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UFIT DRINKS · SPORTS NUTRITION · UK

Ads launched in February. +42% sales by May.

UFIT is an established UK protein drinks brand whose Amazon channel was running with no advertising at all. We launched ads from a standing start in February 2026, and the channel grew 42% year-over-year within three months, at a total advertising cost under 10% of sales.

+0%Sales growth · first 3 months (YoY)
<10%TACOS from launch
Feb 2026Ads launched from zero
THE SITUATION

What a clean ads launch looks like on an established brand

Discover how launching advertising from zero added 42% year-over-year growth in three months: without breaking 10% TACOS.

THE STARTING POSITION:

✕

Established brand, growing organically, but zero advertising on the channel

✕

Strong organic base meant ads had to be incremental, not cannibalistic

✕

Efficiency mattered from day one: no appetite for an expensive learning phase

On a brand with real organic strength, the job of new ads is to buy demand the brand wasn’t already winning. Branded protection and precise targeting from day one, not a spray-and-pray launch.

THE STRATEGY

The objective: Add an incremental paid growth engine without disturbing a healthy organic base.

1

Launch With Structure, Not Spray

  • Built the exact-match bucket structure from day one. No wasteful discovery phase
  • Branded terms protected and separated from genuine acquisition spend
2

Prove Incrementality

  • ACOS held at 12–17% from the first weeks
  • Total sales up 42% YoY (Mar–May). Growth clearly above the organic baseline
3

Scale The Engine

  • Expanding coverage into proven terms month over month
  • Building into a durable second growth channel for the brand
THE RESULTS

What changed

+42%sales YoY in the first three months of advertising
<10%TACOS maintained from launch
12–17%ACOS through the launch period. No expensive learning phase

Three months in, UFIT has a second growth engine running at single-digit TACOS. The cleanest version of what launching ads on an established brand should look like.

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