Optmyzr earned its place. It started in 2013, it was co-founded by Frederick Vallaeys, who was Google's first AdWords evangelist, and a lot of PPC people I respect have used it for years. If you search for anything about PPC automation, you'll find one of their posts near the top.
So this isn't a "they're old, we're new" post. The two products start from different assumptions, and which assumption fits your team is the whole decision.
Two different assumptions
Optmyzr assumes you're a PPC specialist. You know what needs to happen in the account, and you want to do it faster and on more accounts. So it gives you tools: a rule engine, one-click optimizations, budget pacing, audits, scripts, and reports. It covers Google, Microsoft, Amazon, Meta, LinkedIn and TikTok.
Toffu assumes you want the work done. You describe the outcome, and the agent figures out the steps, pulls the data, and comes back with a result or a change for you to approve.
Here's the same job done both ways. Say you want to know every Monday which clients are pacing more than 15% off budget.
In Optmyzr, you set up budget pacing per account, define the thresholds and alerts, and check the view.
In Toffu, you write one sentence: "Every Monday at 8, check budget pacing for all clients and send me on Slack the ones more than 15% off." That becomes a scheduled task. Nothing to configure beyond the sentence.
Neither way is wrong. If you enjoy building rules and you want control at that level, the toolbox is better. If nobody on your team has time to build rules for 30 accounts, the sentence is better.
AI in both products
Optmyzr has added AI in a careful way. Sidekick is a copilot inside the product. There's also a connector that brings live Optmyzr data into Claude. Their line is "no changes without your approval, ever," and in the Claude connector the only write action is adding keywords, each one approved in a preview card.
Toffu asks for approval before changes too, by default. The difference is scope. Toffu can create and edit campaigns, ad groups, ads, keywords and budgets across Google Ads, Meta, LinkedIn and more, and each change is shown to you before it runs.
Beyond PPC
Optmyzr is a PPC product, and it's deep. Toffu covers the rest of what an agency does for a client, too: GA4 and Search Console analysis, CRM data from HubSpot, white-label reports and decks, and client questions answered on WhatsApp, scoped to that client's data only.
For a pure PPC shop this might not matter. For an agency that sells search, social, SEO and reporting as one retainer, it's most of the week.
Side by side
Which one fits you
Optmyzr is the safer choice for an experienced PPC team that wants rule-level control, runs Amazon Ads, and already knows exactly what it wants to automate.
Toffu fits better when your team is small for the number of clients you carry, when one person handles search, social and reporting for the same client, or when you want the agent to do the task and not only help you do it.
If you're not sure, try the same real task in both. Take one client's budget pacing or last month's search terms and see which one gets you to a finished result with less of your time. Start free on Toffu, or read how agencies set it up.