A larger portfolio brand where Stegos's mandate is ads efficiency only, not overall business growth. Rising ACOS here is informing the current optimisation plan.
This is a larger portfolio brand where Stegos's mandate covers ads efficiency only, not overall business growth. The reporting window runs from December to February.
We include it because it is not a clean win, and because the scope matters when reading the numbers.
Ad spend rose 15% across the window, a modest increase.
In February the account's ACOS was 22.8%, equivalent to roughly 4.4x ROAS. That is not high in isolation, but the direction of travel is up.
Stegos does not control pricing, inventory, listings or the wider business here, which limits what ads work alone can fix.
ACOS has been rising. That is informing the current optimisation plan, which looks at where efficiency is leaking inside the campaigns we control.
It is a good example of why scope matters: some causes of a rising ACOS, such as price or catalogue issues, sit outside an ads-only mandate and need to be raised with the brand rather than solved in the account.
What happens next. The next review focuses on the campaigns driving the increase and on whether any of the causes should be raised with the brand outside the ads scope.
Anonymised by category, not brand — client privacy. Figures are the account's reported metrics for the window shown. Not a forecast or a guarantee of results.
These short guides explain the terms and decisions behind this account.
Ad spend scaled aggressively while ACOS held steady — paid growth pulled organic sales up with it instead of cannibalising it.
ACOS wobbled through a mid-year test before settling back down, while TACOS and daily run rate improved through the same window.
Spend scaled 5.7x in three months to capture more inventory. Efficiency softened as expected with that scale, but total sales still grew well ahead of it.
The free audit maps spend, structure and catalogue health, and flags where efficiency is leaking.