When this snack brand came to SellerGeni, spend was climbing but orders were flat and ACoS sat at 34%. Six months later: orders up 3.2×, ACoS down to 19%. Here is what changed.

1. Structure before spend

We split one bloated campaign into tight ad groups by intent — branded, category, and competitor — so budget could flow to what worked.

2. Negatives, ruthlessly

A single search-term audit removed dozens of irrelevant terms that were quietly eating 22% of spend.

3. Dayparting

Sales clustered in evenings. Suppressing bids during two dead morning windows recovered budget for peak hours.

4. Let automation hold the line

Daily bid adjustments kept efficiency steady as volume scaled — the part no human keeps up with by hand.

Growth did not come from a bigger budget. It came from making the same budget decide 10× more often.