From 69% to 4.36% ACOS — A 6-Month Amazon Ads Masterplan That Cooked Up $204K in Kitchen Category Sales

We began by completely auditing the client’s existing campaign structure. We found several overlapping campaigns with no clear segmentation, high CPCs, and no use of negative keywords. Our first step was to shut down all live campaigns and start fresh with a lean, focused setup.

Our manual campaigns were split by intent: branded, generic, and competitor-focused keywords. Each campaign was tightly themed to allow for accurate performance tracking and faster budget optimization. We avoided auto campaigns in the early phase to preserve control.

Using Helium 10, Brand Analytics, and niche kitchen keyword research, we selected long-tail keywords with low competition and high buyer intent. We placed these in exact and phrase match groups to ensure relevance and conversion strength.

We aggressively applied negative keywords from day one. By analyzing past search terms, we identified unrelated traffic sources that were eating spend without converting. We blocked these immediately, improving traffic quality and click-through rates.

Our bid strategy focused on protecting profit. We implemented low starting bids and increased them only on proven keywords with solid conversion history. Daily bid adjustments ensured we didn’t overspend and could scale incrementally as data matured.

We introduced ASIN targeting campaigns, identifying similar but weaker kitchen products. These included competitor listings with higher prices or lower reviews. This “conquesting” strategy captured ready-to-buy traffic looking for better value.

We selectively used placement modifiers to push top-performing keywords into top-of-search only after they had proven themselves. This allowed us to increase visibility without paying a premium across all placements unnecessarily.

Listing optimization was essential. We helped the client rework their product title, bullet points, and backend keywords to align with our top ad terms. This created harmony between ad messaging and on-page content, improving relevance and conversion.

Midway through the campaign, we launched a 7-day coupon strategy tied to our best-performing keywords. This triggered urgency and increased conversion rates dramatically during high-traffic weeks.

We ran detailed A/B tests on ad creatives including main image variants, headline tweaks, and placement experiments. These tests allowed us to isolate which combinations drove the highest CTR and CVR.

Retargeting came next. We set up Sponsored Display retargeting ads to re-engage past visitors who didn’t convert the first time. These remarketing campaigns achieved some of the lowest ACOS rates in the entire campaign portfolio.

To maintain profitability, we followed a “scale what works” model. We allocated 80% of the budget to the top 20% of keywords with proven ROAS, and paused or trimmed the rest. This strategy kept the campaign focused and efficient.

We gradually layered back in a highly optimized auto campaign after month four. It was structured with strict bidding and monitored closely, serving as a discovery engine for new converting keywords.

Throughout the 6-month campaign, we maintained full transparency. Weekly reports included detailed performance dashboards, keyword-level breakdowns, placement insights, and next-step recommendations. The client appreciated the clarity and felt empowered, not confused.

By month six, the numbers spoke for themselves: ACOS had dropped from 69% to 4.36%, we generated $204,851 in sales from $8,929 in ad spend, achieved 648 orders, and an exceptional ROAS of 22.94. The client was not only thrilled but immediately retained Nexa Solutions Hub as their long-term partner across future kitchen category launches.