Mumilk
Driving meaningful growth by ensuring Mumilk is the first choice for modern mums actively searching for breast pumping solutions.
Who Is Mumilk?
Mumilk is a new challenger brand for breast pumps in Australia. Designed for modern mums, their wearable products give mums the freedom to move around without being tied down to a traditional pumping setup. What started as a solution to a real, everyday problem has grown into a trusted brand supporting thousands of Australian mums. Now, it is known as a brand that doesn’t just sell pumps but also supports a lifestyle built around flexibility, confidence, and comfort.
The Bottleneck
Despite being a fast-growing eCommerce brand, Mumilk faced a critical challenge: low digital visibility. And in today’s digital age, where many mums research, compare, and decide online, this meant Mumilk wasn’t always present at the moments that mattered most. At the same time, they needed to scale online revenue through paid media while ensuring advertising remained profitable and sustainable as budgets increased. The key challenge was growing aggressively without inflating costs or compromising return on ad spend while connecting with high-intent customers ready to buy.
Mumilk needed a strategy to increase awareness, drive more engaged traffic, and convert online searchers into customers. And that’s where SearchMax came in.
Our Approach:
Pumping Up the Strategy
SearchMax executed a multi-channel, data-led growth strategy designed to scale Mumilk’s visibility and revenue without sacrificing efficiency. Our approach focused on making Mumilk easy to find, browse, and engage with across every digital touchpoint, both via organic search and paid ads.
On the SEO front, we began by optimising product pages so each product clearly communicated its benefits while ranking for high-intent search terms. We created structured collection pages to guide mums quickly to the right solutions, improving navigation and supporting stronger conversion paths. To capture demand earlier in the journey, we published regular top-of-the-funnel blogs that answered real questions modern mums were searching for, building trust, driving organic traffic, and positioning Mumilk as a credible authority in breastfeeding solutions.
In parallel, we scaled paid media with a strong focus on profitability. Across Google Ads, we expanded and optimised Performance Max campaigns to capture high-intent demand at scale, while balancing spend across Search and Performance Max to maximise both efficiency and volume. Budgets and bids were optimised based on conversion value and return on ad spend, not just traffic, which allows us to grow aggressively while maintaining strict control over average CPCs. As spend increased, we also improved impression share, ensuring Mumilk captured a larger portion of available demand.
Together, this integrated SEO and paid media approach created a scalable, sustainable growth engine: one built to meet modern mums wherever they search, scroll, and decide.
Flowing Results
By combining a focused digital marketing strategy, Mumilk transformed its digital presence into a powerful growth engine. Every organic and paid campaign was designed to connect with mums at the right moment, turning search interest into measurable traffic and conversions.
5.7x overall ROAS across Google Ads
Mumilk achieved strong profitability from paid media, showing that campaigns were not only scaled successfully but also done so efficiently, as we drove growth without sacrificing return as budgets increased.
2x media growth
Mumilk doubled its paid media performance, meaning the same investment is now reaching and converting significantly more mums than before. Our strategy drove more qualified traffic, more conversions, and a faster momentum while achieving 5.7x return on ad spend.
33.8% increase in transactions
More visitors weren’t just discovering Mumilk; they were also taking action. This increase in transactions highlights improved conversion paths, stronger purchase intent, and a smoother journey from search to checkout.
37% increase in organic traffic
More mums are finding Mumilk through search engines, engaging with content, and exploring products, which creates a stronger pipeline of potential customers.
134% increase in online visibility
The brand is appearing in front of thousands of mums actively searching for wearable breast pumps and breastfeeding solutions, which directly supports long-term brand awareness and sales growth.
