Health & Wellness Brand: 187% Revenue Growth
A 9 months engagement delivering measurable growth in the Health & Wellness category.
Category
Health & Wellness (Supplements)
Marketplace
Amazon US
Starting Point
$2M/yr, plateaued
Engagement
9 Months
Measurable business impact
Revenue Growth
TACoS Reduction
Conversion Rate
Contribution Margin
What we were solving for
A leading supplement brand had plateaued at $2M annual revenue on Amazon with rising ad costs eroding margins. Three specific problems were compounding.
Ad Spend Spiraling
TACoS had climbed to 24%, with brand and category campaigns bidding against each other and inflating CPCs across the board.
Outdated, Undifferentiated Content
A+ Content hadn't been touched in two years and didn't address the three purchase objections costing the most conversions.
No Margin Visibility
Reporting stopped at revenue. There was no SKU-level contribution-margin data to guide where ad spend should actually go.
How we built the outcome
Foundation
Weeks 1–4- Full account audit and SKU-level contribution-margin model built from scratch
- Campaign architecture rebuilt to separate brand, category, and competitor traffic
- 14 months of search-term history cleaned up with a structured negative-keyword pass
Rebuild
Weeks 5–12- New keyword strategy prioritizing long-tail, high-intent conversion terms over vanity impressions
- A+ Content refreshed with claim-driven modules covering third-party testing and ingredient sourcing
- Sponsored Brands video launched for the top 5 revenue-driving SKUs
Scale
Months 4–9- Weekly performance reviews run against contribution margin, not ACOS alone
- Bid automation layered on top of manual guardrails once the data stabilized
- Budget reallocated toward the 20% of SKUs driving 80% of margin
The tactics behind the numbers
Campaign Restructuring
Brand, category, and competitor traffic separated into distinct campaign tiers with independent budgets.
Keyword Harvesting & Negation
Search-term reports mined weekly to fund winners and cut spend leaks fast.
A+ Content Overhaul
Claim-driven modules built around the objections actually costing conversions.
Contribution-Margin Reporting
Custom SKU-level dashboards replacing revenue-only reporting.
Sponsored Brands Video
Video creative introduced for the highest-revenue SKUs to lift consideration-stage traffic.
Weekly Margin Reviews
Every spend decision reviewed against margin impact, not just top-line growth.
“For the first time we could see which SKUs were actually making us money - not just which ones were selling. That changed every budget decision we made.”
VP of Ecommerce, Health & Wellness Brand
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