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Outperforming with Precision: Minutetocleanit’s Journey from Visibility Gaps to Organic Lift

Updated: Jun 26



About the Agency

Adsify is a performance-driven Amazon strategy agency, working with high-growth consumer brands across India. Their approach centers around real-time data optimization, smart automation, and ROI-led media execution. For this case, they partnered with SellerMate.AI, a powerful PPC management and automation platform for Amazon advertisers, as the technology backbone.



About the Client

MinuteToCleanIt is a home cleaning brand under Aradhya Homes, focused on providing high-quality, value-for-money cleaning products. Competing in the highly competitive home improvement category, they sell exclusively on Amazon and rely heavily on ads to maintain visibility and sales velocity.



Start of the Partnership

The engagement began on Feb 5, 2025, with the goal of scaling the brand’s performance while improving ad efficiency. Although the brand had strong fundamentals such as excellent product quality, strong ratings, and a highly involved seller, campaign inefficiencies and budget pacing issues were holding back growth.



Initial Objectives

  1. Reduce ACoS by at least 2%.

  2. Increase ad-attributed sales through better pacing and targeting.

  3. Ensure budget utilization aligns with peak conversion hours (7 PM–11 PM).

  4. Diversify ad formats beyond Sponsored Products to lower CPCs and expand reach.



Discovery – Problems Identified

The team used SellerMate.AI's heatmaps and top-spend campaign analysis to identify three core problems:

  1. Early budget exhaustion: Campaigns were frequently running out of budget before peak hours, limiting reach during the most profitable window.

  2. Late-night inefficiency: 1-4 AM saw high spend but very low conversions, with ACoS exceeding 120% of the account average.

  3. Heavy reliance on Sponsored Products (70%+ spend): This created CPC inflation and missed out on creative, lower-CPC Sponsored Brand formats.



The Challenge

MinuteToCleanIt was at a pivotal stage of growth, yet faced several hurdles that threatened to slow their momentum:

  • Budget capping during peak hours, which suppressed potential sales volume.

  • Lack of time-based bid control, resulting in wasted spend during low-conversion hours.

  • Manual campaign management, leading to slow reaction to data trends.

  • Keyword targeting silos, with no system in place to harvest or eliminate based on ACoS or conversions.


Adsify recognized that bridging these gaps required a powerful tool to centralize insights and drive strategic adjustments. That’s where SellerMate.AI came into play.



The Strategy

To address these issues, Adsify designed a multi-layered approach powered by SellerMate.AI:

1. Time-Based Bid Optimization
Time-based Bid Optimisation
Time-based Bid Optimisation

  • Applied 50% bid reduction from 1–5 AM to reduce wasted spend.

  • Created a budget increase automation that added 50% to any campaign that exhausted its budget and was performing at or below account-level ACoS.


2. Campaign Diversification
Campaign Diversification
Campaign Diversification

  • Introduced broad match discovery campaigns to capture untapped search terms.

  • Scaled effective keywords into Sponsored Brand ads, shifting the ad format mix from 70:30 (SP:SB) to 55:45.


3. Rule-Based Automation Engine
Rule based Automation
Rule-based Automation Engine

Rules were executed using SellerMate.AI's automation engine:

  • Negative targeting for keywords with high clicks and spend and no sales / high ACOS

  • Harvesting keywords with 2+ sales and ACoS < 90% of account average

  • Bid reduction tiers:

    • 40–50% ACoS

    • 50–60% ACoS

    • 60–70% ACoS

  • Bid increase rule: +25% if ACoS was less than 20% of the account average



The Result:

  • Ad-attributed Sales increased by 58.5%

  • ACoS reduced by 7.4%

  • Conversion Rate (CVR) improved by 11.4%

  • Organic Sales lift grew by 40.8%


Secondary performance boosts:

  • Improved CTR from more engaging Sponsored Brand creatives

  • Better budget pacing, reducing early-out campaigns

  • Increased impression share on top-performing keywords



Scalability & Replication

This strategic and automation framework is now standardized by Adsify for other mid-market and growth-stage D2C brands. The time-based pacing model, rule-based bid logic, and keyword cleanup automation have been adopted as default structures across home and personal care verticals.

Using SellerMate.AI as the execution layer has enabled scalable rollout of this model making performance gains repeatable and significantly reducing manual workload for ongoing accounts.







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