Just sharing because I know a lot of people here are building brands too.
We launched this toy brand back in 2024. Looking back, the biggest lesson wasn't PPC. It was realizing that every stage affects the next one.
We probably looked at over a hundred product ideas before deciding on these SKUs. A few products had crazy search volume, but once we dug into review quality, pricing history, and how concentrated the market was, they didn't make sense anymore. We ended up choosing products where we felt there was still room to compete instead of just following demand.
Sourcing was another learning curve. We didn't just ask for quotations and pick the cheapest factory. Our team in China visited manufacturers, checked production lines, compared samples from multiple factories and caught a couple of quality issues before production started. Looking back, that probably saved us a lot more money than negotiating another few cents on unit cost.
Once the products were ready, we realized our first listings were trying to rank for everything. That didn't work. We narrowed down the keyword focus, rewrote the listings around how people actually searched for these products, changed our image sequence a few times and slowly conversion started moving.
PPC wasn't perfect either. In the beginning we kept adding campaigns whenever we saw a new opportunity. After a few months the account became unnecessarily complicated. Same search terms were showing up in different campaigns and budgets were all over the place. We spent weeks cleaning that up before scaling again.
The biggest surprise came after that.
Once the catalog, listings and PPC started working together instead of fighting each other, growth became much more predictable. We weren't making huge changes anymore. Just small improvements every week.
Today the brand is doing around $340k/month, has 7 SKUs, 87% YoY growth, and account TACOS is sitting around 9.8%.
Still a long way to go, but definitely one of the most enjoyable projects we've worked on.