Griotโs Garage had spent more than a decade building its Amazon.com presence, but advertising efficiency had begun to decline. The premium car-care brand needed stronger sales growth without relying on heavier, less controlled spending.
SalesDuo brought Sponsored Products,โSponsored Brands, and Sponsored Display into alignment with more transparent decisions on targeting, bidding, and budgets. Griotโs Garage achieved a ROAS above 9 against a target of 8 and reached its highest Amazon sales level during January-July 2024. These results are based on Amazon Ads account reporting for January-July 2024, with ad-attributed sales reported separately from total Amazon sales.
Results Snapshot
| Field | Verified detail |
|---|---|
| Brand | Griotโs Garage |
| Category | Premium car care |
| Marketplace | Amazon.com |
| Challenge | Declining ROAS and limited sales growth |
| Ad types | Sponsored Products, Sponsored Brands, Sponsored Display |
| Main actions | Targeting, negative keywords, bid and budget optimization |
| ROAS target | 8 |
| Reported result | 9+ ROAS |
| Sales result | Highest Amazon sales level achieved during January-July 2024 across the brandโs more than 10-year Amazon.com presence. |
| Time period | January-July 2024 |
| Measurement source | Amazon Ads account reporting |
| Attribution note | ROAS equals ad-attributed sales divided by ad spend; total Amazon sales are reported separately. |
The Client and Business Context
Griotโs Garage is an established premium car-care brand with a mature Amazon presence. This was not a launch-stage account. The brand already had sales history, customer recognition, and active advertising campaigns.
The problem was efficiency. Griotโs Garage competed with lower-priced products and well-reviewed alternatives, while its existing campaigns were no longer producing the desired return. SalesDuo needed to improve traffic quality, protect brand visibility, and direct budget toward the campaigns and targets with the strongest commercial value.
The Challenge: Declining ROAS in a Competitive Category
Griotโs Garage wanted to grow Amazon sales while reaching a ROAS target of 8. Simply increasing spend would not solve the problem because higher revenue could still come with weaker profitability.
SalesDuo needed to determine:
- Which campaigns deserved more budget
- Which keywords and product targets produced qualified traffic
- Where spend was being lost
- How each sponsored-ad format should support the shopper journey
- Which bid changes could improve scale without reducing efficiency
The account required a coordinated plan based on campaign evidence rather than a broad increase in activity.
The Strategy: A Coordinated Full-Funnel Advertising Plan
SalesDuo aligned campaign roles, targeting, bids, and budgets with the accountโs sales and efficiency goals. Each ad format had a specific purpose rather than receiving equal spend.
SalesDuo evaluated campaign-level ROAS, ACoS, conversion rate, search terms, sales volume, inventory, and margins, then reallocated budget toward the campaigns and targets with the strongest commercial returns.
For broader guidance, see SalesDuoโs complete Amazon advertising strategy.
Sponsored Products for High-Intent Demand
Sponsored Products focused on shoppers searching for relevant car-care products or viewing related detail pages. SalesDuo refined keyword and product targeting around terms and ASINs that showed stronger purchase intent.
Negative targeting was also used to stop irrelevant or low-value searches from repeatedly consuming budget. The goal was not to maximize clicks. It was to attract traffic more likely to convert profitably.
Sponsored Brands for Visibility and Brand Defense
Sponsored Brands increased visibility across branded, category, and selected competitor searches. These ads directed shoppers to the Griotโs Garage Store and relevant product collections.
Sponsored Display for Retargeting and Competitive Reach
Sponsored Display extended reach beyond keyword-based searches by re-engaging interested shoppers and reaching audiences viewing similar or competing products.
Bid and Budget Optimization
SalesDuo reviewed campaign results and moved budget toward stronger-performing campaigns, keywords, and targets. Lower-performing campaigns, keywords, and targets received reduced bids, lower budgets, or pauses.
Traffic quality also informed those decisions.
For broader guidance, see SalesDuoโs Amazon PPC bidding strategies.
For an end-to-end planning framework, see how to build an Amazon PPC strategy.
