01
Amazon Ads
Indian Confectionary Brand
Scaled ROAS from ~1X to nearly 4X by shifting to high-intent keywords, negatives, and full manual campaign control.
When I took over the brand in January 2024, the initial ROAS was just about 1. I focused on high-intent keywords and applied negative keywords to eliminate irrelevant traffic. Stopped running automatic campaigns and completely transitioned to manual campaigns for better control. I prioritized Sponsored Product Ads, used dynamic bidding (down only), adjusted bids for top-of-search placements, and allocated most of the budget to top-performing products.
02
Amazon Ads
Middle Eastern FMCG Brand
Full campaign rebuild: portfolio segmentation, 9 manual structures, and reporting that unlocked Ramadan and May peaks.
I inherited ineffective auto campaigns and unstructured manuals, then rebuilt from the ground up — segmenting portfolios, researching keywords, and launching brand / competition / generic campaigns across match types plus product, category, and sponsored brand coverage.
Within three months: Ramadan drove 2.25M revenue at 33.65 ROAS. May 2024 crossed 3M revenue with ROAS over 45.
03
Swiggy Instamart
Candies & Gums
Exact-match keywords + time-slot pausing turned sub-2 ROAS into a sustained 2x lift by June.
Keyword Optimization
Moved all keywords to Exact match for tighter intent and less wasted spend.
Time Slot Targeting
Paused low-intent early breakfast hours at the end of May.
By March, Instamart ROAS was stuck below 2 with mixed Broad/Exact match and soft bids. After Exact-only keywords and breakfast-slot pauses, June performance doubled — then the same playbook scaled to two more campaigns.
Key takeaways
- Target high-intent time periods
- Use Exact match to cut waste
- Monitor, experiment, adapt weekly