Classica achieves 31% sales growth and 21% lower ACoS with smart Amazon PPC strategy

Category: Kitchenware & Homeware

Brand overview

Classica, a family-run business based in Melbourne, Australia, has built a strong reputation in cookware, glassware, kitchenware, and homewares. Classica combines premium quality with affordability, offering durable products that meet both practical and aesthetic needs. Their commitment to excellence has helped them become a prominent supplier within this category, known for quality and customer satisfaction.

The challenge

Despite having premium products and a loyal customer base, Classica faced difficulties in refining its Amazon presence to achieve sustained growth. The brand’s Amazon PPC campaigns were not delivering the expected outcomes, and they needed a strategy to enhance their ad performance, reduce wasted spend, and improve profitability. So, they partnered with eStore Factory to transform their Amazon PPC management for increased sales and improved ROI. 

Classica recorded total sales of $33,349.20, with $16,682.96 from organic sales and $16,666.24 from PPC-driven sales. However, the ACoS was still relatively high at 23.24%, eating into their margins. The brand was investing heavily in PPC, but the returns weren’t justifying the ad spend. To stay competitive in the highly crowded cookware and homeware space, Classica needed to streamline its advertising efforts, focusing on maximising its PPC budget and improving ad performance while staying cost-effective.

Our approach

Amazon marketing experts from the eStore factory were hired to help Classica fine-tune their Amazon advertising strategy. After reviewing the current campaign structure, we implemented a series of targeted adjustments:

• Bid & budget optimisation: Regular adjustments to bids and budgets ensured that Classica's ad spend was focused on high-performing products, maximising reach without overspending.

• Budget reallocation to high-performing products: Instead of spreading the budget across all products, we directed more funds toward campaigns promoting Classica’s best-selling cookware and kitchenware. This ensured that every ad dollar was spent efficiently.

• Used negative keywords: We added negative keywords to remove irrelevant traffic. This step reduced wasteful spending and ensured the campaigns targeted only relevant searches, improving ad performance.

Results

The efforts from April to May 2025 produced significant improvements in Classica’s Amazon sales and PPC performance:

Before

(April 2025)
Total sales: $33,349.20
Organic sales: $16,682.96
PPC sales: $16,666.24
ACoS: 23.24%

After

(May 2025)
Total sales: $43,684.24
Organic sales: $18,144.97
PPC sales: $25,539.27
ACoS: 18.35%

These results demonstrate the effectiveness of eStore Factory’s tailored strategy to optimise bids, reallocate budgets, and reduce wasteful spend, ultimately leading to both increased organic and PPC sales.

Classica's story is a prime example of how strategic optimisation of Amazon PPC campaigns can drive sustainable growth. By focusing on high-performing products, refining bidding strategies, and eliminating inefficiencies, Classica improved its sales, profitability, and ranking on Amazon search results.