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Baby Warehouse took paid Instagram orders from 40 to 264 a month.
Case study
40 → 264 paid Instagram orders per month
Baby Warehouse grew across Canada in 12 months. Monthly ad spend stayed at $8,000 CAD. See what drove the change.
Social AdsBaby and kids furniture: retail + e-commerceToronto, ON12 months
Baby Warehouse
40→264Paid Instagram orders / month+560%; $8,000 CAD monthly spend at both endpoints; campaign-tagged Shopify orders, deduplicated by order ID
Grew Instagram orders 40 → 264 across Canada using furniture demonstrations, catalogue remarketing and delivery-focused product pages; monthly spend stayed at $8,000 CAD.
Paid Instagram orders / month2025–2025 year before
- 13 delivery-focused pages
- 224 Instagram creatives
- 328 catalogue variants matched
- 42 purchase-optimised ad sets
Paid Instagram orders / month40 → 264+560%
Paid Instagram sessions / month2,000 → 6,000+200%
Orders / paid Instagram session2% → 4.4%+120%
Orders / $1,000 CAD5 → 33+560%
Checkout starts / month100 → 500+400%
Attributed merchandise revenue / month8,000CAD → 60,000CAD+650%
- 40 December orders from 2,000 paid Instagram sessions; 2% conversion rate.
- $8,000 CAD December spend generated $8,000 CAD merchandise revenue, excluding tax and shipping.
- 1 collection page served crib, dresser and kids-bed ads.
- 9 ads received personal-attribute policy disapprovals.
- 28 furniture variants failed catalogue matching; baseline orders reconciled against Shopify.
Shop Pay handoffs lost campaign attribution
Checkout handoffs dropped UTMs; persisted consented campaign fields to Shopify orders and reconciled 36 purchases.
36 orders attributedViewed furniture vanished from catalogue remarketing
Pixel events sent parent IDs instead of variant IDs; aligned event identifiers with 28 catalogue variants.
28 variants matchedReels controls covered furniture dimensions
Feed crops placed dimension overlays beneath Reels controls; rebuilt 12 videos using placement-specific safe zones.
12 overlays repositioned| Jan ’25 | 2 | purchase signals deduplicated; consented campaign attribution validated against Shopify orders |
| Feb ’25 | 3 | landing pages added dimensions, delivery estimates and assembly information |
| Mar ’25 | 24 | Instagram creatives tested room scale, storage and neutral product-led copy |
| Apr ’25 | 3 | audiences separated prospecting, product viewers and checkout abandoners across Canada |
| May ’25 | 28 | catalogue variants matched; Instagram product remarketing activated |
| Jun ’25 | 2 | exclusion windows tested for purchasers and overlapping remarketing audiences |
| Jul ’25 | 2 | ad sets moved from checkout optimisation to purchase optimisation |
| Aug–Dec ’25 | 6 | CRO tests covered delivery eligibility, dimensions and mobile checkout |
Liberty VillageCondo buildings may require delivery bookings and service-elevator reservations.
1 delivery FAQ prompted buyers to confirm building access
CityPlaceHigh-rise condo deliveries depend on building-specific elevator and loading arrangements.
2 checkout prompts captured unit numbers and delivery restrictions
The BeachesOlder houses can have narrow stairs and doorways; furniture access varies by property.
1 measuring guide covered packaged dimensions and stair turns
EtobicokeToronto winters bring snow and ice that can obstruct residential delivery access.
1 winter delivery notice requested cleared access routes
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Get A Free AuditMarket data
35% of enquiries had no reply in 24 hours
QliqQliq's landing-page mystery-shopper test found a costly silence. Find your gaps with a free audit.
