Launch to £340K. 9 months. Built to last. Zero reviews. Zero ranking. Full organic flywheel built.
In January 2024 we took over full PPC management and listing optimisation for a brand launching into a highly competitive Home and Kitchen Accessories category on Amazon UK with no reviews, no organic ranking, and a monthly budget of £5,000–£8,000. The result was £340,214 in total revenue, a TACoS that fell from 39.2% to 5.5%, and 70% of all sales driven organically by September 2024.
Starting from scratch.
In a saturated category.
The brand launched in December 2023 with a single hero SKU: a multi-use kitchen organiser priced at £24.99. Zero reviews, no organic ranking, and no brand awareness in a category dominated by established players holding thousands of verified reviews and dominant page-one placements.
The brief was clear: build organic velocity through structured paid advertising, optimise every touchpoint on the listing, and make the unit economics sustainable. A realistic monthly ad budget of £5,000–£8,000 with a target ACoS under 35% within six months.
Most approaches would have launched broad campaigns and called it a start. We built a full keyword architecture first, rewrote the listing from title to backend search terms, briefed new main images, and only then launched PPC, structured from day one to build organic rank velocity and not just ad-attributed revenue.
Every touchpoint.
Systematically rebuilt.
Before a single pound was spent on advertising, the listing was rebuilt from the ground up. Keyword-rich title, five benefit-led bullet points, A+ Content with a comparison module, backend search terms pushed to the 249-byte limit, and new main images briefed and delivered specifically for thumbnail performance.
The listing was rewritten from scratch using keyword architecture data from Helium 10 Cerebro and Brand Analytics. Every element, including title structure, benefit-led bullet points, A+ Content layout, and backend search term population, was built to convert at the listing level and to index correctly across all tracked keyword terms simultaneously.
The original main image was performing 41% below the category click-through benchmark, the single highest-leverage conversion lever on any Amazon listing. New main images were briefed and delivered with specific formatting requirements for maximum engagement at search result thumbnail size. Post-optimisation CTR moved to +18% above category average, a 59-point swing.
Three campaign types.
Four strategic phases.
A full keyword architecture was built before a single ad went live: 3 primary, 14 secondary, and 80+ long-tail keywords identified and prioritised by purchase intent. Campaigns across SP, SB, and SD were deployed in a phased sequence designed to build organic rank velocity first and improve profitability continuously throughout.
Launched broad and exact match campaigns across all 3 primary keywords with auto campaigns at lower bids to harvest new ASIN and keyword targets simultaneously. Weekly search term report analysis harvested winners into exact match while systematically negating unprofitable terms. ACoS ran intentionally high in early months to build organic rank velocity, a deliberate sacrifice that made the long-term economics possible.
Sponsored Brand Video campaigns were launched in Phase 3 on the top 5 exact-match keywords once organic rank had broken page one and the listing had earned enough reviews to convert. A defensive brand-name exact campaign was introduced to protect growing brand traffic from competitors. Dayparting rules reduced bids by 30% during the lowest CVR window, keeping spend efficient around the clock.
Sponsored Display was deployed from Phase 2 to target competitor ASINs, intercepting buyers viewing rival products and redirecting them to the newly optimised listing. This created additional touchpoints in the buyer journey, accelerated the review velocity that pushed CVR above category norms, and contributed directly to the organic sales flywheel that made the account self-sustaining by month 5.
Full keyword architecture built using Helium 10 and Brand Analytics. Listing completely rewritten with a keyword-rich title, five benefit-led bullets, A+ Content, and backend search terms at 249-byte limit. New main images briefed and delivered before a single ad was launched.
Full SP, SB Video, and SD campaigns live across all phases. Organic rank broke page one on the primary keyword in week 9. TACoS fell sharply as organic sessions lifted order velocity without incremental ad spend. Review count crossed 180 by end of June and CVR climbed well above category norms.
Budget shifted heavily to exact-match winners. A Lightning Deal in August further boosted BSR and organic placement. ACoS reached 18.2% and TACoS collapsed to 5.5% as organic overtook paid to represent 70% of all sales by the close of September.
Revenue & ACoS
progression.
Every month tells the same story: ad spend as a percentage of total revenue declined continuously as organic ranking improved. Every pound spent on PPC was simultaneously building an organic asset, not just generating ad-attributed revenue that stops the moment the budget does. The numbers below prove it month by month.
| Month | Total Sales | Ad Spend | PPC Sales | ACoS | TACoS | Units | Organic % |
|---|---|---|---|---|---|---|---|
| January 2024 | £12,400 | £4,857 | £11,904 | 40.8% | 39.2% | 525 | 4% |
| February 2024 | £19,200 | £6,047 | £16,704 | 36.2% | 31.5% | 813 | 13% |
| March 2024 | £27,400 | £6,772 | £21,098 | 32.1% | 24.7% | 1,160 | 23% |
| April 2024 | £34,800 | £6,325 | £22,272 | 28.4% | 18.2% | 1,474 | 36% |
| May 2024 | £40,200 | £5,393 | £20,904 | 25.8% | 13.4% | 1,702 | 48% |
| June 2024 | £42,600 | £4,311 | £18,744 | 23.0% | 10.1% | 1,804 | 56% |
| July 2024 | £47,400 | £3,753 | £17,538 | 21.4% | 7.9% | 2,007 | 63% |
| August 2024 | £57,600 | £3,613 | £18,432 | 19.6% | 6.3% | 2,439 | 68% |
| Sep 2024 (partial) | £58,614 | £3,200 | £17,584 | 18.2% | 5.5% | 2,484 | 70% |
| TOTAL / AVG | £340,214 | £44,272 | £165,180 | 26.8% | 13.0% | 14,408 | → 70% |
The conventional approach to an Amazon launch is to run aggressive PPC and hope organic follows eventually. We built the organic outcome into the campaign architecture from day one. Every keyword decision, every budget allocation, every campaign structure choice was made with the organic ranking outcome in mind.
The TACoS collapse from 39.2% to 5.5% was not a side effect of reducing ad spend. It was the direct result of building organic ranking velocity deliberately through structured PPC campaigns designed to push the brand's most important keywords up the organic search results. By month 5, organic orders had overtaken paid. By September, 7,064 of the total 13,730 orders came from organic placement alone and the brand was spending less each month while generating more revenue every week.
Four metrics.
All transformed.
Every key performance indicator moved in the right direction across the full 9-month engagement. Revenue, ACoS, TACoS, and organic share all improved simultaneously. This is the outcome of treating PPC and listing optimisation as a single interconnected system rather than two separate workstreams running in parallel.
This engagement demonstrates what happens when PPC and listing optimisation are treated as a single system rather than independent functions. The listing rebuild drove higher CTR and conversion rates that made every ad pound more efficient. The keyword architecture drove organic ranking that reduced ad dependency over time. The phased campaign structure, running hot early and tightening as organic rank built, is precisely why TACoS collapsed while revenue scaled. Nine months. £340,214 generated. A self-sustaining organic flywheel left behind.