Ad spend eating a quarter of revenue
In November 2023, TACOS was 24.9% and ACOS 63.5% on about $37,000 of monthly sales.
The Starting Point
The Challenges Holding the Brand Back
Unpredictable weekly ad cost
Weekly ACOS swung between 47% and 83% from October to December 2023.
What We Built
Rebuilding the Foundation for Scalable Growth
01
Account audit
- Reviewed bullet points, descriptions and search terms across the catalog
- Corrected the search term set-up
02
Campaign restructure
- Keyword research and rebuilt Sponsored Products, Brands and Display campaigns
- Defense and catch-all campaigns
03
Bid management to a target
- Weekly bid optimization against a 40% ACOS target
The Results
Measurable Growth Across Every Key Metric
| Metric | Before | After |
|---|---|---|
| ACOS | 63.5% (Nov 2023) | 30.0% (June 2024) |
| TACOS | 24.9% (Nov 2023) | 13.3% (June–July 2024) |
| Monthly sales | $37.3K (Nov 2023) | $50.3K (July 2024) |
| Monthly ad spend | $9.3K (Nov 2023) | $6.7K (July 2024) |