We Love Eyes
10x ROAS across Amazon + Google.
We Love Eyes is a clinician-founded eye-care DTC brand selling oil-free cleansers and lid-care products through both their own site and Amazon. The brand had real product-market fit but was running paid media on each channel in a silo.
What was broken.
The Amazon-plus-DTC combo is a common attribution trap. Google Ads gets credit for clicks that ultimately converted on Amazon, but Amazon converts because the buyer remembered the Google ad, so cutting Google would tank Amazon. Conversely, scaling Amazon Ads can pull customers off the brand site, which wrecks DTC margin.
We Love Eyes was running both channels but couldn't tell where Amazon was eating Google credit, where Google was actually driving Amazon orders, and where the two channels were just bidding against each other on the same query.
The plays we ran.
Built a cross-channel attribution model that tracked Google → Amazon assist conversions, not just last-click
Rebalanced spend to true incrementality, pulled budget from queries where Amazon was already winning organically
Segmented Amazon Sponsored Products by stage: defense on brand terms, offense on category terms
Aligned Google Shopping feed to match Amazon top-sellers so we weren't pushing buyers to OOS or low-margin SKUs
Coordinated Meta retargeting to push high-LTV repeat buyers to DTC, low-intent first-time buyers to Amazon
Set up shared reporting so Amazon and Google budgets moved together, not in isolation
The numbers.
Blended ROAS hit 10x across the combined channel mix. Amazon orders grew 340% as the assist-conversion picture clarified what was actually driving them. Blended customer-acquisition cost dropped 28% because we stopped paying twice for the same buyer.
The core insight: Amazon and Google weren't two channels, they were one funnel that needed to be managed as a single P&L.
“I've worked with Eric for a while now and he is my go-to for all of my company's PPC needs. He's always able to think outside of the box in order to help us boost sales, meet goals and keep our ad budget within reason.”
Engagement is ongoing. Expanding the cross-channel attribution model into TikTok and exploring Amazon DSP for upper-funnel.
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