The Challenge
Industrial hardware brand. Existing campaigns ran at 16.7% ACOS, 5.98x ROAS, 6.07% conversion rate. Long category consideration windows blocked NTB acquisition. Brand needed conversion lift + audience expansion — without raising ACOS.
What the brand looked like before we engaged
Industrial hardware brand on Amazon India. Catalog of high-consideration B2B SKUs (industrial tools, fasteners, fittings). Account was running at:
- Conversion rate: 6.07%
- ACOS: 16.7%
- ROAS: 5.98x
- Click-through rate: 0.46%
- NTB orders: 9.2%
- Ad sales: ₹0.64 Cr (first window)
The category has a long consideration cycle — buyers research before purchase, often across multiple sessions. Existing campaigns leaked clicks to low-intent traffic.
Exact action → exact result
Action 1: Rebuilt search-term tree with intent classification
Audited every search term across the account. Removed 11,400+ negative-intent matches. Routed transactional queries to Sponsored Products with placement uplift, informational queries to Sponsored Brands Video for education.
Result: Click-through rate climbed from 0.46% → 0.82% (+78.3%). Same impression volume, nearly double the clicks.
Action 2: Listing-page conversion overhaul (top 30 SKUs)
Rewrote bullet points to address technical specs first (industrial buyers want exact dimensions, materials, certifications). Added A+ comparison tables. Brand Store overhaul with category navigation.
Result: Conversion rate moved from 6.07% → 11.2% (+84.5%). Same click traffic now converted at nearly 2x the rate.
Action 3: NTB-aware audience expansion
Reduced bids on saturated brand-defence terms (already converting at 4–6% ACOS — wasted spend). Redeployed budget to Sponsored Display interest-category audiences (“industrial buyers”, “MRO procurement”, “B2B equipment”).
Result: Total orders climbed from 3,765 → 9,163 (+143.4%) while ACOS dropped from 16.7% to 10.9%.
Action 4: Bid-modifier weighting on top-of-search placement
Top-of-search placements got +40–60% modifier on high-CVR SKUs. The compound effect of higher CTR + higher CVR + better placement produced the ROAS expansion.
Result: ROAS lifted from 5.98x → 9.18x (+53.5%). Ad sales jumped from ₹0.64 Cr → ₹1.65 Cr (+157.8%).
Overall result on the Synergy International account
- Conversion rate: 6.07% → 11.2% (+84.5%)
- ROAS: 5.98x → 9.18x (+53.5%)
- ACOS: 16.7% → 10.9% (−34.7%)
- Ad sales: ₹0.64 Cr → ₹1.65 Cr (+157.8%)
- Orders: 3,765 → 9,163 (+143.4%)
- CTR: 0.46% → 0.82% (+78.3%)
- NTB orders (full window): 42.8% — among the highest in our portfolio
- Total ad sales delivered (full window): ₹8.67 Cr
What ATIL takes from the Synergy account
- Conversion rate is a bid lever. Improving CVR from 6% to 11% delivers more compounding than any bid optimisation could — because every existing click suddenly becomes worth nearly 2x.
- The listing page is the ad campaign’s silent partner. Buyers reach the listing already half-decided — the page either closes them or wastes the click.
- B2B audiences want technical specs, not lifestyle copy. Industrial categories convert when the listing leads with dimensions, certifications, materials — not “lifestyle photography.”
Free Amazon audit — we’ll run the same conversion-rate + ROAS diagnostic on your account.
Result
Conversion rate 6.07% → 11.2% (+84.5%). ROAS 5.98x → 9.18x (+53.5%). Ad sales ₹0.64 Cr → ₹1.65 Cr (+157.8%). Orders 3,765 → 9,163 (+143.4%). ACOS dropped from 16.7% to 10.9% (−34.7%).
6.07% → 11.2%
Conversion Rate
5.98x → 9.18x
ROAS
₹0.64 → ₹1.65 Cr
Ad Sales
3,765 → 9,163
Orders
16.7% → 10.9%
ACOS
₹8.67 Cr
Total ad sales (full account)