THE STORY
Case 02 · Advertising Restructure
Makeup Brand: from 6,000+ fragmented campaigns to
260 high-intent ones.
Without disturbing revenue. Across US & CA. ACOS down from ~50% to ~30%, TACOS stabilized around ~16%.
Services
Outcomes
The numbers
ACOS Reduction
~50% → ~30%
Without disturbing revenue stability.
TACOS
~16%
Stabilized post-restructure.
Campaigns Consolidated
6,000 → 260
High-intent, brand-aligned architecture.
Revenue Continuity
100%
No disruption to sales during restructure.
Eliminate. Rebuild. Stabilize.
The Challenge
LUS onboarded in October 2025 with a highly fragmented advertising structure across the US and Canada — over 6,000 campaigns largely driven by automated setups, including many non-performing and single-keyword campaigns that limited efficiency and scalability.
The Approach
We took a strategic, hands-on approach: eliminating wasted spend, removing low-value structures, and rebuilding the account around product-focused, brand-aligned campaign architecture. We consolidated to 260 high-intent campaigns.
The Result
The restructuring was executed without disturbing the stability of sales revenue, while delivering a meaningful efficiency lift — reducing ACOS from ~50% to ~30% and strengthening overall profitability with TACOS stabilizing around ~16%.
“Thoughtful restructuring drives performance without risking revenue continuity.”
ACOS
~30%
↓ from ~50%
TACOS
~16%
Stabilized post-restructure.
Revenue Continuity
100%
No disruption to sales
Christmas Brand
Christmas Brand
Leather Brand
