At a glance
| Measure | Before | After |
|---|---|---|
| Monthly sales | about $7.7k (Jan 2025) | about $46.5k (Dec 2025) |
| ACoS | 34.3% | about 20% |
| Share of ad budget on video | 10 to 15% | 70 to 80% |
| Conversion rate | 16.9% | 17.4% |
The situation
Burger Smasher is a kitchen product. This was known as the "invisible product" problem: a product whose value shoppers cannot see at a glance. In January 2025 the product was selling about $7.7k a month with ACoS at 34.3%.
What changed
- Video took most of the ad budget. Video went from 10 to 15% of ad spend to 70 to 80%. If a product needs to be seen working, the ad format should be the one that shows it.
- An early push in October. Promotion and ads started before the Q4 jump in cost per click, so the brand built momentum while clicks were still cheaper.
- A main image test in November. The main image was tested as well, in the peak of the season.
The result
By December 2025, monthly sales were about $46.5k, up from about $7.7k in January. ACoS fell from 34.3% to about 20%. Conversion edged up from 16.9% to 17.4%. A lower ACoS means fewer ad dollars spent per sale.
What this means for you
Ask of each product: can a shopper understand why it is better from the images alone? If the honest answer is no, give video a bigger share of your ad budget. Then plan Q4 early. Starting in October costs less than starting when everyone else does.
What we do with this at GrowthX20
We check how your product is shown before we decide where the budget goes, and we map Q4 backwards from Black Friday, not forwards from the day the clicks get expensive.