Most sellers think “low ACoS = just lower bids”. Wrong.
In reality, reducing ACoS while scaling sales requires a systematic strategy — one that fixes wasted spend, improves targeting, and optimizes conversion rates simultaneously.

This is the real case study of how we took an account from 45% ACoS down to 15% in 90 days while increasing total sales volume by 2.3x.

???? The Starting Point: Why ACoS Was Bleeding at 45%

When this client (a mid-sized beauty brand) approached us, their PPC was a mess:

• ❌ Too many broad match keywords → irrelevant clicks
  
• ❌ No negative keywords → wasted budget
  
• ❌ High CPCs → competing for unprofitable terms
  
• ❌ Weak listing content → poor conversion rates
  
• ❌ No structured campaigns → hard to optimize
  

The result? $4,500/month spent → $10,000 in sales → 45% ACoS.

✅ Step 1: Campaign Restructuring

We rebuilt the campaigns from scratch into a 3-tier funnel:

1. Discovery Campaigns (Broad + Auto)
   
   • Purpose: mine new keywords
     
   • Daily budget capped at 10–15%
     
   • Harvested winning terms weekly
     
2. Scaling Campaigns (Exact Match + High CTR Keywords)
   
   • Bid aggressively only on proven profitable keywords
     
   • Segmented by product for better control
     
3. Defensive/Conquesting Campaigns (ASIN targeting)
   
   • Protect own listings from competitors
     
   • Target competitor ASINs with weaker ratings or higher prices
     

???? Result after 4 weeks: CTR improved from 0.4% → 0.9%. Wasted spend dropped by 32%.

✅ Step 2: Aggressive Negative Keyword Strategy

We audited the search term report weekly and cut out irrelevant or non-converting terms.

Example:

• Client sold “Vitamin C Face Serum.”
  
• They were spending on keywords like “Vitamin C Gummies” and “Hair Serum” → $400 wasted in one month.
  

We built negative keyword lists across campaigns to stop that leakage.

???? Result: Saved ~$1,000/month instantly.

✅ Step 3: Optimizing Bids & Placements

Instead of lowering all bids blindly, we used a tiered bidding approach:

• Top 20% of keywords → +20% bid increase
  
• Middle 50% → maintained
  
• Bottom 30% (high spend, low sales) → reduced or paused
  

We also adjusted placement multipliers:

• Top of search (1st page): +40%
  
• Product pages: +20%
  
• Rest of search: 0%
  

???? Result: CPC dropped from $1.85 → $1.20.

✅ Step 4: Fixing the Listing Conversion Rate

Ads don’t matter if your listing doesn’t convert.
We revamped:

• Title: keyword-rich, benefit-driven
  
• Bullets: problem-solution style instead of boring specs
  
• Images: added lifestyle + infographic images
  
• A+ Content: comparison charts + FAQ section
  

???? Result: Conversion rate jumped from 8% → 15%.

✅ Step 5: Scaling With Sponsored Brands & Video

Once ACoS stabilized below 25%, we introduced Sponsored Brands Video Ads (killer CTR and lower CPCs).

• CTR: 1.6% (4x higher than Sponsored Products)
  
• CPC: $0.85 (cheaper than average Sponsored Product bids)
  

These ads positioned the brand as premium while also lowering blended ACoS.

???? The Final Results After 90 Days

• ACoS: 45% → 15%
  
• Monthly PPC Spend: $4,500 → $6,200 (scaled up budget)
  
• Monthly Sales: $10,000 → $23,000
  
• Conversion Rate: 8% → 15%
  
• Wasted Spend: Cut by 70%
  

???? The magic wasn’t one trick — it was a systematic combination of campaign structure, negative keywords, bidding strategy, and listing optimization.

???? Key Takeaways for Sellers

1. Don’t fear higher ad spend. The goal is lowering ACoS while scaling sales, not just cutting spend.
   
2. Audit your search term reports weekly. Wasted spend adds up fast.
   
3. Structure campaigns properly. Chaos in structure = chaos in results.
   
4. Fix your listing first. Ads can’t fix a bad listing.
   
5. Experiment with new ad types. Sponsored Brands Video can be a game-changer.
   

???? Final Word

Cutting ACoS from 45% to 15% isn’t about “luck.” It’s about discipline, structure, and data-driven optimization.
If you’re stuck with rising ACoS and no growth, this case study proves it’s possible to win — with the right strategy.

???? Want us to do this for your brand? [Book a free ACoS audit here]