Case Study for Account Growth

Set-Back:

This client started working with us in April, seeking better account optimization and growth. Poor returns were killing his margins, and he was looking for someone more capable to manage his account.

• Account Marketplace: USA

• SKUs: 250+

• Category: Home & Kitchen

• Monthly Ad spend: $300,000

• TACOS Goal: Below 20%

Performance Before Implementing Strategy:

When I first took over this account in early April, the campaigns were in rough shape and the KPIs looked like this as you can see in the screenshot.

KPIs:

• Ad spend: $296,826

• PPC Sales: $721,235

• Orders: 6,657

• ACOS: 41.16%

Despite solid sales, the account was bleeding ad spend, with poor returns and multiple inefficiencies that needed urgent attention.

Hypothesis:

I assume and my hypothesis were something like this:

• By restructuring campaigns, eliminating wasteful ad spend, and re allocating budgets to high performing ASINs, we can increase ad efficiency, scale sales, and improve overall profitability within 90 days.

• Removing cannibalization and duplication of KW’’s will help us to improve our performance.

Actions Taken:

Step 1 : In Depth account Audit

I started auditing the account, which includes a deep analysis of over all 250+ ASINs. My audit covered several issues:

• Poor Campaign Structure: Multiple campaigns targeting the same keywords and products

• Keyword Duplication: Similar keywords were being targeted for the same products in multiple campaigns causing high CPCs, hence competing with ourselves.

• Cannibalization : Many keywords that were generating sales were eating up the spend where we were ranked organically above the fold already.

• Wasted Ad spend: On irrelevant search terms and low converting Keywords

• Inefficient budget allocation: High spend on low margin products, while hero ASINs lacked budget.

Step 2 : 90 Days Road Map

I build a clear 90 days strategic plan and shared it with my client on:

• Cleaning up campaigns structure: Segregating campaigns & eliminating duplicacy

• Reallocating budgets to high converting ASINs

• Building new campaigns (Single keyword, top of search focused, remarketing & ASIN defense)

• Negating wasteful search terms weekly

• Scaling Ad spend smartly without sacrificing profitability.

MAY 2025 – Strategic Scaling Begins:

In May, I made a strategic shift in how the ad budget was being used.

I noticed that a significant portion of spend was going toward keywords where the product was already ranking organically on page 1. This was leading to cannibalized sales, where we were essentially paying for orders that could come in for free. To fix this, I:

• Reduced spend on high-ranking organic keywords

• Shifted budget toward keywords ranked on page 2 or 3

• Focused on gaining visibility and market share where it truly mattered

This helped scale the product more efficiently by closing visibility gaps and targeting real growth opportunities.

MAY KPI’s:

• Spend increased to $370,036

• Sales dropped to $668,173

• Orders increased to 7,424

• ACOS 55.38% (Intentional due to push for growth)

In May, I intentionally scaled our ad spend to push visibility and volume. I launched high performing ASIN’s specific campaigns and started testing new keywords targeting types.

Yes, ACOS went up (Temporarily) but so did brand awareness, new customer acquisition, and crucial keywords rank. We were setting the stage for a profitable June.

Challenges I Faced:

During this time, I faced several obstacles:

• Budget Misallocation: Campaigns were utilizing their entire budgets throughout the day, but the returns were not impressive, while high-ROAS campaigns (greater than 4) were running out of budget by midday.

• Duplication: Several same keywords were running in multiple campaigns with the same ASIN, utilizing budgets without making profitable sales.

• Cannibalization: As the account was messed up, we kept spending high amounts on the keywords which we ranked on page 1 organically. It made no sense to me.

• Creative gaps: CTR was one of the major issues as well to resolve the CVR problem.

June 2025 – Optimization Phase:

After the aggressively May Scale up, June was all about tight optimization. I reduced the spend slightly, cut non performers, and focused solely on high converting campaigns.

The Results?

• Ad spend: Slightly decreased to $317,050

• Sales: Skyrocket to $1,323,620

• Orders: 11,899

• ACOS: Dropped to a healthy number (23.95%)

Nearly doubled Sales.

ACOS dropped by 57% (if we compare it with May).

Massive boost in Order volume.

Results:

Final Result showing something like this:

Total Ad Sales increased by 83%

ACOS improved by 42% Orders Grew by 78%

We stayed aligned with the client’s long term goal of profitable growth and we still are.

In the end, what made this account scale successfully?

• In depth account audit

• A clear 90-day roadmap

• Smart budget allocation

• Campaigns structure Optimization

• Aggressive but strategic Testing

• Focus on data, not assumptions.