Nicor Lighting
From plateau to a scalable ad engine.
A 40-year lighting manufacturer with steady spend and stalling growth. We rebuilt the account structure so it could scale profitably — efficiency first, budget second.
40+
years Brand heritage
£0
added spend at turnaround
SP • Sb • SBV
full-funnel coverage
01 Overview
NICOR Lighting is a US manufacturer of residential, commercial and industrial LED lighting, with 40+ years in the category and a broad product catalogue. As the brand expanded on Amazon, growth began to slow — even though advertising spend stayed consistent.
We were engaged to optimise the advertising structure, restore efficiency, and build a campaign framework that could support long-term growth without inflating wasted spend. The priority was deliberate: fix what was limiting delivery before putting more budget into the account.
02 The Challenge
Consistent spend, stalling return.
— Inconsistent Buy Box ownership on advertised ASINs — ads couldn't fully deliver, capping visibility — and revenue.
— Budget spread across mixed-performance campaigns, so spend allocation was inefficient by design.
— Thin coverage of high-value traffic — business buyers and generic search terms were largely uncontested.
— Discovery campaigns spending without refinement — traffic came in, but keywords were never harvested or negated.
— Previous scaling pushed cost up faster than revenue, eroding the account's efficiency metrics.
Growth on Amazon isn't a spending problem. It's a structure problem.
03 The Approach
Six moves, sequenced.
Rather than raising budget on day one, we removed the structural limits first — then scaled only where performance was already proven.
01 — Deliver
Buy Box & delivery stabilisation
Resolved pricing and cost-structure constraints to restore Buy Box eligibility, so campaigns could deliver at full capacity.
02 — Expand
High-efficiency traffic
Opened tightly-targeted campaigns into Amazon Business and core categories with strong conversion history.
03 — Reach
Sponsored Brands & Video
Added SB and Brand Video on high-volume generic terms and priority ASINs to win new-to-brand demand and support rank.
04 — Prune
Waste reduction & reallocation
Audited every campaign — paused non-performers, cut inefficient targeting, consolidated overlap, moved budget to winners.
05 — Tune
Controlled bid & placement
Scaled through incremental, data-led bid and placement moves — never blunt bid hikes — protecting ACoS and TACoS.
06 — Refine
Search-term restructuring
Recurring query analysis: harvest winners into manual campaigns, negate the rest, tighten conversion and organic rank.
04 Before / After • Detail page
A stable, repeatable scaling model.
The account moved from inconsistent performance to a structure built for growth — reached by improving traffic quality and control, not by spending more.
Higher ROAS from better-quality traffic
Wasted spend removed across the account
Buy Box consistency restored
Broader visibility on generic & high-intent terms
Balanced across SP / SB / SBV
Scales without disproportionate spend
— in short
Sustainable scaling on Amazon takes more than more budget. By restoring Buy Box consistency, cutting waste, refining targeting and restructuring allocation, NICOR moved from reactive campaign management to a controlled, data-driven strategy — one designed to keep scaling as demand grows.
