Miss Brownie came to us with a Meta and Google Ads accounts they had been managing themselves. The ads worked, but growth had stalled. Spending more wasn't turning into more sales.

Gifting adds a specific challenge. Most people buy for an occasion, so returning customer rates are lower than in typical ecommerce. That means every new customer needs to be profitable without relying on a repeat purchase to make the numbers work.

The goal was to acquire customers profitably while growing revenue, and to get clear on exactly who Miss Brownie's ideal customer is.

To scale Miss Brownie beyond what self-managed ads could deliver, we focused on:

• Meta Ads Strategy & Management: the brand's main driver of impulse and occasion-led purchases
• Google Ads Strategy & Management: capturing high-intent demand, especially corporate gifting
• TikTok Ads Testing: experimenting with a new channel to reach fresh audiences
• Seasonal Campaign Strategy: Valentine's Day, Easter, Mother's Day and Christmas
• Email Marketing & Website Support: a more appealing, easier-to-use store, backed by ongoing email support

Every decision came back to one question: does this acquire a customer profitably, first time?

1. Meta Ads: creative that stops the scroll

Brownies are an impulse purchase. Nobody plans to buy one until something makes them laugh, think of someone and act. So the creative has to do the heavy lifting.

We prioritise funny, eye-catching decorations that stand out in a crowded feed, and often push the line a little. The product is the creative: a brownie with the right message on it says more than any ad copy could. Meta has become a key driver of the brand's growth.

2. Google Ads: owning corporate gifting

Google plays a different role. It captures people already searching, and it has become the key driver of corporate gifting: businesses ordering brownies for clients and staff. We know that buyer well. It's how we found Miss Brownie in the first place.

3. Knowing the customer, and the calendar

Getting clear on the ideal customer shaped everything, from targeting to creative. Gifting also runs on the calendar. Valentine's Day has become a cornerstone of the business, alongside Easter, Mother's Day and Christmas, and we build the year around those peaks.

4. Testing new channels and improving the store

We've tested TikTok Ads to reach new audiences, supported email marketing, and updated the website to make it more appealing and easier to buy from. Behind the scenes, the team has had ongoing support across social media, product content and more.

Miss Brownie broke through the plateau and kept growing.

• 306%+ revenue growth since partnering with Cliqued Digital
• Lower cost per acquisition and higher ROAS than the self-managed accounts
• 10,000+ Google Ads conversions in the past two years
• Valentine's Day is now a cornerstone sales period, alongside Easter, Mother's Day and Christmas

For a gifting brand with lower repeat rates, that growth has been earned one profitable new customer at a time. Three years in, Miss Brownie is still growing.