Sign in with Google Montessori Toddlers is an e-commerce store specialising in educational toys that encourage learning through hands-on play. Shortly after its launch in 2023, the Swedish brand began using Google Ads to drive sales. Since incorporating Performance Max into its marketing strategy, Montessori Toddlers has boosted return on ad spend (ROAS) and expanded internationally.
long-term ROAS
ROAS over the last two months
Expanded into 2 new markets
As plastic toys fill playrooms around the planet, Montessori Toddlers provides consumers with thoughtful alternatives. From wooden games to felt playsets, the brand’s products are specifically designed to entertain, educate and empower young minds. For most small startups, baby steps are expected. For Montessori Toddlers, meaningful progress was made quickly with Google Ads.
“Google Ads was one of the major reasons we could expand into other markets so quickly. Performance Max has enabled us to enter two new markets US and Australia this year without the heavy manual work.”
Johan Blomdell, Founder, Montessori Toddlers
Generating sales through Google Ads
Montessori Toddlers’ initial goal was to generate sales. As Google Ads helps brands reach the right audience at the right time, the Stockholm-based business soon saw results.
“Customers and parents actively search for ‘Montessori toys or gifts’,” says Johan Blomdell, the brand’s founder. “Google Ads helps us reach those people – people who have an intention to buy.”
Google Ads’ efficiency combined with the brand’s positioning meant Montessori Toddlers quickly achieved its initial aim. “We sell our products in a price range where most parents or grandparents purchase within one to three days,” Johan says. “Many customers convert on their first visit. Being able to sell on the first visit is very important and we’ve done that.”
Progression via Performance Max
Montessori Toddlers is now evolving. “In the beginning, we focused on purchases,” Johan says. “But now that we’ve grown into a bigger brand, we’re focusing on awareness and engagement as well – and Google covers it all.”
As a startup with limited time and resources, Performance Max has been fundamental to Montessori Toddlers’ success. The AI tool lets the brand access Search, Shopping, YouTube, Display and Discovery from a single campaign. This means the online retailer can drive awareness on a platform like YouTube while simultaneously driving sales online. “Once it’s set up correctly, it runs efficiently on its own, which has saved us a lot of time”, Johan says.
Over the last six months, Montessori Toddlers has generated a return on ad spend between 3 and 3.5, meaning for every €1 they invest, they get between €3 and €3.5. This demonstrates Google Ads’ significant impact on a startup’s performance.
Experimentation for international expansion
Like the audience it serves, Montessori Toddlers learns through experimentation. By using Google Ads in its expansion strategy, the brand could identify high-potential markets in which to scale.
“As a small brand, it’s nice to be able to try launches in new markets through Google and just see if it sticks. We learn if people are interested in our products without having to invest much time, resources or money”, Johan says.
Montessori Toddlers has scaled its operations to the UK and Australia, optimising creative and costs to maximise results. By repurposing social media assets, restructuring asset groups and applying recommended budget adjustments, the brand increased engagement and drove more sales at similar costs.
Maximising YouTube’s impact
As Montessori Toddlers continues to grow, its brand story becomes increasingly more important. While Performance Max has helped to boost brand awareness, Johan is eager to spotlight the story behind the product range.
Google helps the business identify the best way to do this by providing insights on its best performing channels. “YouTube is one of our top performers”, Johan says. “This should help people understand who we are – and why Montessori Toddlers matters.”