For years, I ran a successful digital marketing agency. One of our favorite clients was a premium matcha tea online store. My team and I loved working with them – not just because of the product, but because they created incredibly beautiful content. Every photo and video they made was a work of art.
The challenge that started it all
Even though the content was gorgeous, our ad results were stuck:
- ROAS: hovered around 8
- Average CPA: 2,800 Ft
- My team and I could only check on campaigns 4-5 times a week.
- We tested 10-15 new creative variations weekly.
We were frustrated. We knew we could do better, but we simply didn't have enough time to optimize every campaign as often as we wanted.
At this point, Suhi and I had been developing Infinite∞Ad for a while, but we were only using it for traffic generation, without AI. One day, we chatted: 'What if we tried it out for e-commerce too?'
Then it hit us: AI models were just blowing up around that time. We saw the opportunity together – we needed to integrate content creation, recognizing expiring promotions, and, critically, automate Meta policy checks. We knew we could create something special.
The test that changed our lives
We decided to test our AI-powered system on a matcha tea webshop. It was our first time using it for e-commerce campaigns, and with freshly integrated AI models too! We ran our manual campaigns alongside it and let the AI give it a shot.
I kept bugging Suhit by sending him screenshots of the Meta results. “Check out this ROAS!” “Is this CPA really that low?” I just couldn't believe the results:
Our results (manual management):
ROAS: 8
Average CPA: 2,800 Ft
Infinite∞Ad AI's results:
ROAS: 10-12 (a 25-50% improvement!)
Average CPA: 1,200 Ft (a 57% decrease!)
So, what was the secret?
1. Videos finally worked their magic
For matcha, it turned out videos were the way to go – but not just any videos. The AI figured out something I missed: you need to create 5 different ads from each video, with different texts and calls to action. The same beautiful matcha-making video spoke to the audience in 5 unique ways.
2. Managing audiences all at once
We used Advantage+ audiences, cold targeting, segments for matcha and coffee lovers, customer lookalikes, and retargeting. But here's where the AI really shined: it instantly launched every post to all audiences and watched to see which ones performed best where.
We definitely couldn't have done this manually. When you have 20 posts x 5 ad variations x 5 audiences = 500 combinations running at the same time, and they're optimizing every 15 minutes... well, even our team couldn't keep up with that!
3. Speed is everything
While we could only check on campaigns 4-5 times a week, the AI optimized every 15 minutes. That's 96 optimizations a day! It immediately stopped anything that wasn't working and moved the budget to the winning combinations.
It was like having 100 campaign managers working non-stop, but they never got tired or made mistakes.
After our past of just driving traffic, this was a real breakthrough. Finally, we could not only direct traffic but also convert it effectively.
The tough decision
Based on this experience, plus data and results we saw with other webshops and clients, I called a full team meeting one day. The numbers were crystal clear. No matter what we did, we couldn't even come close to the AI's results.
We had two choices:
- Keep the agency going and use the software as a competitive edge
- Close the agency and put all our energy into developing the software
It was a tough decision because we had to let go of a lot of clients we cared about, but the team unanimously chose the second option. If our own software is that much better than us, just imagine how much it can help others!
What did we learn from all this?
1. Ego is your biggest enemy
Honestly, it stung for all of us at first. We spent years perfecting our skills, only to have a program outdo us. But we had to realize: it's not about who does the work, it's about what's best for our clients.
2. Human Creativity + AI Speed = A Winning Combo
The stunning content for the matcha webshop was still made by people. But how do those turn into 500 different ad variations with perfect targeting? That's where AI steps in.
The biggest breakthrough happened when we integrated AI models. We didn't just drive traffic; we also automated content creation, recognized expiring promotions, and even checked for Meta policy compliance.
3. Sometimes the Biggest Success Means Closing a Door
Closing the agency was a tough but necessary call. Today, Infinite∞Ad is helping more and more online stores hit results they only used to dream about.
Epilogue
The matcha tea webshop still uses Infinite∞Ad today, consistently hitting a 10+ ROAS. And us? We're not optimizing campaigns at 2 AM anymore. Instead, we're busy developing the system with Suhi and the team that does all this for us – and for you!
This story isn't about AI taking our jobs. It's about freeing us up to do what we're really good at: creating, building strategies, and helping others become more successful.
Dávid Lencsés Founder of Infinite∞Ad (and former agency owner, who, along with his team, was outsmarted by their own software)
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