How QuickChange Improved ROAS By 26% During Cyber 5

QuickChange is a top-10 brand in the adult incontinence category on Amazon. As a single-brand manufacturer, the company focuses on practical, affordable solutions designed to address unmet needs in male incontinence care.

Competing in a sensitive healthcare segment, QuickChange relies on disciplined advertising strategy to balance efficiency, brand visibility, and incremental growth—particularly during peak retail moments like Cyber 5.

The Challenge

QuickChange already partnered with Quartile on Walmart Connect and Amazon Canada. However, its largest account—Amazon US—was still managed internally.

Performance appeared stable. Sales were growing month over month. Efficiency metrics looked acceptable.

But underneath the surface, growth was constrained.

More than half of ad-attributed revenue came from branded keywords. Automatic campaigns consumed a significant portion of budget. Visibility into non-branded opportunity was limited, and incremental new-to-brand growth was capped.

Then came the timing challenge.

The Amazon US account transitioned to Quartile just one week before Black Friday-Cyber Monday. Cyber 5 is not a period for experimentation. Any disruption could compromise peak revenue. The brand needed structural improvement immediately—without risking sales during the most competitive week of the year.

Why Quartile

QuickChange didn’t just need automation. It needed precise control.

Manual restructuring would have required weeks of gradual migration and testing—time that did not exist before Cyber 5. At the same time, pure automation without strategic oversight would introduce unnecessary risk during peak demand.

Quartile offered both.

Its AI-powered bid and placement engine continuously adjusts bids and placements in real time, responding to shifts in conversion rate, competition, and traffic. At the same time, a dedicated account team rebuilt the campaign architecture, rebalanced branded and non-branded investment, and provided strategic oversight throughout the transition.

Automation delivered precision. Managed strategy delivered discipline.

Together, they enabled change at speed—without instability.

The Solution

Quartile began with a full structural audit of the Amazon US account. Two constraints were immediately clear:

• Overreliance on branded keywords.

• Excessive spend concentrated in automatic campaigns.

The team rebuilt the account from the ground up using structured campaign architecture designed for control and scalability.

Segmentation for Control
Best-selling products were placed into dedicated campaigns to isolate performance and improve bidding precision at the keyword level.

Disciplined Branded Defense
Branded terms were separated into controlled campaigns using Sponsored Products and Sponsored Display. This protected efficient branded visibility while preventing overinvestment.

Non-Branded Expansion
Budget was deliberately reallocated toward structured, high-intent non-branded keywords to unlock incremental demand and reduce dependency on existing brand traffic.

Once the structure was rebuilt, Quartile’s AI-powered automation continuously optimized bids and placements at scale—adjusting in real time based on performance signals.

While the managed team set strategic direction, automation executed thousands of granular bid and placement adjustments that would have been impossible to replicate manually—especially during Cyber 5 volatility.

The full rebuild was deployed within hours, just days before Cyber 5, without interrupting weekly revenue.

Results & Impact

Within four weeks of launch—including Cyber 5—the structural reset delivered measurable improvements.

• 26% improvement in Return on Ad Spend (ROAS)

• 34% improvement in Total Advertising Cost of Sale (TACOS)

• Maintained weekly sales with 36% less ad spend

• Strongest sales week in over 12 months immediately following Cyber 5

These results demonstrated that profitability was constrained by structure—not by budget.

By combining AI-powered bid automation with hands-on strategic management, QuickChange improved efficiency while preserving scale during the most competitive period of the year.

Cyber 5 validated the new foundation. The gains extended beyond peak, positioning the brand for its most profitable month to date.

Ongoing Value & Future State

With structural clarity and automated precision in place, QuickChange now operates with greater confidence in both branded and non-branded investment.

The improved efficiency has expanded the partnership into Amazon Demand Side Platform (DSP), enabling broader audience development beyond search while maintaining profitability discipline.

Quartile continues to deliver a balance of AI execution and strategic oversight—ensuring performance scales without sacrificing control.