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Last Updated: November 2025 / CANOPY Management

Most Amazon sellers approach hiring a PPC consultant backwards.

They focus on pricing, promises, and personality instead of diving into the strategic frameworks and proven systems that actually drive results.

Through managing campaigns for brands across every major category, we’ve identified the critical questions that separate consultants who deliver measurable outcomes from those who simply manage your ad spend.

Here’s exactly what to ask and the answers you have the right to expect from a consultant who can truly scale your business.

Foundational Questions

1. “Can you walk me through your exact campaign structure framework for brands with multiple products.”

What you’re really asking: Do they have a systematic approach to organizing campaigns for maximum efficiency and performance?

Red flags to watch for:

• Vague responses about “it depends on the product”
• Generic mentions of campaign types without strategic reasoning
• No clear structure or methodology

What the best consultants explain: They’ll outline a specific framework with concrete details. For example, a supplement brand with 12 SKUs would have 12 individual Sponsored Products campaigns with 15-25 exact match keywords per campaign, plus one umbrella Sponsored Brands campaign targeting the category. 

This structure might include:

• Exact Match Brand Defense campaigns protecting your branded search terms
• Product-specific Sponsored Products campaigns with tight keyword grouping
• Category-level Sponsored Brands campaigns for broader awareness
• Strategic DSP campaigns targeting competitor audiences

Look for consultants who explain how they organize campaigns to provide clear data attribution and optimization opportunities, not just campaign type definitions.

2. “How do you balance short-term sales velocity with long-term profitability in your optimization process?”

What you’re really asking: Can they think strategically beyond immediate ROAS?

Red flags to watch for:

• Focus only on lowering ACOS without considering sales impact
• No mention of organic ranking benefits from paid advertising
• Inability to explain the relationship between ad spend and long-term growth

What the best consultants explain: They understand the flywheel effect of Amazon advertising:

• Initial aggressive spending to build sales velocity and organic rankings
• Strategic keyword harvesting from auto campaigns to build targeted manual campaigns
• Gradual optimization toward sustainable target ACOS while maintaining growth
• Investment periods during product launches or seasonal pushes

They’ll reference specific metrics like Total Advertising Cost of Sales (TACOS, which measures ad spend as a percentage of total revenue, not just ad-attributed revenue) and explain how they balance immediate profitability with market share growth.

The Technical Expertise Questions

3. “When you encounter a high ACOS campaign that’s driving strong sales, what’s your exact diagnostic process?”

ACOS (Advertising Cost of Sale) measures how much you spend on advertising relative to the sales it generates. Calculate it by dividing ad spend by ad revenue, then multiplying by 100 to get a percentage. A campaign with high ACOS means you’re spending a large percentage of your sales on advertising, which may or may not be acceptable depending on your strategy.

What you’re really asking: Do they have a systematic troubleshooting methodology?

Red flags to watch for:

• Immediate suggestion to pause campaigns or drastically reduce bids
• No mention of data analysis or performance attribution
• Generic advice about “optimizing keywords”

What the best consultants explain: They’ll outline a specific diagnostic framework:

Data Analysis

• Review search term reports for wasted spend
• Analyze conversion rates by keyword match type
• Examine time-of-day and day-of-week performance

Strategic Optimization

• Implement negative keywords to eliminate irrelevant traffic
• Adjust bids based on keyword performance, not blanket reductions
• Test different ad copy and landing page combinations

Attribution Assessment

• Consider organic ranking improvements from ad spend
• Evaluate customer lifetime value, not just immediate conversion
• Assess overall business impact beyond advertising metrics

4. “Describe a specific failing campaign you’ve turned around and the exact steps you took.”

What you’re really asking: Can they demonstrate real problem-solving ability with concrete examples?

Red flags to watch for:

• Vague success stories without specific metrics
• No clear methodology or systematic approach
• Inability to explain what was actually failing and why

What the best consultants explain: They’ll provide a detailed case study with real numbers:

The Problem: “A supplement brand was spending $15,000 monthly with a 67% ACOS and declining sales.”

The Analysis: “We discovered 40% of spend was going to irrelevant broad match keywords, and their product listings weren’t optimized for the traffic they were receiving.”

The Solution:

• Implemented 200+ negative keywords to eliminate waste
• Restructured campaigns into tightly themed ad groups
• Coordinated with listing optimization to improve conversion rates
• Shifted budget allocation from broad match to exact match high-performers

The Results: “Within 60 days, ACOS dropped to 28% while increasing sales by 45%.”

The Strategic Thinking Questions

5. “How do you approach keyword research and bidding for a brand in a competitive category?”

What you’re really asking: Do they understand competitive dynamics and have advanced targeting strategies?

