The Challenge
Situation
A D2C haircare brand had been self-managing their Amazon account for 18 months. Despite a quality product and growing D2C brand awareness, their Amazon revenue had stagnated at ₹8L/month with an ACoS of 38% — making their ads barely profitable.
Their primary keywords were buried beyond page 2. Competitors with inferior products were outranking them simply because of better PPC structure and listing optimisation. Their A+ Content was basic, search terms were unfilled, and their campaign structure was one broad campaign covering all ASINs.
Our Approach
Week 1–2: Full account audit identifying 14 wasted spend categories, keyword gaps across 3 sub-categories, and listing health scores for all 8 active ASINs.
Week 3–4: Rebuilt PPC architecture from scratch. 3 campaign types per ASIN (exact, phrase, auto), negative keyword sculpting of 200+ irrelevant terms, and data-driven placement bid adjustments.
Month 2: Rewrote all 8 listings with primary keyword density targets and conversion-optimised bullet point sequencing. A+ Content redesigned for 4 hero SKUs.
Month 3+: Scaled winning ad groups, launched Sponsored Brands video for top-funnel awareness, and introduced dayparting based on 6 weeks of hourly conversion data.
The Result
Within 90 days, primary keywords ranked in the top 5 organically. ACoS dropped from 38% to 19.4%. Revenue compounded from ₹8L to ₹26L by month 3, and ₹40L+ by month 6 — without proportionally increasing ad spend.