Conversion Improvement with Controlled PPC Efficiency
Objective: improve conversion rates while reducing PPC costs and controlling ACOS/TACOS — without chasing additional sales growth.
Clicks that weren’t converting efficiently
Before optimization (July), conversion performance and ad efficiency were misaligned with the goal. Overall conversion sat at 5.65%, PPC conversion at 6.24%, and ACOS/TACOS were running hot at 59.17% and 47.53% — a combination that typically points to traffic that isn’t converting efficiently, and/or a listing experience that isn’t building enough trust to turn clicks into purchases at a sustainable cost.
Build trust with UGC, then discipline PPC
UGC to Increase Trust and Reduce Purchase Hesitation
In August, Swara implemented three UGC video assets developed by Vortex Wise. The creative showed real usage of the slant board and the included muscle roller, addressed common objections visually, and strengthened credibility — improving conversion quality from both paid and organic traffic.
Disciplined PPC Execution to Control Waste While Conversion Rises
Alongside UGC, PPC execution was kept disciplined: spend was reduced and held under control while the account sustained stronger conversion rates. The goal was not aggressive sales growth; it was a stable, conversion-focused system where efficiency metrics stayed within acceptable ranges.
Month-by-month performance
| Month | Sales | Overall Conv. | PPC Conv. | ACOS | TACOS |
|---|---|---|---|---|---|
| July | $3,838.02 | 5.65% | 6.24% | 59.17% | 47.53% |
| August | $3,382.02 | 8.54% | 11.16% | 39.84% | 26.96% |
| September | $3,460.45 | 8.81% | 12.50% | 34.54% | 26.41% |
| October | $3,140.87 | 9.52% | 11.78% | 44.17% | 31.58% |
The 14″ Wide Foldable Wooden Slant Board
The product is a 14-inch wide foldable wooden slant board built for calf stretching, ankle mobility, and standing exercise, with a non-slip textured deck, an adjustable incline, and a cutout carry handle for storage. Each board ships with a printed quick-start guide and an included Swara muscle roller for pre- and post-stretch warm-up and recovery — the kind of real-use proof a written listing alone can’t provide.
Over four months, UGC-driven trust and disciplined PPC execution lifted overall conversion from 5.65% to 9.52% and cut TACOS by more than 40% — without needing to chase extra ad spend.