Red flags to watch for:

• Reliance on basic keyword tools without strategic insight
• No mention of competitive analysis or market positioning
• Simple bidding strategies without nuance

What the best consultants explain: They’ll explain their systematic approach:

Keyword Research Framework:

• Competitor analysis using tools like Helium 10 or Jungle Scout
• Search volume vs. competition assessment to identify opportunity gaps
• Long-tail keyword discovery from customer search behavior
• Seasonal keyword planning based on historical data

Bidding Strategy:

• Aggressive bidding on high-converting branded terms
• Strategic bidding on competitor keywords where appropriate
• Conservative bidding on broad terms with optimization based on performance
• Dynamic bidding adjustments based on conversion data

6. “How do you determine budget allocation across Sponsored Products, Sponsored Brands, and Sponsored Display campaigns?”

Sponsored Products are keyword-targeted ads appearing in search results and on product pages, driving immediate sales. Sponsored Brands are banner ads featuring your logo and multiple products, building brand awareness. Sponsored Display uses audience and product targeting for retargeting and competitor conquest. Each serves different strategic purposes in your advertising funnel.

What you’re really asking: Do they understand the strategic role of each ad type?

Red flags to watch for:

• Equal budget splits without strategic reasoning
• Focus on only one campaign type
• No mention of funnel strategy or customer journey

What the best consultants explain: They’ll outline their allocation framework:

Amazon Sponsored Products (60-70% of budget):

• Primary driver of immediate sales and organic ranking
• Highest ROI for most brands
• Best for testing new keywords and products

Amazon Sponsored Brands (20-30% of budget):

• Brand awareness and cross-selling opportunities
• Higher-funnel targeting for long-term growth
• Premium placement value

Amazon Sponsored Display (5-15% of budget):

• Retargeting and competitor audience capture
• Product targeting for similar items
• Lower-cost brand exposure

They’ll also explain how they adjust these allocations based on your specific goals, competition level, and seasonal factors.

The Accountability Questions

7. “What specific metrics do you track and how do you report on campaign success?”

What you’re really asking: Are they focused on metrics that actually matter to your business?

Red flags to watch for:

• Focus only on ACOS without context
• Infrequent or unclear reporting
• No mention of business impact beyond advertising metrics

What the best consultants explain: They’ll outline comprehensive tracking with specific reporting cadence. A typical weekly report includes ACOS trends with context (not just the number), top performing and underperforming campaigns with explanations, keyword additions and negative keyword implementations, and specific optimization actions taken.

Core Advertising Metrics:

• ACOS and TACOS trends
• Click-through rates and conversion rates
• Cost per acquisition by campaign type
• Revenue per click and keyword performance

Business Impact Metrics:

• Organic ranking improvements
• Overall sales velocity changes
• Market share growth in target categories
• Customer lifetime value from advertising

Reporting Framework:

• Weekly performance summaries with key insights
• Monthly strategic reviews with optimization recommendations
• Quarterly business impact assessments
• Real-time dashboard access for ongoing monitoring

8. “How do you handle competitors bidding on our brand terms?”

What you’re really asking: Do they understand brand protection strategy?

Red flags to watch for:

• Passive approach without defensive strategy
• No mention of brand registry or trademark protection
• Focus only on bidding wars without strategic alternatives

What the best consultants explain: They’ll outline their brand defense system:

Immediate Actions:

• Aggressive bidding on exact match brand terms
• Comprehensive negative keyword lists for competitors
• Brand Registry enrollment for enhanced protection

Strategic Approaches:

• Listing optimization to improve organic ranking and reduce reliance on ads
• Customer education through enhanced brand content
• Competitive intelligence to understand competitor strategies

Long-term Protection:

• Brand building through consistent messaging and experience
• Customer loyalty programs to reduce competitive vulnerability
• Legal protection where appropriate for trademark violations

The Scalability Questions

9. “How do you optimize for international marketplaces and seasonal fluctuations?”

What you’re really asking: Can they handle complex, multi-market strategies?

Red flags to watch for:

• No experience with international markets
• Generic seasonal approaches without data backing
• Inability to explain cultural or market differences

What the best consultants explain: They’ll demonstrate sophisticated market understanding:

International Optimization:

• Market-specific keyword research accounting for local search behavior
• Cultural adaptation of ad copy and targeting
• Currency and competition analysis for appropriate bidding
• Local holiday and seasonal calendar integration

Seasonal Strategy:

• Historical data analysis to predict seasonal patterns
• Inventory-based budget allocation to prevent stockouts
• Competitor activity monitoring during peak periods
• Progressive scaling rather than dramatic budget swings

10. “What data would you analyze before recommending we scale our ad spend?”

What you’re really asking: Are they data-driven in their scaling recommendations?

Red flags to watch for:

• Suggestions to increase budgets with minimal analysis
• Focus only on current performance without scalability assessment
• No mention of inventory or operational capacity

What the best consultants explain: They’ll outline their scaling framework:

Performance Analysis:

• Keyword headroom assessment to identify expansion opportunities
• Conversion rate stability across increased traffic volumes
• Market share potential in target categories
• Seasonal demand forecasting for timing optimization

Operational Readiness:

• Inventory capacity to handle increased sales
• Listing optimization status to maximize conversion
• Customer service capacity to maintain ratings
• Fulfillment capability to maintain Prime eligibility

Risk Assessment:

• Competitive landscape analysis for sustainable growth
• Profit margin protection during scaling phases
• Market saturation indicators to avoid diminishing returns

The Bottom Line

The right PPC consultant builds systematic growth strategies for your business.

