Branded Bills sells caps and hats on Amazon. Going in, its ad sales were running below the year before. In days 30 to 89 after connecting AdLabs, ad sales doubled and ACoS came down 34%, on 35% more ad spend. The same window a year earlier grew just 21%.
Prime Day sits inside both windows, this year and a year earlier.
Headwear
In-house with a PPC consultant
Since May 2026
US
Branded Bills runs more targets than any team can tune by hand. In the 60 days before AdLabs, ad sales ran 27% below the same window the prior year.
Nearly half of search-term spend went to terms with no sales or orders. The team needed to cut waste fast and put the budget where caps sell.
The in-house team and its PPC consultant used AdLabs to clean the account in week one, then ran the same loop each week: harvest, negate, bid optimizations.
The bid optimizer ran on the day of connect, then a few times a week: about 39,000 bid changes in 90 days.
Negative targeting added about 240,000 negatives in the first three days, with dayparting schedules set the same week.
From week 3, harvesting turned converting search terms into new targets. From week 5, automations updated targets every week.
From week 4 to day 89, ACoS ran at least a third below the before level. Ad sales peaked in the Prime Day weeks, then settled above where they started.
Days 30 to 89 vs the 60 days before.
While ad sales doubled.
Ad sales grew nearly three times as fast.
Better efficiency from proper bid & placement optimization
Same Prime Day window, a year apart.
Prime Day sat inside this window and inside the same window a year earlier. A year earlier, ad sales grew 21% at a flat ACoS. This year they doubled with ACoS a third lower, on 35% more ad spend. In the next 60 days, a window with Prime Big Deal Days, ad sales were 40% above the before level, at 25% lower ACoS.
Data: AdLabs, Branded Bills (US), pulled 29 Oct 2026. Days 30 to 89 after connect (18 Jun to 16 Aug 2026) vs the 60 days before. All ad types. Year-earlier line: the same dates in 2025.
Large apparel catalogs can create issues. Many targets hide a lot of waste and a lot of search terms worth harvesting.
An in-house team and a PPC consultant who ran the same loop every week.
AdLabs is semi-automatic: it ran each change across the whole account, with a human in the loop at every step.
Run the bid optimizer, negative targeting and harvesting from day one, with your team approving every plan. Start a free 30-day trial.