Case Study
From Red to Revenue: How Marketplace Valet Helped a Home Fragrance Brand Cut Ad Costs & Double Sales
Strategic content, ad optimization, and SEO transformed this brand from over-reliant to thriving organically.
About the project
A U.S.-based home fragrance brand was facing a profitability crisis. Despite decent sales volume, their business model was deeply reliant on Amazon ads—up to 80% of their revenue came from paid traffic, with Total Advertising Cost of Sales (TACoS) as high as 35%. Operating at a loss, the brand knew they needed a change to survive and scale.
That’s when Marketplace Valet stepped in.
Challenge
The brand was over-leveraged on paid traffic, bleeding budget and barely staying afloat:
TACoS hitting 35% in some months
80% of total revenue dependent on Amazon ads
Very few organic rankings, with only 2–4 products showing up on page 1 for top category search terms
Despite strong seasonal demand, the brand was operating in the red, even during key revenue periods
The core issue? While their products had market demand, the listings weren’t converting organically—and the ad spend wasn’t sustainable.
Proposed Solution
Marketplace Valet created a full-funnel, performance-driven strategy that prioritized profitable, long-term growth.
✅ Data-Driven Content Overhaul
Conducted in-depth market and keyword research
Rewrote all product titles, backend search terms, and A+ content
Advised and implemented digital image updates and lifestyle enhancements
Currently finalizing bullet point rewrites to improve scannability and conversion
This content transformation immediately impacted Amazon’s algorithm, improving keyword relevancy, click-through rate, and organic visibility.
✅ Organic Ranking Strategy
After relaunching updated listings, the brand jumped from 2–4 products on page one organically to 8+ products ranking page one for top terms
Combined with sponsored placements, the brand now dominates page one—with as many as 17 placements on a single keyword when including ads and headline search
✅ Ad Strategy Revamp
Shifted from a listing-level ad structure to SKU-level targeting
Enabled precision optimization, allocating ad spend only to high-performing variants
Doubled ad conversions while lowering ad spend, resulting in a dramatic drop in TACoS and a more profitable ad mix
✅ Performance Monitoring & Optimization
Continued weekly data reviews to scale what’s working and trim inefficiencies
Focused on maintaining visibility with a balanced blend of paid and organic traffic
Supported internal creative team with data insights to guide future content development
Results
The results were fast—and transformational.
✅ TACoS dropped from 35% to 14–15%
✅ Ad reliance dropped below 50% (from over 80%)
✅ Conversion rates doubled after image and content updates
✅ Organic placements surged, giving the brand page one dominance
✅ December 2024 became their first $1M+ month
✅ Q4 2024 revenue jumped 53% year-over-year
✅ The brand moved from operating in the red to running profitably—with healthy, sustainable growth
And the momentum hasn’t slowed. With SKU-level ad targeting, continued listing optimization, and marketplace insights from MPV, the brand is on pace for another double-digit growth year in 2025.
Conclusion
This case study is proof that you don’t need to outspend the competition—you just need to out-strategize them.
With Marketplace Valet’s help, this brand went from high-cost, low-margin survival mode to profitable, sustainable success. From SEO to ad structure to conversion-optimized content, every piece worked together to create lasting impact.
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