In the fast-moving world of infant retail, keeping up with demand while maintaining a healthy bottom line is a constant challenge.

For years, Baby Village, a trusted online retailer for baby essentials, faced the common e-commerce dilemma: how do you execute a sharp, dramatic climb in marketing spend without seeing your true profit margins erode? Their journey with ProfitPeak proves that you can scale the mountain without leaving your profitability behind in the valley.

After trying another attribution solution and triple checking the results, their results were stagnant like a beached whale. It all started looking upwards with ProfitPeak - as the Digital Marketing Manager of Baby Village, Julien Darmanthé, put it:

"I believe the standout change was definitely the restructure of our Google Ads account using ProfitPeak's product tagging. That really shifted performances for us.

It's made our advertising incredibly dynamic and product-led, and honestly feels like a very advanced and scalable way to approach bidding and allocation."

The Challenge: Misjudging the Summit with the Wrong Map

Like many in the eCommerce sector, Baby Village’s marketing team was heavily focused on achieving maximum Return on Ad Spend (ROAS). This metric, while useful, often gives a misleading view of the true colour of a business' financial health. Every time they tried to ramp up the budget—to push for the next ridge—they hit an unexpected landslide of diminishing returns or drove sales for low-margin products.

They needed to stop guessing which ropes to pull and start using the right catalogue of data to determine their most valuable routes. They lacked the critical intelligence to confidently pour fuel on their highest-value campaigns and were struggling to truly optimise their media spend for net profit, not just revenue.

Also read: Beyond Legacy: The Data-Driven Revolution Reshaping Australian Retail

The Solution: A Guided Ascent to True Profitability

Baby Village partnered with ProfitPeak to fundamentally rewire their Google campaign strategy. The key was a crucial shift in perspective: moving from platform-reported metrics (i.e. ROAS) to ProfitPeak’s profit first tracking (i.e. Profit Return On Ad Spend - PROAS). This gave them a clear, focused view of the mountain face, mapping their most profitable route.

1. Segmenting products into classes, automatically: Using the segmented product classes, Product Intelligence empowered Baby Village to tag these products in Shopify for their feed tool to optimise in campaigns and making sure adspend was going to the products worth scaling - the clear path to the summit.

2. Aggressive Scaling with Certainty: Being focused on profit metrics, the Baby Village team had the certainty to increase the ad spend on this high-growth campaign . It was an aggressive, but entirely informed, climb.

3. Focusing on Efficiency: ProfitPeak's continuous monitoring ensured the campaign was not just spending more, but spending smarter. They successfully scaled the budget while focusing on reducing the Cost Per Acquisition (CPA), proving you can gain altitude and improve your climbing efficiency simultaneously.

The Results: Conquering the Profit Peak

The shift in strategy delivered significant, measurable gains across the board during Black Friday Cyber Monday. Compared to the month before, Baby Village didn't just climb; they set a new storey of performance for their business, establishing a new record for sustainable scaling.

• Upped their Profit: Contribution Profit surged by +64.13%, a staggering increase that confirmed the quality of the revenue generated.

• Net Sales Soared: The high-growth campaign saw a massive +88.08% increase in Net Sales.

• Conversions jumped: +62.36%increase in orders.

• Average Order Value (AOV) stepped up: Higher-value purchases made at +15.85%.

• Total Engagement rose: With +59.87% in clicks from more intent-driven traffic than before.

• More New Customers: Identifying more parents at the right moment at +72.58%

  
  

The success of Baby Village is a powerful reminder that true, sustainable e-commerce growth is built on a clear, data-driven plan to scale the highest profit peaks.