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Itus Mouthguardz night guard
Itus Mouthguardz logo

Itus Mouthguardz

How Itus Mouthguardz went from $10K a month to $10K a day by rebuilding ads around profit per ASIN

~$300K
Monthly sales
+900%
Profit in 90 days
+62%
Ad sales
Hired for
  • PPC Management
  • Listing Optimization
  • A+ Content
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Itus Mouthguardz sells custom-fit night guards and sports mouthguards, led by its flagship night guard, into one of Amazon’s most crowded oral-care categories, where cheap boil-and-bite look-alikes compete hard on price.

The challenge

After several ad managers, sales had stalled at around $10K a month and budget was spread across broad, unfocused targeting. Generic terms like “mouth guard for grinding” pulled in shoppers comparing bargain trays, so conversion lagged and ACoS sat at 48.2%. Every new agency added spend without fixing the basic question of which ASINs and queries actually made money.

Structure → Demand → Defense → Scale

Our approach

  1. 1
    Structure

    Profit map by ASIN

    We tied spend to margin for every ASIN and gave each a role: the flagship night guard as the hero, sports guards as gateway products. Broad catch-all campaigns were retired in favour of exact and phrase groups built on proven converters.

  2. 2
    Demand

    Bid on the problem, not the product

    Search terms were grouped by the problem shoppers were solving: grinding, clenching, jaw pain and contact sports. Sponsored Brands video showed the low-profile fit that still images could not.

  3. 3
    Defense

    Listing and branded search

    Copy, images and A+ content were rewritten around comfort, fit and durability. Branded terms were protected with Sponsored Products and Sponsored Display so competitors could not sit on the brand’s own searches.

  4. 4
    Scale

    Compounding budget

    Winning terms got more budget every month while losers were cut within days. Bids were dayparted toward the evening, when night-guard shoppers convert best.

Itus Mouthguardz night guards and blue case on a bathroom counter
  • Match types tightened
  • Wasted spend cut
  • Winners scaled

Insights that drove decisions

  • 61% of spend, 23% of orders

    Broad-match campaigns took most of the budget but delivered a minority of orders.

    We moved that budget into exact and phrase groups on proven converters.

  • 1.6× conversion, 7–11pm

    Night-guard searches converted far better in the evening than during the workday.

    We raised bids in the evening and pulled them back overnight.

  • 14.8% vs 11.9% conversion

    Video ads that showed the guard’s low profile out-converted image ads on the same terms.

    We added Sponsored Brands video to every top non-branded term.

Results

  • Monthly sales grew from about $10K to about $300K in roughly two years, about 30×
  • Profit up 900% in the first 90 days
  • Ad sales up 62%
  • ACoS down from 48.2% to 27.6%
  • TACoS down from 14.1% to 9.3% as organic sales caught up
Monthly sales
~$300K
Profit in 90 days
+900%
Ad sales
+62%
Selling on Amazon has been a journey with a lot of struggles and we have gone through many ad managers who were not great. Once we started to work with Vadim there was an immediate difference, our sales went up and as the months went by they skyrocketed. Since working with Vadim our sales have gone from around 10K per month to 10K per day or 300K per month. 30X in about 2 years working with him. He is a valuable member of our team at this point and it is a pleasure to work with.
Ryan BrussRyan BrussItus MouthguardzItus Mouthguardz logo
For health brands

The blueprint

Oral-care brands win on Amazon when campaigns are built around margin per ASIN rather than raw volume. Separate the hero product from gateway SKUs, bid on the problem shoppers are solving, and let video prove fit and comfort before you scale.

Thank you to the Itus Mouthguardz team for trusting us with the account.

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Inside the plan

  • Profit snapshot: TACoS, break-even ROAS and contribution margin by ASIN
  • PPC teardown: structure, wasted search terms, bids and placements
  • Listings & SEO: titles, bullets, backend keywords and rank gaps
  • Creative review: main image, A+ content, video and storefront
  • Competitive position: who’s taking your share and how
  • 90-day full-service growth plan with targets
  • 3-month first term, then month-to-month
  • 30 days’ notice
  • Weekly reporting
  • Dedicated strategist
  • Slack access