Hardline Nutrition

Client Overview

Hardline Nutrition is Turkey's first and leading sports nutrition brand, established in 2003 by Kavi Gıda. With over 20 years of experience and more than 3 million products sold, Hardline Nutrition has become one of the most trusted names in sports supplementation in Turkey and the MENA region. The brand offers a comprehensive product line including protein powders (like their popular Whey 3Matrix), amino acids, pre-workouts, performance supplements, and vitamins.

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The Challenge

The sports nutrition and supplement category on Amazon is one of the most competitive marketplaces, with established brands dominating search results and advertising space.

Key Challenges:

Highly Competitive Market – The sports nutrition and supplement category on Amazon Turkey is one of the most competitive marketplaces, with established international brands and local competitors dominating search results and advertising space. Major brands with substantial advertising budgets made it difficult to maintain visibility and market share.

Inefficient Ad Spend – Initial campaigns had an ACOS of 42%, significantly impacting profitability. Their advertising lacked strategic targeting and was bleeding budget on low-intent keywords and irrelevant placements.

Poor Campaign Structure – Campaigns were broad and unfocused, with minimal separation between top performers like their Whey 3Matrix protein powder and underperforming SKUs. This resulted in wasted spend on products with low conversion potential.

Maximizing Brand Potential – Despite being Turkey's #1 sports nutrition brand with 20+ years of history and strong offline presence, Hardline Nutrition wasn't capturing their full potential on Amazon, losing sales to competitors who were better optimized for the platform.

Our Approach

Adsective implemented a comprehensive advertising strategy designed to maximize efficiency and scale profitably in this crowded marketplace.

Campaign Restructuring

• Separated campaigns by product performance tiers (flagship Whey 3Matrix, amino acids & pre-workouts, and new product launches)
• Created tightly themed ad groups focused on specific supplement categories (protein powders, BCAAs, creatine, etc.)
• Implemented granular match type strategies to control spend and improve relevance
• Built defensive campaigns to protect branded search terms from competitor hijacking
• Developed campaigns highlighting Hardline's unique selling propositions (Halal-certified, Turkish quality, ISO certified production)

Keyword Optimization

• Conducted deep keyword research to identify high-intent, lower-competition search terms
• Eliminated wasteful spend on broad, generic terms with poor conversion rates
• Added 200+ negative keywords to prevent irrelevant clicks
• Focused budget on bottom-funnel keywords with proven purchase intent

Bid Management & Budget Allocation

• Shifted budget away from underperforming products to top converters
• Implemented dayparting strategies to maximize visibility during peak shopping hours
• Used placement adjustments to prioritize top-of-search positions for hero products
• Applied dynamic bidding strategies aligned with campaign goals

The Impact

Results after 6 months of partnership:

• Reduced ACOS from 42% to 28% – Improved advertising efficiency by 33%, dramatically increasing profitability per sale
• Increased monthly ad sales by 87% – Grew from $185,000 to $346,000 in monthly revenue attributed to advertising
• Improved conversion rate by 24% – Better targeting and keyword optimization led to more qualified traffic
• Boosted overall account revenue by 62% YoY – Strategic advertising drove both direct sales and organic ranking improvements
• Achieved 89% impression share for top 10 priority keywords – Established dominant visibility in critical supplement searches
• Reduced wasted spend by $12,500/month – Eliminated inefficient keywords and placements

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By combining strategic campaign structure, data-driven optimization, and aggressive competitive tactics, Adsective helped Hardline Nutrition strengthen their market dominance and achieve profitable, scalable growth on Amazon Turkey. As the country's leading supplement brand, they now leverage their advertising to maintain their #1 position while improving profitabilit

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