Partner Case Study · Bel London · Amazon UK
Bel London: Ad Sales Doubled in 6 Months While Cutting ACoS Nearly in Half
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TL;DR
Bel London came to Rocketise with an established beauty brand, 50+ SKUs on Amazon UK, and an ad account that was spending but not growing. Average ACoS across 2025 sat at 52.67%. Sales were flat. In six months, we rebuilt the campaign structure from the ground up, introduced a tiered advertising system, and brought ACoS down to 23% while more than doubling ad sales.
The Brand
An international beauty brand with 50+ SKUs on Amazon UK.
Bel London is an international beauty brand selling across Amazon EU. Their UK catalog covers over 50 SKUs spanning lipsticks, nail polishes, lip crayons, mascaras, eyeliners, nail top coatings, and nail polish sets. Beauty is one of Amazon's most competitive categories. High search volume, aggressive competitors, and shoppers who convert fast when the right product shows up at the right moment.
The Problem
A year of advertising spend with nothing to show for it.
Before Rocketise, Bel London had an agency managing their Amazon UK ads throughout 2025. The campaigns were running. Budget was being spent. But the numbers told a different story: average ACoS across the year was 52.67%, with some months spiking above 85%. Sales were not growing in proportion to spend.
The structural issues were clear once we audited the account:
No campaign hierarchy.
All products were advertised without a logical structure that allowed data to flow and inform decisions.
Mixed match types within campaigns.
Impossible to identify which match type was driving results and which was wasting budget.
Out of stock products actively advertised.
Budget was being directed to SKUs with low inventory, which not only wasted ad spend but likely damaged organic rankings for those products.
No regular search term analysis.
Negative keywords were not being added systematically, meaning the account was paying for irrelevant traffic month after month.
Twelve months of data.
Twelve months of inefficiency.
The Solution
We didn't just optimise the existing campaigns.
We rebuilt the logic behind them.
Three-tier campaign structure.
We introduced a system built around how Amazon's advertising data actually works. Tier one: broad auto campaigns at low bids covering the full product portfolio. These act as a permanent data source — a way to see exactly what the market searches for and which terms convert. Tier two and three: manual campaigns fed by the search term intelligence collected at tier one, progressively tightened around the best performing keywords and match types.
This structure means every campaign has a purpose. Data flows upward. Budget follows performance.
Inventory-aware budget allocation.
Advertising a product that is running out of stock is one of the most common and costly mistakes on Amazon. Sponsored Products traffic drives sales velocity, and sales velocity signals to Amazon's algorithm that a product deserves organic rank. When that traffic hits a low inventory listing, it wastes ad spend and risks an organic ranking drop at the same time. We identified which SKUs had limited stock and capped their ad exposure accordingly.
Ongoing optimisation at two to three times per week.
Most accounts get looked at once a week at best. We run search term analysis, bid adjustments, negative keyword additions, and performance reviews two to three times per week. In a competitive category like beauty, the market shifts fast. A keyword that converts well in January may be oversaturated by March. Staying on top of that cadence is what turns a good structure into consistently improving numbers.
Our Take
“In beauty, the products that win on Amazon aren't always the best products. They're the ones that show up in front of the right shopper at the right cost. Structure and discipline in the ad account is what makes that possible. Bel London had the products. We built the engine.”
The Results
Six months in.
January through June 2026.
Ad sales: more than 2x compared to the same investment level in 2025
ACoS: down from a 2025 average of 52.67% to 23.17% in May 2026, the most recent full month
ROAS: improved from 1.86x to 3.12x
Trend: ACoS has declined every month since March. The account is still maturing.
In 2025, the previous agency spent significantly on ads and generated a 1.86x return. In the first six months with Rocketise, ad spend increased only modestly but ad sales more than doubled. The difference wasn't budget. It was structure.
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