Profitably Scaling a Baby Brand from the UK to EU & US
The Challenge This baby brand had strong traction in the
The Challenge This baby brand had strong traction in the
The Challenge A probiotic supplement brand experienced a noticeable sales
The Challenge A brand in the pain relief category was
The Challenge
A brand in the pain relief category was experiencing significant margin erosion due to rising FBA fees and aggressive pricing pressures. The heavy reliance on PPC advertising to drive sales resulted in high advertising costs, and every attempt to cut PPC spend led to a proportional decline in total sales while maintaining the same TACoS. The brand needed a strategy to shift their mix towards organic sales and reduce dependency on paid advertising to improve profitability.
Our Approach
Our team conducted a deep analysis of the PPC campaign structure and its effect on organic rank. We found that automation had optimised PPC campaigns for efficiency (low ACOS) but had not contributed meaningfully to organic ranking. To address this, we:
Mapped keyword spend and traffic data against organic rank to assess the impact of historical spend
Leveraged Search Query Performance (SQP) reports to determine brand share by keyword and identify areas of opportunity
Isolated high-potential keywords that were under-invested in but had strong rank potential.
Shifted budget allocation toward these focus keywords through Sponsored Products and Sponsored Brands, prioritising phrase and exact match targeting to build rank.
Implemented ASIN-targeting ads to capture conversions on competing product listings ranking for the same keywords
Conducted a cannibalisation analysis to identify instances where PPC spend was generating sales that would have occurred organically (e.g. branded searches), allowing for strategic budget reallocation
The Results
By refining the PPC strategy with an emphasis on organic rank improvement, we achieved the following outcomes:
Improved organic ranking for targeted high-potential keywords. We measured this using a weighted keyword rank metric that accounted for ranking across all keywords. Weighted keyword rank rose from 25.2 to 15.1
Reduced overall PPC reliance without sacrificing total sales. PPC sales % dropped from 60% to 45%
Lowered TACoS from 15% to 12%, leading to improved profitability.
Increased brand visibility in organic search results, leading to a more sustainable long-term growth strategy
This data-driven approach successfully balanced PPC efficiency with organic growth, allowing the brand to scale profitably while reducing its reliance on paid advertising.
The Challenge
A probiotic supplement brand experienced a noticeable sales decline, primarily due to a lack of focus on Subscribe & Save and short-term profit optimisation. Without a steady influx of repeat customers, revenue became overly reliant on one-time purchases, leading to inconsistent performance and stagnating growth.
Our Approach
To address this, we implemented a long-term strategy designed to increase S&S adoption and improve customer retention:
The Results
Our targeted approach successfully reversed the downward trend, with both subscriber count and revenue showing year-over-year growth (up from a 20% decline). By shifting focus toward retention and recurring revenue, the brand has built a more sustainable foundation for long-term profitability. Year-on-year revenue and profitability increased from -10% to +5% as a result, and continues to grow sustainably.
The Challenge
This baby brand had strong traction in the UK but had yet to expand internationally. With increasing demand in key markets like Germany, France, Italy, Spain, and the US, there was a clear opportunity for growth. However, international expansion required careful planning to ensure profitability, given market-specific competition, language barriers, and differing customer behaviors.
Our Approach
To scale the brand efficiently across multiple markets, we executed a structured, data-driven expansion strategy:
The Results
Through this structured approach, the brand successfully expanded from the UK into Germany, France, Italy, Spain, and the US. In just two years, revenue grew from £0.8M to £4M with profit margins staying above 20%, proving that a well-executed international expansion strategy can deliver sustainable, profitable growth.
