Baby Boutique Client

Performance Summary

January was an exceptional month. Revenue grew 91.1% to R89,113.75 compared to December, while orders increased 71.2% to 72 completed purchases — all achieved with ad spend virtually unchanged at R5,174.58 (down just 0.2%). ROAS improved 91.4% to 17.22x, and cost per order fell 41.7% to R72.04. The combination of more volume, lower costs, and higher average order value (up 11.6% to R1,240.55) confirms that the campaign structure and bidding optimisations are compounding well.

What Worked

• Catch All PMax dominance: The broad Performance Max campaign drove the majority of results — R59,107.29 in revenue from 46 orders at a 17.44x ROAS. Its ability to find ready-to-buy shoppers across Search, Shopping, Display, and YouTube simultaneously made it the engine of January's growth.
• Newborn Essentials PMax efficiency: The dedicated Performance Max campaign for this product line achieved a 24.47x ROAS, generating R22,035.86 from just R900.64 in spend. This remains the most capital-efficient campaign in the account.
• Cape Town performance: Cape Town was the standout geographic performer, accounting for R38,528.85 in revenue (43% of total) from 29.83 orders at a cost per order of R66.93. The Western Cape audience is highly engaged and converts well.
• Mobile-first audience: Mobile devices drove 56.75 orders and R70,521.50 in revenue — over 79% of total account revenue — confirming this is a mobile-first customer base. Desktop contributed a meaningful R18,592.26 at a strong 15.08 orders.

Areas for Attention

• Summer Sleep Sacks asset group: The consolidated Summer Sleep Sacks PMax asset group delivered R15,123.45 from R1,161.84 in spend at a 13.02x ROAS across 165 clicks. Performance was solid overall, though the former winter-season creative assets underperformed in January — budget has been shifted toward the higher-converting summer sleep lines.
• Summer Sleep Sacks search campaign (new): The newly launched search campaign recorded 42 clicks and R1,794.00 in revenue at a 9.65x ROAS in its first weeks. Early signals are promising and it will be given more room to optimise into February.
• Centurion conversion efficiency: Centurion showed 82 clicks and only 2 orders (2.44% conversion rate) at a cost per order of R147.97 — well above the account average. Geographic bid adjustments should be considered for this area.

Looking Ahead

February priority is sustaining the PMax momentum and continuing to scale the Summer Sleep Sacks search campaign as it builds conversion history. The consolidated Summer Sleep Sacks asset group will be monitored closely to ensure the higher-performing summer creative continues to dominate budget allocation. Continuing to monitor Cape Town vs Gauteng performance will inform any geographic bid adjustments heading into Q1.