Customer story

Chair Master achieves 63% ad revenue growth & lower ACoS with SellerApp

See how SellerApp helped Chair Master scale B2B conversions, boost visibility, and grow profits. All while keeping ad spend lean.

Chair Master ergonomic drafting chair alongside its ad revenue growth with SellerApp

+63%Ad Revenue

–25%ACoS

+78.5%Total Sales

Company: Chair Master
Market: United States
Category: Office / ergonomic drafting chairs
Business model: Primarily B2B
Fulfilment: FBM
Amazon Ads: Running since 2019
Brand history: 30+ years

The brand's journey

Three decades of ergonomic seating, built for how businesses buy

Chair Master is a US-based office chair brand founded by Michael Liu, focused on ergonomic drafting chairs tailored for professionals and businesses.

They've been in the business for 30+ years and have been running Amazon ads since 2019.

Chair Master relies on an FBM fulfillment model, which limits their ability to capitalize on FBA's enhanced visibility and Prime eligibility benefits.

The summary

Margins to protect, growth that had gone flat

With product margins needing protection and desktop-based orders going unnoticed in the ad strategy, growth remained flat.

By partnering with SellerApp, Chair Master experienced a 63% surge in ad revenue, improved TACoS by 31%, and scaled its bulk-order revenue while keeping ACoS under control — all within a limited monthly ad budget.

+63%Increase in Ad Revenue

–25%Reduction in ACoS

+78.5%Growth in Total Sales

Chair Master's challenges

A growth ceiling built from six separate problems

Michael knew the brand had potential. But scaling beyond a ceiling was difficult for this ambitious brand, especially given the unique challenges of selling bulky B2B products in a competitive and review-driven category. Also, the buyer base is primarily B2B, so the listing performance lagged due to fewer customer reviews.

The brand had been running auto-campaigns manually in-house since 2019 with minimal optimization. Negative keyword targeting wasn't being used, and high-performing search terms weren't prioritized, thus draining the ad budget.

PPC ad campaigns were not structured to support either product differentiation or variation testing. Their strategy lacked a distinct approach for tapping into the B2B buyer journey.

Michael's goal was to scale PPC sales, maintain profitability, expand product variations, and break into B2B more aggressively, while working with a limited advertising budget and no internal ad team.

B2B category dynamics

Bulky, high-ticket products serving primarily business buyers. Lower review velocity made listing performance more challenging.

Legacy PPC structure

Auto campaigns had been run manually since 2019 with minimal optimisation.

Wasted search spend

Negative keyword targeting was not being used, and high-performing search terms were not being prioritised.

Limited campaign segmentation

Campaign structure did not sufficiently support product differentiation or variation testing.

No dedicated B2B ad strategy

The advertising strategy lacked a distinct approach for the B2B buyer journey.

Lean resources

The brand needed to scale PPC sales, maintain profitability, expand product variations and grow B2B revenue — with:

Limited advertising budget
No internal advertising team

A complete advertising teardown, rebuilt around how Chair Master's customers actually buy.

layers_clearLegacy structure

search_insightsSellerApp analysis

account_treeNew campaign architecture

SellerApp's full-funnel solution

A complete teardown and rebuild of the ad account

SellerApp's advertising experts initiated a complete teardown and rebuild of Chair Master's ad account, using strategic segmentation, precision targeting, and data-led insights to drive bulk conversions. Here's what we changed.

Campaign architecture

78 active campaigns built from the ground up

SellerApp restructured the Sponsored Products, Sponsored Brands and introduced B2B-specific campaigns designed to showcase the brand across the funnel.

70% of campaigns were new, each built with clear targeting logic and purpose. Products were segmented based on performance, date of launch, keyword relevance, and audience behavior.

Campaign architecture78 active

campaignSponsored ProductsFull-funnel coverage

branding_watermarkSponsored BrandsBrand visibility

business_centerB2B campaignsNew

70% of the 78 campaigns rebuilt from scratch

Best sellers

Dedicated campaigns for best sellers

Chair Master's top-performing SKUs were broken out into dedicated campaigns.

It's a best practice that allows for higher budget control, better targeting, and more granular performance tracking.

Top SKUs → dedicated campaigns

chairBest seller SKUarrow_forwardDedicated campaign

chair_altLong-tail SKUsarrow_forwardGrouped campaign

Higher budget control · better targeting · granular tracking

Keyword discovery

Search term mining

Auto campaigns were retained, but now used tactically to surface new converting keywords.

