Spending $1.20 to make $1. Then it turned around.

The brand sold a premium dog harness. Ad cost was higher than the sales the ads brought in (120% ACoS), and ad spend was equal to 81% of total sales (TACoS). A premium product needs a page that justifies the price before more traffic arrives.

1. A fuller page. The brand built a Brand Store, Premium A+ content and a Brand Story, and put the product's benefits in the main image.

2. One hero size got most of the money. 70 to 80% of the budget went to the best-selling size, until organic position began to form for it.

3. Less waste. Campaigns moved to exact and phrase match.

4. A weekly routine. Each week, items with high ACoS were paused, and winners were moved into exact-match Sponsored Products campaigns and small product-targeting groups.

5. A Brand Story product grid was added to lead shoppers to the rest of the range.

In 8 to 10 weeks ACoS fell from 120% to 55% and TACoS from 81% to 25%.

When ACoS is far above target, resist the urge to cut everything. Find the one product or size that sells best and put most of the budget there. Build the page around it, then check the numbers on a weekly rhythm.

We start with the page and the best-selling product, then decide the structure. Weekly pause-and-promote decisions are written down, so every change has a reason.