A makeup compact with an open lid and a box labeled Coverology are placed on an open magazine featuring a woman’s face. Nearby, a woven texture is partially visible.

Full Service Amazon Management 

Scaling Sales Through Smarter Spend and Stronger Organic Performance

Project Details

The Challenge

In 2024, Coverology partnered with GRIT Studio to scale revenue while improving advertising efficiency. Facing high ad costs and a heavy reliance on paid media, the brand needed a strategy to increase profitability by improving organic visibility and optimizing ad performance.

  • Advertising costs were unsustainable, with a TACoS of 99.09% in Q4 2023

  • Limited organic visibility hindered non-paid sales growth

  • Business was overly reliant on paid ads for revenue

The Solution

GRIT implemented a dual approach focused on organic growth and ad efficiency:

  • Strategic keyword targeting to increase organic rankings and drive non-paid traffic

  • Ad spend optimization, reallocating budget to top-performing campaigns

  • Enhanced product listings and A+ content to improve conversion rates and organic discoverability

The Results

  • 62% increase in total sales, reflecting strong overall performance

  • Significant growth in organic sales due to improved search visibility

  • 29% reduction in ad spend, with better budget allocation

  • 19% increase in ad sales, generating more revenue with less spend

  • 56% improvement in TACoS, demonstrating increased profitability

By improving Coverology’s organic ranking and ad efficiency, GRIT helped the brand shift toward a more sustainable revenue model. The result: higher total sales, lower spend, and stronger long-term growth.

A mirrored tray holds a Coverology concealer and treatment box, open compact with beige cream, perfume bottle, and makeup brush. Modern and chic setup.
Open white compact cases with makeup sit on stacked gray stones against a light aqua background, conveying a serene and natural aesthetic.
Two white cosmetic containers labeled "Coverology" are on a table beside a green leaf and a matching product box, conveying a clean and natural vibe.

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