Case study · Self-tan & body care · Amazon US

Same account. Same catalog. Different operator.

A brand with real off-Amazon demand had been selling on Amazon for nineteen months with nobody running the ad account properly. Management started 2 March 2026.

Advertising, before and after

Every efficiency metric moved the right way.

The account's original campaigns are all closed now, so their lifetime numbers are final and compare cleanly against the campaigns built under management. Like for like, Sponsored Products only.

SPONSORED PRODUCTS · LIFETIME, BY CAMPAIGN COHORT Client-built Under management ACoS ad spend ÷ ad sales · lower is better 38.7% 28.5% ROAS return on ad spend 2.58× 3.51× Conversion rate orders per click 9.1% 11.7% Click-through rate targeting relevance 0.10% 0.56% Cost per click same auction, better quality $1.29 $1.11
Client-built cohort: 17 campaigns, $14,662 spend, $37,864 ad sales, 1,034 orders. Managed cohort: 102 campaigns, $42,554 spend, $149,517 ad sales, 4,491 orders. Bar lengths are illustrative, not proportional.

The click-through figure is the one worth pausing on. The original campaigns bought 11.1 million impressions and converted 1,034 orders. The managed campaigns bought 6.8 million impressions and converted 4,491. Fewer impressions, four times the orders — placements bought deliberately instead of broadly.

Volume was never the problem. Relevance was.

The organic lift

Paid didn't take sales from organic. It pulled organic up with it.

This is the part most PPC reporting never shows, because it means looking outside the ad console. Total account revenue — paid and organic together — either side of the handover.

AVERAGE DAILY REVENUE · TOTAL ACCOUNT Organic Ad-attributed $460 Before 30 Jul 2024 – 1 Mar 2026 580 days · client-run $2,640 After 2 Mar – 19 Jul 2026 140 days · managed Organic alone $395/day → $1,150/day 2.9× more organic revenue per day
Organic revenue is total account revenue less ad-attributed sales. Before: $266,762 total, $37,864 ad-attributed. After: $369,552 total, $208,553 ad-attributed. The category is seasonal and the managed window sits inside one peak, so the daily totals above are read as directional — see note 3.

Before the handover the account was, in practice, an organic-only business with a few campaigns idling beside it — 86% of revenue arrived with no advertising behind it at all. The obvious worry when you finally switch advertising on properly is that paid just buys sales organic would have made anyway.

That is not what happened. Organic revenue itself went from $395 a day to $1,150 a day — 2.9× — while ad-attributed revenue scaled alongside it. Total daily revenue went from $460 to $2,640. Paid volume drove rank and review velocity, and rank pulled organic up behind it.

Advertising that only moves ad-attributed sales is buying revenue. Advertising that moves organic too is building a channel.

Does this pattern look familiar?

Proven demand off Amazon, an Amazon channel running on a fraction of the attention it needs, and a set of numbers nobody has separated properly. That gap is usually visible from the outside, before anyone logs in.

jack@nurturacommerce.com

Method & measurement

  1. The advertising comparison splits campaigns into two cohorts by creation date — before 2 March 2026 and from 2 March 2026 onward — and compares their lifetime totals. The client-built cohort is entirely paused, so its figures are final. Sponsored Products only, since the original account ran no Sponsored Brands or Display.
  2. Any spend from a client-built campaign that continued past 2 March before being paused sits on the "before" side of the comparison. That is the conservative direction.
  3. The category is seasonal, with demand peaking in spring and early summer. The 140-day managed window sits inside one peak; the 580-day prior window contains a peak plus two off-seasons. Daily-average figures are therefore directional rather than a like-for-like seasonal comparison, and the advertising efficiency metrics above — ACoS, ROAS, conversion rate, click-through rate, cost per click — are the season-neutral measures.
  4. Total account revenue is taken from Amazon Business and Finance reports; ad-attributed sales are taken from the advertising console. The two systems attribute on different bases, so organic revenue derived by subtraction is close but not exact.
  5. All charts are original renderings of the underlying reporting. Every figure is as measured; no estimated or modelled values appear above.
  6. Client identity withheld. Shared with permission.