From 50% Plus TACoS to Scalable Growth

A competitive skincare account moved from runaway TACoS to controlled growth through tighter budget routing and keyword pruning.

Performance Snapshot

+3.6x

Revenue

-70%

TACoS

6.4x

ROAS

Stabilized

CPC Trend

Overview

The brand had strong product-market fit but ad structure drift caused rising TACoS and unstable pacing.

Budget was being spent too evenly across broad and low-value placements.

We rebuilt the account around a PPC operating system focused on efficiency first, then controlled scale.

TACoS exceeded acceptable levels and threatened contribution margin.

Overlapping campaign structures created internal bid competition.

Category CPC volatility made overspend windows expensive.

Branded traffic consumed disproportionate budget share.

Client required both short-term correction and long-term growth.

Campaigns were reorganized by objective and intent with strict query isolation to remove overlap.

Daily spend was allocated toward top-performing ad groups while underperforming pockets were throttled quickly.

Top-of-search and product-page multipliers were recalibrated using conversion and margin thresholds.

Low-yield terms were excluded at scale, reducing repeat waste and improving learning signal quality.

Spend expanded during conversion spikes and contracted outside demand peaks to preserve economics.

Campaign controls reduced non-performing traffic first, then budget was shifted to proven converting terms.

TACoS dropped sharply while revenue rose, proving the scale was quality-led instead of spend-led.

TACoS trend reversed from unsustainable to controlled.

Revenue scaled multiple times over baseline.

ROAS and pacing stability improved in parallel.

The account moved from firefighting to repeatable growth operations.