Doubled in 90 days.
TACoS nearly halved.
Canadian Heritage Roasting Co.
The situation
Canadian Heritage Roasting Co. was founded by wildland firefighters who learned to roast on the fireline. The coffee is certified organic, roasted in Canada, and built to be bold without being bitter. They were the first Canadian coffee company certified 2% for Conservation, and they plant a tree for every bag sold.
They started on Amazon in 2021 and got to $5,000 a month quickly. Then they stopped. Six months at that ceiling, trying things without a formula. Every attempt to scale pushed ACoS up without pushing profit up with it. The images were dated, the SEO was weak, and the thing that makes this brand genuinely different, who founded it and what it funds, appeared nowhere on the listing.
What we did
We made the product legible first. Coffee buyers decide on two things before anything else: how strong it is and what it tastes like. So the images got a roast and body scale, the tasting notes stated plainly, and the ideal brew methods listed. Then the backend and copy were rewritten with the ad keywords that were already converting, pushing organic rank on terms we knew people bought on.
Then we put the story on the page. Founded by wildland firefighters. Buy a bag, plant a tree. First Canadian coffee company certified 2% for Conservation. In a category where most bags are interchangeable, that is not decoration. It is the reason someone picks this one and comes back.
Then the ad account. Negative keywords to stop the bleed, a shift toward new-to-brand acquisition to move TACoS rather than just ACoS, and ASIN-targeting campaigns to take traffic from larger competitors on their own detail pages.
And the operational work. Multipacks to lift average order value and margin, inventory forecasting to avoid stocking out through peak demand, and automated review requests to build the social proof that organic rank depends on.
The listing we rebuilt
The result
Sales doubled to $10,000 a month within 90 days, with steady month-over-month growth rather than a spike. TACoS improved from 28.3% to 16.1%, close to half, and wasted ad spend fell by around 50%.
Over the year, sales grew 2.5×. Keyword rankings improved on the targeted terms, and the organic traffic that followed converted better than the paid traffic that seeded it, which is exactly the order you want it to happen in.
We started selling on Amazon in 2021 and quickly scaled to $5,000 per month. However, for six months, we found ourselves stuck at that threshold. We lacked a clear strategy and felt like we were just trying different things without any real formula for success. Their team took the time to understand our brand and unique challenges. They helped us optimize our listings to better highlight the uniqueness of each of our coffee products, focusing on key details like caffeine strength and flavor profile, which are crucial for coffee drinkers. They also helped us tell our brand story, including our social cause, which has really resonated with our customers. Within just 90 days, we saw our monthly sales double to $10,000, reduced wasted ad spend by 50%, and improved our TACOS from 28.3% to 16.1%.
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