What happened in this case study?
A gut health supplement brand launched a new product format that shoppers were not yet searching for, so its keyword ads had little demand to capture. Over 14 months Eleviam rebuilt the account as a full funnel, borrowed demand from the adjacent category shoppers already bought for the same benefit, and added a remarketing layer. Monthly orders went from 50 to more than 10,200 while ACOS fell from 70% to 17%.
What was the problem?
You cannot capture demand that does not exist yet. Nobody was searching for the new format in meaningful volume, so keyword capture had nothing to capture.
That is why ACOS sat at 70% and the account moved 50 orders a month. The answer was not better bidding. It was borrowing proven demand from the category next door.
What did Eleviam do?
Positioning became the targeting strategy, not just a tagline. Every layer was built to win shoppers who already wanted the benefit.
- Full funnel campaign architecture. The account was restructured from a flat set of keyword campaigns into a real funnel: awareness to introduce the category, consideration to compare against the adjacent category and other gut health supplements, and conversion to capture shoppers close to purchase. Budget was rebalanced weekly based on where the funnel was leaking, not on a fixed split.
- Borrowed demand from the adjacent category. With no direct competitors in the new format, the ads went after the audience that already believed in the benefit. Sponsored Products and Sponsored Display placed the product on the detail pages of leading brands in the adjacent category and against interest segments built around gut health and probiotics.
- Remarketing that closes the loop. A dedicated Sponsored Display layer brought back shoppers who viewed the listing, or a product in the adjacent category, without buying. It became the most efficient layer in the account and consistently converted below prospecting ACOS.
- One positioning line everywhere. Listing copy, A+ content and every ad unit were rewritten around a single idea: the benefit shoppers already wanted, in a more convenient and portable form. That decision drove the media plan, not just the copy.
Why did the remarketing layer matter most?
It is what let spend scale without efficiency collapsing.
Prospecting into a category nobody is searching for is expensive by definition. Bringing back the people that prospecting already educated is not. That gap is the reason ACOS could fall while monthly orders rose 204 times.
What were the results?
How this was measured. Each figure compares the start of the engagement with the account after 14 months of full funnel Amazon advertising. Source: Amazon Advertising and Seller Central. The figures are specific to this brand and time period. Past performance does not guarantee future results.
How was the engagement sequenced?
Months 1 to 2
Account audit, funnel restructure, and a rebuild of the keyword and interest targeting foundations.
Months 3 to 5
Interest based and competitive conquesting launched, and the remarketing layer stood up.
Months 6 to 9
Budget scaled aggressively behind the placements that had proven themselves, with a creative refresh around the positioning line.
Months 10 to 14
Full funnel optimization, a Subscribe and Save push, and expansion into Sponsored Brands video.
What would this look like for your brand?
If your category is new, or your ads are capturing demand nobody is creating, the fix is structural rather than tactical.
We underwrite the channel and tell you what it is worth before we recommend anything. Start with a free Amazon brand teardown, or read how Eleviam runs Amazon growth for established CPG brands and what working with an Amazon agency for CPG brands looks like.