Meet Ergobaby
Ergobaby sells baby carriers, bouncers and other products for families. Uppercut Digital's Google Ads work supported ecommerce demand, with platform results assessed alongside the store's own sales reporting.
The Challenge
Campaign performance needed to be understood in the context of product demand and promotions, rather than treating every store sale as an advertising result.
Responding To Product Demand
Parents research different carriers and baby products at different stages. Ergobaby's Google Ads programme needed to connect that demand with the Australian store's range, while recognising that promotions and product mix could affect purchasing behaviour.
Scaling Without Losing Return
Additional advertising spend needed to translate into stronger purchase value. The programme had to balance volume with efficiency, monitoring return on ad spend and cost per purchase as demand and campaign activity changed.
Connecting Campaign And Store Performance
Google Ads attribution provides one view of sales, while Shopify captures the wider store. Both were useful to understanding progress, provided the same order was not counted twice or every store sale treated as an advertising result.
Our Approach
Our work for Ergobaby brought together Google Ads.
Support product-led demand
- Managed Google Ads for the Australian store, connecting product demand with the available carrier range.
- Reviewed product performance alongside promotional activity, recognising that the offer and range both influence customers' purchasing decisions.
Assess scale and efficiency together
- Tracked purchase value and acquisition costs as advertising spend changed, keeping the commercial return central to the review.
- Compared complete periods to understand whether higher sales were accompanied by stronger efficiency, rather than assessing revenue growth in isolation.
Expand non-branded product discovery
- Developed search and Shopping coverage around baby-carrier categories and product needs, reaching shoppers who were not already searching for Ergobaby by name.
- Optimised the product feed and campaign structure so relevant products could compete for non-branded demand, alongside brand searches.
The Results
Growth In Overall Sales And Orders
Shopify recorded higher sales and more orders across the six-month online sales comparison. These are online business results, influenced by the product range, promotions and other channels as well as the advertising programme.
- Increase in online sales
- Increase in online orders
Enhanced Google Ads Performance
The quarter-on-quarter comparison shows purchase value growing faster than media spend. More purchases, a stronger return and a lower cost per purchase indicate that the Google Ads programme scaled with improved efficiency.
- Increase in Google Ads purchase value
- Increase in return on ad spend
- Reduction in cost per purchase
