The Challenge
Large multi-category catalog (dry fruits, nuts, seeds, spices) needed campaign management at a frequency no human team could sustain. Manual bid optimisation was leaving 12–18% margin on the table per month. ROAS was holding at 6.0x but ACOS pressure was rising on competitive keywords.
What the brand looked like before we engaged
Multi-category dry fruits + nuts + seeds + spices catalog. 280+ active SKUs. Campaigns ran at:
- ROAS: 6.0x
- ACOS: 16.7%
- CTR: 0.95%
- CVR: 23.4%
- Ad sales: ₹3.68 Cr (first window)
- Orders: 67,704
The catalog was too large for manual bid management — bids fell behind market by 24–48 hours, leaking spend to over-bidding on declining keywords.
Exact action → exact result
Action 1: Hourly bid management on top 80 SKUs via ScaleSkus
Replaced manual bid optimisation (weekly cadence) with ScaleSkus hourly automation across the top revenue SKUs. Bid floors + ceilings set per SKU based on margin, inventory health, and keyword competitiveness.
Result: ACOS dropped from 16.7% → 14.5% (−13.2%). Same revenue, lower spend.
Action 2: Search-term harvesting into auto-→manual promotion flow
Auto campaigns harvested converting search terms, which were promoted to manual exact-match campaigns within 48 hours of crossing a CVR threshold. The auto-discovery → manual-exploitation pipeline ran continuously.
Result: Orders climbed from 67,704 → 76,046 (+12.3%) on a falling ACOS. CTR lifted 0.95% → 1.02% (+7.4%) — tighter targeting on harvested terms.
Action 3: Negative-keyword automation
Negatives applied to 22,000+ low-intent matches automatically. Spend leakage on terms like “free shipping,” “cheap,” “discount” — eliminated.
Result: Wasted spend (clicks that historically converted at under 0.5%) cut by ~18%. The savings funded the ROAS expansion.
Action 4: Seasonal pre-pacing for festival windows
Diwali, Independence Day Sale, Holi — budget pre-loaded 2–3 weeks before each demand spike. Most agencies land mid-event; we ran into events with full inventory + maximum bid coverage.
Result: ROAS climbed from 6.0x → 6.89x (+14.8%). Top revenue months were the festival pre-windows.
Overall result on the Nutraj account
- ROAS: 6.0x → 6.89x (+14.8%)
- ACOS: 16.7% → 14.5% (−13.2%)
- Ad sales: ₹3.68 Cr → ₹4.0 Cr (+8.7%)
- Orders: 67,704 → 76,046 (+12.3%)
- CTR: 0.95% → 1.02% (+7.4%)
- Total ad sales delivered (full account): ₹14.94 Cr
- Total Amazon revenue (full account): ₹46.04 Cr
- Active SKUs managed: 280+
- Bid adjustments automated per day: 2,400+
What ATIL takes from the Nutraj account
- Automation pays back in ACOS reduction, not headline growth. The ROAS lift is the visible win — the hidden win is the 13% ACOS reduction on a ₹14.94 Cr ad spend window.
- Large catalogs require hourly bid cadence. Weekly bid management on 280 SKUs is structurally lossy. Software has to do this work.
- Festival pre-pacing is the biggest single revenue lever. A 14-day budget pre-load before Diwali outperforms any other optimisation we’ve measured.
Free Amazon audit — we’ll size the automation opportunity on your catalog.
Result
ROAS 6.0x → 6.89x (+14.8%). ACOS 16.7% → 14.5% (−13.2%). Ad sales ₹3.68 Cr → ₹4.0 Cr (+8.7%). Orders 67,704 → 76,046 (+12.3%). Click-through rate 0.95% → 1.02% (+7.4%).
6.0x → 6.89x
ROAS
16.7% → 14.5%
ACOS
₹3.68 → ₹4.0 Cr
Ad Sales
67,704 → 76,046
Orders
₹46.04 Cr
Total Amazon Revenue (full account)
₹14.94 Cr
Total Ad Sales (full account)