Software / Apps & Tools
Weather Pulse
Weather Pulse is a desktop tool for weather-based advertising: it ties Meta (Facebook and Instagram) ad spend to live weather, automatically bringing campaigns online and scaling budget for HVAC, roofing, home-services and other weather-driven businesses as demand builds.
Role
Designer, Full-Stack Developer
Start Date
January 2025
End Date
March 2025
Client
Undisclosed
01
The Problem
Demand for whole categories of business rises and falls with the weather, but ad spend almost never moves with it. By the time someone notices the heat wave and logs into Ads Manager, the window is half gone.
The link between weather and buying is well documented. Peer-reviewed research finds the probability of buying an air-conditioner rises more than 5% once it gets up past ~90°F (Nature Communications, 2022). Storm damage sends roofing and home-services demand spiking: State Farm alone paid more than $5.6B in hail claims in 2025. Even general retail swings hard: a San Francisco Fed study found a bad-weather day can cut a store's sales by 25–40%, with online orders failing to make up the difference.
Yet the major ad platforms don't help you act on it: neither Meta nor Google offers native weather targeting. The only way to spend against the weather is to watch it yourself and move budget by hand, which doesn't scale, doesn't react fast enough, and never compounds the way a sustained weather pattern actually does.
Timing
Demand spikes are short and front-loaded; spend that arrives late captures the tail, not the surge.
No native tooling
Meta and Google have no weather setting, so every advertiser is left to react manually, or not at all.
Sustained vs. spike
A single hot day is noise; a week of it changes behavior. Manual management rarely treats those differently.
Accountability
Spend that moves on its own has to be reviewable: every automated decision needs a reason attached.
02
The Approach
Weather Pulse was built around a single principle: the operator defines the policy, and the system enforces it continuously, without anyone watching the radar. It isn't a black box that tunes itself. A person sets every rule, and the tool logs every action it takes against the weather that prompted it.
- 01
Live dashboard
One screen for current conditions, every campaign's live state, and the budget in play right now.
- 02
Rule engine
Operators author the policy, which conditions matter and how budget should respond, instead of reacting to the forecast by hand.
- 03
Spend forecaster
Model what a stretch of weather would cost under your own rules before a dollar goes live.
- 04
Audit log
Every automated start, scale, and pause is written down next to the weather that triggered it.
Watch
Rules
Act
Log
A weather signal becomes an ad action, and leaves a paper trail.
03
Signature Move
What makes this project distinct
Weather-Triggered Spend
Modules
- Strategy Breakdown
- UI Flow
- Brand System
The principle
Nothing here is by accident — every detail is a decision.
Want a system this
intentional for your project?
04
The System / Deliverables
05
Outcome
Weather is one of the strongest demand signals in advertising: peer-reviewed work ties sustained heat and storms to measurable jumps in buying, and the major platforms still give you no way to spend against it. That's the gap Weather Pulse closes. If your business lives and dies by the forecast, HVAC, roofing and home services, or seasonal and outdoor brands, this can be set up for you.
Weather-driven business?
Spend on the weather.
For HVAC, roofing, and any business whose demand moves with the weather: let's wire your Meta ads to the forecast.