How Healf achieved 26% higher POAS with MAI.
Health and Wellness Marketplace · Direct-to-Consumer · Google Ads
- Profit on ad spend (POAS)
- +26%
- Gross profit
- +19%
In a controlled Google Ads test, MAI’s autonomous agents delivered 19% more gross profit at similar overall ad spend by adjusting investment across Healf’s product portfolio.
Background
Healf, a fast-growing health and wellness marketplace, wanted to expand customer acquisition without sacrificing profitability. Across its large product portfolio, that meant deciding which products deserved more investment and when to pull back. Healf partnered with MAI to test whether autonomous AI agents could make those decisions more effectively than its existing campaign management approach.
The test
Healf and MAI divided a set of products into two comparable groups. The control group continued under Healf’s existing campaign management strategy, while MAI’s agents managed the test group over the same multi-week period. Performance was measured at the portfolio level to assess whether MAI’s investment decisions improved overall returns.
What MAI did
Shifted investment as performance changed
MAI’s agents evaluated product-level performance and adjusted campaign targets as results changed. They loosened constraints to scale promising products, tightened targets when returns weakened, and reduced or paused investment after sufficient evidence of underperformance.
MAI did not make every product perform better. It improved portfolio-level returns by changing where investment went.
Continued testing new opportunities
Alongside investing in proven performers, MAI’s agents continued testing products whose potential was still uncertain. These products needed traffic before the agents could assess whether they warranted further investment.
Results
Compared with the control group, the MAI-managed portfolio delivered:
- 26% higher profit on ad spend (POAS)
- 19% more gross profit
- Higher conversion volume at similar overall ad spend
These results show the impact of allocating investment more effectively across the product portfolio.
Created room to scale
The improvement in efficiency gave Healf room to pursue more volume. With stronger returns as a starting point, the team could increase investment while keeping performance within Healf’s profitability targets.
What comes next
Healf is now using MAI’s agents to manage campaigns across its product portfolio, with a focus on increasing spend within its POAS targets. The next step is to use MAI’s media mix modeling capabilities to inform budget allocation across channels.
