The Challenge

Despite strong demand, the account faced clear performance gaps:

Massive impressions without optimized click efficiency.
Promoted listings not fully aligned with high-intent SKUs.
Conversion rate needed improvement to justify scale.
Risk of ad spend inefficiency as traffic increased.

The challenge was to convert high-volume exposure into profitable, repeatable revenue.

Our Strategy

Impression Control & SKU Prioritization: Rather than promoting everything equally, we focused spend on SKUs that:

Already showed strong organic conversion.
Had competitive pricing and inventory depth.
Could absorb scale without margin collapse.
This ensured impressions were high-intent, not wasted.

Sell-Through First Inventory Control: Rather than pushing quantity, we focused on inventory velocity:

Prioritized SKUs with faster sell-through.
Allowed slow-moving items to expire instead of force-discounting.
Maintained a lean active catalog to keep sell-through rate high.
This reduced dead stock and preserved margin.

Click Efficiency Optimization: With 25M+ impressions, CTR mattered:

Optimized titles and item specifics to improve relevance.
Reduced promotion on low-CTR listings.
Strengthened alignment between promoted keywords and buyer intent.
CTR stabilized while maintaining scale.

Conversion-First Listing Optimization: A 13.97% conversion rate at scale was achieved by:

Improving listing clarity and pricing logic.
Reducing buyer friction (delivery, returns, trust signals).
Matching promoted traffic to listings built to convert.
Traffic quality mattered more than traffic volume.

Spend Discipline & ROAS Protection: Ad spend was scaled with control:

£16.5K ad spend generated £147K+ revenue.
ROAS maintained at ~8.9x.
Spend increased only where conversion and sell-through supported it.
No blind budget scaling.