Ethos Veterinary Health
Overview
Ethos Veterinary Health, part of the National Veterinary Association (NVA), operates more than 140 specialty and emergency veterinary hospitals across North America. As a long-standing COOL customer, Ethos wanted to determine whether AI-driven campaign optimization could outperform years of proven, manually managed digital campaigns.
To measure the impact, COOL AI was deployed alongside existing campaigns in a controlled test, enabling direct comparison between human-led and AI-led creative, media and optimizations.
Strategy
COOL AI continuously learns and optimizes performance in real time. This always-on optimization approach transformed campaign management from periodic human intervention into an intelligent learning system that adapts in real time to improve outcomes.
Over a three-week period, COOL AI executed more than 8,600 optimizations, enabling a level of performance tuning and decision-making impossible through manual campaign management alone
Key optimization strategies included:
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Continuous optimization across creatives, bids, budgets, and targeting
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Real-time keyword refinement and negative keyword pruning
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Dynamic budget allocation toward the highest-performing audiences and segments
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Ongoing creative rotation and performance-based adjustments
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Dayparting and geo-level optimization based on live campaign signals
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Automated AI decision-making across multiple campaign variables simultaneously
Results
The results demonstrate the power of AI-scale decisioning. By continuously analyzing signals and executing thousands of optimizations across creative, media, and targeting, COOL AI outperformed years of manual campaign management and delivered measurable improvements in both performance and lead quality.
