National Footwear Brand · Anonymous Client Case Study
How a national footwear brand more than doubled PPC sales while improving efficiency.
Strategic campaign restructuring turned advertising into a scalable growth engine—not just a larger expense line.
The client and the challenge
An established national footwear company had meaningful Amazon demand, but its advertising program was not producing enough incremental yield. Before the engagement, the account generated about $5.07 in PPC-attributed sales for every advertising dollar, with a 19.7% ACOS.
- The opportunity was to scale paid sales without allowing efficiency to deteriorate.
The management approach
AMZ PHD restructured and managed the program around five documented operating priorities:
- Reorganized campaigns around product families, shopper intent, and performance tiers so budgets could flow to the strongest opportunities.
- Expanded high-converting keyword and product targeting while isolating discovery traffic from proven revenue drivers.
- Used disciplined bid, placement, and budget management to scale winners and contain inefficient spend.
- Applied search-term harvesting and negative targeting to reduce leakage and improve the quality of paid traffic.
- Managed PPC alongside retail sales, inventory, seasonality, and promotional activity rather than optimizing ACOS in isolation.
The first 12 months
| Metric | Prior 12 months | First 12 managed | Change |
|---|---|---|---|
| PPC-attributed sales | $2.60M | $6.14M | +137% |
| Ad spend | $0.51M | $0.83M | +63% |
| ROAS | 5.07x | 7.38x | +46% |
| ACOS | 19.7% | 13.5% | −31% |
| PPC units | 72,485 | 162,852 | +125% |
| Total Amazon retail sales | $11.72M | $13.26M | +13% |
| Glance views | 8.14M | 9.93M | +22% |
The growth held in year two
The result was not a one-season spike. In the following 12 months, total Amazon retail sales increased another 12.8% to $14.96M. PPC-attributed sales grew another 6.7%, ROAS improved to 7.51x, TACOS declined from 6.3% to 5.8%, and organic sales increased 18.0%.
- $14.96M total Amazon retail sales
- +6.7% PPC-attributed sales
- 7.51x ROAS
- 6.3% → 5.8% TACOS
- +18.0% organic sales
Why this result matters
- PPC sales grew substantially faster than spend, demonstrating improved advertising yield rather than budget-driven growth alone.
- Efficiency improved while the program scaled: ACOS fell 6.2 percentage points and ROAS rose by 2.31x in the first year.
- The business added approximately $1.54 million in total retail sales during the first managed year, then another $1.69 million in year two.
- The second year produced higher total sales with a lower TACOS, showing that the operating model could sustain profitable growth.
The takeaway
Disciplined PPC management can increase both the volume and the productivity of advertising—creating a stronger Amazon business, not merely a larger ad account.
Methodology and disclosure
This comparison uses the 12 months immediately before management began, September 2023–August 2024; the first 12 months managed, September 2024–August 2025; and the following 12 months, September 2025–August 2026.
Figures are based on the client’s internal Amazon advertising and retail reporting. The client name has been withheld. Results reflect this account and are not a guarantee of future performance.
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