How we improved ROI and lowered ACoS for Mighty Products, a B2B brand
Mighty Products sells mostly B2B products on Amazon. The goal was to improve return on ad spend and bring ACoS down. Our automatic-targeting strategy delivered a 20.46 ROAS at a 4.89% ACoS. April 2026.
Client: Mighty Products · Mostly B2B products · Goal: improve ROI and lower ACoS
ROAS on the strategy campaign
ACoS on the strategy campaign
ACoS, overall account
Purchases from £149.93 spend
Background
The strategy
Mighty Products sells mostly B2B products on Amazon. The goal was clear: improve return on ad spend and reduce ACoS. Rather than relying only on manual keyword campaigns, we built a unique strategy around Amazon's four automatic targeting groups, close match, loose match, complements and substitutes, run at tight bids to protect return on ad spend. The strategy campaign delivered a 20.46 ROAS at a 4.89% ACoS, and the account stayed highly efficient overall at 11.54% ACoS.
What we did
- Activated all four automatic targeting groups: close match, loose match, complements and substitutes
- Held bids tight at £0.10 to protect ROI while still capturing volume
- Kept top-of-search exposure under 5%, letting low-cost placements drive purchases
- Monitored each targeting group's ACoS and scaled the most efficient ones
The numbers
Performance by view
- ROAS20.46
- ACoS4.89%
- Ad spend£149.93
- Sales£3,068.23
- Purchases95
- ACoS11.54%
- Sales£8,584.01
- Ad spend£990.48
- Impressions351,365
Inside the strategy
Automatic targeting breakdown
All four targeting groups, 21 Mar to 20 Apr 2026.
| Targeting group | Impressions | Spend | Purchases | Sales | ACoS |
|---|---|---|---|---|---|
| Close match | 26,898 | £38.87 | 27 | £972.23 | 4.00% |
| Complements | 7,835 | £7.97 | 4 | £116.63 | 6.83% |
| Loose match | 28,811 | £38.88 | 32 | £1,009.70 | 3.85% |
| Substitutes | 49,611 | £64.21 | 32 | £969.67 | 6.62% |
| Total | 113,155 | £149.93 | 95 | £3,068.23 | 4.89% |
The strategy campaign and overall account figures cover slightly different date ranges and scopes, so each is labeled with its own range. Figures are shown in GBP as reported in Amazon Ads.
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