Private Label FBA
Photo & video gear · US · $40K/mo · ~30 SKUs · Result in 14 days · Jan 2026
Lifting ROAS from 2.2× to 5.8× while sales doubled
Goal: Stop bleeding spend on unwinnable keywords and grow sales profitably in a crowded category.
ROAS
5.8×
Total sales
2×
TACoS
<20%
Targets optimized
407
Figures from the brand's Amazon Ads account. ROAS shown is cumulative over the measurement window; targets are the exact-match keywords Laurence reprices every hour. TACoS = total ad spend ÷ total store sales.
Our flagship product had been stagnating for the last year and a half. Within a few days Laurence was able to stop the rut and accelerate sales!
Starting position
Spend had grown past $40K/month while sales had fallen for eight straight months. The reflex had been to push bids up across the board and lean on aggressive top-of-search multipliers to 'keep up' — which only accelerated the slide.
What we found
About 60% of spend was going to hyper-competitive head terms the brand structurally couldn't win, where rivals with better margins could always outbid it.
Meanwhile, broad and phrase campaigns occasionally surfaced golden-nugget search terms — but every attempt to scale them dragged in irrelevant clicks, and ROAS collapsed. There was no way to keep the winners and drop the rest.
What Laurence did
Laurence first valued every existing keyword from its historical conversion rate and CPC, then cut spend on the head terms that couldn't clear the brand's margin.
It reallocated that budget across hundreds of converting long-tail terms the account had never targeted directly. Because Laurence borrows statistical strength across similar keywords, a brand-new term like "fog machine for indoor kids' parties" inherits conversion-rate estimates from "fog machine", "indoor party fog", and "kids fog machine" — so it can be priced correctly from day one. Coverage went from 30 to 407 exact-match keywords, each repriced every hour.
What happened
Sales doubled while ROAS climbed from 2.2× to 5.8×, with TACoS holding under 20%.
Advertising became a predictable profit center instead of a black box — and the brand could finally answer the question it never could before: what is actually driving my ad spend and sales?
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