How UK Home Appliances Brand Cut ACOS in Half While Scaling Spend

This UK-based home appliances brand operates a large-scale catalog of more than 3,000 SKUs, specializing in vacuum accessories and replacement parts. The account serves both consumer and business buyers, adding complexity to targeting and performance optimization.

Managing performance at this scale requires a highly structured approach to ensure efficient budget allocation across a deep and diverse product assortment.

The Challenge

The account faced a long-standing limitation: it could not scale.

With more than 3,000 SKUs, inefficiencies were difficult to isolate. Previous attempts to increase spend consistently led to declining performance. ACOS had historically hovered around the high-teens but deteriorated further leading up to launch—rising above 30%.

This created a hard ceiling.

Whenever investment increased, efficiency worsened. As a result, monthly spend remained constrained, and growth stalled despite stable demand.

The challenge extended beyond scale.

• B2B customers represented a meaningful but under-leveraged segment  

• High-priority products had lost momentum over time  

• The account lacked a structure to balance full catalog coverage with focused investment  

The client needed to break the tradeoff between growth and efficiency.

Why Quartile

Scaling a large catalog requires more than optimization—it requires structure.

Quartile identified that the account’s core issue was not demand, but the absence of a system that could prioritize performance at scale. Without segmentation, budget was spread too thin, limiting both efficiency and growth.

The solution was to build a framework that could:

• Prioritize top-performing products  

• Maintain coverage across the full catalog  

• Allocate spend dynamically based on performance  

By introducing structure, Quartile enabled the account to scale without losing control.

The Solution

Quartile rebuilt the account with a performance-driven architecture.

Campaigns were organized into multiple “books” based on revenue contribution. Products driving the majority of sales were separated into dedicated structures, ensuring they received priority investment. The remaining catalog—including low-activity SKUs—was grouped into controlled environments with tighter budget constraints.

To further concentrate performance, 40+ dedicated campaign builds were launched around high-priority product variations. This allowed the system to optimize more effectively while maintaining flexibility across the broader catalog.

Audience strategy played a critical role.

Amazon Marketing Cloud (AMC) audiences were integrated directly into Sponsored Products campaigns, focusing on high-propensity shoppers. These audiences consistently delivered stronger efficiency than standard targeting, enabling faster scaling.

A full-funnel approach reinforced performance.

Defensive campaigns protected product pages from competitor conquesting, while Amazon DSP was introduced as a remarketing layer. DSP focused on re-engaging high-intent shoppers, supporting incremental growth without pressuring PPC efficiency.

Finally, product-level customization ensured precision.
Priority SKUs and previously declining products were managed with tailored bid strategies, allowing them to regain volume without destabilizing overall performance.

Results & Impact

The transformation was immediate and sustained:

• ACOS reduced by 55%, improving from over 30% to the mid-teens  

• Daily ad spend increased while maintaining efficiency, breaking the previous scaling ceiling  

• Average daily sales increased by approximately 13%, confirming incremental growth  

• Total sales grew 17% year to date, exceeding expectations  

• B2B sales increased 33%, unlocking a previously underutilized segment  

Efficiency gains were further reinforced by audience strategy. Campaigns leveraging AMC audiences delivered stronger performance than non-audience campaigns, enabling higher spend with better returns.  

These results demonstrate a critical shift: growth and efficiency no longer competed—they scaled together.

Ongoing Value & Future State

With a scalable structure now in place, the account is positioned for continued expansion.

Quartile continues to refine audience strategies, expand DSP activation, and optimize product-level performance. The account can now support higher investment levels while maintaining efficiency—something it had never achieved before.

What was once a constrained system is now a scalable growth engine.