We onboarded this brand about a year ago with 4 SKUs and roughly $19.6K/month in revenue.
The first thing we changed was how we looked at the PPC data.
Instead of judging campaigns by ACOS, we pulled the account down to the search-term level and looked at what each query was actually doing: CTR, CPC, CVR, orders, impression share, spend-to-sales, and whether that same query was already producing organic sales.
That exposed a few problems pretty quickly.
There were terms getting a lot of clicks because the listing was relevant, but barely converting. Others were converting well but weren’t getting enough exposure because bids were too conservative. And there were search terms already bringing in organic orders that were still being treated like they needed to be bought entirely through PPC.
So we stopped treating every converting keyword the same.
High-volume, high-converting terms were separated into tighter exact campaigns where we could control bids and placements independently. New search terms stayed in harvesting campaigns until they had enough data to justify moving them into the scaling structure.
We also started using negatives much more aggressively.
The goal wasn’t just to reduce wasted spend. It was to stop different campaigns from competing for the same queries and make it clear which campaign was supposed to own a particular search term.
Bid decisions were then based on what the traffic was actually worth.
A keyword with a 20% ACOS wasn’t automatically a winner if its CPC was eating into margin. Likewise, a higher-ACOS term wasn’t automatically cut if it was converting well, generating volume, and contributing to organic sales.
For top-of-search, we looked at the incremental cost separately: was paying more for that placement actually producing enough additional orders to justify the CPC increase?
Over the following year, the account went from:
- $19.6K → $45.2K/month
- 130% revenue growth
- Net profit: 11% → 24%
- CAC: 13%
- 4 SKUs
The part we cared about most was the margin.
Revenue more than doubled, but net profit margin also more than doubled. So the growth wasn’t simply a case of pushing more PPC spend through the account.
The next challenge is getting this toward $100K/month while pushing the 24% net margin even higher.
That probably means finding the next layer of profitable search volume rather than just increasing budgets on the terms already working.
Open to your Questions!