Underperforming terms were added as negatives, while winners were promoted into manual campaigns with strong placements and optimized bids.

Search term mining flow

Auto

Discover

blockNegative

arrow_upwardPromote

Manual

Winners moved into manual campaigns with strong placements and optimised bids

B2B activation

Amazon B2B campaigns activated

Recognizing that many high-value orders originated from business buyers, SellerApp launched Amazon B2B ad campaigns, targeting buyers using business accounts.

These campaigns are designed to surface products in B2B-focused search results, helping sellers win bulk purchase visibility despite higher CPCs.

For Chair Master, this opened a new revenue stream aligned with their core customer behavior.

B2B buyer journeyNew revenue stream

Business accountsTargeted directly

B2B search resultsDedicated visibility

Bulk purchase intentHigher CPC accepted

High-value ordersAligned to real behaviour

Precision targeting

Search term analysis & negative targeting

Search term reports were monitored weekly, with irrelevant queries promptly negative-matched.

Bidding was refined based on real-time conversion data, CPC-to-ACoS ratios, and performance by device — with desktop showing stronger order volume for B2B.

Bidding inputsWeekly review

insightsReal-time conversion data

percentCPC-to-ACoS ratios

devicesPerformance by device

desktop_windowsDesktopStronger B2B order volume

smartphoneMobileLower B2B volume

Organic support

Listing optimization & keyword rank tracking

SellerApp integrated keyword insights into listing content, improving organic relevance and supporting the brand's ACoS goals.

Rank tracking ensured core terms moved up in visibility over time, contributing to long-term organic growth.

Keyword rank movement

drafting chair#28arrow_forward#9

ergonomic office chair#41arrow_forward#17

tall office chair#34arrow_forward#12

Illustrative of the rank-tracking workflow — keyword insights fed back into listing content

Partnership cadence

Bi-weekly consultations + performance reviews

The SellerApp team provided regular check-ins to review results, walk through strategic pivots, and share clear reporting dashboards.

Dashboards tracked TACoS, new-to-brand growth, and ASIN-level profitability.

Reporting cadenceBi-weekly

event_availableCheck-in

routeStrategic pivots

monitoringDashboards

TACoSNew-to-brand growthASIN-level profitability

The impact we created

Measurable change across every advertising metric

Result 01 · Advertising revenue+63%PPC-driven ad revenue

Result 02 · ACoS21.12% arrow_forward15.83%Cost of sale reduced

Result 03 · Total sales+78.5%Overall revenue growth

Result 04 · TACoS6.74% arrow_forward4.62%Sharper spend-to-revenue efficiency

Result 05 · CTR0.15% arrow_forward0.27%Click-through rate nearly doubled

Result 06 · Conversion rate3.70%Held steady on refined targeting

SellerApp's data-driven strategy began to reshape Chair Master's Amazon advertising performance.

Ad revenue increased by 63% in PPC-driven sales. Despite operating in a high-ticket, low-review B2B category, Chair Master also saw its ACoS drop from 21.12% to just 15.83%, reinforcing the effectiveness of smart bidding and targeted campaign structuring.

But the transformation didn't stop at ads.

Total sales increased by 78.5%, driven by a well-structured ad funnel, improved keyword targeting, and the launch of specialized B2B campaigns. As a result, TACoS improved from 6.74% to 4.62%, signaling a sharper spend-to-revenue efficiency, proving that Chair Master was driving substantially higher sales with proportionally lower ad investment.

Click-through rates nearly doubled, jumping from 0.15% to 0.27%, showing accuracy in ad relevance and creative placement. Even with a slight dip in total impressions (due to refined audience targeting), conversion rates held steady at a strong 3.70%, validating that the shoppers who were reached were ready to convert.

Visual performance story

Before SellerApp vs with SellerApp

ACoS21.12%15.83%

TACoS6.74%4.62%

CTR0.15%0.27%

Total salesBaseline+78.5%

Ad revenueBaseline+63%

Before SellerAppWith SellerApp

By tapping into overlooked B2B opportunities and fine-tuning their ad strategy, we helped Chair Master scale profitably — despite a lean budget and an FBM-heavy logistics model.

Overlooked B2B demand

High-value bulk orders were already coming from business accounts — the advertising strategy simply had no route to them.

A fine-tuned strategy

Segmentation, negative targeting and device-level bidding turned a manual auto-campaign account into a structured, full-funnel system.

Profitable scale

Growth came with a lean monthly ad budget and an FBM-heavy logistics model — no FBA or Prime advantage.

Ready to find the same opportunities in your Amazon account?

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