PPC & Ads Management

Your Amazon ads should be driving profit, not just revenue. Most agencies optimize for ACoS or ROAS in isolation, ignoring the full picture: fees, returns, and true SKU-level margins. Calibray manages your marketplace advertising with one objective profitable growth powered by SellerOptic analytics that show you exactly where every dollar goes and what it earns.

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If your agency is not tracking these factors at the SKU level, they are not managing your ads for profitability. They are managing your ads for their own reporting.

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Because ACoS measures ad efficiency in a vacuum. It does not account for:

Marketplace fees that eat into every sale
Returns on ad-driven purchases that reverse your revenue
Cannibalization of organic sales by ads on already-ranking keywords
Products where the margin cannot support the ad spend at any ACoS level
TACOS (Total Advertising Cost of Sale) trending upward even as ACoS stays flat

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Packed with API features you will love to collaborate with issues and change business.

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WHO THIS IS FOR

Built for established brands and sellers ready to scale with the right partner.

Brands spending $5K+ monthly on Amazon or Walmart ads who want better returns [VERIFY threshold]
Sellers whose ACoS looks fine but profitability is flat or declining
Brands frustrated by agencies that report on clicks and impressions but not on profit
Multi-marketplace advertisers needing coordinated ad strategy across Amazon and Walmart
Companies that want one partner for ads, creative, and analytics integration

WHO THIS IS NOT FOR

We’re not a fit for every seller and that’s okay. We’re looking for the right partnerships.

What Amazon ad types do you manage?

We manage Sponsored Products, Sponsored Brands, Sponsored Display, and Amazon DSP. We also manage Walmart Connect advertising for brands selling on Walmart.com.

How do you measure ad performance?

We measure beyond ACoS and ROAS. Using SellerOptic, we track SKU-level profitability after fees, returns, and ad costs. We also monitor TACOS, organic vs. paid contribution, and true ROI.

How is your approach different from other PPC agencies?

Most agencies optimize for ACoS in isolation. We optimize for profitability at the SKU level, using SellerOptic data that accounts for fees, returns, and margins—giving you a true picture of what your ads actually earn.

Do you manage Walmart advertising?

Yes. We extend our profit-led PPC approach to Walmart Connect, including Sponsored Products, Sponsored Brands, and display campaigns.

How much should I be spending on Amazon ads?

The right budget depends on your category, competition, margins, and growth goals. We recommend starting with a budget sufficient to generate statistically meaningful data, then scaling based on profitability. [VERIFY if there is a minimum budget requirement]

What is TACOS and why does it matter?

TACOS stands for Total Advertising Cost of Sale. It measures your total ad spend as a percentage of total revenue (not just ad-attributed revenue). A rising TACOS means your business is becoming more dependent on ads—which is a warning sign even if ACoS looks healthy.

How quickly will I see results?

Most brands see initial optimization impact within 30–60 days. Meaningful profitability improvements typically emerge within 60–90 days as campaign architecture, keyword strategy, and bid optimization take effect.

Do I need to use Calibray’s other services to use PPC management?

No. PPC management is available as a standalone service. However, brands that combine PPC with creative optimization and managed services see the strongest results because ads, creative, and catalog work together.

How do you handle seasonal or promotional periods?

We plan for seasonal events (Prime Day, Black Friday, Q4) in advance, adjusting budgets, keyword targets, and campaign structures to maximize profitability during high-traffic periods.

Will I have visibility into my campaigns?

Yes. You receive SellerOptic dashboard access for real-time campaign data, weekly performance updates, and monthly strategy review calls. Full transparency is a core principle.

What does "End-to-End" Account Management include?

It covers seven core pillars: SEO (Listing Optimization), PPC Management, Graphic Design, Inventory Health, Case Log Management, FBA Shipment Creation, and Account Health Monitoring.

How does Calibray handle inventory planning?

We use velocity-based forecasting. By analyzing your last 30/60/90-day sales velocity and factoring in lead times, we tell you exactly when to restock FBA to avoid stockouts or expensive storage overage fees.

Can you manage FBM (Fulfilled by Merchant) orders?

Yes. While we recommend FBA for Prime eligibility, we assist FBM sellers by optimizing shipping templates, monitoring valid tracking rates (VTR), and handling customer service messages to prevent A-to-Z claims.

How do you improve my IPI (Inventory Performance Index) score?

We aggressively manage sell-through rates. We identify stranded inventory, remove unfulfillable units, and run clearance promotions (Coupons/Lightning Deals) on slow-moving ASINs to boost your IPI score above the 400 threshold.

Do you handle Amazon Support cases?

Yes. We take over the tedious process of interacting with Amazon Seller Support. Whether it's fixing "Search Suppressed" listings, reconciling lost FBA inventory, or category changes, we handle the tickets until resolution.

How do you approach Amazon SEO?

We move beyond basic keywords. Our SEO strategy focuses on Backend Search Terms, Alt-Text optimization, and Subject Matter fields. We optimize for both the A9 algorithm (search visibility) and human psychology (conversion).

What happens if I get a negative review?

We execute a TOS-compliant review management strategy. We immediately check if the review violates guidelines (e.g., product vs. fulfillment complaint) to request removal. If legitimate, we post a professional public response to reassure future buyers.

Can you help launch new products?

Yes. Our "Honeymoon Period" launch strategy utilizes aggressive PPC (Exact Match), Amazon Vine enrollment for early reviews, and social traffic to signal high relevance to Amazon’s algorithm in the first 30 days.

Do you manage reimbursement claims?

Yes. We audit your account for lost/damaged FBA inventory and initiate reimbursement claims. This service often recovers enough money to cover a portion of our management fees.

How many accounts does one manager handle?

To ensure quality, we cap our portfolio. Each Account Manager handles a maximum of 4-5 accounts (depending on size), supported by a team of specialists for graphics and PPC.

Looking for
Marketplace Service?

Partner with us! We are marketplace experts
focused on driving sales, visibility, and growth for your brand.

If your marketplace ads are generating revenue but not profit, you do not have a budget problem. You have a strategy problem. Calibray’s profit-led PPC management gives you the clarity, control, and accountability you need to turn ad spend into actual growth.

PPC & Ads Management

Profit-Led Amazon PPC Brands Management for That Refuse to Waste Ad Spend

Sample Marketplace Growth for Amazon, Walmart & Beyond

WHY YOUR ADS ARE NOT AS PROFITABLE AS YOU THINK

Media insights

OUR PPC MANAGEMENT SERVICES

Keyword Strategy & Research

Campaign Architecture

Bid Optimization & Rule-Based Decisioning

Sponsored Products, Brands & Display

A Clear Process. Proven Results.

Website & Mobile

Ad Audit & Opportunity Analysis

Strategy & Campaign Architecture

Profitability Reporting

Scale

Scaling

WHO THIS IS FOR

WHO THIS IS NOT FOR

Collabs based on trust only.

Frequently asked questions