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How Cozy Crew Club grew revenue 41% YoY with a £21.24 CAC - without discounting
A UK baby clothing brand generating £790k in store revenue over 9 months using a paid acquisition system built on Meta and Google Ads - replacing discount dependency with a scalable, margin-positive growth model.
OUR RESULTS
THE PROBLEM
When this brand came to us in February 2025, they were trapped in a cycle that’s common in e-commerce: relying on discount codes and influencer campaigns to drive short bursts of revenue. It worked in the short term, but it was eroding margins and training customers to never buy at full price. They needed a reliable acquisition system - one that didn’t depend on who was posting that week or what was on sale.
WHAT WE DID
1. Audit & diagnosis
Mapped the full funnel to identify where discount dependency was embedded - in ad creative, offers, and email flows.
2. Paid acquisition architecture
Built a multi-channel paid system across Meta and Google Ads, structured around product categories with individual CAC targets (Tracksuits, Rompers, Newborn Gifting).
3. Creative & offer strategy
Replaced discount-led creative with product-first, value-driven ad content - testing across formats to identify scalable angles without margin sacrifice.
4. Ongoing optimisation
Weekly CAC reviews per category. Scaled budget into high-performing lines, pulled back on underperformers.
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THE RESULTS
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Revenue growth
Peak monthly revenue: £94k → £126k (+44%)
Total store revenue over period: £790,309
YoY revenue growth: 41%
Paid efficiency
Ad spend: £214,969
Ad-attributed revenue: £570,000
Average CAC: £21.24 (target: £22–£25)
Category performance
Tracksuits, Rompers, and Newborn Gifting all exceeded Allowable CAC targets - achieving CACs under £21 against benchmarks of £22–£25
"Thanks... feels like we’re in a great groove. Appreciate you and the team staying on top of performance"
FAQs
How did you reduce this brand’s reliance on discounts?
We rebuilt their paid acquisition system around product value rather than promotional pricing - using Meta and Google Ads creative that highlighted quality and brand story, not sale offers.
What was the ad spend to revenue ratio?
£214,969 in ad spend generated over £570,000 in attributed revenue - a 71.9% average ad dependency rate across the 9-month period.
How long did it take to see results?
The brand saw meaningful CAC improvement within the first 60 days. Peak monthly revenue increased 44% (£94k to £126k) over the full 9-month engagement.
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