The Challenge
New-ish home-décor brand competing with established players. Conversion rate stuck at 0.98% on visual-first category. Existing buyers were the bulk of orders — only 22.8% of orders were new customers. Needed to break out of the 'retention-only' growth trap while holding margin.
What the brand looked like before we engaged
Home décor + lifestyle metal art brand on Amazon India. Mid-tier price point, premium aesthetic. Account was running at:
- Conversion rate: 0.98%
- NTB orders: 22.8%
- ACOS: 17.6%
- ROAS: 5.69x
- TACOS: 11.5%
The pattern: ad campaigns were heavily skewed toward existing buyers searching the brand name. Only 22.8% of orders came from new customers. For a brand in growth phase, that’s a retention ceiling — discovery wasn’t compounding.
Exact action → exact result
Action 1: Lifestyle imagery overhaul (top 60 SKUs)
Home décor is a visual category — Rufus and Amazon’s search algorithm both weight image relevance heavily. Rebuilt main + lifestyle imagery: solo product on white background → lifestyle image in real rooms with scale references (people, furniture for size context).
Result: Conversion rate climbed from 0.98% → 1.54% (+57.1%). The category-typical “I can’t picture it in my room” objection was addressed by the image set.
Action 2: Sponsored Display interest-category audiences
Reduced Sponsored Products spend on saturated brand-defence. Redeployed budget to Sponsored Display audiences targeting interest categories: “home improvement,” “first-time home buyers,” “interior design enthusiasts.”
Result: NTB orders exploded from 22.8% → 56.9% (+149.6%) — more than 1 in 2 orders now from a buyer Amazon had never seen purchase the brand.
Action 3: Sponsored Brands Video showing room transformations
Short before/after SBV creative showing Casa Metallic pieces in transformed rooms. Direct ROAS on SBV ran ~3.5x — lower than search. But the downstream effect on direct branded search + retargeting was significant.
Result: ROAS climbed from 5.69x → 6.62x (+16.3%) — the SBV-driven branded search was higher-CVR than cold search traffic.
Action 4: Strategic conquest on adjacent home-décor brands
Bid on names of mid-tier home-décor competitors with similar price points but different aesthetics. Conquest ACOS ran ~28% — but every conversion was a competitor’s customer becoming Casa Metallic’s.
Result: ACOS dropped from 17.6% → 15.1% (−14.2%) at the blended level — Conquest’s higher per-keyword ACOS was more than offset by the Defence reduction.
Overall result on the Casa Metallic account
- NTB orders: 22.8% → 56.9% (+149.6%) — exceptional for home décor (category-typical NTB is 8–15%)
- Conversion rate: 0.98% → 1.54% (+57.1%)
- ROAS: 5.69x → 6.62x (+16.3%)
- ACOS: 17.6% → 15.1% (−14.2%)
- TACOS: 11.5% → 9.1% (−20.9%)
- Total ad sales delivered (full account): ₹1.08 Cr
- Total Amazon revenue (full account): ₹1.77 Cr
What ATIL takes from the Casa Metallic account
- Visual categories convert on imagery, not bid optimisation. A 57% CVR lift came from lifestyle imagery — no bid changes touched it.
- Sponsored Display interest audiences are the unsung NTB driver. Most agencies treat SD as retargeting only. The interest-category audiences are where new-customer acquisition lives.
- NTB% of 56% is achievable in mid-stage brands — but requires deliberately starving the brand-defence tier and feeding interest-audience expansion.
Free Amazon audit — we’ll review your creative + NTB potential.
Result
NTB orders 22.8% → 56.9% (+149.6%). Conversion rate 0.98% → 1.54% (+57.1%). ROAS 5.69x → 6.62x (+16.3%). ACOS 17.6% → 15.1% (−14.2%). TACOS dropped from 11.5% to 9.1%.
22.8% → 56.9%
New-to-Brand %
0.98% → 1.54%
Conversion Rate
5.69x → 6.62x
ROAS
17.6% → 15.1%
ACOS
11.5% → 9.1%
TACOS
₹1.08 Cr
Total Ad Sales (full account)