They understand that Amazon advertising is a complex ecosystem where every decision impacts not just immediate ROAS, but long-term organic rankings, brand positioning, and sustainable profitability.

Here’s what separates exceptional consultants:

• Systems-driven approach rather than ad-hoc optimization
• Business impact focus beyond just advertising metrics
• Strategic thinking that balances short-term and long-term goals
• Proven frameworks for handling complex challenges
• Data-backed decision making with clear attribution

Most importantly, they should be able to articulate exactly how their work contributes to your overall business growth, not just lower advertising costs.

Frequently Asked Questions

How much should I budget for Amazon PPC as a new seller?

New sellers should plan to spend 30-50% of their revenue on advertising during the first 60-90 days to build sales velocity and organic rankings. This investment period is critical for establishing your products in Amazon’s algorithm. 

As your organic rankings improve, you can gradually reduce advertising spend to a sustainable 15-25% of revenue. The exact budget depends on your category’s competitiveness and your profit margins, but plan for $1,000-$3,000 monthly minimum to gather meaningful data and make an impact.

What’s a good ACOS for my product category?

Target ACOS varies by category and your business goals. Calculate your break-even ACOS by dividing your profit margin by your selling price, then multiplying by 100. For example, if your product costs $10 to produce and ship, and sells for $30, your break-even ACOS is 67%. 

Most established brands target ACOS between 15-30% for profitability, but new product launches may run at 40-60% ACOS initially to build rankings. Highly competitive categories like supplements or electronics typically require more aggressive spending than niche categories.

Should I hire a consultant or manage Amazon PPC in-house?

Hire a consultant if you’re spending $10,000+ monthly on ads, managing multiple products, or lacking the time to optimize campaigns weekly. The cost of a consultant (typically 10-20% of ad spend or $2,000-$5,000 monthly) pays for itself through improved efficiency and strategic guidance. 

Manage in-house if you’re spending under $5,000 monthly, have only 1-3 products, and can dedicate 10-15 hours weekly to campaign management and learning. Consider that consultants bring cross-client insights and advanced tools you won’t have access to independently.

How long does it take to see results from PPC optimization?

Expect initial improvements within 2-4 weeks as quick wins get implemented, such as negative keyword additions and obvious bid adjustments. Meaningful results typically appear within 45-60 days once enough data accumulates for strategic decisions. Full optimization takes 90-120 days as campaigns mature and seasonal patterns emerge. New product launches require longer, typically 120-180 days to establish sales history and organic rankings. Be skeptical of consultants promising dramatic results in under 30 days; sustainable optimization requires adequate data collection.

What’s the difference between ACOS and TACOS?

ACOS (Advertising Cost of Sale) measures ad spend divided by ad-attributed sales only. If you spend $100 on ads and generate $500 in ad-attributed sales, your ACOS is 20%. TACOS (Total Advertising Cost of Sale) measures ad spend divided by total revenue, including both ad-attributed and organic sales. 

If that same $100 in ad spend contributes to $1,000 in total sales, your TACOS is 10%. TACOS provides better insight into overall business health because it accounts for how advertising lifts organic sales through improved rankings.

When should I consider firing my current PPC consultant?

Consider changing consultants if you see declining sales despite increased ad spend, consistently missed performance targets without clear explanation, poor communication or infrequent reporting, no strategic recommendations beyond basic bid adjustments, or inability to explain their decision-making process. 

Give any consultant at least 90 days to demonstrate results, as meaningful optimization takes time. However, if you’re not receiving weekly reports with clear insights or your consultant can’t explain their strategy in terms you understand, these are immediate red flags.

Do I need different strategies for Sponsored Products, Brands, and Display?

Yes, each campaign type serves different strategic purposes and requires distinct approaches. Sponsored Products should focus on high-intent keywords where customers are ready to purchase, with aggressive bidding on converting terms. Sponsored Brands build awareness with broader category keywords and work best for brands with multiple complementary products. 

Sponsored Display excels at retargeting customers who viewed your products and conquering competitor audiences. The best strategies coordinate all three types, using Display for awareness, Brands for consideration, and Products for conversion, with budget flowing based on what’s working.

How Canopy Management Can Help

Our team doesn’t just manage your ad spend. We build comprehensive strategies that integrate PPC with listing optimization, inventory planning, and competitive positioning to maximize your overall profitability.

Built for Amazon. Designed for Growth

Ready to partner with a team that has the systems and expertise to scale your brand?

Canopy Management delivers end-to-end eCommerce growth, leading the industry in Amazon marketplace strategy while powering expansion through Shopify, Meta, and Google. Our full-funnel approach — from marketplace optimization to customer acquisition — has generated over $3.3 billion in partner revenue and made us the trusted growth engine for brands worldwide.

Schedule a strategy session with our team to discover exactly how our proven frameworks can accelerate your growth.