Synergy Etrade: 9.62x ROAS — Best in Our Portfolio — 10.4% ACOS, ₹3.09 Cr Ad Sales

What the brand looked like before we engaged

Synergy International’s B2B eTrade arm sells industrial components on Amazon India — mechanical parts, fasteners, hardware, components supplied to small manufacturers and trade buyers.

B2B industrial buyers don’t shop like consumers. They:

• Research extensively before purchase (multi-day or multi-week consideration)
• Compare specifications obsessively (parts must fit; mistakes are expensive)
• Are relatively price-insensitive when fit + reliability are clear
• Don’t impulse-buy

Consumer marketing playbooks (broad reach, retargeting flush, discount stacking) actively underperform. The wins are different.

Exact action → exact result

Action 1: Hyper-specific exact-match keyword targeting

Exact-match campaigns built around part numbers, technical specifications, exact use-case queries. A query like “M8 bolt galvanised 50mm” fully captured at high bid. Broader queries like “fasteners” ignored entirely.

Result: Click volume kept intentionally low (152K total clicks) — but every click came from a buyer who already knew exactly what they needed.

Action 2: Specification-rich A+ content overhaul

Every top listing rebuilt with technical specification tables, material composition, certifications (IS, BIS where applicable), use-case galleries. B2B buyers convert when their checklist matches.

Result: Average order value reached ₹1,901 — versus ₹450–600 in our consumer-category accounts. Specification depth drove the AOV premium.

Action 3: CVR-first (not CTR-first) optimisation

Campaigns optimised for CVR per click, not CTR. A campaign showing 5,000 impressions and 50 clicks with 18 orders beat one showing 50,000 impressions, 500 clicks, 30 orders — second has worse unit economics.

Result: 9.62x ROAS — the highest figure across our 63-brand portfolio. 10.4% ACOS — the lowest among industrial accounts of comparable size.

Action 4: Inventory-aware bid pacing

Industrial buyers are unforgiving about backorders. ScaleSkus’s inventory-aware pacing kept ads off SKUs that would ship late, protecting seller-rating.

Result: Zero backorder-driven seller-rating damage. Repeat-buyer rate stayed high; account compounded.

Overall result on the Synergy Etrade account

• ROAS: 9.62x — single highest across ATIL’s 63-brand portfolio
• ACOS: 10.4%
• Ad-attributed sales: ₹3.09 Cr
• Total spend: ₹32 L
• Orders: 16,249
• Average order value: ₹1,901 (vs ₹450–600 in consumer-category accounts)
• Impressions: 17.5 M (precision-style account — low impression count by design)
• Clicks: 152 K

What ATIL takes from the Synergy Etrade account

1. B2B Amazon is a different game. Consumer playbooks don’t apply. Optimise for CVR per click, not CTR or reach.
2. Specification depth beats marketing language. Technical buyers convert when the listing answers their checklist. Generic “premium quality” copy actively hurts.
3. Inventory + advertising coordination matters more here than anywhere else. Backorders in industrial categories damage seller-rating + buyer trust permanently.

Get a free Amazon audit — we’ll identify whether your category should pursue B2C-style reach or B2B-style precision.