How Outline Media Built a Predictable 8X+ ROAS Meta Ads Growth System for Babydoe.
Transforming volatile ad spend and ₹1,000+ acquisition costs into a repeatable, high-margin commercial engine delivering over ₹30,00,000 in tracked revenue at 8X+ average ROAS.
A premium product trapped by fragmented marketing.
Babydoe is an ambitious direct-to-consumer kidswear brand focused on stylish, premium clothing for children. The business had already earned loyal repeat buyers and strong organic satisfaction, but their paid customer acquisition had hit a frustrating ceiling.
For almost a year before partnering with Outline, Babydoe had been running Meta Ads through another agency. Budgets were being spent consistently month after month, but performance fluctuated wildly, reporting was opaque, and the founder had zero visibility into which ads were actually driving commercial sales. In short, campaigns were running without strategic direction.
What was holding the brand back.
1. High Cost Per Purchase
Acquisition costs had crossed ₹1,000 per purchase, severely eroding margins on lower-to-mid ticket orders and making scaling unprofitable.
2. Low and Unstable ROAS
Average returns hovered around 2.5X with sharp weekly dips, making continuous ad investment feel like high-risk gambling.
3. Messy, Unclear Reporting
Reports were delivered via bloated spreadsheets with vanity metrics, offering no actionable insights or strategic clarity.
4. Lack of Funnel Architecture
Ads were pushed purely for immediate direct purchases, with zero cold brand discovery, dynamic retargeting, or automated retention flows.
Building a structured, predictable growth engine.
The first step was radical simplification: no convoluted dashboards, no scattered campaigns, and zero guesswork. Within the first 24 hours, Outline restructured Babydoe's entire ad account from the ground up to establish a clean foundation for scale.
1. Smarter Audience Clustering: We analysed historical sales and engagement data to identify high-intent interest cohorts and parent profiles exhibiting verified buying behaviour. Instead of generic interest targeting, ad spend was focused on verified affinity segments.
2. Full-Funnel Campaign Architecture: Rather than running isolated sales ads, we built a cohesive customer journey separating cold acquisition, warm retargeting, lookalikes, and customer retention. Each stage was assigned dedicated creatives and custom messaging.
3. Creative-Led Strategy: Creative is the ultimate targeting lever. Outline directed product-focused video showcases, bestseller highlights, festive bundles, and social-proof UGC tailored to address parent hesitations directly in the feed.
4. Automated WhatsApp Retention: Past buyers were re-engaged through targeted WhatsApp broadcasts for new arrivals, limited-time festive drops, and abandoned cart follow-ups, driving repeat purchases with zero additional ad cost.
Direct from Meta Ads Manager.
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