A Beauty & Personal Care brand came to us with solid revenue but margins under 11% and an ad account working against itself. 120 days later, revenue was up 26% past our own projection, TACoS was down, and monthly profit had grown by more than 70%.
This account had real scale — 53 SKUs and $42K a month — but almost a quarter of every dollar in revenue was being spent on ads, and a good chunk of that spend wasn't converting. Margin was thin enough that growth alone wouldn't have fixed it.
With 53 SKUs and a bigger ad account, there was more waste to find — but also more room to reallocate once we found it. We stabilized margin first, then tested growth deliberately before locking in the gains.
Reviewed every listing, keyword, ad campaign, SEO and AEO gap, and catalog issue across all 53 SKUs. Started cutting clearly wasted ad spend immediately rather than waiting for the audit to finish.
Removed all remaining wasted ad spend and shifted that budget into the keywords already driving real traffic, then launched new campaigns against freshly researched keywords to expand reach. Redesigned main images on the highest-performing SKUs to lift CTR, and refreshed listing images and A+ content on select SKUs to improve conversion rate. Identified pricing gaps on several SKUs — especially the best-sellers — where margin was being left on the table.
With the account stabilized, we projected 15% revenue growth by week 16 and a TACoS target of 17% — the benchmark the rest of the engagement was measured against.
Increased ad spend to test how much further the account could grow. Revenue climbed but margin shrank and TACoS rose about 3 points — a clear signal we'd pushed past the efficient point. We shifted back into cutting spend to protect margin, and sales plateaued around $54K while profit health recovered.
Revenue came in above the week-5 projection, TACoS dropped, and margin recovered well past the starting point. Just as telling: the account now earns more of its sales organically than it did on day one, meaning the growth is less rented from ads and more owned by the listing itself.
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