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Amazon PPC management

Amazon ads that make money, not just sales.

We work out what stage each product is at, cut the spend that doesn't pay, rebuild the campaigns around the searches that sell, and fix the listing so the clicks you pay for convert.

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  • Sponsored Products, Brands and Display
  • Seller and Vendor Central
  • UK, US and EU marketplaces
Amazon Ads · Campaign results
Italian body-care brandAmazon.it · Vendor Central
1 Jul – 31 Aug 2026
Ad spend€3,307.99
Ad sales€100,265.44
ACOS3.30%
Avg. cost per click€0.14
Spend and sales on the same scale
€3,307.99 ad spend
€100,265.44 ad sales
€30.31in ad sales for every €1 of ad spend
37.96ROAS on the biggest campaign: €142.83 in, €5,421.85 out
Figures from the Amazon Ads console, 1 Jul – 31 Aug 2026.
01 — Results

Results first. Then how we got them.

Real accounts, real dates, figures straight from the Ads console. Brands are named where they've agreed; the rest are described by category.

Vendor · Amazon.it1 Jul – 31 Aug 2026

Italian body-care brand

€30.31in ad sales for every €1 of ad spend

The Ads console, 1 Jul – 31 Aug 2026. Campaign names blurred. Tap to enlarge.

What happened

Ad spend€3,307.99
Ad sales€100,265.44
ACOS3.30%
Avg. cost per click€0.14
Biggest campaign ROAS37.96
Live campaigns380

What we found

  • A catalogue of 210 products and sales in Italy running behind the previous year
  • No ad structure to tell brand searches, generic searches and competitor traffic apart

What we built

  • Ranked all 210 products by real units sold over six months: the top 40 made 82% of revenue, so the ads went there first
  • Brand defence and a Sponsored Products expansion campaign on each of the 40; competitor product pages targeted for the top 10
  • Seven Sponsored Brands videos, one per product family instead of one per product
  • Bids capped on the products with the highest return rates
Pilates grip socks · Amazon USBefore us vs with us

Lisa Maree

89.75%53.11%ACOS: the six months before us, then our first two months
Ad sales for every $1 of ad spend
Before us6 months$1.11
With us2 months$1.88
Before us1 Jan – 30 Jun 2026With us1 Jul – 31 Aug 2026
Ad spend$15,128.71$2,626.52
Ad sales$16,856.00$4,945.81
ACOS89.75%53.11%
Clicks19,9334,145

The Ads console for both periods. Tap to enlarge.

What we found

Weekly ACOS in the previous manager's reports, Oct 2025 – Jun 2026Ads cost more than they sold0%50%100%150%NovDecJanFebMarAprMayJun
  • In 17 of 36 weeks the ads cost more than they sold
  • $19,942 of ad spend returned $22,793 in ad sales over those 36 weeks
  • TACOS of 55.9%: more than half of all revenue went back into ads
Hair and scalp care · Amazon UK3 months

Milva Propolis Shampoo

+308%ad sales in 3 months, with ACOS down from 45.03% to 26.17%

Ad sales each month, with that month's ACOS underneath

£1,410.37Month 1ACOS 45.03%£2,960.36Month 2ACOS 33.39%£5,760.31Month 3ACOS 26.17%£1,410.37Month 1ACOS 45.03%£2,960.36Month 2ACOS 33.39%£5,760.31Month 3ACOS 26.17%

What happened

Ad sales, month 1 → 3£1,410.37 → £5,760.31
ACOS, month 1 → 345.03% → 26.17%
Impressions, month 1 → 341,290 → 87,765
CTR, month 1 → 20.51% → 0.72%

From our Milva Propolis PPC case study.

What we found

  • £1,410 a month in ad sales: the ads barely sold
  • 45% ACOS: the spend didn't pay for itself
  • Generic targeting, no campaign structure and no plan to grow

What we built

  • Month 1, stop the waste: cut the search terms that never converted, simplified the campaigns, set bids and budgets from the data
  • Month 2, focus before spending more: moved spend to the best-converting searches, paused big terms that burned money, rewrote the ad copy around the real product benefits
  • Month 3, scale what works: more budget on proven keywords, higher bids only where the margin allowed, brand defence on Milva searches

More case studies

All success stories
Hair careMilva
5,000+units a month
Read the case study
Pilates grip socks · Amazon USLISAMAREE
81% → 35%TACoS in three months
Read the case study
Natural hair and body careVis Plantis
€50,000on Amazon last year
Read the case study
Skin care · Amazon DERenora Cosmetics
1000%growth in 90 days after a relaunch
Read the case study
02 — Diagnosis

First we find out what stage each product is at.

