How a Health Brand Improved ROAS 122% on Walmart Connect

This multi-brand health diagnostics seller manages a large Walmart catalog of at-home and point-of-care test kits, including drug testing, fertility, and infectious disease products. With over 300 SKUs across five distinct brands, the business operates in a highly regulated and price-sensitive category where efficiency and control are critical to maintaining profitability.

The Challenge

In 2024, growth came at a cost.

The account was scaling, but inefficiently. Advertising spend was spread too broadly across hundreds of SKUs and loosely targeted queries, driving up Total Advertising Cost of Sale (TACOS) while limiting meaningful returns. Return on Ad Spend (ROAS) remained low, and profitability was under pressure.

The complexity of the catalog made the problem worse. With multiple brands and constant product changes, it was difficult to identify which products were truly driving performance. Budget was diluted across the portfolio, making it nearly impossible to scale winners without also funding inefficiency.

Without structural change, the business faced a clear tradeoff: grow and lose efficiency, or protect efficiency and limit scale.

Why Quartile

This was not a bidding problem—it was a control problem.

The account lacked a system to separate high-performing products from underperformers, and without that separation, optimization had limited impact. Small adjustments could not fix structural inefficiency.

Quartile introduced a framework built on clarity and governance.

By restructuring campaigns at the SKU and search term level, Quartile created a system where performance could be measured, compared, and acted on quickly. This enabled continuous reallocation of spend toward proven drivers while aggressively cutting waste.

Just as importantly, Quartile approached the account as a portfolio—not a collection of campaigns. Performance was managed across brands, ensuring that investment supported the strongest opportunities without being diluted across the full catalog.

The Solution

Quartile rebuilt the account with a focus on control first, then scale.

Campaigns were granularized by SKU and high-intent search terms, allowing for tighter bid management and clearer visibility into what was actually driving performance. This structure made optimization faster and more decisive.

A continuous harvest-and-prune workflow became the engine of the strategy. High-converting search terms were promoted into dedicated campaigns with greater control, while inefficient spend was actively reduced through bid adjustments, negative targeting, and budget reallocation. Over time, this created a cleaner, more efficient demand capture system.

At the portfolio level, performance was managed brand by brand. Budget was concentrated on each brand’s strongest drivers, while new product launches were supported with controlled ramp strategies to avoid unnecessary waste.

To expand beyond on-platform demand, Quartile introduced Google Search campaigns that directed high-intent traffic to Walmart listings. This extended reach while maintaining strict efficiency guardrails, ensuring that incremental growth did not come at the expense of profitability.

The result was a repeatable operating model—one that could adapt to catalog changes, support multiple brands, and scale without losing control.

Results & Impact

Across 2025, the transformation was clear:

• 122% improvement in ROAS, more than doubling return on ad investment  

• 51% reduction in TACOS, restoring efficiency and profitability  

• 93% increase in total sales, nearly doubling the business year over year  

• 109% increase in ad-driven sales, validating stronger demand capture  

These results reflect a fundamental shift. Efficiency was no longer a constraint on growth—it became the driver of it. By fixing how spend was allocated, Quartile enabled the business to scale faster while spending less.

Ongoing Value & Future State

With a structured, portfolio-based approach in place, the business now operates with far greater control and predictability.

Quartile continues to optimize performance across brands and channels, ensuring that budget remains aligned with the highest-return opportunities. The account is also positioned to expand further, with future plans to incorporate additional upper-funnel strategies such as Walmart DSP.

What was once a fragmented system is now a scalable growth engine—built on clarity, discipline, and continuous optimization.