LuxuryKase: ACOS 16.8% → 10.5% (−37%), ROAS 5.94x → 9.53x (+60%)

What the brand looked like before we engaged

LuxuryKase sells premium phone cases on Amazon India — branded designs across iPhone, Samsung, OnePlus, Realme SKUs. When ATIL took over, the account was running at:

• ACOS: 16.8% (too high for thin-margin accessory category)
• ROAS: 5.94x
• Broad-match keywords leaking spend to mismatched intent (“iphone case” was burning ₹40+/click that converted at ~1.5%)
• No defensive brand campaign — competitors appearing first on “LuxuryKase iPhone” queries
• Bid uniformity across devices despite 4–6x CVR variance between iPhone 13 mini and iPhone 15 Pro Max cases

Exact action → exact result

Action 1: Match-type discipline (broad → phrase / exact)

Broad-match keywords were either converted to phrase-match with tighter targeting, paused, or moved to a low-budget “research” campaign. Exact-match bids increased on validated converters from the search-term harvest.

Result: ACOS dropped from 16.8% → 13.9% by month 3 — wasted broad-match spend eliminated within 60 days.

Action 2: SKU-level bid tiering by device

Bids became device-specific. Premium devices (iPhone 15 Pro Max, Samsung S24 Ultra) — where buyers tolerate higher case prices — got more aggressive bids. Budget devices got tighter ACOS caps.

Result: ROAS climbed from 5.94x → 7.18x by month 3, 9.53x by month 5 (+60.4%) — bids concentrated where the conversion economics actually worked.

Action 3: Negative keyword sweep (4-month historical scrub)

Aggressive negative keyword harvest from 4 months of historical search term reports. ScaleSkus’s 3-tier classifier flagged thousands of “case” queries that were brand-mismatched (e.g., “leather flip case” when LuxuryKase only makes hard-shell).

Result: Click quality jumped immediately. The same ad spend now reached buyers who would actually convert. ACOS dropped a further 3 percentage points.

Action 4: Defensive brand campaign

Dedicated SP exact-match campaign on “LuxuryKase,” “Luxury Kase,” and brand-variant spellings. ACOS on defence: 4–6% — cheapest customer acquisition that exists.

Result: Branded conversions previously leaking to competitors were captured. Conquest-loss reduced to near-zero.

Overall result on the LuxuryKase account

Metric	Month 1	Month 3	Month 5
ACOS	16.8%	13.9%	10.5%
ROAS	5.94x	7.18x	9.53x
Monthly Spend	₹1.65 L	₹2.10 L	₹1.31 L

• ACOS reduction: 16.8% → 10.5% (−37.5%)
• ROAS lift: 5.94x → 9.53x (+60.4%)
• Monthly ad spend: grew through the optimisation period — proving the gains came from efficiency, not budget cuts
• Trajectory: consistent improvement (one early spike during a category sale event when we held budget rather than chase impressions — gains compounded from month 3 onward)

What ATIL takes from the LuxuryKase account

1. Match-type discipline is the highest-impact first 30-day lever. Most accounts are bleeding spend on broad-match keywords with no negative-keyword discipline.
2. Defensive brand campaigns are non-negotiable. Without them, you’re paying competitors a tax to convert your own brand searches.
3. Don’t chase impressions during competitor sale events. Holding budget when bids spike protects margin without losing strategic ground.

Get a free Amazon audit for your brand — we’ll model ACOS targets and the 30-day fixes that move them.