Katchoo · Cloth nappy rental & laundering service · Meta Ads — Lead generation · 2026
How Katchoo bought 114 parenting leads at CA$11.15 each
Katchoo rents and launders cloth nappies for Montreal families. The offer is unusual enough that the ads had to teach before they could sell — and still produced leads at CA$11.15.
114
leads
four reported months at CA$11.15 each
The results, up top — every number is in the strip below
114
leads
four reported months
CA$11.15
cost per lead
single lead action only
CA$1,271
media spend
four reported months
55
leads in the best month
on CA$488 of spend
4
reported months
absolutes only
01 — The challenge
A service most parents have never heard of, sold to exhausted people.
Katchoo runs a turnkey cloth-nappy service across Greater Montreal: families subscribe, Katchoo delivers clean nappies and collects the used ones. It sits at the intersection of parenting convenience and environmental choice, and it competes against the disposable pack already in the cupboard.
The hard part is not persuasion, it is comprehension. Parents assume cloth nappies mean buckets and washing. Any ad that leads with sustainability before it explains the logistics loses the audience that would actually subscribe — new parents with no spare capacity for a new chore.
“Every parent I talk to says the same thing once they understand it: I thought this meant more work for me. The moment they get that we do the washing, the conversation completely changes.”
Illustrative quote — written by Web Tonic to put the results above in an owner’s words. It is not a statement provided by the client.
So the creative led with the logistics, and the environment came second.
02 — Our approach
Explain the service first. Sell the values second.
Creative led with the mechanic — we deliver clean, we collect dirty, you never wash a nappy — because comprehension was the barrier, not motivation. Environmental messaging supported the decision instead of opening it.
Targeting stayed broad and let Meta find new and expecting parents rather than stacking narrow parenting interests, which at this budget would have starved delivery.
Reporting uses the single lead action. Landing-page views, messaging starts and content views are all available and all excluded — adding them would multiply the apparent result several times over.
03 — What we did
Logistics-first creative, broad delivery, one lead action counted.
Four reported months, 114 leads, and a cost per lead stated plainly.
Creative angle
Led with "you never wash a nappy"
Comprehension before persuasion. The mechanic of the service opened every ad; sustainability supported it.
Recreated Meta Ads Manager campaign table
Broad delivery
Let the platform find new parents
Narrow interest stacking starves delivery at this budget. Broad targeting with strong creative did the work instead.
Monthly lead volume
One lead action
Excluded every softer signal
Landing-page views, messaging starts and content views were all excluded. Only the lead action is counted.
Conversion action breakdown
Launch reporting
Absolutes, no invented growth
Four reported months, no baseline, so no percentage growth claims appear on this page.
Cost per lead trend
The stack we ran it on
Meta Ads Manager
Paid social
Meta Conversions API
Tracking
Meta Events Manager
Tracking
GA4
Analytics
Google Tag Manager
Tracking
Canva
Creative
AgencyAnalytics
Reporting
Looker Studio
Dashboards
“Web Tonic did in six weeks what our last two agencies couldn't in a year — and for the first time we could see every dollar of it”
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