Cardiology - Steve Hetrick

From Six Months Of Stagnation To 4x Revenue

CTR Boosted From 0.36% to 1.47%
TACoS Cut From 31.7% To 15.9% In 6 Months
Subscribe & Save Customers Grown 7x

The Results

In six months, we 4x’d Cardiology Coffee’s monthly sales. We did it profitably, cutting TACoS in half from 31.7% down to a lean 15.9%.

One of the main strategies was getting more repeat customers. We grew the Subscribe & Save base by over 7x, which created a stable, predictable source of revenue. This was the key to turning the account profitable after an initial period of strategic investment.

Our lean keyword targeting and product page improvements helped 4x the account’s conversion rate, jumping from 0.36% to 1.47%. We weren’t just finding more customers; we were finding the right ones who converted at a higher rate and stuck with the brand.

About The Brand

Cardiology Coffee is a premium brand founded by Dr. Jack Wolfson, a board-certified cardiologist. The core product is a clean, organic coffee, lab-tested to be free of mold and other contaminants often found in mass-market brands. Dr. Wolfson’s mission is to offer a “heart-healthy” coffee that fits into a natural, holistic lifestyle.

A Great Product With No Repeat Customers

Cardiology Coffee had a great, doctor-backed product, but they had no clear path to profit. The brand’s ad strategy was disorganized, conversion rate was low, and they had no plan to build the one thing a coffee brand needs to survive: repeat customers.

No Subscribe & Save Strategy

The S&S strategy wasn’t well planned out. There was no use of coupons and discounts, so very few customers were signing up for repeat orders. This meant they had to pay to acquire every single customer, every single time.

1 Running PPC Using Google Principles

The campaigns on their self-managed account were using Google’s principles and weren’t built for Amazon’s framework, leading to unclear data.

2 Low Conversion Rate

They were targeting the wrong keywords, using ineffective ad types and product listings weren’t optimized for conversion. The traffic they were paying for was bouncing off the product’s listing page which just increased the losses.

3 No Long-Term Profit Plan

The focus was stuck on daily ACOS. They didn’t have a model to show how investing in subscribers upfront would lead to recurring revenue and profit down the line. They were trapped in a reactive, high-spend cycle with no clear path to profitability.

4 Missing Video & Image Ad Creatives

Having no video ads meant they were limited to keyword targeting campaigns where competition and CPCs were sky high, and they weren’t able to visually showcase the unique features of the products.

5 Building a Recurring Revenue Engine from Scratch

We knew the only way to win in a consumable niche was to build recurring revenue. We created a 6-month “subscriber-first” plan to intentionally invest in acquiring a loyal customer base, shifting the focus from short-term ACOS to long-term profitability.

Engineered A S&S Funnel

We made subscribing a no-brainer by launching aggressive, compelling coupons, turning the entire ad strategy into a machine for acquiring repeat customers.

1 Deployed A "Consumables" Ad Structure

We transitioned the old campaigns into a new structure, with a focus on the most crucial piece: Sponsored Display retargeting to bring back repeat buyers.

2 Executed a Long Term Profit Investment Plan

We shifted the focus from ACOS to the P&L, intentionally running at a net loss for a few months to rapidly acquire over 600 subscribers and build a profitable base, which then flipped the brand from unprofitable to highly profitable.

3 Improved Targeting for Higher CVR

We stopped wasting ad spend on the wrong traffic and honed in on high-intent keywords, which, combined with listing tweaks, 4x’d the conversion rate.

4 New Focus On Video Creatives

We promoted proven search terms from SP keyword targeting campaigns to Sponsored Brands Video to double down on the winners (in line with our campaign chaining philosophy).

5 7x

Subscribers

0.36% → 1.47%

CTR

4x

Total Sales

Rank And Profit With Us

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From Six Months Of Stagnation To 4x Revenue

The Results

The Results

About The Brand

A Great Product With No Repeat Customers

No Subscribe & Save Strategy

1

Running PPC Using Google Principles

2

Low Conversion Rate

3

No Long-Term Profit Plan

4

Missing Video & Image Ad Creatives

5

Building a Recurring Revenue Engine from Scratch

Engineered A S&S Funnel

1

Deployed A "Consumables" Ad Structure

2

Executed a Long Term Profit Investment Plan

3

Improved Targeting for Higher CVR

4

New Focus On Video Creatives

5

7x

Subscribers

0.36% → 1.47%

CTR

4x

Total Sales

Rank And Profit With Us

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Success Stories in Their Words