Grocery / Beverage
From plateau to #1 Best Seller across 6 Amazon categories - while cutting ad spend by $250K.
Numi is a premium organic tea brand with a loyal following and strong retail presence. They came to us with a clear challenge: Amazon growth had plateaued, and they weren't sure their advertising was actually driving incremental sales.
As a leader in the premium tea category, Numi needed a partner who understood grocery, could audit their entire ad stack, and wasn't afraid to cut what wasn't working.
Rankings stuck in the #30-50 range. Heavy DSP spend with unclear ROI. The attribution dashboards looked great, but the P&L told a different story.
The real question wasn't "how do we spend more?" - it was "is any of this actually working?"
We didn't optimize around the edges. We rebuilt from first principles.
Deep dive into every dollar spent. We ignored the attribution dashboards and focused on one question: what's actually incremental?
Cut DSP to zero. Reallocated everything to Sponsored Search with AI-powered bidding on high-intent, category-specific keywords.
Built a true incrementality framework. Aggressive negative keyword strategy. Every dollar accountable to real lift.
The Results
DSP dashboards showed great ROAS. The P&L showed waste. Sometimes the best optimization is elimination.
A focused Sponsored Search strategy with AI-powered bidding outperformed a DSP budget 3x its size.
Attribution is marketing. Incrementality is truth. If you can't measure real lift, you're flying blind.