Turning a growing kids brand into a profitable eCommerce engine

Services

Performance Marketing

Ecommerce

Client

Popup Kids

Sector

Consumer & Retail

Question

How do you scale revenue for a kids eCommerce brand while maintaining profitability?

Answer

By combining data-driven campaign structures, machine learning-led audience targeting, and continuous optimisation across Meta and Google to drive consistent growth.

Popup Kids is an online retailer offering a curated collection of toys, gifts, clothing, and lifestyle products for babies and children. With a unique mix of independent Indian brands and international labels, the brand had strong product-market fit but needed a scalable performance marketing strategy to drive consistent growth.

Ting partnered with Popup Kids to build a performance-focused acquisition engine across Meta and Google, with a clear objective: increase revenue while improving Return on Ad Spend (ROAS). When we took over performance marketing, we restructured campaigns from the ground up, leveraging machine learning and data-led optimisation. The result: a dramatic improvement in ROAS, significant revenue growth, and a scalable engine built for long-term profitability.

Right platform, right product, right audience

Competing in a crowded category

The kids and baby eCommerce space in India is increasingly competitive, with large multi-category platforms and well-funded brands commanding significant share of voice. Popup Kids faced the challenge of driving high-quality traffic and converting it efficiently without the luxury of broad awareness budgets. Early campaign data revealed inconsistent ROAS, constrained revenue growth, and campaign structures that were not optimised for profitability or scale.

Building a growth engine, product by product

We took a results-first approach to campaign management — letting performance data guide every budget decision. As machine learning identified the highest-converting products within Meta and Google, we continuously reallocated spend toward what was working. Products and audience segments that demonstrated strong purchase signals received increased investment, while underperforming areas were deprioritised quickly. This data-led cycle of test, learn, and scale became the engine behind Popup Kids’s consistent revenue growth.

Built to convert, built to scale

Platform-first ad strategy

Shifted budget away from broad audience targeting and generic campaigns toward Meta Advantage+ Shopping and Google Performance Max. This approach leveraged machine learning to showcase products to the highest-converting segments, improving qualified traffic, purchase volume, and overall revenue growth.

Revenue-focused budget allocation

Identified and scaled top-performing products and audience segments to focus investment on proven revenue drivers. Budgets were continuously optimised based on profitability metrics rather than traffic volume, improving marketing efficiency and building a sustainable growth foundation.

Continuous performance optimisation

Implemented a continuous optimisation framework with regular creative testing, audience refinement, and campaign structure adjustments. By responding to performance signals and seasonal demand, we improved campaign efficiency, maximised returns, and maintained healthy ROAS levels throughout.