Results
Summary across 3 months
CTR improved after benefit-led creative upgrades across priority ASINs.
TACoS improved steadily from 30% → 25% as spend shifted into efficient pockets.
Harvested continuously and promoted into tighter match types.
Indexed revenue grew consistently while efficiency improved in parallel.
Expanded reach through Sponsored Brands improved category visibility and repeat engagement.
About the Brand
A fast-growing personal care brand offering sunscreen, facewash, body lotions, and gentle exfoliators targeted at urban consumers looking for dermatologist-tested skincare solutions.
Challenges
- 1Extremely competitive categories dominated by large brands with high ad visibility.
- 2Weak keyword ranking on essential category terms like "SPF sunscreen" and "oil-free facewash".
- 3No funnel structure, causing budgets to spread thin across many low-performing keywords.
- 4Low CTR due to generic creatives that didn't highlight benefits such as SPF rating or formulation type.
- 5Lack of SKU-level margin tracking, making it difficult to scale profitable campaigns.
- 6Limited insight into which ad placements produced the best ROAS.
What We Changed
using Auto/Broad for discovery, Phrase/PT for ranking, and Exact/Defense for conversions.
to improve category visibility and competitor-page capture.
like "SPF 50+", "Oil-Free", and "Dermatologically Tested".
to move winners from discovery → ranking → exact.
to set bid ceilings and safe scaling limits.
from waste-heavy pockets into ranking-focused campaigns that improved organic visibility.