The Challenge
Mid-stage hardware brand. Existing customers kept buying — easy ACOS, no compounding growth. Brand needed to break out of the retention ceiling without ACOS blowout. Hardware/tools categories cluster at 8–15% NTB rates; pushing past that requires disciplined audience expansion.
What the brand looked like before we engaged
Hardware + tools brand on Amazon India — established product range, working to expand beyond loyal repeat buyers. The category trap: existing customers are loyal once they find a reliable brand, so accounts cluster at 8–15% NTB — and growth ceilings out.
JADEMECH wanted to break out of that cycle while holding profitable ROAS.
Exact action → exact result
Action 1: Defence / Discovery / Conquest tier separation
Restructured campaigns into three audience tiers with distinct ACOS targets:
- Defence (brand-term protection): ACOS 4–7% (held to lowest band)
- Discovery (category-broad keywords): ACOS 18–22%
- Conquest (competitor brand-terms): ACOS 28–35%
NTB-weighted bid multipliers applied across all three.
Result: NTB orders climbed to 31.6% of total orders (3,197 of 10,118) — roughly 2x the category-typical NTB rate.
Action 2: Sponsored Brands Video for category education
Hardware/tools buyers research extensively before committing. SBV creative explained product use cases — visual demonstrations of how JADEMECH tools differ from cheaper alternatives.
Result: Branded search lifted measurably; Conquest tier conversions improved as competitor-brand searchers were exposed to JADEMECH demos.
Action 3: Cross-category keyword expansion
SKU-to-search-category mapping. Buyers searching “electrical repair kit” might also need JADEMECH’s screwdriver set. Bidding on adjacent-but-not-overlapping queries expanded reach into customer segments that hadn’t seen the brand before.
Result: Account-blended 6.59x ROAS sustained across the full window — Conquest’s higher per-keyword ACOS was offset by Defence + Discovery efficiency.
Action 4: Inventory + ACOS coordination
SKUs with thinning inventory got reduced spend to prevent stockouts. SKUs with surplus inventory got temporary ACOS-relaxation to clear stock without margin damage.
Result: Total ad sales reached ₹1.42 Cr; total Amazon revenue reached ₹2.37 Cr. TACOS held at 9.1%.
Overall result on the JADEMECH account
- ROAS: 6.59x (sustained across full account)
- NTB orders: 31.6% (3,197 of 10,118) — 2x category typical
- Blended ACOS: 15.2%
- Total ad sales delivered: ₹1.42 Cr
- Total Amazon revenue: ₹2.37 Cr
- TACOS: 9.1%
- Orders delivered: 10,118
- Impressions delivered: 26.7 M
What ATIL takes from the JADEMECH account
- Mid-stage brands can break the retention ceiling with disciplined audience-tier separation. Without it, advertising mostly farms existing customers at the lowest ACOS.
- Cross-category adjacency is underused. Most agencies stop at “what category does this SKU live in?” The real win is “what other searches lead to people who’d want this SKU?”
- Inventory + advertising coordination prevents the worst leakage scenarios — stockouts on top sellers, deadweight inventory on weak SKUs.
Free Amazon audit — we’ll model NTB% improvement potential for your account.
Result
31.6% NTB orders (3,197 of 10,118) — roughly 2x category typical. 6.59x ROAS. 15.2% blended ACOS. ₹1.42 Cr ad sales delivered. ₹2.37 Cr total Amazon revenue. TACOS held at 9.1%.
6.59x
ROAS
31.6%
New-to-Brand Orders
₹1.42 Cr
Ad Sales
₹2.37 Cr
Total Amazon Revenue
15.2%
Blended ACOS
10,118
Orders