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BulkSupplements is a leading pure supplement supplier specializing in high-quality, additive-free nutritional supplements sold in bulk quantities. Operating in the competitive UK supplements market, the brand offers over 400 pure ingredient products including amino acids, vitamins, minerals, herbal extracts, and protein powders—all without fillers, additives, or unnecessary ingredients. Known for their laboratory-tested purity, transparent labeling, and cost-effective bulk sizing options, BulkSupplements serves both individual health enthusiasts and businesses seeking wholesale supplement solutions.
The Challenge
The UK supplements market on Amazon is intensely competitive, with major brands, private label sellers, and international competitors all vying for customer attention and ad placement.
Key Challenges:
Unsustainable ACOS – BulkSupplements was operating with an ACOS of 47%, making most campaigns unprofitable. Their advertising spend was eroding margins to the point where scaling was impossible without significant losses. Every £1 spent on ads was generating less than £2.15 in revenue, leaving minimal room for product costs, fulfillment, and profit.
Wasteful Keyword Targeting – Campaigns were heavily invested in broad, high-competition keywords that attracted browsers rather than buyers. Generic terms like "supplements" and "vitamins" were consuming budget without delivering conversions, while more specific, purchase-intent keywords remained underfunded.
Poor Campaign Organization – All 400+ SKUs were running in just a handful of campaigns with minimal segmentation. High-performing products like Creatine Monohydrate and Vitamin D3 were competing for budget with low-converting specialty supplements, resulting in inefficient spend allocation across the catalog.
Ineffective Bid Strategy – Automated bidding was driving costs up on low-intent placements while missing opportunities on high-converting search positions. The brand was overpaying for rest-of-search and product page placements while being outbid on critical top-of-search positions.
Lack of Negative Keyword Management – Minimal negative keyword usage meant ads were triggering for irrelevant searches, wrong supplement types, and non-commercial queries. Budget was being wasted on clicks from users looking for medical advice, supplement research, or completely different products.
Competition from Major Brands – Established supplement giants with massive advertising budgets were dominating the most valuable search terms, making it difficult for BulkSupplements to gain visibility without overspending.
Our Approach
Adsective implemented a precision-focused advertising strategy designed to dramatically improve efficiency and profitability while maintaining competitive visibility in the UK supplements marketplace.
Comprehensive Campaign Restructuring
Aggressive Keyword Refinement
Strategic Bid Management
Budget Reallocation
Conversion Rate Optimization Support
The Impact
Results after 5 months of partnership:
Reduced ACOS from 47% to 19% – Improved advertising efficiency by 60%, transforming unprofitable campaigns into a sustainable growth engine and dramatically increasing profitability per sale
Maintained revenue while cutting wasted spend by £18,000/month – Strategic optimization eliminated inefficient clicks while preserving sales volume, effectively increasing profit by the full amount of saved ad spend
Improved conversion rate by 34% – Better keyword targeting and traffic quality meant more clicks turned into actual purchases
Increased profit margin on ad sales by 145% – Lower ACOS combined with maintained revenue meant significantly more money flowing to the bottom line
Achieved 58% impression share for top 30 priority keywords – Established strong visibility on critical supplement searches while spending more efficiently
Reduced cost-per-click by 28% – Better targeting and bid management lowered average CPC from £0.89 to £0.64
Eliminated 72% of non-converting search terms – Comprehensive negative keyword strategy blocked wasteful traffic sources
Improved ROAS from 2.1 to 5.3 – Every £1 spent on advertising now generates £5.30 in revenue, up from just £2.10
By implementing a precision-focused efficiency strategy combining surgical campaign restructuring, aggressive negative keyword management, and data-driven bid optimization, Adsective helped BulkSupplements transform their Amazon UK advertising from a profit drain into a highly efficient sales engine. The brand now operates with industry-leading ACOS while maintaining competitive visibility and positioning for sustainable, profitable growth.