ACoS Was Running at 150%. We Fixed It in Two Weeks.

ACoS Was Running at 150%. We Fixed It in Two Weeks.

When we took over this account, the numbers were difficult to look at.

ACoS was swinging between 75% and 150% — not as a one-off spike, but as a consistent pattern. For every $100 in sales, anywhere from $75 to $150 was going back into advertising. The account wasn't just unprofitable. It was actively destroying margin with every click.

The root cause wasn't a single bad campaign. It was a structural problem. Bids were set without a clear logic behind them. Match types were mixed in ways that made it impossible to control where the spend was going. Search terms that had never converted were still receiving budget. There was no separation between campaigns that were supposed to discover new keywords and campaigns that were supposed to convert known ones.

On top of the cost problem, sales velocity was critically low. And on Amazon, low velocity means poor organic ranking — which means even paid traffic converts worse, which drives ACoS higher. A self-reinforcing loop that gets harder to break the longer it runs.

We restructured the account completely. Wasteful spend was cut immediately. Campaigns were rebuilt with clear targeting logic and match type discipline. Bids were set based on actual conversion data, not estimates. And we introduced a negative keyword strategy to stop budget from leaking into irrelevant searches.

Within two weeks, the graph started telling a different story. ACoS came down to 30% on average — a number that, for this category, represents genuine competitiveness. Sales velocity recovered, organic rankings began to stabilize, and the account finally had a foundation it could grow from.

Two weeks. That's how long it took to undo months of structural damage — because we knew exactly where to look.