Premium Haircare Brand: Generic Search → Growth Engine
Turned “risky” generic spend into a structured NTB acquisition strategy with funnel diagnostics.
- Cross-ad-type view across SP / SB / SD at the search term level.
- NTB lens to identify true acquisition queries.
- Funnel leakage pinpointed DPV → ATC as the real bottleneck.
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CPG Brand: SB Underfunded, Halo ~30%, Generic Search Re-Architected
Used AMC to compare SP vs SB on shared queries, quantify halo sales, and diagnose DPV→purchase leakage.
- SB outperformed SP on key generic terms (often +1.5–4.0 ROAS points).
- ~30% of click-attributed sales were halo (non-promoted ASINs).
- Funnel analysis showed many “keyword issues” were actually PDP/offer friction.
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Home & Garden Brand: Sponsored Ads as a Brand Growth Engine (NTB + Halo)
Proved acquisition vs harvesting, quantified halo at ASIN level, and redesigned KPIs around growth proxy sales.
- NTB share ≈ 92.8% and halo ≈ 21.5% of total attributed sales.
- SB/SD over-indexed on halo efficiency despite low spend share.
- ASIN targeting outperformed keyword targeting (ROAS ≈ 3.41 vs 2.14).
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