1,647% Sales Growth in One Month

Category: Sexy costumes

Brand overview

Zuma is a bold, trend-led fashion brand offering lingerie, costumes, and statement pieces designed to help women feel confident and express their individuality. Like many brands in fashion and lifestyle, Zuma’s biggest sales opportunity comes during peak shopping seasons like Halloween and Q4, when competition is intense, ad costs rise, and visibility becomes everything.

Despite having great products, the brand’s campaigns lacked focus. Ad budgets were spread too thin, bids were reactive, and performance tracking was unclear. Zuma partnered with our Amazon PPC management team to fix inefficiencies, drive profitable growth, and maximise their Q4 performance.

Challenge

Our initial audit revealed four major obstacles holding back growth:

• High ACoS: With an ACoS of 50.55%, half of every dollar earned was going back into ads. Scaling under these conditions would only lead to more losses.

• Budget wasted on low-performing keywords: Too much was being spent on broad, low-converting search terms that generated clicks but not sales.

• High-intent keywords lacked visibility: The most profitable search terms weren’t getting enough budget, leading to missed opportunities during high-traffic periods.

• Rising Q4 competition: As CPCs increased, Zuma’s campaigns struggled to maintain efficiency, spending more but earning less.

The goal of the eStore Factory is to restructure campaigns for control, efficiency, and profitability before the Q4 sales rush.

Our approach

1. Smarter keyword targeting

We implemented aggressive negative keyword optimisation to stop ads from showing on irrelevant or non-purchase searches. This instantly reduced wasted spend, improved click-through rates, and boosted conversions. By focusing only on high-intent keywords, we created cleaner, conversion-driven campaigns that produced faster ranking improvements and stronger results.

2. Budget reallocation and performance segmentation

We restructured budgets based on performance, shifting spend away from broad, underperforming campaigns and prioritising those with proven conversion history.

• Increased daily budgets for top-selling SKUs.

• Allocated more spend to high-CTR campaigns.

• Adjusted ad schedules to peak hours.

3. Smart bid management

We reviewed all active campaigns to identify wasted spend and adjust bids strategically:

• Lowered bids for costly, low-performing keywords.

• Increased bids for high-converting ones.

• Monitored costs daily to stay competitive during peak shopping hours. 

• We made sure that ad spend flowed to campaigns that consistently delivered profitable results.

4. Seasonal strategy and festive momentum

Rather than relying solely on Halloween traffic, we built a sustainable festive sales plan:

• Optimised listings and ad copy with trending seasonal keywords like “Halloween gifts” and “limited edition styles.”

• Used promotional pricing and coupons to increase visibility.

• Maintained stock and ensured no campaigns were paused during high-demand periods. This helped Zuma capture both seasonal and post-season traffic, leading to stronger organic rankings and long-term growth.

Result 

• 72% reduction in ACoS, improving profitability and efficiency.

• 1,647% increase in total sales, turning a slow month into record-breaking growth.

• ROAS improved from 1.98 to 7.01, delivering £7 in sales for every £1 spent.

• 12x PPC sales growth and 18x organic sales growth, proving the success of the integrated approach.

• Built a data-driven campaign structure that continues to perform through Q4.