Beauty & Personal Care
Beauty: a known brand learning that Amazon starts everyone from zero
Recognition outside Amazon did not automatically become sales inside it. Monthly ad sales rose from $212,000 to over $900,000 while ACoS fell to 21%.
Period: February 2019 to January 2020Amazon PPC Management
Results
Ad sales / month before
$212,000
Ad sales / month after
$900,000+
↑ 4×
ACoS
30.27% → 21%
↓ 9.27 p.p.
All changes measured against the account's own monthly figures in february 2019.
Run by Serhii Khyshchenko.
Why no brand name. The client is under NDA. The category, the monthly figures, and the twelve-month window are exact; the brand is not named.
The client was not an unknown brand trying to prove that people wanted its products. It was established, well regarded, and popular far beyond its category.
Then it arrived on Amazon and discovered that reputation does not transfer automatically. Companies that have not sold on the marketplace before routinely struggle to organise the work so that advertising budget produces returns rather than disappearing into it. The brand knew it needed PPC management and had not found people who could set the processes up.
Why cosmetics resists automation
Buyers in this category read before they buy. They compare formulations, ingredients, and details that used to go unnoticed, and they arrive already knowing what they want to avoid.
That makes automated campaign setup a poor fit. Cosmetics needs flexibility and constant control: the terms that convert shift with what buyers are currently reading about, and an automated structure cannot follow that.
What we did
A detailed analysis of the niche first, with one defined goal: Bestseller.
We started with Sponsored Products against branded keywords, catching buyers already at the bottom of the funnel with purchase intent. Those campaigns ran alongside work to raise the visibility of the premium range, which lifted return on ad spend rather than just volume.
Deep analysis of key queries and adjacent products is what made the difference. Not a wider net. A better-aimed one.
The result
In February 2019, ad sales were around $212,000 a month at an average ACoS of 30.27%.
By January 2020, ad sales exceeded $900,000 a month at an ACoS of 21%.
Advertising and organic sales rose together while ACoS fell. Reaching the target quickly was encouraging. Holding it for more than a year is what turned a good month into a result.