Beauty Brand Improved CPC Efficiency While Scaling Sales

Strategic match-type control and placement filtering reduced waste while keeping momentum in a crowded category.

Performance Snapshot

-32%

CPC Change

+89%

Sales

7.1x

ROAS

+67%

Impression Share

Overview

This beauty brand operated in one of the most expensive ad environments on Amazon.

Rising CPCs were squeezing returns and forcing difficult budget tradeoffs.

Our PPC team built a tighter efficiency framework that preserved scale while reducing average click cost.

CPC inflation was outpacing conversion and margin improvements.

Broad match discovery campaigns leaked budget into weak queries.

High competition on brand-adjacent terms increased volatility.

Existing structure made it hard to isolate efficient placements.

Leadership wanted lower CPC without a sales slowdown.

Budget was shifted toward placements with proven efficiency and away from low-yield inventory.

Exact and phrase structures were strengthened while broad remained controlled for exploration only.

Bid adjustments were tied to conversion and margin movement, not just click volume targets.

Search term negatives were scaled weekly to stop repeat leakage as the account expanded.

Offer timing and ad creative were tuned to increase conversion so lower CPC translated into stronger unit economics.

Bid controls and placement logic reduced inflated clicks in costly pockets of the category.

Impression share still expanded, showing efficiency gains came from smarter routing, not reduced ambition.

Average CPC dropped significantly.

Sales and impression share both increased.

ROAS improved in a high-pressure category.

The account became more resilient to competitive bid shocks.