CASE STUDIES
How MAI agents lifted Fanka’s peak-season Shopping ROAS 25% while expanding into new markets.
Women's Activewear · Global DTC eCommerce · Google Shopping
Background
Fanka is a women's activewear brand built on performance, comfort, and fabric technology. Its compression leggings and Body Sculpt line are the core of the catalog, and the brand ships to more than 40 countries from its Shopify store. As the business has grown internationally, Shopping Ads have become a key channel for reaching customers with strong purchase intent. Fanka began working with MAI in 2025 to manage its Shopping campaigns, starting in the US. As the partnership developed, MAI expanded market by market. Today MAI manages Fanka's Shopping advertising across the US, UK, Canada and Australia.
The problem
A growing catalog and a growing map made Shopping harder to run. Fanka needed to continuously evaluate product performance, allocate budget efficiently, and find room to scale, all while holding its ROI targets. Expansion beyond the US into more international markets multiplied that work. Manual optimization meant frequent monitoring and adjustment across a large number of products and markets. The team needed a solution that could respond faster to performance changes and surface opportunities more systematically. Could AI make optimization decisions reliably while keeping efficiency healthy? For Fanka, scaling spend only counts when ROI holds.
"Managing Shopping across an expanding catalog and more countries was getting harder every quarter. We did not want a tool that only reported and recommended. MAI actually runs the optimization day to day against our goals. Starting with the US and clear ROI expectations gave us a practical way to test it before we expanded."
What MAI did
Proved results in the US first.
The US is Fanka's largest and most important market, so it was the right place to test whether MAI's agents could manage performance and optimize product-level investment inside the team's targets. The first phase focused on reaching consistent ROI benchmark within the US that would give Fanka confidence to expand into additional markets with MAI.
Expanded market by market.
After the US, Fanka brought additional countries into the partnership one at a time, evaluating performance and operational needs in each. That let the team keep control while MAI took on a progressively larger share of its international Shopping operation.
Replaced periodic reviews with continuous optimization.
MAI's agents monitor Shopping performance across campaigns, products, and markets. They scale strong performers, pull back when efficiency slips, and surface where performance is changing so Fanka's team can focus on the decisions with the most business impact: market expansion, product priorities, promotions, and growth strategy.
Results
- +25% return on ad spend from Shopping placements during this year's peak season versus the prior period, on a stable level of spend
- Expanded from US Shopping only to multiple international markets
- A larger, more complex Shopping operation managed without a matching increase in manual optimization work
"During peak season, when competition and pressure are highest, MAI delivered a 25% increase in Shopping ROAS on roughly the same spend. We got significantly more value from the same investment. And as we have added markets, the manual work has not grown with them. That combination of efficiency and scalability is the biggest benefit of the partnership."
What comes next
Fanka plans to keep expanding both the markets and the capabilities it uses with MAI. As the brand grows internationally, it expects AI to play a larger role in spotting market and product opportunities faster, and is interested in AI-powered creative production and automated insight reporting.
More customer stories
Apparel "Scale went up, ROAS went up, and total sales grew with them. That is the combination we were looking for. MAI improved our results and saved us money, and my team got its time back for product and creative. Now we are scaling Meta with them, and we will bring more channels to MAI as we grow."
Julie Chen, CEO, Flamingo
Technology and privacy “With MAI, Search has finally become a significant driver of new customers, and within the first month of working with MAI we realized an agentic approach could scale up profitable Search traffic without sacrificing CAC efficiency.”
Pulkit Gupta · Head of Marketing, Cloaked
Premium self-care “Thanks MAI, this is a very encouraging result. Exactly the kind of value add we are looking for.”
Guy Pope-Mayell · Shakti Japan
E-bike “MAI's audit helped us identify opportunities in a simple way. The agents identified new segments we could spend into and a better way to structure our campaigns.”
Adam Zhang · CEO, Velotric