35%
increase in profit MoM
30%
increase in ad spend MoM
11%
Baby’s Luxury Lane is a fast-growing eCommerce brand offering premium baby products for modern parents across Australia. With a product mix that ranges from breast pumps to portable warmers, the brand stands out by offering stylish, functional solutions that parents genuinely rave about.
When Baby’s Luxury Lane partnered with Defiant Digital, they were profitable but hitting a ceiling. Their creative assets were underwhelming, Google spend wasn’t being optimised across margin tiers, and revenue growth had slowed. To scale profitably, they needed better creative, a sharper cross-platform spend strategy, and a clear approach to growth that could support demand without diluting performance.
Baby’s Luxury Lane came to Defiant with solid traction and strong product-market fit, but performance had started to stagnate. There was no consistent brand identity across ads, asset quality was low, and growth was mostly driven by luck rather than structure. Our goal was to bring creative, media and margin strategy into alignment so the brand could scale without compromising profitability:
We rebuilt the entire creative system from the ground up. Baby’s Luxury Lane had no visual identity, so our team developed a brand look and feel, then rolled out testimonial-based, community-led ad formats. These UGC-driven creatives used real feedback and social proof to drive trust and relatability, helping us break through the noise and scale with authenticity.
After a deep performance and cost analysis, we found that the brand’s most profitable returns came when Google accounted for around 60% of total ad spend. We restructured the budget split between Meta and Google to reflect that ratio, allowing us to scale without tanking MER. This alignment between spend and efficiency created a smarter, more predictable growth model.
We launched a dedicated shopping campaign on Google built around five of the brand’s most profitable products. This allowed us to control bids, optimise for profit, and push only the most valuable items. One of those products; being a breast pump not even in the top 3, became the number one seller and sold out completely, proving the power of aligning media buying with margin.
To increase profitability without adding more ad spend, we recommended a simple AOV uplift strategy. We introduced upsells across the site and saw AOV climb by 10% in just one month. This increase also had a compounding effect, unlocking a 35% profit jump despite a slight MER dip. It turned every sale into a more valuable transaction.
In August, we scaled spend by 30% but didn’t chase vanity metrics. Instead of fighting to maintain a static MER, we focused on real net profit. The result: a 35% lift in profit. This shift proved that growth is sustainable when you focus on margin, not just revenue or ROAS.
