GoVegan: ROAS 7.34x → 8.78x (+19.6%), Total Amazon Sales ₹2.46 Cr → ₹6.7 Cr (+172.4%)

What the brand looked like before we engaged

Plant-based food & beverage brand on Amazon India. Mid-stage, growing, but boxed in by:

• ROAS: 7.34x (healthy but flat)
• ACOS: 13.6%
• CTR: 1.06%
• NTB orders: 28.9%
• Ad sales: ₹0.80 Cr
• Total Amazon revenue: ₹2.46 Cr

The pattern was familiar: ad-attributed sales were performing, but total Amazon revenue wasn’t compounding. The brand was paying for incremental sales rather than building organic discovery.

Exact action → exact result

Action 1: TACOS-first measurement (not ACOS-first)

Switched the entire account from ACOS optimisation to TACOS optimisation. ACOS measures only ad-attributed sales — TACOS measures ad spend against total Amazon revenue, capturing halo (organic) lift. New bid rules accepted higher per-keyword ACOS where the keyword drove organic discoverability.

Result: Total Amazon revenue climbed from ₹2.46 Cr → ₹6.70 Cr (+172.4%). Halo sales (organic lift attributable to ad exposure) became the dominant growth driver.

Action 2: Defence / Discovery / Conquest tier separation

Restructured campaigns into three audience tiers:

• Defence (brand-term protection): held ACOS 4–6%
• Discovery (category-broad keywords): ACOS 16–18%
• Conquest (competitor brand-terms): ACOS 28–32%

Each tier had distinct bid logic. No single portfolio ACOS target obscured the strategy.

Result: Blended ACOS dropped from 13.6% → 11.4% (−16.2%) despite running aggressive Conquest spend.

Action 3: Sponsored Brands Video for category education

Plant-based is a category where buyers need education (“is this protein-complete?”, “what does it taste like?”). SBV creative addressed objections directly. Direct ROAS on SBV ran 3–4x — but the downstream effect on direct search + branded conversions was significant.

Result: ROAS lifted from 7.34x → 8.78x (+19.6%). Ad sales grew ₹0.80 Cr → ₹1.06 Cr (+32.5%) on a lower ACOS.

Action 4: Reduced brand-defence farming

Brand-term campaigns were running at high spend, converting customers who would have searched the brand anyway. Cut Defence spend by 35%, redeployed budget into Discovery (category-broad keywords).

Result: Same brand-search recovery, less wasted spend. NTB% reweighted to reflect real new-customer acquisition (full-window NTB: 28.4%).

Overall result on the GoVegan account

• ROAS: 7.34x → 8.78x (+19.6%)
• ACOS: 13.6% → 11.4% (−16.2%)
• Ad sales: ₹0.80 Cr → ₹1.06 Cr (+32.5%)
• Total Amazon revenue: ₹2.46 Cr → ₹6.70 Cr (+172.4%)
• Halo ratio: every ₹1 of ad sales drove ₹3.34 in additional organic Amazon sales
• Total ad sales delivered (full window): ₹21.47 Cr
• Total Amazon revenue (full window): ₹46.04 Cr

What ATIL takes from the GoVegan account

1. TACOS is the right metric for growing brands. ACOS optimisation caps ceiling growth — TACOS optimisation captures the halo effect, which can be 2–3x larger than ad-attributed sales.
2. The Defence tier is the most expensive farming exercise in Amazon Ads. Most accounts over-spend protecting brand terms. Trim it, redeploy to Discovery.
3. Category education (SBV) pays back downstream, not at the click. Don’t measure SBV by direct ROAS — measure it by lift in branded search and direct-traffic conversions.

Free Amazon audit — we’ll model the TACOS opportunity on your account.