Click-through 2.85%
→ 11.82%
Maritime Madness
The situation
Maritime Madness has been making Canadian gourmet hot sauces and condiments for over 20 years, a family business with real character, from Downeast Stinger to the Mustard Pickle that has over 7,500 five-star reviews behind it.
They had been on Amazon a year. The campaigns were running but the structure was disorganised, and the listing was doing none of the selling. Click-through sat at 2.85% and conversion at 3.24%. Spend was going out; very little was coming back.
What we did
The old images were not bad photography, and that is what made this one interesting. They were genuinely good lifestyle shots, quirky and expressive, showing the owner's creativity in a category full of sameness.
The problem was what they sold. The food looked excellent. The sauce was an afterthought in its own listing. None of the features or benefits, the burn rating, the vegan, gluten-free and low-sodium credentials, what to actually put it on, were visible to someone scrolling on a phone. We needed the bottle to be the hero.
So we rebuilt the stack: a cohesive look across the range, each sauce with its own personality but unmistakably the same brand, with callouts and bold graphics carrying the selling points. Then the backend of every ASIN was rewritten against researched keywords, the best-converting ad terms promoted to push organic rank, and the ad account restructured onto a foundation that could take micro-level bid adjustments without losing profitability.
Before and after
The listing we rebuilt
The result
Click-through went from 2.85% to 11.82%, more than four times where it started. Conversion went from 3.24% to 8.65%, better than 2.5×. Those two numbers compound: more of the people who see you click, and more of the people who click buy.
Because the listing was doing the convincing before spend scaled, the advertising got cheaper as it got bigger. Revenue doubled inside three months, $50K of new monthly revenue landed within 60 days, at a 14% TACoS and 3.57× ROAS.
The numbers
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