Project
Overview
A UK-based skincare brand had been selling on Amazon U.S. for nearly a year but struggled to grow beyond plateaued baseline sales. Although the products had solid formulations and strong reviews, the brand’s advertising strategy was disjointed—relying on broad match terms, untargeted creatives, and non-segmented campaigns. Their ad spend consistently outpaced topline growth, prompting the brand to seek a full PPC and funnel efficiency overhaul to unlock scalable, profitable U.S. expansion.
Challenges
• Over-indexed on generic, non-converting keywords with inflated CPCs
• Campaigns lacked audience segmentation
• Weak ad-retail connection—ad copy and creatives didn’t reflect listing messaging
• High spend-to-revenue ratio with poor ROAS and minimal organic halo
Our Steps
1. Funnel-Based Campaign Segmentation & Rebuild
We broke down the existing PPC structure and rebuilt it from scratch around shopping intent and lifecycle stage.
• Created separate keyword clusters by skin concern using long-tail, high-converting terms
• Developed middle and bottom-of-funnel campaigns focused on branded recovery, competitor conquesting, and category-specific pain points
• Prioritized non-branded intent-based terms with high historical CVR, reducing wasted spend on top-funnel generic queries
2. Ad Spend Efficiency & Device/Time Bid Optimization
Rather than increasing budget, we worked smarter within the existing spend.
• Implemented bid modifiers to gain ad spots at TOS, scaling back tablet/desktop and reallocating toward high-converting mobile traffic
• Deployed dayparting strategies to match peak shopper activity
• Added defensive campaigns around branded terms to reclaim missed conversions and reduce competitor poaching
3. Listing Sync & Offer Tweaks to Support Paid Traffic
We improved conversion rates to ensure the now-optimized traffic didn’t go to waste.
• Synced ad messaging with refreshed listing titles, bullets, and main image
• Created “AM/PM Routine” virtual bundles to boost perceived regimen value and AOV
• Added strategic coupons on entry-level SKUs to improve ad CTR and soften first purchase friction
Results
• Revenue increased from $50K → $85K/month within 45 days
• ROAS: increased by 2.3x
• TACoS: reduced from 24.3% → 16.1%
• AOV: Increased by 41% through bundling + strategic coupon layering
