Every vertical has its own maths, its own policy traps and its own definition of a good result. Here is what running Google Ads for a eCommerce brand in this space actually involves.
Baby and kids has a built-in expiry date. A customer buying newborn clothing is out of that size in twelve weeks, which means your product range has to keep pace with their child or the relationship ends. That makes lifecycle sequencing worth more than any targeting change.
What I report on: Repeat purchase rate across a customer who ages out of your range within months.
Personal attribute targeting around pregnancy and parenting is restricted on Meta and gets accounts flagged. Safety claims are policy-sensitive. Gifting buyers and parent buyers behave completely differently and should never share a campaign.
Same vertical, different costs and rules depending on the market you sell into.
Benchmarks in USD, plus what CCPA and CPRA in California, with a growing patchwork of state privacy laws in Virginia, Colorado, Connecticut, Utah and Texas means for your tracking.
Benchmarks in GBP, plus what UK GDPR and the Privacy and Electronic Communications Regulations means for your tracking.
Benchmarks in AUD, plus what the Privacy Act 1988 and the Australian Privacy Principles means for your tracking.
Every market is listed on the Google Ads hub, or see how Meta Ads works for Baby & kids.
Lifecycle sequencing. Segment by purchase date and age stage, then advertise the next size or stage before they go looking. This is where the profit is in this category.
Pregnancy and parenting attributes are sensitive on Meta. Building creative that speaks to the need without targeting the personal characteristic keeps the account safe.
Yes. They buy once, at higher value, around occasions. Parents buy repeatedly at lower value. Mixing them makes both look mediocre.
No honest answer exists without seeing your margins and repeat rate. What I can say is that judging this category on first-order ROAS will make profitable campaigns look like failures.
Bring your numbers. I will tell you what I would change first, whether or not you end up working with me.
Book a free strategy call →Meta creates demand, Google captures it. Running one without the other usually means paying twice for the same customer — once to introduce them, once to close them.
How Meta and Google work together for baby & kids, what each is responsible for, and how the budget gets split between them.
The same market from the other side of the funnel — different intent, different costs, different job to do.
Not sure which channel is letting you down? A written review tells you where the money is actually going before you commit to anything.