How a supplements brand added $1,253 a week in PPC sales on 0.9% more ad spend
A health and wellness supplements brand on Amazon grew weekly PPC sales from $7,440 to $8,693 (up 16.8%, about $1,253) with ad spend up only 0.9%. ACoS fell from 35.8% to 30.9%, TACoS from 12.6% to 9.0%, and total sales rose 41.5%.
- PPC sales
- +16.8%
- ACoS
- 35.8% → 30.9%
- TACoS
- 12.6% → 9.0%
- Weekly PPC sales
- $7,440 → $8,693
- Ad spend change
- +0.9%
- ACoS
- 35.8% → 30.9%
- Total sales
- +41.5%
01The challenge
A health and wellness supplements brand was doing $7,440 a week in PPC sales at a 35.8% ACoS. Growing meant either spending more or getting more from what was already being spent.
Spending more tends to push ACoS the wrong way. The brief for this account was to grow PPC sales without meaningfully increasing the ad bill.
02The approach: The Flat-Spend Lift
The Flat-Spend Lift holds total spend roughly constant and changes who gets it.
Tune bids by performance
Optimized keyword and target bids based on actual performance, prioritizing the high-converting targets.
Pull back on underperformers
Reduced bids on underperforming targets to control wasted spend and improve ACoS.
Reallocate to better campaigns
Moved advertising spend toward the better-performing campaigns to drive more PPC sales without significantly increasing overall spend.
03The results
In one week, PPC sales grew from $7,440 to $8,693, up 16.8% or about $1,253, while ad spend rose just 0.9%. ACoS improved from 35.8% to 30.9% and TACoS from 12.6% to 9.0%.
Total sales rose 41.5% over the same comparison.
Why it worked: the budget did not grow, so the lift had to come from reallocation. Cutting bids on weak targets and moving that spend to strong campaigns is how PPC sales rose with almost no extra spend.
04FAQ
How do you grow Amazon PPC sales without raising ad spend?
Reallocate instead of adding. On this supplements account, tuning bids by performance, cutting bids on weak targets and moving spend to better campaigns lifted weekly PPC sales 16.8% (about $1,253) on only 0.9% more ad spend.
What is the Flat-Spend Lift?
A three-step approach: (1) optimize bids by performance, favoring high-converting targets; (2) reduce bids on underperformers; (3) reallocate spend to better campaigns, keeping overall spend roughly flat.
What is the difference between ACoS and TACoS?
ACoS is ad spend divided by ad-attributed sales. TACoS is ad spend divided by total sales. Here ACoS fell from 35.8% to 30.9% and TACoS from 12.6% to 9.0%.
Does this work if the account is already well optimized?
The gains come from finding misallocated spend, so an account with little of it will see smaller lifts. This result is one week on one account, not a promise.
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Mike Begg
E-commerce operator and business acquirer. Founder of AMZ Commerce Advisers (100+ active Amazon brands, 500+ managed since 2016) and GoAvance. Owner of Reach Social Commerce (50+ TikTok Shop launches). Amazon Ads Advanced Partner. Based in Guadalajara, Mexico.
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