12 M
Instagram ad impressions per month
48 accounts across 6 advertiser segments; April–June monthly average
QliqQliq client Meta Ads Manager exports$35.14
blended cost per lead
$205,560 monthly spend ÷ 5,850 tracked leads; CAD
QliqQliq Ads accounts + call tracking20%
of sampled feed positions contained sponsored ads
400 sponsored placements across 2,000 Canadian feed positions; not platform impression share
QliqQliq Instagram feed capture35%
of landing-page enquiries received no reply within 24 hours
14 of 40 Canadian advertisers tested
QliqQliq mystery-shopper test| Advertiser segment | Impressions / mo | Avg CPC | Cost per lead | Ad CTR | Leads / mo | Impression share |
|---|---|---|---|---|---|---|
| Beauty & personal care | 3,000,000 | $1.20 | $24 | 1.20% | 1,800 | 25.0% |
| Fitness & wellness | 2,600,000 | $1.50 | $30 | 1.00% | 1,300 | 21.7% |
| Home improvement | 2,200,000 | $2.00 | $40 | 0.90% | 990 | 18.3% |
| Real estate | 1,800,000 | $2.40 | $48 | 0.80% | 720 | 15.0% |
| Professional services | 1,400,000 | $3.00 | $60 | 0.70% | 490 | 11.7% |
| Education & training | 1,000,000 | $1.80 | $36 | 1.10% | 550 | 8.3% |
Monthly totals: 12,000,000 impressions; 117,000 link clicks; 5,850 deduplicated leads; $205,560 spend. Click-to-lead rate: 5.00%. Impression share means share of this account sample, not auction eligibility. CAD; lead-generation campaigns only. Source: QliqQliq client Meta Ads Manager exports + CRM attribution
Instagram feed adsFacebook feed ads
Percentage link CTR on exposures 1–10 to the same creative within 30 days. Matched Canadian audiences; descriptive comparison, not a placement experiment. Source: QliqQliq matched-placement campaign test, 12 advertiser accounts
Google review counts of sampled Instagram advertisers
Reviews: median Google review count per advertiser, not a ranking requirement. Firms: sampled advertisers by primary operating city; 48 total. Source: QliqQliq Maps grid scan + advertiser account audit
12 M
monthly Instagram impressions across 48 advertiser accounts
QliqQliq client Meta Ads Manager exports$17.13
blended CPM across 6 advertiser segments
QliqQliq client Meta Ads Manager exports4.0
monthly frequency across 3 million reached accounts
QliqQliq client Meta Ads Manager exports20%
sponsored share across 2,000 sampled feed positions
QliqQliq Instagram feed capture95%
internet use among Canadians aged 15+ in 2022
StatCan Canadian Internet Use Survey 2022117,000
monthly link clicks across 48 accounts
QliqQliq client Meta Ads Manager exports0.975%
blended link CTR across 12 million impressions
QliqQliq client Meta Ads Manager exports$1.76
blended link CPC across 6 segments
QliqQliq client Meta Ads Manager exports$205,560
monthly media spend across 48 accounts, excluding fees
QliqQliq client Meta Ads Manager exports2.5×
professional-services CPC versus beauty CPC
QliqQliq client Meta Ads Manager exports4 / 5
feed positions without sponsored ads in the 2,000-position sample
QliqQliq Instagram feed capture28 / 48
advertisers running vertical video creatives
QliqQliq creative audit19 / 48
advertisers displaying prices on campaign landing pages
QliqQliq landing-page audit17 / 48
landing-page origins passing mobile Core Web Vitals
Chrome UX Report3.8 s
median mobile Largest Contentful Paint across 48 landing pages
QliqQliq mobile landing-page test5,850
deduplicated monthly leads across 6 segments
QliqQliq CRM attribution + call tracking5.00%
click-to-lead rate from 117,000 monthly link clicks
QliqQliq CRM attribution + Ads exports70/25/5
lead percentages by form, call and direct message
QliqQliq CRM attribution + call tracking14 / 40
test enquiries receiving no reply within 24 hours
QliqQliq mystery-shopper test3 h 20 m
median first reply among 26 advertisers responding within 24 hours
QliqQliq mystery-shopper testMethod: 48 Canadian advertiser accounts · 6 segments · 12 million monthly impressions · 2,000 feed positions sampled · 40 landing-page enquiries tested · Updated Q2 2026
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Anton KovalchukFounder
LenaHead of social media
6 answers before your free audit
What do Instagram marketing services in Canada include?
We plan and create content, run Instagram ads and manage your community. We also link that work to conversion fixes, Google Ads, SEO and visibility in AI search. Your free audit is the starting point.
How soon will I see results?
Scripts and AI tools help our team ship fixes and pages within hours or days. Growth varies with your market, offer and budget. Rankings and specific results aren't guaranteed.
How much do your Instagram services cost?
Your ad budget and fee depend on your goals and the work involved. We'll discuss both after reviewing your business in the free audit.
How do I see what you're doing?
Your Glass Box Portal is available 24/7. It shows rankings, leads, spend and a change log. We also track campaign measures relevant to your goals, such as orders and checkout starts.
How did Baby Warehouse do?
Over 12 months, monthly paid Instagram orders grew from 40 to 264 while ad spend remained $8,000 CAD per month. Furniture demos, catalogue remarketing and product pages focused on delivery supported growth across Canada.
Will you work with my competitors?
We serve one major client per niche and region, never direct competitors. Discuss your niche and region in your free audit.
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Written and reviewed by Anton Kovalchuk, Founder of QliqQliq · Updated November 2026Your next customer won't wait.
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