21% ACoS Reduction and 300% Sales Growth in 30 Days

Category: Sexy costumes

Brand overview

Foreplay is a bold and trend-driven fashion brand that sells lingerie, costumes, swimwear, and stylish women’s apparel. The brand caters to women who love to express confidence through fashion. Halloween is the biggest sales season, and its performance during October sets the tone for the rest of Q4. The goal was to boost visibility, improve ad efficiency, and make the most of the Halloween shopping wave while sustaining momentum through Black Friday and Cyber Monday.

Challenge

September sales were consistent, but not ready for the Q4 holiday sales. The brand faced common advertising challenges:

• The ad budget was spread too thin across too many low-performing keywords.

• Click costs were rising faster than sales.

• Seasonal keywords weren’t being captured effectively.

• The ACoS was higher than expected at 8.04%.

The objective of our Amazon PPC experts was to quickly address campaign inefficiencies, capture seasonal demand, and lay a strong foundation for the entire Q4 holiday sales. 

Our approach 

• In-depth audit and campaign readjustment: We began with a detailed review of all campaigns, identifying wasted spend and underperforming keywords. Campaigns were restructured into clear groups, branded categories, and high-intent non-brand terms. Product listings were also updated with Halloween-focused keywords for better organic visibility.

• Smart bidding and keyword control: Daily bid adjustments helped us win high-value placements during peak browsing times. Negative keywords were added to stop irrelevant traffic. We focused on top-converting search terms like “sexy Halloween costumes” and “couple costumes for parties.”

• Budget realignment and seasonal push: PPC campaign spend was shifted from generic, low-CTR campaigns to high-performing ad groups. Top campaigns received higher daily budgets, while weekend and evening ad schedules were optimised for maximum reach. Price adjustments were also aligned with Halloween promotions.

• Scaling success and sustaining results: We doubled investment in top-performing SKUs and secured top-of-search placements throughout the festive week. Continuous monitoring prevented campaign downtime and ensured full inventory availability during high-traffic days.

Results

Before (Sep 2025)

Total sales: $322,499.97
Organic sales:$261,173.93 
PPC sales: $61,326.04
ACoS: 8.04%

After (Oct 2025)

Total sales: $1,288,568.10
Organic sales: $1,056,105.58
PPC sales: $232,462.52
ACoS: 6.29%

Long-term impact

The Halloween boost helped the brand drive continued sales growth and set the stage for strong performance throughout Q4.

• Higher organic rankings kept Foreplay visible throughout Q4.

• Negative keyword optimisation reduced wasted ad spend.

• Winning campaigns became a repeatable strategy for future promotions.

• Updated listings and strong CTRs continued to drive post-season sales.