A launch, a product that sells but loses money on ads, one that's ready to scale and a market leader under attack need four different ad accounts. Most accounts have all four at once, so we set the stage product by product.

What we see

  • No organic rank on the main searches yet
  • A handful of reviews, conversion rate unknown
  • Ads bought on the product name only

The number we watch

  • Organic rank on 3 to 5 main searches
  • Conversion rate

What we do first

  • Keyword research from Brand Analytics and DataDive before any ad goes live
  • Single-keyword ranking campaigns on the searches worth owning
  • A spend ceiling and an end date agreed up front: launch ACOS runs high on purpose, not by accident

What we see

  • ACOS above the product's break-even point
  • Search terms that get clicks and never sell
  • Brand and generic searches mixed in one campaign

The number we watch

  • ACOS against break-even, product by product
  • TACOS trend

What we do first

  • Search-term audit: negate the waste, move winners to exact match
  • Bids tied to what a click is worth at your conversion rate
  • Fix the listing where clicks don't convert, before buying more of them

What we see

  • Ads profitable on a few exact terms
  • Low share of the category's searches
  • No video, no competitor targeting

The number we watch

  • Share of search in Search Query Performance
  • New-to-brand orders

What we do first

  • Expand into product and category targeting
  • Sponsored Brands video on the proven keywords
  • Top-of-search placements where the numbers hold

What we see

  • Competitors advertising on your brand name
  • Rivals' ads on your product pages
  • Sales falling on your own brand searches

The number we watch

  • Share of your own brand searches
  • Brand ACOS

What we do first

  • Brand defence on your own name and your own product pages
  • Sponsored Display on your listings to keep rivals off them
  • Weekly watch for new sellers on your listings
03 — The rebuild

What we usually find, and what we build instead.

Most accounts we take over look like the left side. We rebuild them product family by product family, so every campaign has one job and one number to hit.

What we usually find
  • One auto campaign doing everything
  • Broad match on the product name, no negatives
  • Brand and generic searches in the same campaign
  • Bids set once and never tied to conversion
  • Budget spread evenly across every product
What we build, per product family
ResearchAuto and broad matchFinds new searches that sell
PerformanceExact match, grouped by keyword rootSpends where sales are proven
RankingSingle-keyword exactPushes organic rank on the searches worth owning
CompetitorTheir product pagesTakes shoppers already looking at a rival
Brand defenceYour name and your ASINsKeeps rivals off your own searches
Sponsored Brands videoOne per product familyWins the top of the results page

Winning searches move from Research to Performance each week; the ones that never sell are negated everywhere.

  1. 01Audit

    Search terms, placements, Search Query Performance and profit per product. We find where the money leaks before we touch a bid.

  2. 02Prioritise

    Products ranked by real sales and margin. Ad budget goes where the profit is, not spread evenly across the catalogue.

  3. 03Restructure

    Campaigns rebuilt by product family, each with one job: research, performance, ranking, competitor or brand defence.

  4. 04Run it weekly

    Harvest and negate search terms, move bids to target, adjust placements, and report on what changed.

04 — PPC and SEO together

Ads buy the click. The listing wins the sale.

Without SEO, PPC rents traffic that disappears when you stop paying. With it, every sale the ads bring in pushes organic rank, and the next sale costs less. We run both as one system.

Ads+ SEO12345
1Ads find the searches that sellSearch term report
2Those words go into the listingTitle, bullets, backend
3More clicks turn into ordersConversion rate up
4Organic rank climbsSales velocity on the search
5Each sale needs less ad spendTACOS falls
3×the conversion rate from a new main image

Pilates grip socks, Amazon US, Manage Your Experiments: 0.115% → 0.343%. Three times the orders from the same clicks means a third of the ad cost per order.