Results: 9+ ROAS and Lifetime-High Amazon Sales
| Metric | Result |
|---|---|
| Measurement period | January-July 2024 |
| ROAS target | 8 |
| ROAS result | Above 9 against a target of 8 |
| Calculation | Ad-attributed sales divided by ad spend |
| Sales result | Highest Amazon sales level achieved during January-July 2024 |
| Comparison basis | More than 10 years of Amazon.com sales history |
| Marketplace | Amazon.com |
| Main ad formats | Sponsored Products, Sponsored Brands, Sponsored Display |
Measurement note: Results are fromโJanuary-July 2024 on Amazon.com. ROAS isโcomputed as ad-attributed sales over ad spend. Net sales from Amazon, sales from Tmall, and ad-attributed sales are reported separately, so do not consider this single-account result a ballpark figure.
See Amazon Ads campaign reporting for current metric definitions and attribution context.
Read more about how Amazon ROAS should be interpreted and why Amazon advertising benchmarks should not be treated as universal targets.
Why the Strategy Worked
Four factors supported the result:
Before optimization: Advertising efficiency was declining, campaign roles were not sufficiently differentiated, and budget was not consistently concentrated on the strongest commercial targets.
After optimization: SalesDuo assigned distinct roles to Sponsored Products, Sponsored Brands, and Sponsored Display; improved positive and negative targeting; and moved bids and budgets toward higher-value campaigns, keywords, and product targets.
- Budgets moved toward campaigns and targets producing stronger commercial returns.
- Positive and negative targeting improved traffic quality.
- Sponsored Products, Sponsored Brands, and Sponsored Display served different roles.
- SalesDuo continued reviewing bids, budgets, targeting, and performance instead of leaving campaigns unchanged.
The result came from the way these decisions worked together. It should not be presented as proof that one ad format or bid adjustment automatically creates 9+ ROAS.
When This Approach May Fit Another Brand
This approach may suit established brands in competitive categories, especially those selling premium products, using several ad formats, or experiencing declining efficiency.
Another brand should not expect the same result. ROAS depends on category, margins, pricing, conversion rate, reviews, inventory, creative quality, competition, account maturity, and measurement settings.
Explore more Amazon growth case studies to see how strategy changes across categories and account maturity levels.
Need Help Improving Amazon Advertising Efficiency?
SalesDuo provides Amazon advertising management for brands that need stronger campaign structure, clearer efficiency goals, and ongoing bid and budget control.
Frequently Asked Questions About Griotโs Garage
1. What ROAS did Griotโs Garage achieve?
The brand achieved a ROAS of over 9โversus a target of 8 on Amazon.com in January-July 2024. ROAS is the amount of ad-attributed sales divided by the amount ofโad spend for the specified reporting period; it should not be viewed as a universal standard.
2. Which Amazon ad types were used?
The engagement used Sponsored Products, Sponsored Brands, and Sponsored Display.
3. Was sales growth driven only by advertising?
Advertising was a factor, but other factors may also impact total Amazon sales,โsuch as pricing, inventory, Buy Box status, listing quality, reviews, and organic demand. The case study thus separates total Amazon sales from ad (attributed) sales.
4. Can another brand expect the same 9+ ROAS?
No. ROAS is also different by category, margins, pricing, conversion rate, reviews, inventory, creative quality, competition, account maturity, and measurement settings. There is nothing to prove the 9+ result from one account to another brand with no forecast.
5. How did bid and budget optimization improve performance?
SalesDuo adjusts bids and budgets to maximize results, increasing for the campaigns/keywords/product targets that perform best in terms of commercial returns, and decreasing/bidding lower or even pausing on the weak ones. Thoseโdecisions were influenced by ROAS, ACoS, conversion rate, sales volume, search terms, inventory, and margins.
6. How can a brand assess whether SalesDuo is a fit?
The approach is most relevant to established brands with active Amazon advertising, multiple ad formats, and declining efficiency. Brands can review SalesDuoโs Amazon advertising management service and book a 1:1 Growth Call for an account-specific assessment.
About the Author
Abhiraj Aggarwal is a dynamic and results-driven Amazon Account Manager, specializing in Amazon advertising, customer success, and sales. Passionate about data-driven strategies, AI technologies, and market trends, he thrives on continuous learning and growth. Outside of work, Abhiraj is keen on personal development, often diving into books, podcasts, and discussions on business strategy, psychology, and emerging technologies. He also enjoys exploring diverse cuisines, traveling to new destinations, and immersing himself in different cultures.
