Stabilising and scaling Amazon advertising for an eco-friendly household cleaning brand
Client: example
7 January 2026
The Challenge
An established eco-friendly household cleaning brand partnered with us after experiencing inconsistent performance on Amazon. The product range included surface, kitchen and floor cleaners, with growing demand driven by sustainability-focused consumers.
Despite solid product-market fit, the brand was struggling to maintain profitability on Amazon due to rising advertising costs and an increasingly complex account structure. The goal was not rapid expansion, but to stabilise performance, improve efficiency and create a scalable foundation for long-term growth.
Although the brand had traction in the category, several issues were limiting performance:
Although the brand had traction in the category, several issues were limiting performance:
1. Rising Advertising Costs
Advertising spend had increased steadily, but returns were becoming unpredictable. Broad category keywords and overlapping campaigns were inflating CPCs without delivering proportional growth.
2. Fragmented Account Structure
Campaigns had been built incrementally over time, resulting in duplicated keywords, internal competition and diluted performance signals, particularly across similar cleaner variants.
3. High Dependence on Paid Traffic
A large share of sales was driven by ads, including high-intent and branded searches, putting pressure on margins and making performance sensitive to budget changes.
4. Limited Clarity on What Was Driving Profit
Reporting focused on aggregate metrics, making it difficult to identify which products, keywords and campaigns were truly profitable.
Our Solution
1. Account Restructure & Keyword Ownership
We rebuilt the advertising account around intent and product relevance:
- Clear separation of branded, non-branded and competitor campaigns
- Consolidation of duplicate keywords across similar cleaning products
- Match-type segmentation to reduce overlap and improve bidding accuracy
This reduced internal competition and gave Amazon’s algorithm cleaner data to optimise against.
2. Efficiency-Led Optimisation
Rather than increasing spend, we focused on:
- Reallocating budget toward keywords with consistent conversion
- Reducing bids on high-CPC, low-margin category terms
- Controlled testing of new keywords once baseline performance stabilised
This approach improved efficiency without sacrificing necessary visibility.
3. Listing & Conversion Alignment
We aligned advertising traffic with listings built to convert:
- Clarified eco credentials, ingredient transparency and safety claims
- Improved image sequencing to highlight usage areas (kitchen, floors, surfaces)
- Reduced friction by aligning ad messaging with on-page content
Small improvements in conversion helped amplify the value of existing traffic.
4. Supporting Organic Performance
As paid performance stabilised, we reduced over-reliance on ads:
- Gradually lowered spending on branded and high-intent terms
- Supported organic ranking through consistent, efficient sales velocity rather than aggressive bidding
The Results
Within 90 days of restructuring the account, the brand saw a noticeable improvement in both performance stability and advertising efficiency.
Advertising spend became more predictable, with budgets increasingly concentrated on keywords and product targets that demonstrated consistent conversion. As a result, wasted spend caused by internal competition and duplicated targeting was significantly reduced.
The cleaner account structure also led to improved bidding efficiency. CPCs stabilised across core non-branded terms as Amazon’s algorithm received clearer performance signals, allowing the brand to maintain visibility without continuously increasing bids.
As listing content and advertising messaging became more closely aligned, conversion rates improved across key products, particularly on surface and kitchen cleaners, where eco credentials and safety messaging were most important to shoppers. This helped extract more value from existing traffic rather than relying on additional spend.
Over time, the balance between paid and organic sales improved. The brand became less dependent on advertising for high-intent and branded searches, supporting healthier margins and reducing sensitivity to short-term budget changes.
Most importantly, the brand moved from reactive optimisation to a controlled, scalable Amazon strategy, with clear insight into what was driving profitable growth and how to build on it sustainably.
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