The Challenge
Health-drinks brand entering a saturated category dominated by 4–5 incumbents. Needed scale + ROAS together — most challenger brands in beverage burn cash on impression-led plays. The brief: prove that disciplined ad spend can compound revenue without breaking the cost structure.
Why the name is withheld
This client has not authorised public reference. The numbers below come directly from their live Amazon Ads account — only the brand identity is held back.
What we did
1. Category-share-first bidding (not absolute-ROAS-first)
The temptation in beverage is to optimise to the highest ROAS keywords. We did the opposite: ran broad category-keyword campaigns at higher ACOS to build category share, then layered defensive brand campaigns over the harvested traffic.
2. TACOS-led portfolio targeting
Pure ACOS optimisation caps total Amazon revenue. We switched the account to TACOS-led targeting — accepting higher per-keyword ACOS where the keyword drove organic discoverability. Result: the halo effect (organic Amazon sales lift) became the dominant growth driver.
3. Festival pre-pacing
Beverage spikes during Diwali, summer, and Independence Day. Budget pre-loaded 14 days before each window. Top revenue months were the festival pre-windows.
Result
- Total Amazon revenue: ₹5.57 Cr
- Ad-attributed sales: ₹2.25 Cr (40.4% of total revenue)
- Blended ROAS: 4.41×
- Halo effect: ₹3.32 Cr in additional organic Amazon sales
Health-drinks category is brutal — sustaining 4.41× ROAS while compounding total Amazon revenue 2.5× the ad-attributed sales is the signal.
Free Amazon audit — we’ll run the same diagnostic on your account.
Result
₹2.25 Cr ad-attributed sales + ₹5.57 Cr total Amazon revenue at 4.41× blended ROAS. Halo ratio: every ₹1 of ad spend drove ₹1.47 in additional organic Amazon sales.
₹5.57 Cr
Total Amazon Revenue
₹2.25 Cr
Ad-Attributed Sales
4.41×
Blended ROAS
Health Drinks
Category
Under NDA
Client Name
Live ad account
Data Source