Patio, Lawn & Garden
Garden: one season to bring an ACoS of up to 150% under control
A seasonal brand cannot ask for its selling window back. The first improvement appeared within two weeks, and ACoS settled around 30%.
Period: From the start of the engagement, first change visible within two weeksAmazon PPC Management
Results
ACoS before
75–150%
unstable
ACoS after
~30%
↓ average
First improvement
2 weeks
All changes measured against the account's own performance immediately before we took it over.
Run by Vadim Martsev.
Why no brand name. The client is under NDA and is not named. The category, the starting ACoS range, and the level it settled at are described exactly as they were.
The client sells garden products directly to consumers, mostly on Amazon, with most of the year's opportunity compressed into a season. New customers were hard to reach, and the ad account was costing more than it returned.
What the account looked like
ACoS was swinging between 75% and 150%.
That is not a high ACoS, it is an unmanaged one. At that range the account is not making a trade-off between growth and margin; it is producing a different result every week for reasons nobody is controlling.
Sales velocity was low as a consequence, and low velocity feeds straight into organic ranking, so the advertising problem was quietly becoming a visibility problem.
What seasonality changes
A seasonal business cannot wait out a bad quarter. If the account stabilises after demand has passed, the improvement is technically real and commercially useless.
That is why the first thing we look for is not the optimal setup but the fastest correction: what can be changed now that stops the bleeding, before working on what is optimal.
The result
Within two weeks the account showed a clear drop in ACoS and a rise in sales velocity.
ACoS settled at an average of around 30%, in a category that is extremely competitive, and sales velocity held at a level that supported organic position rather than undermining it.
The relief was not simply seeing 150% become 30%. It was being able to plan again while there was still a season left to sell into.