Amazon Advertising
Your First 90 Days With Us: How Incrementum Runs Amazon PPC
Short answer: If you’re wondering what to expect from an Amazon PPC agency, here’s how we run it at Incrementum. We start with a deep-dive audit and review it with you on a call. Then we take over your account and optimize, scale and test. Your existing campaigns keep running while we build new, better-structured ones, so your sales shouldn’t slow.
Learn How to Make Listings That Convert in 2025!
Read our step-by-step guide on how to optimize your listings using Rufus AI insights. Sign up for our newsletter and get your copy for free!
Show me how
If you’re thinking about hiring a new Amazon PPC agency, you’re probably wondering the same thing most brand owners do: what happens to my sales the week someone new touches my account? That’s a fair worry.
Here’s how we handle it. We don’t pause or tear down what’s working. This post walks you through how we run your first 90 days, step by step, so you know what to expect from us. The 90 days start once onboarding is done, so your audit and onboarding come first. If you’d like to see the whole process on one page, here’s our Amazon PPC management agency page.
Two quick notes. If you’re still deciding on scope, we wrote about ads-only vs full-service Amazon agencies. And if you want a list of what to ask on sales calls, see our questions to ask an Amazon agency. This post is about what happens after you start working with us.
Before we start: your deep-dive audit and review call
The first step is a deep-dive audit of your account. We look at how your campaigns are structured, where your spend is going, and what’s working. We also learn about your brand and your goals, because a good audit isn’t only a list of problems. It’s a map of where your account could go. If you want a preview of the kind of thing an audit turns up, read what an Amazon PPC audit usually finds.
Then comes the review call. We go through the audit with you and talk through opportunities for efficiency and growth. You should leave that call knowing what we’d do first and why.
If an agency skips this and jumps straight to a proposal, ask how they plan to know what to fix.
Amazon agency onboarding: about 5 days
Onboarding takes about 5 days and comes before day 1 of your 90-day plan. It’s mostly logistics, and we keep it quick.
Here’s what happens:
- Goals. You meet with our team to set goals. Growth, profit, a launch, a category push. Whatever matters most to you.
- Access. You connect your Amazon Ads account (Login with Amazon) and Seller Central or Vendor Central. That lets us see your total sales, deals and inventory, not just ad data. You own your ad account, campaigns and data, and you keep them if you ever leave.
- Slack. We invite you to Slack so you can reach your team directly.
- Reporting. Reporting runs in DataOwl, our own analytics software, and in Google Sheets. More on that below.
Notice what’s not on the list: pausing your campaigns.
After onboarding: we take over what’s already running
When your 90-day growth plan starts, we take over all your existing campaigns and build new ones alongside them. We’ve designed the approach so your sales shouldn’t slow during the transition.
Why we don’t rebuild everything at once
Your current campaigns, even messy ones, are producing sales today. They hold keyword history, placement data and search terms that already convert. Tearing them down to start fresh throws away that data and puts your revenue at risk for no good reason.
So we start by running what’s there. Then we audit the structure and cut the waste we found, like search terms with zero sales and branded terms filed as non-branded.
Building new campaigns alongside your old ones
While your existing campaigns keep running, our ads team builds new ones next to them. Think exact-match campaigns for the keywords that convert, a clean split between branded and non-branded, and ad types your account wasn’t using. Nothing running gets thrown out just to make the account look tidy.
That’s the difference between a takeover and a rebuild.
Our 90-day growth plan: what’s in it
Every account starts on the same four-phase plan, in order:
- Take over. We run your existing campaigns as they are and build new ones alongside them.
- Optimize. We harvest the search terms that win, negate the ones that don’t, and rebuild the branded and non-branded split.
- Scale. We expand budgets where the data supports it and plan for events like Prime Day, Prime Big Deal Days and BFCM.
- Test. We try new ad types, audiences and AMC-informed targets.
Targets are set per product. Your TACoS and ACoS goals come from your goals for each product, balancing growth and profit, not one blanket number for the whole account.
Your first 90 days, roughly: what we do and what you should see
Think of this as a rough guide, not an exact schedule. Every account is different, so the timing varies.
Days 1 to 30 (roughly): we take over and clean up
What you should see: wasted spend being cut, negatives being added, branded terms moved out of non-branded campaigns, and new campaigns being built alongside the ones already running.
Days 31 to 60 (roughly): we optimize and restructure
What you should see: exact-match campaigns built for the search terms that convert, and a clean split between branded and non-branded.
Days 61 to 90 (roughly): we scale and test
What you should see: budget shifting toward top performers, planning for events like Prime Day, Prime Big Deal Days and BFCM, and tests of new ad types, audiences and AMC-informed targets.
A real example: what our early work can look like
Here’s a real example of the kind of work we do. Scentify, a home fragrance brand with 25 SKUs, came to us with just two auto campaigns running.
We started with what we call “Clean the House.” We added negatives, harvested strong search terms, and built a full-funnel structure across Sponsored Products, Sponsored Brands and Sponsored Display. Then we applied dayparting, shifted budget to top performers, and kept expanding keyword coverage.
