How a Phase-Based Strategy Grew a Supplement Brand 156% in 12 Months
Industry
Health & Wellness
Service
Amazon PPC / Listing & Creative Optimization / Creator Content Production
Delivered In
12 months
Results
A phase-based portfolio strategy, full-funnel external traffic build, and comprehensive listing overhaul scaled monthly revenue from $68,400 to $175,000 while improving every core metric across the account.
Overview
A health supplement brand with six products and $68,400 in monthly revenue had reached a ceiling. The base was solid but the structure underneath it was not. All six products were being managed with the same advertising strategy regardless of where each one sat in its lifecycle. External traffic did not exist. One product was in active reputation decline.
The core problem was not a single failure but three compounding ones. Revenue was entirely dependent on Amazon's internal algorithm with no owned audience and no external funnel. A 2.9-star rating on the Joint Health SKU was actively dragging conversion across the brand. And with an average customer LTV of $41 and no retention mechanism, every new customer acquired was largely a one-time transaction.
- No external traffic with 100% of revenue dependent on Amazon's internal search and PPC
- All six products advertised with the same strategy regardless of lifecycle stage
- Joint Health SKU at 2.9 stars with 47 negative reviews actively suppressing conversion
- Average customer bought once with no retention strategy or loyalty mechanism in place
Phase-Based Portfolio Strategy
Each product was assessed against its lifecycle stage and given a strategy matched to that stage. Mature products were managed for margin protection and LTV maximization. Growth products received full-funnel external traffic support. The newly launched product was given a structured keyword ranking campaign with a 14-day promotional window.
Full-Funnel External Traffic Build
A complete external traffic architecture was built from scratch across Meta video, TikTok UGC, Google Shopping, and retargeting. Twenty-four unique ad creatives were tested in the first two months. UGC-style video outperformed studio creative by 62% on TikTok.
Listing Optimization and Reputation Recovery
All six listings received optimized titles, bullets, A+ content, and backend keywords. The Joint Health SKU reputation recovery moved it from 2.9 to 4.3 stars, driving a 3x improvement in conversion rate with no change to pricing or ad spend.
