Cut the spend by 40% and increasing the total sales from $7340 to $9780 in 30 days Decreasing the ACOS from 77% to 45% in 30 days
Challenges
Extremely High Wasted Spend
A large portion of the budget was draining into irrelevant search terms and high-CPC keywords that weren’t converting. No negative keywords were added for months.
Over-Bidding on Non-Profitable Keywords
Important keywords were being bid aggressively without analyzing conversion history, leading to inflated CPC and unsustainable ACoS.
Lack of Campaign Prioritization
All campaigns were treated equally meaning low performers were consuming most of the budget, while the best-performing ones consistently ran out of spend before peak hours.
Overlapping Keyword Cannibalization
Multiple campaigns were targeting the same keywords, causing internal competition, higher CPC, and skewed performance data.
Poor Placement Optimization
Most of the budget was going to expensive placements like Top of Search and Product Pages without testing or controlling bid multipliers.
Plan Of Action
Eliminated Wasted Spend With Aggressive Negative Keyword Strategy
We reviewed 60 days of search term data and immediately:
- Added high-cost, no-conversion terms as negatives
- Removed keywords with poor conversion history
- Blocked irrelevant long-tail terms
This alone cut spend by more than 20% in the first week.
Rebuilt a Lean, Efficient PPC Structure
We reorganized campaigns into:
- High-intent exact match
- Mid-intent phrase match
- Controlled broad match with strict negatives
- Auto campaigns with harvesting only
This created clarity and boosted efficiency across the account.
Reduced Bids on Low-Converting Keywords
We applied performance-based bidding:
- Lowered bids on high-CPC, low-CVR terms
- Paused unprofitable keywords completely
- Shifted budget to keywords with proven conversion history
This stabilized ACOS quickly.
Identified & Scaled Profitable Keywords
We analyzed conversion rate per keyword and increased budgets only on high-performing campaigns.
This ensured spend was used where it mattered most.
Placement Optimization to Reduce CPC
We:
- Removed bid multipliers where CPC was unnecessarily high
- Shifted more budget to placements with lower CPC and better CVR
- Optimized bids based on hourly and daily performance
This further reduced overall CPC and improved efficiency.
The Outcomes We Achieved
Within 30 days, the account experienced a complete turnaround:
💸 40% Reduction in Ad Spend
Spend dropped from $4,178 → $2,720 without losing visibility.
📈 Increased Sales to $9,780 (33% Growth)
Even with less spend, sales increased significantly.
🔥 ACOS Dropped From 77% to 45%
A dramatic improvement in profitability and ad efficiency.
🚀 Higher Organic Contribution
More efficient campaigns boosted organic rankings and increased organic sales naturally.
RESULT
