Hit Products
How Hit Products made CouchCoaster profitable in two markets by rebuilding search around gift demand
- 10–15%
- US TACoS
- 25–30%
- US ACoS
- 25%
- UK ACoS
Hired for
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- Account Management
Hit Products sells the CouchCoaster, a weighted silicone drink holder for the sofa arm that does much of its business as a gift, so every year is won or lost in Q4 across two marketplaces.
The challenge
Three agencies in several years had left both accounts bloated, with US TACoS at 25–30% and a large share of Q4 budget spent on generic “cup holder” clicks. Copycat holders undercut on price, and spend climbed every November without the margin to show for it. The UK and US ran as separate projects with different targets and no shared view of profit.
Structure → Demand → Defense → Scale
Our approach
- 1Structure
Clean up, then rebuild
We reviewed both accounts for what previous agencies had left behind, then rebuilt campaigns so each ad type had one job. Sponsored Products harvested demand, Sponsored Brands drove discovery and Sponsored Display re-engaged product-page viewers.
- 2Demand
Split gift intent from utility intent
Gift-led searches (gifts for dad, stocking stuffers) and utility searches (sofa cup holder) got separate campaigns and budgets. Gift bids rose ahead of Q4 and eased off in January.
- 3Defense
Own the brand, choose the fights
CouchCoaster branded terms were defended, and competitor-ASIN targeting was limited to products the listing beat on reviews and price.
- 4Scale
One plan, two markets
The UK and US were managed against the same TACoS targets and weekly reporting, so budget moved to whichever market was earning it.
- Search terms rebuilt
- Wasted spend cut
- UK + US aligned
Insights that drove decisions
- 29% of spend at 4.1% conversion
Generic “cup holder” terms absorbed a large share of US spend and rarely converted.
We negated them and moved budget to sofa-specific and gift terms.
- 2.3× conversion, Nov 15–Dec 20
Gift searches converted strongly through the holidays, then dropped off sharply.
We built a seasonal bid schedule and cut gift bids in the first week of January.
- 38% of UK keywords with no orders in 90 days
The UK account reused US keyword lists that British shoppers rarely typed.
We rebuilt UK targeting around local phrasing such as “settee” and “gifts for mum”.
Results
- US TACoS down from 25–30% to 10–15%
- US ACoS down from 40–45% to 25–30%
- UK ACoS down from 30–40% to 25%
- Total ad spend down 18.7% year over year
- Q4 ad sales up 34.2% on the prior Q4
- US TACoS
- 10–15%
- US ACoS
- 25–30%
- UK ACoS
- 25%
I’ve appointed three PPC agencies in the UK and US. No one was pulling the wool over my eyes. Then I met Vadim on Reddit — his replies were insightful and cut through the BS. EVERY metric has moved in the right direction and PPC spend has gone DOWN. Make sure Vadim is on your shortlist.
Barry FreederHit ProductsFor consumer goods brands
The blueprint
Giftable products live and die by Q4, so seasonality belongs in the campaign structure, not just the budget. Separate gift intent from utility intent, schedule bids around the gifting calendar, and hold every marketplace to one profitability target.
Thank you to the Hit Products team for trusting us with the account.
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