See the full test
05 — Your numbers

What can you afford to pay for a click?

Put in one product's numbers. You'll see the ACOS where ads stop making money, and the most a click is worth at your conversion rate.

Where each sale at — goes
  • VAT—
  • Product cost—
  • Amazon fees—
  • Ad budget at target—
  • Profit you keep—
Break-even ACOS—Above this, every ad sale loses money.
Target ACOS—Keeps the profit you set.
Profit per unit before ads—After VAT, cost and Amazon fees.
Most a click is worth—Profit per unit × conversion rate.
Starting bid—What a click is worth at your target ACOS.
Check your numbers on a call
06 — Every week

What we do, and when.

PPC isn't set and forget. This is the routine every account gets.

Daily
  • Budget and pacing check
  • Stock check: pause ads before a stock-out, not after
  • Buy Box and Featured Offer check
Weekly
  • Harvest converting searches, negate the waste
  • Bid changes to target ACOS
  • Placement adjustments
  • Search Query Performance read
Monthly
  • Profit per product review
  • Budget moved to where it earns most
  • Report and call: what changed, what's next
  • Listing and test plan for the next month
07 — What we run

Every ad placement on the page.

Sponsored Products, Sponsored Brands and Sponsored Display, each used for the job it does best.

1Sponsored Brands

Headline, video and store spotlight ads at the top of the results. We run one video per product family, tested on the keywords that already convert.

2Sponsored Products

The ads inside the results and on product pages. Most of the budget and most of the sales: research, performance, ranking and competitor campaigns.

3Sponsored Display

Ads on product pages and retargeting shoppers who viewed but didn't buy. We use it to defend your listings and bring back lost shoppers.

08 — Clients

What our clients say.

Brands that went from a side channel, or a plateau, to a serious revenue stream.

In just 3 months, our Amazon sales increased by more than 400%. Their team completely rebuilt our listings, SEO structure, and advertising strategy — and the results came faster than we expected.

What impressed me most is that they don't just “optimize.” They think strategically like true partners.

Paolo ConriSEO Manager, Lacote Group

They improved our listings, positioning, and international strategy, and our sales increased steadily across multiple markets.

It feels like having an in-house Amazon team that truly cares about your brand's success.

HristoOwner, Milva Products

We actually started working together almost as a small test — just to “see what happens.” Now they generate tens of thousands in monthly turnover for us on Amazon.

Their team knows exactly how Amazon works: content, SEO, ads, and conversions. Everything is data-driven and structured. No guessing.

Wojciech SzeligaOwner, Vis Plantis Company
09 — Questions

Common questions.

The things brands ask us before the first call.

What ACOS should we aim for?

It depends on your margin. Break-even ACOS is your profit per unit before ads divided by the price; above it, every ad sale loses money. The calculator above works it out. A launch runs above break-even on purpose for a set time; an established product should sit well below it.

How quickly will we see a change?

The waste usually goes first: negatives, bid cuts and paused targets in the first weeks. Rebuilt campaigns need a few weeks of data before we scale them. Ranking a new product takes longer, and we agree the spend ceiling and end date before it starts.

Do you change our listings too?

If the listing is the reason clicks don't convert, yes, or we tell you exactly what to change. Paying for clicks a listing can't convert is the most common leak we find.

We already have an agency or an in-house PPC person.

Then look at our consulting: we audit the account, set the structure and the weekly routine, and your people run it with us alongside.

Do you work with Vendor Central?

Yes. Vendor and Seller Central accounts both run on the same Amazon Ads console, and we manage both.

Which marketplaces do you cover?

The UK, the US, and the European marketplaces: Germany, France, Italy, Spain, the Netherlands and Sweden.

Do you run DSP?

No. We focus on Sponsored Products, Sponsored Brands and Sponsored Display, where most brands' profit on Amazon is made or lost.

What access do you need?

Access to your Amazon Ads account and to Seller Central or Vendor Central. We never ask for account ownership.

Where to start

Send us the account. We'll show you where the spend leaks.

Thirty minutes on a call, looking at your own Ads console. You'll leave knowing the stage each product is at and the first three changes we'd make.

Book a free strategy call Get the free audit