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Case study · Cleaning supplies · Efficiency

Crocodile Cloth Cut ACoS 24% and Grew Ad Sales 23% With Semi-Automated Bid Optimization in AdLabs

Crocodile ClothAdLabs

Crocodile Cloth sells oversized cleaning wipes. In the year after connecting AdLabs, ACoS decreased 24% on 6% less ad spend, while ad sales grew 23%.

Crocodile Cloth Original pack of 100 oversized cleaning cloths
24%ACoS reductionOne year on AdLabs vs the year before
+23%Ad sales growthSame windows, all ad types
6%Less ad spendAd sales grew while spend came down

No single sales event explains it. Both windows cover 357 days, with Prime Day and the holidays in each.

Vertical

Cleaning supplies

Account

Vendor Central

On AdLabs

Since Nov 2025

Region

US

The challenge

Big ACoS Swings, Highly Seasonal.

In the year before AdLabs, ACoS varied widely depending on the season. In the worst month, ACoS ran 62% higher than in the best month, with the peak in the slow-converting winter months.

The challenge was consistent efficiency at scale: grow ad sales without increasing spend, and bring ACoS down to a steadier, more predictable level.

  • 62%

    Higher ACoS in the worst month than the best

  • 2x

    Swing in monthly ad spend across the year before

  • Seasonal

    ACoS peaked in the winter the year before

Bar chart of the change in the year after connecting vs the same dates a year earlier, all ad types: ACoS -24%, ad sales +23%, ad spend -6%, cost per click -16%.
The approach

Better Bid Management. Harvest, Automate, Scale.

In AdLabs, the bid optimizer re-bid the account from the first week. Harvesting, negatives and dayparting started in the first month; automations and the AdLabs MCP brought more visibility and speed.

  • Bid Optimizer From Day One.

    The bid optimizer ran several times a week: 55 runs in the first 30 days, 209 in the year, and more than 170,000 bid and placement changes.

  • Harvest Winners, Cut Waste.

    Harvesting added more than 3,700 new targets, more than 2,000 of them in the first 30 days. About 750 negatives trimmed waste.

  • Automate, Then Add the MCP.

    From February 2026, automations tagged campaigns and sent alerts. From June 2026, the AdLabs MCP ran 15 jobs, including one that launched 5 new campaigns, to speed up operations and fine-tune performance.

Line chart of monthly ACoS, ad spend and ad sales, indexed to the 12 months before connecting (= 100). After connecting in November 2025, ACoS falls and holds about 20% to 35% below the before level from March 2026. In October 2026, ad sales are about 50% above the before level and ad spend about 20% above, with ACoS about 20% below.

From March 2026, ACoS held about 20% to 35% below the before level every month.

The results

The Numbers That Matter.

  • 24%

    Lower ACoS

    Year after connecting vs the year before.

  • +23%

    Ad sales

    On 6% less ad spend.

  • 6%

    Less ad spend

    While ad sales grew.

  • 16%

    Lower cost per click

    Paid less for each click.

  • +10%

    Revenue per click

    Each click brought in more ad sales.

Data: AdLabs, Crocodile Cloth (US Vendor Central), pulled 9 Nov 2026. The year after connecting (15 Nov 2025 to 6 Nov 2026) vs the same dates a year earlier (15 Nov 2024 to 6 Nov 2025), 357 days each. Changes from window totals; ACoS = ad spend / ad sales. All ad types.

Why it worked

Fix Efficiency First. Then Scale What Works.

  • Cheaper, Better Clicks.

    Cost per click fell 16% and revenue per click rose 10%, bringing ACoS down 24% year over year.

  • Scaled Back Up at a Lower ACoS.

    After trimming waste, account spend scaled into peak season, growing 2.2x from February to June, while ACoS held steady.

  • Grew Sales on Less Spend.

    Ad sales up 23% year over year, without spending more. Total sales grew too, and account efficiency became steadier and more predictable.

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