Sales Increased 1,647% and Ad Costs Dropped 72% in Only 30 Days

Category: Sexy costumes 

Brand overview 

Zuma is a bold, trend-focused fashion brand specializing in lingerie, costumes, and statement apparel that empowers women to express confidence and individuality. Like many brands in the fashion and lifestyle segment, Zuma’s biggest opportunity lies in capitalizing on peak seasonal demand, particularly around Halloween and Q4, when competition intensifies, ad costs rise, and visibility becomes critical.

The brand had strong products but lacked campaign precision; spend was scattered, bids were reactive, and performance visibility was low. The brand partnered with eStore Factory with a clear goal to reduce ad inefficiencies, drive profitable growth, and maximize Q4 performance.

Challenge

Our Amazon PPC management experts revealed four core challenges that prevented scalable growth:

• High ACoS made scaling difficult: Zuma’s ACoS was 50.55%, meaning half of every dollar earned went into ads. Growing sales under these conditions would only increase losses. The brand needed better bid control and smarter spending before any scale-up.

• Low-performing keywords wasted budget: A large part of the ad budget was being spent on broad, low-quality keywords that brought traffic but few conversions. These irrelevant clicks increased costs and reduced overall return on investment, leaving less budget for the keywords that actually worked.

• High-intent keywords weren’t getting visibility: Keywords with strong sales potential didn’t get enough budget or attention, which led to missed chances during busy shopping times. Without the right focus, the brand was losing visibility on the search terms that mattered most for sales.

• Rising Q4 ad costs reduced efficiency: As the Q4 shopping season began, competition and CPCs increased across the category. Instead of taking advantage of higher buying intent, Zuma’s campaigns ended up spending more without improving conversions. The lack of budget control and bid strategy meant that the holiday traffic surge led to higher costs instead of higher profits.

Our approach 

1. Negative keyword refinement

One of the key turning points in the campaign’s profitability was the introduction of aggressive negative keyword optimization.

• We systematically identified and blocked irrelevant or non-purchase-intent search terms.

• This immediately reduced wasted ad impressions and improved CTR and conversion rates.

• It allowed more budget to go toward keywords that were directly converted, leading to faster rank gains and improved efficiency.

2. Budget reallocation and performance segmentation

To maximize returns, we reorganized Zuma’s ad spend with a performance-based allocation model:

• Shifted budgets from generic, low-CTR campaigns to high-performing ad groups.

• Doubled daily budgets for hero SKUs that consistently delivered strong sales and conversions.

• Optimized ad scheduling to prioritize high-traffic evening hours and weekends, when conversion intent was strongest.

3. Smart bid and budget optimization

We began by auditing all active campaigns to identify wasted ad spend, poor keyword performance, and under-optimized placements. Using bid adjustment strategies, we:

• Lowered bids on high-cost, low-converting keywords to preserve profitability.

• Increased bids and budgets on high-performing campaigns and SKUs that showed strong conversion rates.

• Implemented daily bid monitoring to respond to cost fluctuations during high-traffic hours.

4. Seasonal alignment and festive momentum

The Halloween season brought a big opportunity, and the team made sure to use it wisely instead of just depending on it.

• We optimized product listings and ad copy around trending seasonal keywords like “Halloween gifts” and “limited edition styles.”

• Introduced price and coupon strategies that boosted visibility in competitive search results.

• Maintained inventory readiness and ensured campaigns stayed fully active during the peak week, avoiding budget caps.Zuma captured both seasonal traffic and sustained post-season sales through improved organic ranking and higher CTR.

Results

Key highlights

• Reduced ACoS by 72%, dramatically improving ad efficiency and profitability.

• Increased total sales by 1,647%, turning a flat month into record-breaking revenue.

• Improved ROAS from 1.98 to 7.01, generating $7 for every $1 spent on ads.

• PPC sales grew 12x, while organic sales surged 18x, proving the synergy between paid optimization and organic visibility.

• Established a data-driven campaign structure that continued performing strongly throughout the Q4 holiday season. 

eStore Factory’s Amazon PPC experts transformed Zuma’s advertising structure through data-backed optimization and a focused Amazon ranking strategy. By managing bids intelligently, reallocating budgets, and refining keyword targeting, we built campaigns that improved visibility, efficiency, and profitability.

Our ongoing monitoring and performance framework ensured sustained growth during Q4, giving Zuma a scalable system that continues to strengthen organic rankings and drive long-term success.