The Challenge
Mothercare needed to strengthen its online performance amid growing digital competition in the parenting industry. It aimed to increase ecommerce revenue and brand visibility while maintaining strong cost efficiency and conversion rates, to meet a return on ad spend (ROAS) target above 20x.
At the same time, Mothercare needed customer engagement and long-term loyalty to become the go-to parenting brand in Malaysia.
Our Approach
Primal executed a performance-driven strategy using search engine marketing (SEM) and Performance Max campaigns to capture high-intent demand and maximise ecommerce conversions. Campaign structures, bidding and audience signals were continuously optimised to ensure efficient spend and scalable revenue growth.
Throughout the campaign period, Primal maintained a strong focus on profitability, consistently achieving ROAS above 20x each month.
Outcomes Achieved
- 28.53xReturn on Ad Spend (ROAS) on Google Ads
- 1.1MNew Users
- 22.10%Increase in First Time Purchasers
Key Insights
- Mothercare wanted more ecommerce revenue and brand visibility, with ROAS held above a target of 20x.
- Search and Performance Max campaigns captured high-intent demand, with structure, bidding and audience signals optimised throughout.
- ROAS stayed above 20x every month of the campaign period.
