Test past the first channel
The account ran on Google Search alone. Once Bing was tested, it beat Google Search.
Healthwords.ai · HealthTech · SaaS / Subscriptions
Healthwords.ai: +88% new users in the first 3 months.
Twist took the Head of Growth seat at Healthwords.ai in April 2025, 1 to 2 days a week. The paid account ran on Google Search alone. Twist wrote a growth plan for 2 markets, added 4 channels and built an AI creative studio inside the marketing team.
- Engagement
- Fractional Head of Growth, 1 to 2 days a week
- Since
- April 2025
- Services
- Data & Strategy · Performance Marketing
- Channels
- Google · Meta · Bing · Apple Search Ads
Results · Head of Growth · since April 2025
- New users
- +88%
- May–Jul 2025 against Feb–Apr 2025 (GA4)
- Engaged sessions
- +90%
- same windows (GA4)
- New users a month
- 4.6×
- April to August 2025 (GA4)
- Blended cost per click
- −42%
- January to July 2026
It's like you were made for this.
Healthwords.ai: +88% new users in 3 months.
The hurdle
When Twist joined in late April 2025, the paid account ran on Google Search alone.
What we changed
In late April 2025 Twist wrote a growth plan for the UK and the US, with the budget broken down by channel.
Twist added Meta, Bing and Performance Max, and later Apple app campaigns. Bing beat Google Search.
From June 2025 it ran templated AI creative for paid social testing, an AI creative studio inside the marketing team.
The outcome
In the first 3 months, May to July 2025 against February to April, new users rose 88% and engaged sessions 90% (GA4). New users a month grew 4.6× in 4 months, from April to August 2025.
The growth came as paid activity widened, so each figure carries its window.
In 2026, with Twist on 1 to 2 days a week, blended cost per click fell 42% from January to July.
Learnings
3 things we'd do again.
Put creative on a test cycle
Templated creative made paid social testing part of every month from June 2025.
Show the window
Every figure here carries its dates and its source, so a reader can see when the growth happened.
Want results like this?
Share your ad account on screen and a senior operator audits it with you, live, in 30 minutes. If we're a fit and you want one, a sample 12-month plan follows within a week.
