Fixing high ACoS to achieve a 146% ROI in one month for Featherlee

Category: Home & Kitchenware

Brand overview

Featherlee is a premium handcrafted wooden kitchenware brand based in Wyoming. Their products, including charcuterie boards and wine racks, are artisan-made using high-quality hardwoods. Their focus is on durability, thoughtful design, and earning customer trust over time. That’s why every product comes with a lifetime guarantee. The real gap was inefficient ad spend. In October 2025, Featherlee spent $780.35 on ads but generated just 19 orders, highlighting how ad spend was not translating into meaningful growth.

The challenge

Featherlee wasn’t struggling because of product quality. The products were handcrafted and well-made. The real issue was Amazon’s visibility. Despite strong offerings, the brand wasn’t showing up where it mattered, and ad performance was slipping. An ACoS of 84.82% made it clear the current approach wasn’t sustainable, resulting in total monthly sales of just $1,654.41 in Oct 2025. Featherlee partnered with eStore Factory to restructure its advertising strategy with one clear objective: increase sales volume while cutting inefficiency fast.

Our approach

1. Rebalanced bids and budgets with intent control

We audited bid levels and budget distribution across campaigns, cutting waste and reallocating spend toward queries and placements that showed clear buying intent. Low-converting and irrelevant traffic was eliminated through consistent negative keyword refinement.

2. Reactivated proven campaigns and launched targeted expansion

Instead of building everything from scratch, we analyzed older campaigns that had historical performance signals and paired them with a small set of new campaigns focused on high-intent keywords. This allowed our strategy to get a faster stabilization and quicker returns.

3. Concentrated spend on high-selling ASINs

We shifted budget priority toward Featherlee’s best-performing products. These are the Acacia Charcuterie Board, Wall Mount Wine Rack, and Heart-Shaped Acacia Serving Tray. By giving these ASINs more exposure, we improved conversion efficiency and unlocked scalable growth without increasing costs.

The result 

• 261% increase in total sales, driven by structured PPC scaling and improved organic lift

• 319% growth in PPC sales, turning ads into a growth engine instead of a cost center

• ACoS reduced by more than 50%, restoring profitability while increasing volume

• Stronger organic contribution, supported by improved paid visibility on winning ASINs
  
  
  

  

For Featherlee, growth came from smarter allocation, tighter controls, and focus on what already worked. By eliminating waste, reactivating proven campaigns, and prioritizing high-performing ASINs, eStore Factory helped Featherlee turn inefficient advertising into a scalable, profit-driven growth engine in just one month.