who ran them.
peak month
“Every rule the system enforces is a mistake I paid for manually first.”
FEB 2026
still operating
A yoga studio, a preschool and a retail account were still being run by hand the month the product build started.
MAY 2026
first design partner
A 30-person performance agency. Their one question was whether connecting an ad account was safe — the answer was a verified Meta developer app.
JUN 2026
caught my own product
Reach was over-reported 2.8× against live Meta data. Rebuilt the metrics pipeline and published the bug myself.
SEP 2026
Bach.ai is live
It audits the account, ranks every leak by money, and moves only when you approve.
Roles and dates are Santosh’s own record. Client brands are never named, and any number drawn from a client account is stated as anonymised.
Three years by hand
What the accounts
taught me.
Most leaks are self-inflicted. These are the ones I kept catching at 2 AM — and what Bach watches for now, before you approve anything.
Learning-phase resets
by hand, 2023 – 2026 — One edit to a working ad set and the algorithm starts over. The week’s spend goes to learning what it already knew.
in Bach, today — Bach checks which active ad sets are learning-limited and surfaces what that costs the account before a change is proposed.
Scaling into fatigue
by hand, 2023 – 2026 — Frequency climbs, click-through falls, and the budget goes up anyway because ROAS looked fine last week.
in Bach, today — Creative fatigue is read from frequency and declining click-through per ad, and the spend behind it is ranked by money.
Audience overlap
by hand, 2023 – 2026 — Two ad sets bidding against each other for the same people, and nobody notices until the cost per result drifts.
in Bach, today — Overlap risk is checked on every audit and, where Meta’s overlap data is available, the ad sets involved are named.
Budgets checked at 2 AM
by hand, 2023 – 2026 — The daily pacing spreadsheet. Overspend caught the next morning, underspend caught at month end.
in Bach, today — Guardian watches budget pacing live and proposes the correction — it still waits for your approval.
How it’s built
Three rules I don’t bend.
What Bach will and won’t do with your account — flip any card for the story behind the rule.
Why Bach exists
Effort was never
the problem.
Three years of manual operation led me to one conclusion: most ad accounts don’t underperform from lack of effort. They underperform from lack of systems. Marketing is still run on intuition, and I believe it should be run like infrastructure — predictable, systematic, measurable. Bach is that principle in production: it audits the account, cross-references the ads against the website, finds the revenue leaks and executes the fixes you approve — every action gated by you, every number traceable to its source.
3
years hands-on
Mar 2023 – Mar 2026 · own record
12+
client accounts
end-to-end · never named
first design partner: a 30-person agency
signed May 2026 · never named, by agreement
Writing & press
In the open.
Writes about performance-marketing systems, anonymised ad-account teardowns with real numbers, and building production software with AI agents.
Santosh Valisetti
Marketing is infrastructure.
Whenever you’re ready: Bach.ai can audit your ad account.
The other half of Bach.ai: Abhishek Pinninti, co-founder, bach.ai.
Roles and dates are Santosh’s own record. Client accounts are never named, and any number drawn from one is stated as anonymised.