Cracking the ACOS Code: How We Shifted Spend to Drive 67% Sales from Low-ACOS Targets
We applied a bid formula that redirected wasted spend toward profitable keywords. The result: less spend, more control, and 67% of total sales now coming from low-ACOS targets.
Gym Equipment
July 2025
Overview
In the second half of May 2025, our client was spending between £7,000 and £8,000 per week on ads. On the surface, results looked decent with 25% ACOS and 12–13% TACOS. But under the hood, the majority of the spend was going to high-ACOS targets. Over 60% of the budget was spent on inefficient keywords, and nearly half of the sales came from those same expensive sources.
We stepped in with a special bid formula designed to hit the account’s target ACOS. This included lowering bids across high-ACOS and non-converting keywords, while pushing more budget to efficient ones.
The result was a complete shift in performance. Spend became more controlled, sales from efficient targets grew to 67%, and profitability improved across the board.
Challenges
Weekly ad spend was too high for the level of efficiency
High-ACOS targets consumed most of the budget
Low-ACOS keywords received too little visibility
No structured bid logic applied to non-converting terms
Sales were heavily skewed toward inefficient traffic
Action Plan
Applied our internal bid formula across all campaigns
Adjusted bids weekly to hit target ACOS
Lowered bids on high-ACOS and non-converting keywords
Reallocated spend toward profitable, efficient targets
Tracked keyword-level changes in conversion rate and CTR
Used weekly iteration to maintain control and improve performance
Results
Metric | Before | After | % Change |
|---|---|---|---|
Weekly Spend | £7K–£8K | ||
Spend (High ACOS Targets) | 55%–65% | 48%-55% | |
Spend (Low ACOS Targets) | ~20% | ~40% | |
Sales (High ACOS Targets) | 54% | 33% | ↓ 39% sales share |
Sales (Low ACOS Targets) | 46% | 67% | ↑ 46% sales share |
Conversion Rate | 23% | 27%-28% | ↑ ~18–22% |
Click-Through Rate (CTR) | 0.96 | 1.03% | ↑ 7.3% |
Total Sales & TACOS
PPC Sales & Spend, ACOS & TACOS
Spend distribution (Percentage)
High ACOS - Solid Red
Low ACOS - Solid Green
High Click No Conversion - Dashed Red
Low Click No conversion - Dashed Green
Sales Distribution (Value)
Sales Distribution (Percentage)
Conversion Rate
Click-Through Rate
Summary
This strategy shows what happens when you stop treating ad spend like a hammer and start using it like a scalpel.
67% of total sales now come from low-ACOS targets
High-ACOS spend was reduced without killing performance
Conversion rate and CTR both improved, showing cleaner traffic
The system is repeatable, measurable, and scalable
If your campaigns look good on the surface but don’t convert profitably, we can help. Prime Loop uses performance-driven formulas to turn average accounts into efficient, growth-ready machines.
