Q4 revenue grew 5.9 times year over year, and ad spend fell from 86% of sales to about 10%, turning a loss-making account into a profitable one.
How Bee Balm went from $3.8K a month to $167.5K month
44×
Bigger best month, $3.8K to $167.5K
5.9×
Q4 revenue, 2025 against 2024
2.6%
Lower TACoS, 86% to 10%
87%
Higher conversion, 6.3% to 10.0%
When the economics turned, the volume followed
19
Months with ScaleA2Z
14
Months to the first $100K month
$167.5K
Best month, Nov 2025
Apr 2024 to Mar 2026. Amazon US, ordered product sales. TACoS is ad spend as a share of total sales.
THE TRAJECTORY
Millions of customers off Amazon, and losses on it
Bee Balm Co. makes honey-based lip care: balms in flavours like Honey, Strawberry, Watermelon and Peach, plus lip oils, face cream and gift sets. Made with real honey and propolis, the brand has millions of customers through its own website. On Amazon it was selling a few thousand dollars a month and losing money on every ad dollar.
Losing money on ads
Ad spend was higher than the sales it produced. On a low-price product every wasted click came straight out of margin. ACoS was 116% and TACoS 86% between April and August 2024.
No advertising structure
Campaigns had no clear organisation by product, keyword intent or goal, so there was no way to control where the budget actually went.
No catalog or brand assets
Flavours and sets were not grouped into parent-child variations, so shoppers could not browse the range from one listing. There was no A+ Content, Brand Story or Brand Store.
THE STARTING POINT
Fix the economics first, then scale Q4
Catalog rebuild and new launches
- Restructured the catalog into parent-child variations by flavour and pack size
- Launched new products on Amazon to widen the range shoppers can buy
- Grouped sets and singles so the whole range reads from one listing
01 · CATALOG
SEO and creative
- Keyword research and new titles, bullets and backend terms for lip care searches
- New listing images, A+ Content and Brand Story showing the honey and propolis formula
- Built the Brand Store so shoppers can browse the full lip care range
02 · SEO AND CREATIVE
Advertising rebuild and Q4 scale
- Rebuilt the ad account from scratch, organised by product, match type and goal
- Cut spend on unprofitable searches and moved budget to terms that convert
- Managed bids against a profit target, then scaled into Black Friday and December
03 · STRUCTURED ADS
WHAT WE DID
Before and after, side by side
Metric
Average monthly revenue
Q4 revenue
ACoS
TACoS
Conversion rate
Before
$3.8K
$51.5K
116%
86%
6.3%
After
$16.1K
$304.6K
25%
10%
10.0%
Change
+324%
5.9×
91 pts lower
76 pts lower
3.7 pts higher
THE RESULTS
How it unfolded
BEFORE SEP 2024
A few thousand dollars a month, with TACoS at 86%. The account lost money on ads.
MONTHS 1 TO 3
Catalog restructured and the ad account rebuilt from scratch. TACoS down to 25% by November.
YEAR 1
Average monthly revenue up from $3.8K to $16.1K, with new products launched across the range.
Q4 2025
$167.5K in November from 11,932 units. TACoS 11.2%, then about 10% by early 2026.
More results
Hard working and fast! Great with Amazon PPC and Amazon management in general
Gilbert Yim
Amazon FBA Store Management and Scaling for Beauty Brand
Paying more for ads than they bring back?
Get a free audit of your ad account, your catalog and your margins.