Kay and Que
If Your Kids Apparel Brand Is Stuck at ₹70L/Month, Fix CRO and Funnels Before Scaling Meta Ads
- Kids Casual Wear
Kay and Que Kids is a 100% Made in India kids apparel brand built around one simple mission—to deliver affordable clothing without compromising on quality.
The brand offers fun, vibrant, and thoughtfully designed kidswear that combines everyday comfort, durability, and accessible pricing for modern families. From pajama sets to co-ords and shorts collections, Kay and Que Kids focuses on making quality fashion available without premium pricing.
Despite strong demand and existing sales momentum, the brand faced major challenges in scaling profitably beyond ₹70L/month. To overcome stagnant growth and broken performance funnels, the brand partnered with Growthify for a complete D2C growth solution across Meta Ads, Google Ads, Shopify CRO, and creative strategy.
Kay and Que Kids had strong sales volume, but scaling profitably beyond ₹70L/month remained difficult.
Key challenges included:
- Unable to scale sales while maintaining strong ROAS
- Google Ads tracking was inaccurate and inefficient
- Campaigns were overly dependent on Demand Gen campaigns only
- Broken funnel structure reduced overall performance
- Poor CRO across collection pages affected conversions
- Existing customer journey was not optimized for higher AOV
- Meta and Google were being managed separately instead of as one system
Without fixing conversion paths and campaign structure, increasing ad spend would only reduce profitability.
Our approach
Growthify approached the business as one connected growth system—not three separate platforms.
01
Collection Page CRO Optimization
- Identified collection pages as the primary sales driver
- Added size-wise categorization tabs across all collection pages
- Improved homepage navigation for faster product discovery
- Reduced buying friction for parents shopping multiple items
Immediate impact:
- Conversion rate improved by 14%
- Better customer flow from homepage to checkout
- Stronger purchase intent across top-selling collections
02
Meta Ads Creative Strategy
- Tested BAU videos across new arrival collections
- Focused on pajama sets, co-ords, and shorts categories
- Improved engagement through fresh creative testing
- Supported stable scaling beyond seasonal spikes
03
Google Ads Funnel Rebuild
- Corrected tracking issues for better reporting clarity
- Reduced overdependence on Demand Gen campaigns
- Launched a mix of PMax, Search, and Demand Gen campaigns
- Improved full-funnel acquisition across high-intent audiences
Performance Focus:
- Built campaigns targeting 15x ROAS
- Managed scaling with ₹1L/month Google Ads budget
- Improved profitable acquisition from search intent
04
Offer Optimization for Higher AOV
- Increased order value during festive demand periods
- Launched strategic Christmas offers for basket expansion
- Improved number of items per order significantly
- Supported stronger profitability without aggressive discounting
What We Implemented
- Meta Ads creative scaling for core collections
- Google Ads campaign restructuring with PMax + Search + Demand Gen
- Shopify collection page CRO improvements
- Homepage navigation and size filter optimization
- Tracking correction across Google Ads
- Offer optimization for higher AOV during festive periods
Results
- Scaled daily sales from ₹2.7L/day to ₹4.2L/day in just 40 days
- Achieved ₹1Cr+ monthly sales across Meta and Google combined
- Delivered a combined gross ROAS of 8.5x
- Improved website conversion rate by 14%
- Increased items per order from 5–8 to 9–12 during Christmas campaigns
- Built stronger scaling across paid ads and CRO together
Key Takeaway
Work with a performance marketing partner that fixes systems first and scales revenue next.
Partner with a team that takes ownership of revenue, systems, and execution – like it’s their own business.
