Year-on-Year Facebook Ads Growth for a

Baby & Children’s Boutique

When I first began managing ads for this independent baby and children’s boutique (average order value £26), the focus was on maximising returns by pushing for a higher AOV. The idea was simple: if we could get customers to spend more in a single purchase, we’d drive stronger returns on the ad spend.

But what quickly became clear was that this strategy didn’t align with the boutique’s customer base. Their audience tends to be lower spenders, choosing thoughtful, smaller purchases over big-ticket baskets. Instead of trying to change the customer’s natural buying behaviour, I pivoted the strategy towards reducing the cost per purchase while keeping conversions strong.

Creative-Led Efficiency

We invested heavily in strong, scroll-stopping creative that resonated with parents and gift buyers. By focusing on engaging ad formats and relatable messaging, we were able to drive down the cost per purchase by 21% year-on-year — meaning the boutique is now selling more without increasing the cost to acquire each customer.

Embracing Meta’s Andromeda Ads Delivery Engine

A big shift this year has been the move towards Meta’s new Andromeda delivery engine. This personalised ads retrieval system is designed to improve how ads are selected and presented to users.

While it took a couple of months to settle in, the results have been worth the wait. Looking at year-on-year figures for September, all key performance indicators are showing growth:

• Spend: +49% (£652 → £972)

• Purchases: +89% (64 → 121)

• ROAS: +9% (2.88X → 3.14X)

• Cost per purchase: –21% (£10.19 → £8.04)

• CTR: +5% (2.48% → 2.61%)

These gains give the account the strongest foundation it’s had heading into Q4, the most critical period for retail.

Looking Ahead: Website Optimisation & Scaling

The client is also preparing to roll out a new Shopify theme update, which will improve the customer journey and overall site experience. Once this update is live, the combination of optimised ads performance and an improved website funnel will put the boutique in the perfect position to scale further and achieve long-term, sustainable results.

By aligning the ad strategy with the customer base, focusing on cost efficiency, and embracing new delivery systems like Andromeda, this baby & children’s boutique has built the perfect springboard for growth heading into Q4 and beyond.