Case Study  /  Maternity Sector

Facebook Ads that
actually paid back.

A 7x return on ad spend, a cost per customer under 8% of order value, and results that kept improving as the campaign scaled.

Industry
Maternity
Service
Facebook Ads
Duration
Ongoing
Market
UK National
Results

7xReturn on ad spend
<8%Cost per sale vs order value
£0.27Cost per click, week one
2xMore sales at 40% lower spend

The Challenge

A proven product. No structured way to find new customers.

This client had built an excellent reputation and a loyal customer base. What they lacked was a structured paid advertising approach to consistently reach new audiences without burning budget on untargeted spend.

Maternity is a high-trust, narrow-window category. Customers buy once. The decision is emotional. Getting the targeting and creative right before scaling was not optional — it was the whole job.

What We Did

Facebook Ads Management

We built cold audience campaigns through our Facebook Ads management service, targeting the right people at the right stage of their journey. We started with a deliberate low-spend test, validating the creative and targeting before committing meaningful budget, then scaled once the data confirmed it was working.

Creative led with the outcome the customer actually wants, not the product itself. In this category, that distinction makes an enormous difference to performance.

Midway through we transitioned from checkout to purchase optimisation, running both in parallel through the changeover to protect revenue continuity. This is where results sharpened considerably.

“We went from no structured paid acquisition to consistent sales in a matter of weeks. The campaign kept improving the longer it ran, and we wished we had started sooner.”

Client — Maternity Sector

Cold Audience Targeting
Creative Strategy
Campaign Build
A/B Testing
Funnel Optimisation
Weekly Reporting

The Results

Real numbers. No cherry-picking.

All figures from confirmed campaign data across a three-month period.

  • 7x ROAS on confirmed purchases by month three
  • Cost per customer under 8% of order value — the healthy eCommerce benchmark sits between 10% and 25%
  • £0.27 cost per click from cold audiences in week one — right targeting from day one
  • Purchase-optimised campaign delivered more than twice the confirmed sales at 40% lower spend
  • Cost per checkout improved to £8.77 at peak efficiency as the algorithm kept learning

Frequently asked questions

Do you run Facebook Ads for maternity brands?
Yes. We have built and managed Facebook Ads campaigns for businesses in the maternity sector, covering targeting, creative strategy, campaign structure, and ongoing optimisation.
What ROAS should a maternity brand expect?
Results vary by product and market. In this case study we achieved approximately 7x ROAS within three months. A well-structured campaign should target at minimum 2x to 3x before scaling decisions are made.
How long before Facebook Ads start working?
Most campaigns take two to four weeks to move through the learning phase. Premature changes can reset the algorithm. We monitor closely and let data drive every decision.
Do you work with product-based businesses in this space?
Yes. We work with product and service businesses across multiple sectors. If you have a proven product and want a structured paid acquisition channel, get in touch below.

Working in the maternity sector?

Book a call with one of our team.

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