From ROAS crisis to category dominance: a brand that was paying to cannibalise itself.
Dental care brand, nightguards & denture care
- Timeline
- Jan - Jun 2026
- Scope
- Cannibalisation fix · Category capture · ROAS recovery
The problem
What we took over.
ROAS had fallen below 2.0 and high ACOS was eating product margins. The account bid aggressively on its own brand keywords in broad and phrase match, paying for traffic that would have converted organically, while holding virtually no presence on high-volume category terms like 'dental night guard' and 'denture cleaner'. Competitors owned that space entirely.
What we did
The work, step by step.
Isolated branded terms into exact-match-only campaigns with strict negatives to stop brand bleed, cutting branded spend 60%.
Launched dedicated category campaigns with aggressive Top-of-Search bids, gaining impression share in target dental terms within 30 days.
Paused low-CVR, high-spend ad groups dragging ROAS below 2.0 and set ACOS targets by product margin tier.
Ran competitor ASIN targeting and category remarketing, driving 1,903 New-to-Brand purchases.
Layered Subscribe & Save coupons (10-25%) to lower the perceived price point and build recurring revenue.
- Amazon Ads
- Brand Analytics
- Customer Journey Analytics
- Seller Central
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The audit is the first deliverable, and it costs nothing. You keep the findings either way.