PPC Commentary
Full range · July 2026 (vs June 2026)
A healthy, organic-led month sitting under a noisy headline. Total revenue grew 14% while blended ACOS rose to 41% — almost entirely the cost of launching Peach Magnesium, now being reined in. Strip the launch out and the established range stayed inside its 30% target.
Growth underneath a launch-driven ACOS spike
+13.9% MoM
vs 30% target
£891 ad spend
£441 spend · 55% of paid
Total revenue rose from £8,252 to £9,395, up 13.9% month-on-month, and the growth was organic-led: sessions were essentially flat (2,976 → 2,990), so the gain came from conversion and basket size, not more traffic. The flagship Mixed 48 Bundle grew £3,480 → £4,122 and the 28-sachet Daily Electrolytes £657 → £950.
Blended ad ACOS rose from 27.3% to 41.3%, above the 30% target. The cause is contained and known: the Peach Magnesium launch, live from 20 July, took 55% of paid spend (£441) at 246% ACOS. Remove it and the established range sits comfortably inside target.
The priority is not more spend. It is letting the 30 July negatives work through, lifting the Magnesium listing's 14.5% conversion before pushing it again, and holding the core range efficient.
Organic did the heavy lifting
| July 2026 | July | June | Change |
|---|---|---|---|
| Total revenue (all channels) | £9,395 | £8,252 | +13.9% |
| Units ordered | 679 | 620 | +9.5% |
| Sessions | 2,990 | 2,976 | +0.5% |
| Ad-attributed sales | £2,180 | £1,825 | +19.4% |
| Ad spend | £891 | £498 | +79.0% |
Advertising drove roughly 23% of revenue; organic carried the other 77%. Flat sessions with units up means the core listings converted better this month — a listing and demand strength that advertising supported rather than created.
The two spend lines tell the month in one glance: ad spend rose 79% while ad sales rose 19%. That gap is the launch. Reported blended ACOS therefore overstates how the established range is actually performing.
One number, pulled apart by a launch
target 30%
+79% MoM
Blended ACOS was 41.3% against a 30% target. The overrun is the Peach Magnesium launch: £441 of Sponsored Products spend at 246% ACOS, returning £179. The established range, excluding the launch, ran inside target.
Branded search: defending, at £7.68 back per £1
Branded terms took 22% of spend and returned 76% of ad sales at 13% ACOS. This is brand defence doing its job — protecting sales the brand would largely win anyway — not evidence that new-customer acquisition is working.
Non-branded: 78% of spend, 24% of sales
Non-branded acquisition ran at 150% ACOS — about 67p back for every £1 — with the launch's magnesium terms the bulk of the drag. This is where July's inefficiency sits, and where the 30 July clean-up was aimed.
Zero-sales spend was £467, 58% of search-term spend, concentrated in magnesium terms and unrelated ASINs from the launch's opening weeks. Almost all of it is now negated.
The launch shows up in the last fortnight
Weekly ACOS held in the 12–20% range through the first three weeks, then rose sharply as the launch went live: the weeks of 19 and 26 July carried the Magnesium spend and pushed blended ACOS past 60%. Weekly revenue stayed steady throughout, so this is an efficiency event isolated to one new SKU, not a demand problem across the range.
Brand efficient; magnesium terms the leak
Core brand-defence terms convert at target: Spruce electrolyte terms returned £694 off £134 (19% ACOS) and the all-products brand campaign £505 off £30 (6%). On the competitor side, "waterdrop tablets" returned £22 off £2.60 (12% ACOS) and is worth leaning into.
The leak is narrow and now negated: "magnesium drink" (£40, no profitable return), "magnesium drink for sleep" (£35 → £13, 266% ACOS), "magnesium glycinate drink sachets" and a set of unrelated ASINs — £467 of zero-sales spend in all.
Fragmented, brand-defended, launch-heavy
The account runs 53 active campaigns for £891 of spend — an average of about £15 a month, or £0.49 a day, each. At that level most campaigns cannot gather enough data to optimise reliably; consolidating the long tail is a job for a quieter month.
Best performer
SPR | SP | All Products | Manual | All Match Types | Brand Defence — £30 spend, £505 sales, 6% ACOS, 31 orders. The most efficient earner, defensive by nature. Electrolytes Brand Defence is close behind at £134 → £694, 19% ACOS, 56 orders.
Weakest with real spend
SPR | SP | Peach Magnesium | Competitor Targeting - Magnesium Drinks — £160 spend, 342% ACOS — and Magnesium Drink KWs Broad at £151, 377% ACOS. Two Electrolytes auto campaigns (£39 and £42) also spent through July with zero sales and are next to be addressed.
The nine launch campaigns run "Dynamic bids – up and down", which lets Amazon raise bids above the set amount — on targets already well over the 30% goal, that compounds cost. Bringing those bids back to Down Only is the near-term lever. Budget is not the constraint: only one campaign hit its cap in July, an estimated £15–£55 of missed sales.
The range is healthy; the new SKU needs its listing
Mixed 48 Bundle (B0CLPCLDLF): the engine
£4,122 revenue, up 18% on June, from 889 sessions at 18% conversion and a 98% Buy Box. The flagship and the account's core earner — efficient and growing.
Daily Electrolytes (B0DRCHWT7K / B0DRCL3RR8)
Around £1,550 combined, with the 28-sachet up £657 → £950; Buy Box at 100% and brand-defended at 19% ACOS. A steady, efficient second pillar.
Peach Magnesium (B0GK22LNR7): the launch
£413 revenue, up from £287, but 407 sessions converting at just 14.5% — paid traffic is landing on a listing that is not yet ready. Buy Box is fine at 100%; the constraint is listing conversion, not traffic. The next move here is listing work, not more spend.
Buy Box is clean across the range this month — every ASIN at or above 90%, with June's two sub-90% listings recovered. One older variety line (B0DRCFTMPY) draws 255 sessions at 13% conversion and is a listing candidate rather than a spend candidate.