Over the course of a year, Amazon revenue went from $478.5K to $1.83M (+283%). Ad sales were up 688%, organic sales were up 142%, and TACoS stayed under 20%. Read the full Scentify case study.
That’s their result over a year, not what to expect in 90 days, and not a promise. Every account starts from a different place. But the order is the point: clean up first, then build structure, then scale.
How we optimize, test and scale
Once your structure is clean, the work shifts to growth. This is where the plan pays off.
- Harvest and negate. Search terms that convert move into exact-match campaigns. Terms that spend without sales get blocked.
- Budget follows data. Money moves toward top performers and away from weak ones, and we adjust bids as often as the data requires.
- Organic rank. We track organic rankings and use ads to push your key search terms up.
- Tests. New ad types, new audiences, and AMC-informed targets get tested.
When you’re ready to push harder, here’s how we think about scaling Amazon PPC.
How to judge progress at 90 days
At the 90-day mark, look at the trend, not a single number. These are the things we go over with you in your monthly review calls:
- TACoS trend. Is total ad spend becoming a smaller or steadier share of total sales over time?
- Wasted spend cut. Has spend on search terms with no sales been found and blocked?
- Exact-match coverage. Do the search terms that convert now have their own exact-match campaigns?
- Product-level goals. Is each product moving toward the goals you set for it, not just the account total?
One thing we want you to know up front: ACoS can rise early. While your account is being restructured and new campaigns gather data, ACoS may look worse before it improves. That’s why the trend and the product-level goals matter more than any one week.
How we communicate with you
Strategy matters, but so does being able to reach the person running your account. Here’s how you’ll work with us:
- A dedicated advertising strategist. One named person who knows your account, working with analysts on the ads.
- Slack. Direct access, not a ticket queue.
- Regular meetings. Weekly or twice-monthly check-ins, a monthly review call and a quarterly business review.
- DataOwl. Our in-house analytics software brings together your sales, advertising, DSP and AMC data, and you can log in any time.
- A weekly KPI sheet. A Google Sheet tracks weekly KPIs for every product, so you can see how each product is doing and not just the account total.
You also keep full visibility in your own Seller Central or Vendor Central advertising dashboard, so you can check our work there whenever you want.
What we’d watch out for if you’re comparing agencies
If you’re talking to a few agencies, here’s what we’d watch for in the first 90 days:
- They pause or rebuild everything right at the start. If your sales are running, that’s a risk you don’t need.
- No audit. If nobody looked at the account before making changes, the changes are guesses.
- No plan. “We’ll optimize as we go” isn’t a plan. You should be able to see the phases and what each one is for.
- Reports with no explanation. Numbers without “here’s what changed and why” aren’t reporting.
- You can’t reach anyone. If you don’t know who runs your account, that’s a problem.
- No view beyond the ad console. Ads depend on listings, inventory and deals. A good agency looks at the whole account and tells you what it sees. That’s a big part of full Amazon brand management.
- A guarantee. Nobody can promise results on an account they haven’t run yet.
Why brands work with us
We’ve been doing this since 2018. We manage more than $500M a year in Amazon sales for our clients. We’re an Amazon Ads Advanced Partner, and we’re founder-led.
FAQ
How long does it take to see results from an Amazon PPC agency?
It depends on the account. Every account we work with starts on a 90-day growth plan: take over, optimize, scale, then test. Our early work usually focuses on cleanup and structure, and growth builds as the plan moves forward. Be wary of any agency that promises a specific result or timeline before they’ve seen your account.
Will my sales drop when a new agency takes over?
They shouldn’t. At Incrementum, we’ve designed the approach so sales shouldn’t slow: we take over all your existing campaigns and build new ones alongside them. We don’t pause everything and rebuild from scratch. Your existing campaigns keep running while the new structure proves itself.
What access does an Amazon PPC agency need?
With us, you connect your Amazon Ads account and Seller Central or Vendor Central during onboarding, which takes about 5 days. That lets us see your total sales, deals and inventory levels. You own your ad account, campaigns and data, and you keep them if you leave. Having an asset folder for creative helps as well.
What should a 90-day Amazon PPC plan include?
A good 90-day plan has clear phases. Ours runs take over, optimize, scale and test, in rough blocks of about 30 days each that vary by account: running your existing campaigns while building new ones, cutting waste, harvesting winning search terms, expanding budgets where the data supports it, and testing new ad types, audiences and AMC-informed targets. It should also set product-level goals.
How often should my agency report results?
We think you should get reports at least weekly, and be able to check the data yourself. With us, you get DataOwl reporting you can log in to any time, plus a Google Sheet that tracks weekly KPIs for every product. Your advertising strategist also runs weekly or twice-monthly check-ins, a monthly review call and a quarterly business review.
Start with step one: get your free deep-dive audit.
Incrementum also offers ads-only Amazon PPC management.
LET’S DISCOVER WHAT’S POSSIBLE FOR YOUR BRAND
We’re here to listen and uncover opportunities tailored to your unique goals.
Fill out the form to get started, and you’ll walk away with real insights and actionable recommendations—whether we work together or not.
- HANDS-ON LEADERSHIP
- AWARD-WINNING PARTNERSHIPS
- CUSTOM-BUILT SOLUTIONS
