Objective
To rapidly scale product visibility and sales for a client selling six supplement products, targeting strategic growth during Q3 to Q4. This case study details our approach, results, and key insights from August to October, showcasing how intentional budget increases aligned with seasonal demand translated to measurable growth.
1. Overview of Ad Spend and Strategy (August – October)
Our PPC strategy aimed to drive substantial growth through increased ad spend, especially in October, anticipating heightened seasonal demand. The goal was to maximize both PPC-attributable and total sales, setting the client up for continued growth in Q4.
PPC Spend-to-Sales Performance Overview
We adjusted PPC spend incrementally to test responsiveness and scale as results grew. This strategic increase in budget, particularly in October, was designed to capture greater market share.
Month-by-Month Results
August to September:
PPC Spend Increase: +42.5% ($410 to $1340)
PPC Sales Growth: +111.8% ($701 to $2340)
Total Sales Growth: +108.8% ($2123 to $4434)
Advertising Cost of sales (ACOS): 59% to 57%
Insight: This initial increase doubled ad effectiveness, resulting in a strong rise in total sales with minimal budget adjustments.
September to October:
PPC Spend Increase: +215% ($1340 to $3280)
PPC Sales Growth: +140.8% (2340 to $5836)
Total Sales Increase: +98.1% (from $4,434 to $8,780)
Advertising Cost of sales (ACOS): 57% to 56%
Insight: While aggressive, this October budget allocation captured market demand and yielded a near-doubling of total sales.
Takeaway: The October ad spend increase, while significant, effectively amplified sales and visibility, proving our hypothesis that heightened spend would yield proportionate gains.
Advertising Cost Efficiency (ACOS & TACOS)
Due to increased ad spend, we observed a rise in both ACOS and TACOS metrics. Here’s how these metrics evolved:
- ACOS remained stable around 55-57%, indicating sustained efficiency in converting ad spend to sales despite budget expansion.
- TACOS rose from 26.5% in August to 35.9% in October, reflecting the reliance on PPC for overall sales.
Insight: Although TACOS increased, it remained within acceptable limits given the growth strategy. As organic sales increase, this percentage is expected to decrease.
Total Sales Impact and Key Outcomes
- Significant Sales Growth: Total sales nearly doubled from $4,434 in September to $8,780 in October—a 98.1% increase. This reflects the effectiveness of our visibility strategy.
- Higher PPC Revenue: PPC-attributable sales rose sharply, moving from $2,339 in September to $5,631 in October, underscoring the role of ads in driving revenue.
Summary: The client’s revenue growth is closely linked to the increased PPC investment. The strategy’s impact is visible in both PPC and organic sales metrics.
Next Steps for Continued Growth
- Balanced Budget Allocation: Moderating the PPC budget for Q4 to sustain momentum while optimizing ad efficiency.
- Keyword ROI Optimization: Focusing on high-performing keywords to maintain sales growth while managing ad spend.
- Organic Growth Enhancement: Boosting listing quality and relevance to drive more organic traffic and reduce TACOS over time.
Final Takeaway
Our structured PPC scaling strategy has effectively doubled the client’s monthly sales, demonstrating the power of a data-driven, seasonal ad spend increase in the supplements category.
