Laying the Foundation (January–February)

The year began with full inventory availability, giving us the green light to push hard from day one. Our January goal was ambitious: a 25% increase in revenue, targeting £28.2k. We launched with aggressive Sponsored Product campaigns, introducing SP Uniques for newly differentiated ASINs and gradually increasing bids on underexposed campaigns. We also deployed Brand Tailored Promotions to boost visibility on slower-moving SKUs.

In February, we turned our attention to data. The Search Term Report (STR) became our core tool to refine keyword targeting, revealing the highest-converting and most profitable search terms. This insight allowed us to scale what worked and cut what didn’t. We expanded our reach by rolling out Sponsored Brand and Sponsored Display campaigns, while managing bids more surgically to avoid wasted spend.

The result: February sales matched January at £28,000, confirming that our foundations were solid. We were no longer just selling, we were scaling smart.

Strategic Scaling & Optimization (March–April)

March was a pivotal month. We aimed for a 35% MoM increase and, while the target wasn't hit exactly, the growth remained strong. The STR continued to drive decision-making, guiding our Sponsored Product scaling and remarketing efforts. Sponsored Display remarketing on top-selling SKUs became a consistent driver of repeat visibility.

Campaign efficiency became a stronger focus. We started cutting any targets with ACoS above thresholds, while continuing to scale profitable ones. Brand Tailored Promotions helped reinforce brand positioning, especially around high-converting search terms. By targeting high-intent audiences, such as repeat customers and brand followers, these promotions added value at the final decision-making stage. This not only improved conversion rates on competitive terms but also strengthened brand recall and loyalty, giving our listings a greater edge against the competition

April marked a strategic pivot toward profitability. With a revenue target of £37,950, we also aimed to reduce TACoS from 17% to 13%. We placed tighter controls on budgets, enforced stronger bid discipline, and scaled only the most efficient terms from the STR. This tighter focus paid off: we began seeing our highest weekly sales to date, driven by a mix of ad performance and stronger organic visibility.

Momentum & Milestones 

In May, everything clicked. We surpassed £42,000 in sales—our highest monthly revenue ever—while continuing to keep advertising costs in check. Key moves included adjusting our target ACoS down to 25%, introducing advertising for FBM products when FBA stock was unavailable, and updating CoGS tracking to maintain clear profitability reporting.

We also leaned into our earlier STR learnings, doubling down on profitable keywords and further trimming waste from campaigns. By this stage, the compounding effect of our strategy was clear: stronger organic ranking, better margin control, and cleaner, more scalable ad performance.

Looking ahead to June, the focus is on sustaining this upward trajectory. The plan is to push for a 10% MoM increase in sales, refine daily ad spend control, and enforce even tighter ACoS thresholds. With a more robust campaign structure and clearer visibility into what drives returns, we’re positioned to build further on the momentum created in Q1/Q2.