CASE STUDIES
How MAI agents grew Flamingo’s Google Ads investment 87% and ROAS 27%, then took on Meta.
Apparel · DTC and Marketplace eCommerce · Google Ads (Shopping + Demand Gen) and Meta Ads
Background
Flamingo (Flamingo Store, with Flamingals as its fast-fashion line) is a cross-border B2C apparel retailer. It sells through its own site and through marketplaces such as Amazon, shipping to customers across multiple regions. Paid media on Google and Meta drives new customer growth. MAI has managed Flamingo's Google Ads since 2025. In 2026, on the strength of those results, Flamingo handed MAI a significant share of its Meta advertising as well.
The problem
Before MAI, Flamingo was trying to grow internationally on its own. The team uploaded more product feeds to open new country markets, but rising taxes across Europe cut into margin and the incremental results did not justify the added work. Meanwhile, day-to-day campaign management was manual, and it was hard to tell whether the hours going into optimization were moving the numbers at all. The team saw a fit for AI. Ad optimization is a loop of collecting data, analyzing and testing optimizations, exactly the kind of work a model can be trained to do continuously. The open question was whether the improvement would be large enough to matter.
"We had tried to expand across countries and pushed more feeds into advertising, but the gains were small and the effort was high. Manual management was not showing us clear results. We are in the AI era, and ad optimization is a data problem. MAI is built to solve exactly that, so we decided to test it."
What MAI did
Started with Google Shopping.
MAI's agents took over Shopping first, managing product-level bidding and budget allocation across markets. Traffic rose significantly as the agents shifted spend toward the products and countries that converted.
Expanded into Demand Gen as Shopping stabilized.
Once Shopping results held, the agents layered in Demand Gen to reach shoppers earlier in the journey and feed demand back into Shopping. The pace of expansion was set by actual performance and available budget, not a fixed rollout calendar.
Ran the account end to end.
MAI now handles ad setup, budget allocation, ongoing optimization, and reporting, including account performance and purchase-path analysis that shows how customers move from first click to order. Flamingo's team reviews the insights and spends its own time on product selection and creative.
Took on Meta.
Based on the Google results, Flamingo brought MAI onto a significant portion of its Meta advertising in 2026, measured on the same cost and ROAS targets the team uses for Google.
Results
- +87% year-over-year Google Ads investment following the expansion from Shopping into Demand Gen
- +27% ROAS over the same period, with sales growth confirming the efficiency was real
- Scope expanded from Google Shopping only to Shopping, Demand Gen, and a significant share of Meta Ads
- Flamingo's team spends materially less time on ad management and has redirected that time to product selection and creative
"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."
What comes next
Flamingo's next step is to scale the Meta program under MAI. The team is evaluating additional channels to bring into MAI as growth targets expand.
More customer stories
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