SURI - ROAS +73%, ad-attributed sales +574%

The situation

SURI was spending aggressively on broad-match sonic-toothbrush terms like “sonic electric toothbrush” in a UK category that was dominated by resellers with under-optimised listings and inconsistent pricing. The broad strategy was bidding up CPCs against those same resellers without converting materially better than them.

The strategy shift

We pivoted the account away from chasing broad category terms and toward aggressive ASIN targeting against reseller listings. In a category where resellers hold shelf but can’t match brand content, storefronts or Vine reviews, this let us:

• Capture clicks at materially lower CPCs
• Appear directly on the product pages where browsers were already comparing
• Convert a higher share of those visits because SURI’s listing was simply stronger (A+, brand store, review volume, price)

Broad-match keywords were kept only where they were harvesting profitable search terms; everything else was down-weighted in favour of targeted ASIN campaigns and harvested exact/phrase terms.

What we changed

• Rebuilt Sponsored Products structure around ASIN targeting as the primary lever, with keyword campaigns as support and harvesters
• Introduced a search-term harvesting cadence (weekly) to promote winning queries into exact and phrase match
• Layered Sponsored Brands against the same reseller ASINs to defend the product page and capture brand-aware demand
• Tightened negatives aggressively to stop spend leaking into irrelevant generic toothbrush queries

The result

Over the first five months on the UK account:

• ROAS lifted to 3.21, up 73% on the pre-engagement baseline
• Ad-attributed sales grew 574%
• Record monthly ad sales of £169,004, held for two consecutive months

We then helped SURI launch Amazon ads in the US and trained their in-house team on the same structural approach. SURI has since reported 8-figure annual revenue and more than 1m electric toothbrushes sold, with Amazon remaining a key growth channel.