Meet Baby Central SG
Baby Central Singapore sells baby and parenting products from multiple brands. Its Google Ads and Paid Social programme supports shoppers discovering products and returning to complete a purchase.
The Challenge
A multi-brand range requires relevant product discovery, with clear reporting across channels and currencies.
Navigating A Multi-Brand Catalogue
Baby Central Singapore serves shoppers looking for different brands, products and stages of parenting. Advertising needed to support that variety, helping customers find suitable products rather than send every visit through the same broad message.
Supporting Product Discovery Across Channels
Search could capture people already looking for a product, while social could introduce the range and bring customers back to explore. The channels needed to support the same store without assuming every shopper followed one fixed path to purchase.
Growing Sales With Clear Measurement
The business needed to assess store growth and advertising returns in Singapore dollars. Google and Meta attribution could overlap, so each channel's performance needed to be considered alongside Shopify's store totals, without adding them together as new revenue.
Our Approach
Our work for Baby Central SG brought together Google Ads, Paid Social.
Support product discovery
- Ran Google Ads for the Singapore catalogue, helping connect active product searches with the store's multi-brand range.
- Managed Paid Social alongside search, providing another route for customers to encounter the available products and return to explore.
Monitor ecommerce response
- Reviewed purchases and purchase value by platform, using Singapore-dollar returns to assess the advertising investment.
- Compared attributed returns with media spend and the store's wider performance, giving the business a view of each channel without double-counting its orders.
The Results
Growth In Overall Sales And Orders
The Shopify comparison recorded more sales and orders across the Singapore online shop. The online conversion rate also improved, supporting a stronger overall ecommerce result during the review window.
- Increase in online sales
- Increase in online orders
- Increase in online conversion rate
Enhanced Google Ads Performance
Compared with the initial two complete campaign months, Google Ads generated more purchase value and purchases while reducing cost per purchase. Media spend remained broadly steady across the comparison.
- Increase in Google Ads purchase value
- Increase in Google Ads purchases
- Reduction in cost per purchase
Growth In Paid Social Performance
The later two-month comparison recorded more purchases and purchase value from Meta. Purchase growth outpaced the increase in media spend, reducing the cost of acquiring a purchase.
- Increase in Meta-attributed purchases
- Increase in Meta purchase value
- Reduction in Meta cost per purchase
Client Feedback
“We’ve had a positive experience working with Uppercut for our e-commerce business in the baby products industry. Over the past few months, we’ve seen a steady improvement in our Google Ads ROAS, which has been very encouraging.”
