One campaign adjustment might have little impact on performance, but when AI can make thousands of optimizations continuously, the results are significant.
At Advertising Week New York, two customers shared what that looks like in practice. One expanded its use of COOL AI from three locations to more than 470 after significant campaign performance. The other increased ROAS by 67% and saw a 15% increase in conversions.
Steve Clouthier, Chief Growth Officer at Ethos Vet Care, part of National Veterinary Associates (NVA), and Miles Penn, Founder and CEO of MTailor, joined The COOL Company Founder & CEO Zack Dugow onstage at the Scale Up Lounge to share what they’ve learned along the way.
Watch the full fireside conversation at the Scale Up Lounge at Advertising Week New York. ↓
Scaling the AI Advantage: NVA’s AI Success Story
When Steve joined Zack onstage at POSSIBLE earlier this year, National Veterinary Associates (NVA) was already seeing promising results from COOL AI. Months later at Advertising Week, he had a much bigger story to tell.
NVA started with just three locations before expanding to 29, where it tested COOL AI against a control group of hospitals. The difference was hard to ignore:
- 51% more daily calls
- 59% more call conversions
- 41% lower cost per call compared with the benchmark.
The team also learned that by adjusting COOL AI to prioritize phone calls, it could increase call volume without a significant increase in cost per click. But as Steve explained, the ultimate goal goes beyond campaign performance: “My CEO doesn’t necessarily care about impressions or clicks or calls. He cares about visits and revenue… and we’re getting more visits, more revenue from the hospitals that are using AI versus those that aren’t.”
NVA has since expanded COOL AI to more than 470 locations and is exploring how to use hospital capacity data to direct more advertising spend toward locations that need patients, and pull back where hospitals are already full.
See how NVA scaled COOL AI across hundreds of local markets, including the 130,000+ campaign optimizations behind the results.
More Clicks. More Conversions. Stronger ROAS.
For MTailor, the challenge was different. The custom clothing retailer wanted to drive stronger ecommerce performance while improving ROAS.
COOL AI went to work on MTailor’s existing campaigns, making over 1,600 optimizations across bids, search terms, targeting, and budgets. The results exceeded Miles’s expectations:
- ROAS increased 67%,
- Clicks rose 44%
- Conversions grew 15%.
“We were struggling to improve the ROAS numbers and those have gone up, honestly a lot more than I would have expected,“ Miles explained. He also shared how COOL AI is helping the company discover demand for products it might otherwise have overlooked, giving MTailor a better understanding of what customers want and where it has room to grow.
Get a closer look at the optimizations that helped MTailor increase ROAS by 67%.
Thousands of Decisions. Better Results.
COOL AI can make hundreds or thousands of optimizations, continuously adjusting bids, budgets, targeting, and creative based on performance. That’s a lot of decisions for any team to manage manually. With COOL AI, customers set the goals and guardrails while the technology handles the ongoing optimization as conditions change.
NVA and MTailor are finding that the benefits of COOL AI extend beyond better campaign performance. They can change where a business invests its advertising dollars, which customers it reaches, and how it responds to demand.
