Murdock London Case Study:

Profit Up 435% & TACoS Down from 23% to 4%

The Challenge

Murdock London, a well-known premium hair care brand, was facing major hurdles on Amazon. Despite their strong offline presence, online profits were being squeezed by skyrocketing ad costs. The brand’s main focus—Hair Wax—was consuming most of their ad budget, pushing their Total Advertising Cost of Sales (TACoS) to a staggering 23%. This high TACoS was eating into profits and stalling growth.

The Turning Point: Analytics in Action

We stepped in with our Market Penetration Audit, digging deep into Murdock’s Amazon data. The findings? Sea Salt Spray was a hidden gem—less competition, more market demand.

What We Did:

• Shifted Focus: Sea Salt Spray became the star product, with Hair Wax used as an upsell.

• Competitor’s Spy: We identified gaps that rivals were missing, giving us a strategic edge.

• Targeted Keyword Optimization: Focused only on high-performing, cost-effective keywords.

• Dynamic Campaign Management: Real-time ad optimizations for maximum efficiency.

• Cohesive Messaging: Unified the message across ads and listings for a seamless customer journey.

Results: Dramatic Turnaround in Just 4 Months

• Profit increased by 435%

• TACoS dropped from 23% to just 4%

Month-Year	Total Sales	CVR	TACoS
09-23	4,5153.28	14.45%	20.72%
10-23	51,102.00	13.52%	21.57%
11-23	59,812.84	16.23%	15.07%
12-23	58,391.65	9.51%	15.29%
01-24	48,535.24	9.92%	17.55%
02-24	43,243.66	10.01%	20.05%
03-24	52,945.96	13.67%	15.12%
04-24	46,342.09	11.75%	17.47%
05-24	51,070.88	13.23%	19.47%
06-24	29,526.98	8.31%	23.48%
07-24	50,921.83	15.24%	16.58%
08-24	39,365.48	15.32%	14.24%
09-24	34,807.50	14.25%	9.80%
10-24	44,982.28	14.70%	4.39%

Conclusion: A Stronger Brand on Amazon

With a data-driven strategy and sharp execution, Murdock London didn’t just cut costs—they boosted profits and solidified their place as a leader in premium hair care on Amazon.