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When we met EXO Drones, it was a classic founder-led setup. The founder had built a strong business, but he was also managing the day-to-day operations and running all of the Amazon advertising himself.
Like most founders, he figured it out as he went. And to his credit, it worked… up to a point. But when it came time to scale, campaigns started to break. Performance would drop as soon as he increased spend. What worked one week wouldn’t work the next.
He was frustrated. And more importantly, he was starting to worry about how far the business could actually go if this was the ceiling.
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Beyond being stretched thin, the founder was also dealing with a common early-stage mistake in digital advertising. The entire Amazon account was built around dozens of campaigns, all going after specific keyword targets.
At first, it worked well enough to drive sales. But under the surface, it was creating bigger problems.
First, EXO was bidding against itself. That drove up costs and wasted spend. Second, and more importantly, there was no visibility or control.
We couldn’t see what was actually working.
We couldn’t shift budget into the keywords driving results.
We couldn’t cut spend from the ones that weren’t.
Everything was overly broken out. There was no organization. Data was muddy. And without clear data, scaling was impossible.
Our team rebuilt the account from the ground up by simplifying 80+ campaigns into just 12 more structurally sound ones.
First, we combined relevant campaigns into branded and non-branded.
Branded campaigns protect what you’ve already earned. That’s your existing demand. Non-branded campaigns are how you grow. That’s where you capture new customers searching for alternatives.
From there, we broke non-branded into eight focused campaigns to give us full control over targeting, budget, and performance.
We also introduced Sponsored Brand placements to take back premium real estate competitors were using to siphon EXO’s branded traffic.
Now we had structure. And with structure came control.
With the new structure in place, we focused on one thing… making better decisions, faster. We leaned heavily on phrase match to stay targeted, while constantly reviewing search term data to find what was working and cut what wasn’t.
Broad match was used carefully. Not to scale blindly, but to discover new opportunities we could isolate, control, and turn into profitable keywords. ROAS was our north star. But we didn’t look at it alone.
We paired it with conversion rate to understand not just what people were clicking, but what actually led to purchases. That helped us identify which product pages performed best.
We were in the account at least three times per week. Early on, it was daily. The goal was simple… don’t let performance slip. When something worked, we leaned in. More budget. More coverage. More scale.
Everything was built around pushing more spend into what was already proving profitable.
The result was a system that could scale without breaking.
Weekly Amazon revenue grew from $3,650 to $54,810 in under 6 months.
At the same time:
This wasn’t a straight line. We improved efficiency, scaled spend, fixed what broke, then scaled again. That cycle repeated over and over. And that’s what allowed the business to grow aggressively while becoming more profitable.
Eventually, the business became so strong it attracted a multi-7-figure acquisition offer.
Amazon is one of the most competitive platforms in e-commerce, especially in a category like drones. There are dozens of alternatives for every product. And every one of them is competing for the same search terms, the same placements, and the same customer.
If you want to scale in that environment, a few things have to be working in your favor.
First, you need structure.
If new campaigns are being launched for every idea, you lose control. You cannot see what is working, you cannot allocate budget properly, and you end up bidding against yourself.
Second, you need clear data.
Without it, you are guessing. And when you are guessing, scaling becomes risky instead of predictable.
Third, you need a system that can handle growth.
Not just something that works at $1,000 per week, but something that still works at $9,000 per week and beyond. That is what changed here.
If your ads feel inconsistent or hard to scale, there is usually a reason, and our team can help you fix it. If you want to see what that looks like for your business, click the button below and schedule a call with our team.
