4.3x
Revenue growth in fourteen months
Revenue and media investment both grew roughly fourfold while audience quality held.
D2C BABY CARE · PERFORMANCE MEDIA
4.3x revenue growth in fourteen months, across Meta and Google.
Allter needed to restart month-on-month growth without weakening ROAS. We deepened the Meta account, introduced Google into the mix and built a broader path from discovery to repeatable order volume.
See how we got there- Category
- D2C baby care
- Scope
- Meta, Google and creative testing
- Objective
- Restart growth while maintaining ROAS
- Engagement
- Fourteen-month scale programme
revenue growth
of account expansion
approximate media scale
connected acquisition mix
01 · THE BRIEF
Restart growth without trading away efficiency.
The account needed more demand sources and more room to learn.
Allter wanted consistent month-on-month sales growth across Facebook and Google while maintaining return on ad spend.
Revenue had been static for several months. The opportunity was to rebuild audience discovery on Meta and introduce Google as a serious source of high-intent demand.
THE GROWTH QUESTION
How do you move a plateaued D2C account back into growth while protecting audience quality?
02 · THE CONSTRAINT
Three frictions stood between potential and scale.
A competitive category
The diaper market combines entrenched brands, education needs and a high bar for product trust.
Revenue had plateaued
The existing account was no longer producing consistent month-on-month expansion.
Google was missing
Meta carried the acquisition load while active search and shopping demand remained underused.
“The next growth curve required more audiences on Meta and a new source of intent on Google.”
03 · THE SYSTEM
Expand audience discovery and capture the demand it creates.
Meta and Google were given complementary roles, with testing and retargeting connecting the journey between them.
Segment Meta audiences
Interest groups were separated and budgets were adjusted around the audiences producing stronger performance.
Open new discovery pools
New audience tests, indirect targeting and Advantage+ campaigns expanded reach beyond the familiar segments.
Make retargeting more useful
Website and social engagers received messages designed for upsell, reconsideration and the next purchase.
Build the Google mix
Brand Search and Performance Max created the base, followed by Shopping, Demand Gen and YouTube tests.
Parent need→
Audience test→
Meta discovery→
Google capture→
Order quality
Advantage+ and CBO introduced
Indirect audiences expanded reach
Search, PMax, Shopping and video tested
04 · THE OUTCOME
4.3xREVENUE GROWTH IN FOURTEEN MONTHSGrowth returned without losing sight of audience quality.
Allter grew revenue by nearly 4.3x over fourteen months. Media investment and revenue both expanded roughly fourfold.
Order volume rose throughout the optimisation period while audience quality held, giving the brand a broader base for continued growth.
05 · WHY IT WORKED
The result came from a system, not a single tactic.
Audience testing reopened growth
Direct and indirect segments gave Meta more room to find efficient buyers.
Google captured active demand
Search and commerce campaigns complemented Meta's discovery strength.
Quality stayed on the scoreboard
Scale was judged through order volume, revenue and the audiences producing them.
The plateau broke when discovery and demand capture began working as one portfolio.
YOUR NEXT GROWTH CHAPTER
Has your D2C growth curve started to flatten?
Bring us the account history, the channel mix and the unit economics. We will help you find the next source of demand.
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