Brand Hatchers - new £161,032 monthly record at 11.24% TACoS

The situation

Brand Hatchers had tried Perpetua and a rotation of freelancers. None had delivered consistent performance. The account was in a messy state — multiple brands and product lines spread across the UK, US and EU, campaign structures that had been patched on top of each other, and no clear product-level targets to guide spend or strategy.

Every “optimisation” was being made in isolation because nobody could see whether a given SKU was under- or over-performing against a known target.

The strategy shift

Before anything got optimised, we sat down with their in-house team and defined product-level targets — target ACoS, TACoS and volume expectations per SKU, per region. That unlocked the rest of the work: every subsequent decision could be measured against a clear goal.

What we changed

• Rebuilt the account from the ground up with solid campaign structures by marketplace, brand and product range
• Introduced clear branded vs non-branded segmentation so brand defence and new-demand capture weren’t competing in the same campaigns
• Tightened keyword relevancy and purged historic waste
• Synced reporting to the product-level targets so performance could be judged over realistic 7-14 day windows

The result

Over the first eight months of the engagement:

• New monthly sales record of £161,032, up from a previous high of £87,548
• Average TACoS of 11.24% held across the portfolio
• Peak ROAS of 6.58

More important than any single number: the account now had a structure the in-house team could actually reason about, and a set of targets that made the day-to-day decisions obvious instead of political.