Ads & PPC Management

Profitable ACOS is a number, and most sellers have not calculated theirs.

Advertising decisions are usually made against a target ACOS someone chose because it sounded reasonable. But the only defensible target is derived from your own unit economics, and it differs by product.

Break-even ACOS, per product, before anything else

Selling price minus marketplace fees minus product cost minus shipping tells you exactly what is available to spend on advertising. Above that figure you are buying orders at a loss no matter how healthy the ROAS looks. Our free ACOS calculator does this arithmetic if you want to check it yourself first.

Wasted spend hiding inside working campaigns

Search-term reports routinely show a long tail of queries taking budget and returning nothing — irrelevant matches, competitor names that never convert, and terms that convert for a different product entirely. Negatives are unglamorous and reliably the fastest saving available.

Advertising asked to compensate for the listing

If a page converts badly, advertising buys expensive traffic to a page that loses. Spend rises, ACOS rises, and the diagnosis blames the campaign. We check the conversion rate before we touch a bid, which is why this service and listing optimisation are usually scoped together.

Cannibalising the rank you already have

Bidding hard on terms where you already hold strong organic placement pays for clicks you were receiving free. Separating what advertising is genuinely adding from what it is merely repurchasing is the difference between a growing account and an expensive one.

Advertising compounds whatever is already true about the account. On a healthy listing with known economics it is the fastest lever available; on a broken one it is the fastest way to lose money at scale.