How an Equestrian Brand Unlocked Growth with Full-Funnel Amazon Strategy

This equestrian supplement brand offers a focused portfolio of horse health and nutrition products, including joint support, digestive aids, and performance formulas. Serving horse owners, trainers, and competitive riders, the brand operates in a niche category where demand is highly specialized and search volume is inherently limited.

The Challenge

The brand had reached a ceiling.

Advertising performance was stable but stagnant. Monthly ad-attributed revenue consistently hovered around the same level, and return on ad spend (ROAS) remained strong but unchanged. Attempts to increase spend introduced efficiency concerns, preventing meaningful scaling.

The root cause was structural. The account relied heavily on Sponsored Products, which captured existing high-intent demand but did little to generate new demand. In a niche category like equestrian supplements, search volume is limited—meaning growth through search alone has natural constraints.

At the same time, a significant portion of spend was allocated to automatic campaigns. While useful for discovery, this reduced control over targeting and limited the ability to scale efficiently.

The challenge was clear: break through the plateau by expanding reach and diversifying demand sources—without sacrificing efficiency.

Why Quartile

The brand needed a strategy that could unlock new demand while maintaining control over performance.

Quartile identified that efficiency was not the issue—coverage was. The account was optimized for conversion but underinvested in discovery and mid-funnel engagement.

By introducing a structured full-funnel approach, Quartile enabled the brand to expand beyond high-intent search traffic. At the same time, improved campaign segmentation and manual targeting ensured that efficiency remained controlled as new channels were introduced.

This balance between expansion and precision created the foundation for scalable growth.

The Solution

Quartile rebuilt the account around a full-funnel advertising strategy designed to extend reach while preserving efficiency.

The first step was diversification. Sponsored Brands and Sponsored Brands Video campaigns were introduced to increase visibility in premium search placements and capture attention earlier in the shopping journey. These formats allowed the brand to engage shoppers before they reached the point of conversion.

At the same time, Sponsored Display campaigns were scaled to support retargeting. This ensured that shoppers who had previously engaged with the brand were reintroduced to products, reinforcing purchase intent and improving conversion efficiency.

To support this expansion, budget allocation was restructured. Investment in automatic campaigns was reduced, shifting spend toward manual targeting where keyword control and performance optimization were stronger. Sponsored Products manual campaigns were refined with improved keyword coverage and bid adjustments, maintaining their role as the primary revenue driver.

This created a coordinated system: upper-funnel campaigns generated awareness, mid-funnel efforts nurtured interest, and lower-funnel campaigns captured demand at the point of purchase.

Results & Impact

The full-funnel strategy successfully broke the growth plateau while maintaining efficiency:

• 20% increase in ad-attributed sales, scaling beyond previous limits  

• 25% increase in ad spend, supported by stable performance  

• 8% improvement in conversion rate, indicating stronger traffic quality  

• ROAS remained stable while scaling, maintaining efficiency targets  

• Campaign mix diversified significantly, reducing reliance on a single channel  

Notably, Sponsored Display grew from a minimal share of spend to over 10%, while reliance on automatic campaigns decreased. This shift enabled broader reach and more controlled optimization.

These results show that growth was not limited by performance—but by reach.

By expanding beyond search and building a full-funnel system, the brand unlocked new demand and created a scalable path forward.  

Ongoing Value & Future State

With a diversified campaign structure in place, the brand is now positioned to scale more predictably. Quartile continues to refine budget allocation, expand high-performing formats, and optimize targeting across the funnel.

This approach ensures that growth is no longer constrained by search demand alone, enabling sustained expansion in a niche but competitive category.