Project
Overview
A U.S.-based eco-conscious home goods brand recently expanded their sales channel onto Amazon. Despite solid performance on their own DTC site, their hero product—a reusable kitchen towel set—faced stiff competition in a category dominated by legacy brands and low-cost private labels. The brand’s early attempt to list on Amazon yielded disappointing results, with flat sales, low visibility, and an underperforming ad budget. Our objective was clear: build a high-converting listing foundation and deploy a lean ad strategy that could scale without overspending.
Challenges
• High daily ad spend with ROAS well below breakeven.
• Low CTR across branded and non-branded placements.
• Product detail page lacked persuasive elements.
• Conversion stalled below category benchmarks.
Our Steps
1. Listing Optimization with Purchase Psychology in Mind
We rebuilt the product detail page from the ground up to focus on shopper behavior and intent.
• Bullet points were rewritten with a clear benefit-first structure
• The title was reformatted to balance keyword indexing with visual flow in search results
• The listing was restructured to show use-case, size context, and a key differentiator in the first 3 slides
• Back-end fields were fully optimized for indexing beyond surface-level keywords
2. Precision-Crafted PPC Campaign Architecture
The existing ad campaigns were fragmented and poorly optimized, so we overhauled the structure.
• Separated campaigns by keyword intent (branded, generic, competitor, long-tail)
• Shifted focus toward mid-funnel, high-converting terms with lower CPCs
• Implemented controlled budget pacing and phased bidding strategy
• Added negative match rules weekly to cut wasted spend and focus on profitable search terms
3. Performance-Focused CRO Tactics
Beyond just clicks and spend, we aimed to improve actual on-page conversion and relevance.
• A/B tested variations of the main image to improve CTR
• Adjusted pricing based on A/B comparison against top 5 competitors
• Used real buyer FAQs and objection analysis to refine visual overlays
Results
• Revenue scaled from $9 to $55K/month in 90 days
• ROAS improved from 1.6 to 3.5 in 90 days
• Click-through rate rose by 92%
• Conversion rate jumped from 7.8% → 15.2%
