Beauty & Personal Care Case Study
Sales Nearly Tripled. Ad Spend Dropped by 58.6%.
How We Took a Beauty & Personal Care Brand From 140.09% ACoS to 19.93% While Growing Sales From $107K to $311K
+190.9% Sales Growth
+180.6% More Purchases
58.6% Less Ad Spend
ACoS Reduced From 140.09% to 19.93%
The Challenge
The brand didn’t have a spending problem.
It had a spending direction problem.
When this growing Beauty & Personal Care brand came to us, it was already investing heavily in Amazon advertising.
The budget was there.
The campaigns were active.
Traffic was coming in.
But the level of growth simply didn’t match the amount of money going out.
The account was spending approximately $150K on advertising while generating $107K in sales.
ACoS had climbed to 140.09%.
The obvious reaction would have been to cut budgets aggressively and pull back.
But that wouldn’t have solved the real problem.
Because the account wasn’t failing due to a lack of demand.
The advertising structure was making it difficult to identify—and scale—the demand that was actually profitable.
More Spend Wasn’t the Answer
Beauty & Personal Care is a highly competitive Amazon category.
Different customers search with very different intentions.
Some already know the brand.
Others are searching by product type, benefit, ingredient, concern, or competitor.
But inside this account, many of those different customer journeys were being treated the same way.
Branded traffic was mixed with generic discovery.
Profitable search terms were buried inside broader campaign structures.
Product targeting lacked clear separation.
And campaigns repeatedly consuming budget without producing efficient orders continued receiving investment.
The account had data.
What it lacked was control.
So before talking about growth, we needed to answer a more important question:
Which parts of the advertising account had actually earned the right to receive more budget?
We Rebuilt the Account Around Buying Intent
We didn’t start by spending more.
In fact, the account was already spending far too much.
Our priority was to create a structure where every campaign had a clear role and every advertising dollar had a measurable purpose.
We Separated Different Customer Intentions
Campaigns were reorganised around distinct advertising objectives.
Branded traffic.
Generic category searches.
Product targeting.
Hero SKUs.
Instead of asking completely different customer journeys to compete inside the same campaign structures, we gave each intent its own strategy.
This created greater control over bids, budgets, and performance.
We Pulled Winning Search Terms Out of the Noise
Profitable search terms were identified and moved into tighter structures where they could be managed individually.
The strongest terms were no longer buried inside broad campaigns alongside irrelevant or inefficient traffic.
We could finally see which searches were actually driving the business forward.
And more importantly, we could invest in them with confidence.
We Stopped Funding Proven Waste
Search terms, targets, and placements consistently consuming budget without generating profitable orders were controlled or removed.
Negative keyword optimisation helped prevent repeated spend on irrelevant traffic.
Underperforming areas stopped receiving budget simply because they had historically been active.
Advertising investment now had to earn its place.
We Redirected Budget Toward Proven Demand
Once the account structure became clearer, budget allocation became significantly more strategic.
Profitable campaigns received more room.
Hero products were supported with focused advertising.
High-intent traffic received greater attention.
Budget stopped flowing evenly across the account.
It followed performance.
We Strengthened the Listings Behind the Ads
PPC can bring the right customer to a product page.
It cannot force them to buy.
We reviewed listing content around high-intent Beauty & Personal Care search behaviour and strengthened the alignment between advertising traffic and the product detail pages.
The objective was simple:
When we paid to bring a qualified customer to the listing, the content needed to do a better job of converting that opportunity.
The Transformation
Within a single month, the account changed dramatically.
Sales Increased From $107K to $311K
A 190.9% increase in sales.
Purchases climbed from 2,375 to 6,664, representing 180.6% growth.
But the most important part of the story was what happened to advertising spend.
Ad Spend Dropped From $150K to $62K
A 58.6% reduction.
The brand generated significantly more sales while spending substantially less on advertising.
And ACoS?
It Fell From 140.09% to 19.93%
This wasn’t growth created by pouring more money into Amazon.
It was growth created by making better decisions with the data already sitting inside the account.
Results at a Glance
+190.9%
Increase in Sales
$107K → $311K
+180.6%
Increase in Purchases
2,375 → 6,664
-58.6%
Reduction in Ad Spend
$150K → $62K
140.09% → 19.93%
ACoS Improvement
A fundamentally more efficient advertising system.
What This Case Study Really Proved
Cutting ad spend doesn’t automatically improve an Amazon account.
And increasing ad spend doesn’t automatically scale one.
The real advantage comes from understanding the purpose of every campaign, the intent behind every search, and the performance behind every advertising dollar.
For this Beauty & Personal Care brand, the opportunity wasn’t hidden in a bigger budget.
It was hidden inside an account where profitable demand and wasted spend had been allowed to compete for the same resources.
Once we separated the two, the path became clear.
We reduced unnecessary spend.
We gave proven campaigns greater control.
We aligned advertising with stronger listing content.
And we built an account where performance not habit decided where budget went next.
The result wasn’t simply lower ACoS.
It was nearly three times the sales with 58.6% less advertising spend.
That’s what happens when an Amazon account stops spending blindly and starts scaling with purpose.
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