Israeli agencies ask me about Madgicx more than about any other tool. That makes sense. Madgicx was built in Herzliya, it has been around since 2018, and for years it was the standard answer to "what do Meta media buyers use?"
I run Toffu, so take this with that in mind. I'll still try to be fair, and there are cases where I'd tell you to pick Madgicx.
The short version
Madgicx is a Meta ads platform for ecommerce that added an AI agent on top. Toffu is an AI agent for agencies that works across the channels a client pays for.
If most of your spend is on Meta and most of your clients sell on Shopify, Madgicx was made for you. If you run Google, Meta, LinkedIn and monthly reports for twenty clients in different industries, you will find its edges fast.
What Madgicx does well
Their agent is called AI Marketer, which they describe as "your personal AI Meta ad agent". It goes through the account, suggests changes and asks before it acts. Around it is a toolset that has had years to mature: creative analytics, audience tools, a one-click report that also reads Google Ads, TikTok, GA4 and Shopify, and a server-side tracking add-on for the conversions the pixel misses. You can see the full list on the Madgicx site.
The Meta depth is not marketing. If your main question every morning is "which of these 40 creatives should get more budget?", Madgicx has worked on that question longer than almost anyone.
Where agencies hit the limits
Madgicx says it plainly: built for Meta. The reports read other channels, but the agent works inside Meta. In an agency, Meta is usually one line in the client's media plan. Next to it there is Google Search, LinkedIn for the B2B clients, and a monthly report that has to cover all of it.
Pricing is tied to ad spend. You enter your monthly spend and see the price inside the app. There is a 7-day trial, but no published agency plan. If you manage many accounts with different budgets, ask how the total works out before you commit.
How Toffu is different
Toffu is a chat agent, not a dashboard. You connect Google Ads, Meta, LinkedIn, Microsoft Ads, TikTok, GA4, Search Console and HubSpot once. Each client gets a separate workspace. Then you ask for the work the way you'd ask a team member, in English or Hebrew:
"Compare last week's CPA on Google and Meta for the dental client, and pause any ad group that spent more than ₪500 without a lead."
Toffu pulls the numbers from the platform APIs, shows you exactly what it wants to change, and waits for your approval before it writes anything.
What agencies use it for most is the work around the ads, which Madgicx doesn't try to cover. Weekly reports go out in the agency's own branding, on a schedule. A morning check runs on every account and only messages you when a budget is off pace, tracking broke or an ad got disapproved. Clients can ask questions on WhatsApp and get answers about their own account only. And each team member sees only the clients they're assigned to, with an audit log of every query and action.
Side by side
So which one?
Pick Madgicx if you are a Shopify brand or a Meta-only shop, your job is mostly creative testing and budget moves inside Meta, and you want tracking fixed in the same tool.
Pick Toffu if you are an agency, your clients spend on more than one platform, and what takes up your week is reports, checks and client questions more than bids. There's more on how agencies set it up on the agencies page.
Both are easy to test. Madgicx has its 7-day trial. Toffu has a free plan with 500 credits and no credit card. Connect one client and ask it for last month's report. You'll know within ten minutes if it fits.