Honestly I’m stuck. Small niche, price ~$20 (mid-high for the category). Only 10 orders/day gets you to subcategory top 50. But CPC is $1–2+.

We have 100+ products, 200+ campaigns, ad sales >50%, ACOS regularly 40%+, profit margin only 20–30%. Burning cash every day. Boss is losing his shit.

Most campaigns: high impressions, low clicks, high bids, few sales, high ACOS, low conv.

My plan so far:

  1. Clean up old campaigns – kill anything with no orders for a long time.

  2. For converting keywords that still have high ACOS – lower bid or restart.

  3. After cleaning: Auto + Broad long-tail + Exact long-tail for similar products.

  4. Take low-impression / low-click converting keywords, group 20 per Exact campaign with low bids.

  5. Low-bid “catch-all” campaigns: Auto, Broad, Category.

  6. If impressions high but clicks low – check placement, relevance, listing quality.

Main problems:

  • Too many SKUs + ads. Optimization takes time. ACOS may stay high and sales could drop before cleanup finishes.

  • How to reduce ad spend while keeping sales volume?

  • No stable core campaigns to push keywords to page one.

  • Ad orders >50% of total sales.

What I’m trying:

  • Cut waste: pause non-converting campaigns/keywords, negate low-impression low-click terms.

  • Adjust budgets based on daily spend.

  • Lower bids gradually based on performance.

And for improving output:

  • Increase budget/bid for top-performing ads (keywords not at target position yet).

  • Find stable core keywords to rank on page one and boost organic rank.

Any advice appreciated. Thanks.