How Majdell Group Protected Profitability and Scaled Canadian Revenue by 384%

Majdell Group is a US-based brand operator that develops and scales consumer products across grocery and lifestyle categories, with a strong focus on building durable, performance-driven businesses on Amazon.

At the center of its portfolio is a line of maple-based sweeteners and natural grocery products—designed for everyday household use and supported by strong repeat purchase behavior. These products have historically driven consistent revenue and organic momentum, particularly in the US market.

Operating across the United States, Canada, and Mexico, Majdell has built a disciplined approach to advertising—treating it not as a growth lever alone, but as a system for controlling efficiency, protecting margins, and scaling predictably.

The Challenge

Majdell’s growth had been anchored by a single top-performing ASIN—one that drove a disproportionate share of traffic, conversions, and organic ranking strength.

When that product went out of stock for several months, the impact was immediate and structural.

Performance didn’t just decline—it destabilized. Traffic shifted to lower-converting products, conversion rates dropped, and cost-per-click increased under competitive pressure. Advertising efficiency weakened as spend was forced into areas that lacked the same demand signals.

At the same time, this exposed a deeper vulnerability: the business was temporarily operating without its strongest conversion engine.

The challenge was no longer growth—it was control. Majdell needed to protect profitability, stabilize performance, and rebuild a reliable system for investment without relying on the product that had historically carried the account.

Why Quartile

This situation required precision, not expansion.

Majdell needed a partner that could operate with discipline in a constrained environment—one that could quickly identify what was still working, eliminate inefficiencies, and reallocate spend with confidence.

Quartile’s strength in granular optimization made that possible. By continuously evaluating performance at the keyword, ASIN, and market level, Quartile enabled a shift away from broad coverage and toward a tightly controlled, efficiency-first strategy.

This allowed Majdell to stop chasing lost volume—and instead rebuild performance around proven return.

The Solution

Quartile restructured the account around a single principle: only scale what is already working.

In the United States, campaigns were rebuilt to focus exclusively on high-converting traffic. Exact-match keywords that consistently delivered strong performance were isolated and prioritized, receiving the majority of budget allocation. Phrase-match campaigns were retained only when they demonstrated clear progression toward top-tier efficiency, while broad targeting and low-performing ASIN campaigns were systematically paused.

This created a tighter, more intentional structure—one that reduced wasted spend and sharpened performance signals across the account.

Bidding followed the same discipline. Investment increased only on keywords and ASIN targets with proven conversion rates, while exposure was reduced where efficiency declined. Campaign targets were tightened to maintain consistent control over ACOS, ensuring that performance remained predictable even as conditions shifted.

At the same time, Quartile identified a critical opportunity outside the US.

Canada showed early signs of strong conversion efficiency and lower competitive pressure. Rather than forcing growth in a constrained US environment, the strategy shifted. Canada became the primary expansion market, with budgets scaled incrementally as performance validated.

Mexico, by contrast, was intentionally deprioritized. With weaker returns after currency conversion, campaigns were reduced to a defensive posture—maintaining brand presence without allocating meaningful growth investment.

Across all markets, the strategy remained consistent: performance dictated every decision. Spend followed results—not assumptions.

Results & Impact

Despite the loss of its top-performing product, Majdell achieved a controlled and efficient recovery:

• ACOS improved and remained consistently below 15% in the US, even as performance conditions fluctuated  

• Canada revenue increased by 384% year-over-year, supported by a 328% increase in order volume and 382% growth in units sold  

• Canada maintained sub-15% ACOS while scaling, demonstrating that growth did not come at the expense of efficiency  

• Performance stabilized across the account, with spend concentrated only in high-return areas  

The data reinforces a clear outcome: efficiency-first strategies are not limiting—they are enabling. By removing low-value spend and doubling down on proven performance, Majdell not only protected profitability but uncovered a new, scalable growth market.

Ongoing Value & Future State

Majdell now operates with a more resilient and diversified performance model—one that is no longer dependent on a single product to drive results.

With a validated framework for efficiency and market prioritization, the brand is positioned to scale with greater confidence. As product availability stabilizes, this structure enables faster, more controlled growth—built on proven performance rather than assumption.