Services Used:
Meet Mothercare
Mothercare is a mother and baby products retailer, offering a broad catalogue of essentials, baby brands and gear for parents and young children. Its website features categories such as baby fashion, feeding, baby care and bath, nursery, toys, travel and maternity products.
The brand also operates physical stores, giving customers both online and offline shopping options for baby clothing, maternity products and other parenting essentials.
The initial challenge
Mothercare SG partnered with First Page to increase purchase rate and conversions during the Q3 peak season, while staying competitive against marketplaces and major baby brands.
The campaign faced rising cost pressure. CPCs surged by 2 to 3 times in September, severely reducing ad efficiency and making it harder to maintain profitable purchase growth.
Returning revenue also dropped by more than 60% month-on-month in August, creating urgency to recover campaign performance before and during the peak sales period.
At the same time, competitor bidding weakened brand search performance. Mothercare needed to protect visibility for high-intent branded searches while improving efficiency across broader paid media activity.
First Page developed a paid media strategy focused on revenue efficiency, spend control and auction visibility.
The first priority was a Performance Max efficiency boost. First Page analysed campaign performance and reallocated budget into high-performing asset groups to improve revenue efficiency and support stronger purchase outcomes.
Next, the team implemented smarter search control. Keyword themes were streamlined to reduce wasted ad spend, improve CPC efficiency and strengthen CTR across paid search campaigns.
First Page also used an auction visibility play to defend market share. Branded search visibility was protected to ensure Mothercare remained visible when high-intent users searched for the brand during a competitive peak period.
Together, these efforts helped Mothercare SG improve impression share and ROAS despite rising competition and higher ad costs.
