Thinking
January 2, 2026
Read time:
3 Minutes
Most e-commerce founders believe that once they hit a certain point, scaling is simply a matter of increasing the budget on Meta.
But as My Carry Potty found, aggressive scaling usually exposes the cracks in a traditional account setup. When we began working with them, they were facing a plateau common to established UK brands - their ads performance was too volatile, and they had no retention marketing in place to capture the traffic they were paying for and increase CVR%.
Instead of just looking for ‘more ads’ - they needed a strategy that could handle a 700% increase in spend without the MER dropping.
The Strategy
- The Meta Andromeda Shift
We consolidated the account to follow Andromeda best practices, reducing auction competition and stabilising the learning phase. Earlier restructures hadn’t moved the needle, but adopting a simpler structure with fresh hooks we scaled performance during peak season.
- Product-Aware Creative
Analysis showed a strong halo effect - most users were already product-aware. We cut inefficient Awareness spend and shifted the budget toward Conversions. Instead of generic brand discovery, we launched high-intent UGC focused on objection handling and comparison angles to give parents a real reason to choose this product over others.
- Retention Strategy Install
The brand did not actively use Klaviyo prior to working with us, so we built their entire email stack from scratch. By implementing age-bracketed automated flows tailored to toddler lifecycle stages, we ensured that 20% of total brand revenue was protected by a channel with no additional acquisition costs.
The Bottom Line
During the peak window of Nov 2025, we smashed record growth:
- Total Monthly Revenue increased +235% YoY (Over 3x growth)
- Meta Conversion Value increased +1,150%
- Meta Ad Spend scaled +700%
- Purchases increased +1,132%
- The Email List grew to 20,104 active subscribers
- Email flows now drive 80% of total email revenue
Why this worked
Scaling past 7 & 8 figures requires more than just ‘good creative.’
It requires a deep understanding of a brand's nCAC and the retention marketing that keeps things stable when performance fluctuates.
For My Carry Potty, the solution was a simplified Meta structure working in tandem with a great retention strategy via Klaviyo.
