Introduction: Redefining Home Maintenance
Slobproof is a woman-owned small business founded by award-winning interior designer and mom, Debbie Wiener. Born from the need to tackle everyday paint messes in her own home, the brand has grown into a trusted name for over 2 million homeowners worldwide. Slobproof's mission is simple: to provide mess-free, stress-free decorating tools that keep homes looking pristine without the traditional hassle of painting.
The cornerstone of their lineup is the Slobproof Refillable Touch-Up Paint Pen. Unlike ordinary one-time-use tools that dry out quickly and lack flow control, this patented product offers a professional-grade solution for DIY repairs.
This case study breaks down the strategic turnaround of the Slobproof Refillable Touch-Up Paint Pen on Amazon US. By replacing a passive, fragmented advertising setup with a proactive, expert-led strategy, we achieved a rare "double win": increasing sales while significantly decreasing costs.
The Challenge: Fragmented Strategy & Wasted Spend
Upon taking over the account in May, our team identified a common issue for growing brands: "Campaign Bloat." The account was characterized by:
- Lack of Focus: Over 100 active campaigns were running simultaneously, creating a "noisy" data environment where it was difficult to identify true growth drivers.
- Financial Leakage: A high volume of campaigns was consuming budget on low-intent traffic without generating a single order.
- Efficiency Gaps: The Advertising Cost of Sales (ACOS) stood at 31.15%, indicating that a significant portion of revenue was being lost to inefficient ad spend.
The Solution: The "Proactive Precision" Framework
To drive growth, we implemented a three-tiered approach combining expert human oversight with rigorous optimization.
A. Expert Structural Overhaul
Our team moved immediately to streamline the account. We reduced the campaign count by approximately 67%, retaining only those with a proven history of conversion. This consolidation allowed for clearer performance signals and better scalability.
B. The 2-Hour Optimization Pulse
Unlike standard "set-and-forget" methods, our ads team utilized a high-frequency optimization methodology:
- Intraday Adjustments: We performed manual and tool-assisted checks every two hours to adjust bids based on real-time conversion rates and ACOS benchmarks.
- Agile Budgeting: This proactive approach ensured that budget was shifted toward high-performing keywords during peak shopping hours while cutting spend on low-intent traffic immediately.
C. Strategic Inventory Safeguards
Growth is only possible if the product is available. We implemented an automated inventory check system focused on 12-week coverage. By analyzing sell-through rates across 6, 12, and 18-week windows, we ensured that the sudden surge in demand generated by our ads never led to a "stock-out" (which would have damaged the product's organic ranking).
The Results: Scalable Growth and Drastic Efficiency
By December, the results of the proactive management shift were undeniable. The US account became a model of efficiency and profitability.
- United States (US): Increased Ad Sales by 32% within a nine month period, whilst decreasing Ad Spend by 31%, and improving ACOS by 47.50% (from 31.15% to 16.34%).
- The success was not limited to the US. Our team replicated this expert framework across international marketplaces, proving the scalability of the model:
> Canada (CA): Ad sales skyrocketed by 162% while spend only increased by 6%, and a 60% reduction in ACOS.
> United Kingdom (UK): Ad sales grew by 102% with 32% improvement in ACOS.
Conclusion: The Power of Proactive Management
The growth of the Slobproof Paint Pen proves that Amazon success is not just about spending more; it is about spending smarter. Through campaign consolidation, intraday bid optimization, and expert budget reallocation, we transitioned the account from a fragmented state into a highly profitable market leader.
By coupling an expert ads team with high-frequency automated checks, we enabled a 32% increase in US sales while simultaneously slashing ad spend by 31%.
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About the Author
Nirman is a detail-driven eCommerce professional passionate about helping businesses make smarter, leaner decisions. As a product costing and business analytics specialist, he drives profitable pricing and scalable growth in FMCG. Beyond work, Nirman enjoys collaborating with cross-functional teams and refining data into clear, actionable insights.
