How an Outdoor Apparel Brand Improved ROAS by 200% on Amazon

This performance outdoor apparel brand operates on Amazon with a focus on technical clothing designed for durability and water-based activities. Serving a niche but competitive segment of outdoor enthusiasts, the company relies on Amazon as a primary growth channel, balancing high-volume demand with the need for efficient, performance-driven advertising.

The Challenge

The brand entered the engagement with declining performance despite significant advertising investment. Sales had dropped year over year, while efficiency continued to deteriorate. Advertising costs were increasing relative to revenue, and return on ad spend (ROAS) was trending downward.

The underlying issue was structural. Campaigns lacked clear segmentation between discovery and performance, leading to inefficient traffic acquisition. The account was paying too much for low-quality traffic while under-leveraging high-intent search demand.

Without a reset, continued investment would have driven further inefficiency—limiting growth and weakening the brand’s competitive position in a highly saturated category.

Why Quartile

The brand needed a system that could bring discipline and precision to campaign management.

Quartile enabled a structured approach to campaign architecture, allowing different campaign types to operate with clear roles and efficiency targets. This made it possible to control traffic quality while still scaling investment.

With automated bidding tied to performance signals, Quartile ensured that spend dynamically shifted toward the most efficient opportunities. This allowed the brand to reduce wasted spend, improve efficiency, and unlock growth without increasing complexity.

The Solution

Quartile restructured the account to prioritize high-intent demand and eliminate inefficient traffic.

The strategy began by separating discovery from performance. Automatic campaigns were used to identify new keyword opportunities, while manual campaigns focused investment on exact and phrase match terms with proven conversion intent. This ensured that budget was directed toward queries most likely to drive revenue.

High-performing search terms were continuously promoted into dedicated exact match campaigns, creating a strong foundation of reliable, high-converting traffic. At the same time, negative keywords were applied to filter out low-value queries, reducing wasted spend and improving overall efficiency.

Campaign investment was concentrated on Sponsored Products, which served as the primary conversion driver. Within this structure, priority was given to top-performing products and variations, ensuring that spend supported the most impactful areas of the catalog.

Automation played a critical role in scaling this structure. With clearly defined Advertising Cost of Sales (ACOS) targets, bids were dynamically adjusted based on real-time performance signals, including placement and time-of-day data. This allowed the account to scale efficiently while maintaining strict control over costs.

Results & Impact

Following the restructuring, the account delivered strong gains in both efficiency and growth:

• 200%+ improvement in ROAS, reversing declining performance  

• 60% reduction in CPC, significantly lowering traffic costs  

• 100%+ increase in peak monthly revenue, demonstrating scalable growth  

• 60%+ reduction in ACOS, maintaining efficiency while increasing volume  

These results show that performance issues were not driven by lack of demand, but by inefficient demand capture.

By restructuring campaigns and focusing on traffic quality, the brand transformed its advertising into a predictable and scalable growth engine.

Ongoing Value & Future State

With a structured foundation in place, the brand is now positioned to scale efficiently across seasonal peaks and competitive periods. Quartile continues to refine targeting, bidding strategies, and campaign segmentation to ensure sustained performance.

This approach allows the business to grow without sacrificing efficiency—maintaining control over costs while expanding its reach and revenue potential.