How a Homeware brand scaled PPC business across global markets

Rusca Importing is a homeware brand specializing in premium, functional products designed for everyday use. Their portfolio currently includes around 35 SKUs, with ongoing expansion into new product categories. Client started their business in Estonia and ran it for 2 years. Now they sell their products in Canada, Australia, and the US markets.

Rusca Importing brand relied on manual campaign management, with periodic reviews and bid adjustments guided by a target ACOS approach. While this method worked at a smaller scale, it lacked automation and structured scaling

As the business expanded across multiple marketplaces (US, Canada, and Australia), the manual workload became a significant limitation. Managing campaigns in different regions was time-consuming and inefficient, requiring approximately 20 hours per month.

Problem Deep Dive

Structural inefficiencies across global marketplaces and campaign management slowed scaling and reduced advertising efficiency.

Marketplace complexities : Scaling advertising across AU , CA and the US presents unique complexities. Each marketplace behaves differently and requires its own tailored keywords, bids, and campaign structures, which slows down expansion and increases operational overhead. Cross marketplace reporting tasks were repetitive and manual which slowed down the pace of scaling

Limited platform capabilities : Amazon Seller Central was the primary platform for the brand to manage their PPC campaigns in each marketplace which led to manual excel file downloads for deeper analysis. There were other tools that provided visibility into ad metrics and product-level performance across regions but lacked granularity at the campaign and keyword level . This forced manual deep dives for optimization. 

Inefficient Bid Adjustments : Manual bid adjustments across hundreds of keywords were performed twice a week which should have been done frequently. This delayed the optimization which eventually led to wasted ad spend and missed opportunities to scale winning keywords.

Inconsistent campaign structure : Maintaining uniform campaign structures and optimization logic across AU, CA, and US proved difficult. Over time, strategies drifted between marketplaces, creating inconsistencies in performance and reporting.

Rusca Importing and SellerMate team worked together in streamlining the automation rule setup which reduced manual workload and enabling the brand to focus on strategy and growth

Streamlined Setup and Quick Implementation

SellerMate CS team and Rusca importing initial meetings required multiple refinement sessions to ensure alignment with the brand’s unique strategies. SellerMate’s flexible framework allowed rapid implementation, minimizing downtime and enabling campaigns to scale quickly.

Automation as the Core Driver

Automation became the backbone of campaign execution, handling approximately 35,000 actions per week per marketplace. This eliminated the need for repetitive manual optimizations, freeing the brand to focus on higher-level KPIs such as revenue growth and customer acquisition. Automations set were not generic , it included advanced metrics like RPC X Target ACoS by setting up Max and Min bid limits, Account ACoS goals , Campaign ACoS Goals etc which were based on brand’s specific business objectives

Advanced Optimisation Techniques

Bulk optimisation tools allowed large-scale adjustments across campaigns in minutes, improving efficiency and consistency. Dayparting strategies ensured ads were shown at the most impactful times, maximizing ROI and reducing wasted spend. These features aligned seamlessly with the brand’s campaign strategies, driving measurable improvements in performance.

Reduced Manual Workload, Focus on Strategy

By automating execution, SellerMate significantly reduced Rusca Importing’s operational burden. This shift allowed the client to dedicate more time to strategic decision-making, long-term planning, and monitoring key performance indicators.

Custom Dashboards and Reporting

SellerMate introduced a weekly Score Card to track primary KPIs and demonstrated how the brand could build custom dashboards with visualizations like line, pie, and donut charts, creating a central hub for monitoring progress and uncovering optimization opportunities

The partnership between Rusca Importing and SellerMate.AI involved multiple sessions to refine configuration for the business. It was trial and error at the start to identify the optimal set-up which increased the tool usage  

Across Canada, Australia, and the US, Ad Sales grew by 32.6% overall, with the US market driving the strongest gains (+84%). This confirmed that automation and advanced optimization strategies unlocked new revenue potential.

Ad Purchases increased by 23.6%, showing stronger buyer engagement. Conversion Rate (CVR) stabilized, with notable improvement in the US (+21%)