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Consumer Goods

120+ SKU Catalog Brand Growth to $2.2M Monthly with Structured Ad Systems

A breakdown of how we engineered scalable growth across a large catalog by building systems, not just campaigns.

Snapshot: Before vs. After (8 Months)

Before

Revenue
$900K/mo
TACOS
28%
Conversion Rate
11.9%
AOV
$28

After

Revenue
$2.2M/mo
+144%
TACOS
21%
-25%
Conversion Rate
15.4%
+29%
AOV
$36
+28%

The Plateau: Key Bottlenecks

No unified system to manage 100+ SKUs, leading to fragmented execution
Budget distributed evenly instead of performance-based allocation
High-performing SKUs under-scaled, while low performers consumed spend
Overlapping campaigns across products causing data pollution and inefficiency
Lack of SKU-level visibility for decision-making
Weak ranking across core keywords for top revenue-driving products
Low AOV due to lack of bundling and cross-sell strategy
No prioritization framework for scaling vs maintaining vs cutting SKUs

Our Systems: Strategic Intervention

Catalog Segmentation & Prioritization System
  • Segmented catalog into Tiers 1-4 based on revenue and margin
  • Prioritized capital allocation for Tier 1 SKUs
  • Focus scaling efforts on highest ROI products
Portfolio-Level PPC Architecture
  • Built a portfolio-based system instead of individual campaign management
  • Grouped campaigns by category, SKU tier, and intent
  • Isolated Discovery, Ranking, Efficiency, and Brand Defense layers
SKU-Level Scaling Framework
  • Aggressive Top of Search domination for Tier 1
  • Ranking-focused campaigns
  • Higher budget elasticity
Ranking & Visibility Engine
  • Identified main keywords for each Tier 1 SKU
  • Built dedicated ranking campaigns with consistent velocity
  • Core SKUs moved from page 2-3 to Top 3 positions
Budget Allocation & Capital Efficiency System
  • Dynamic budget allocation model based on SKU performance
  • Eliminated overlapping spend and inefficient targeting
  • Increased output per dollar and reduced TACOS
AOV Expansion Strategy
  • Introduced bundles and multi-pack variations
  • Optimized cross-sell positioning in listings
  • AOV increased from $28 to $36
Conversion & Listing Alignment
  • Aligned creatives with SKU-specific search intent
  • Differentiated listings across product variations
  • Reduced friction in decision-making
Centralized Reporting & Decision System
  • SKU-level performance dashboards
  • Portfolio-level insights
  • Elimination of guesswork in scaling
Continuous Optimization Engine
  • Weekly search term harvesting and expansion into new keyword clusters
  • Ongoing bid adjustments based on performance trends
  • Constant testing of new keyword clusters

Execution Timeline

Full catalog audit and SKU segmentation. PPC restructuring into portfolio-based system. Identification of Tier 1 scaling SKUs.

Days0-30
Days31-60

Activation of ranking campaigns for top SKUs. Budget reallocation toward high-performing products. Initial AOV optimization through bundling.

Aggressive scaling of Tier 1 SKUs. Expansion into new keyword clusters. Bid optimization.

Days61-90
Days91-240

Organic dominance across core keywords. Full catalog optimization. Sustained scaling with controlled TACOS.

Strategic Insight

Scaling a large catalog is not about managing more campaigns. It’s about building a system that decides where capital should go. Most sellers treat all SKUs equally. That approach limits growth and destroys efficiency. The real leverage comes from prioritization, where a small percentage of SKUs drive the majority of revenue, and resources are allocated accordingly. Once we shifted from SKU management to system-driven capital allocation, the account scaled from $900K to $2.2M while improving efficiency across the board.

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