Background
An ad account burning money with nothing to show for it
12dry, a UAE-based personal care brand specialising in feminine hygiene products including period underwear, sanitary pads, and incontinence essentials, was running Amazon advertising at a ROAS of 0.99. Every dirham invested in PPC was barely returning a dirham in sales.
Listings lacked the conversion architecture needed to support paid traffic, the brand storefront felt unfinished, and product detail pages were not communicating the brand's quality positioning to a sensitive, trust-driven category.
Challenges
What we were up against
0.99 ROAS — loss-making
Ad spend was producing almost no return. Campaign structure was inefficient and keyword targeting was too broad.
Weak listing conversion
Listings could not convert the traffic being paid for. Content did not meet the standards of a trust-driven personal care category.
Underdeveloped storefront
The brand store did not reflect product quality or communicate trust to first-time buyers.
Category sensitivity
Feminine hygiene requires specific buyer confidence signals — the content was not addressing what this audience needed to convert.
Our approach
How we turned it around
PPC account restructure
The advertising account was rebuilt from scratch — wasted keywords cut, bid strategies rebalanced, and campaign architecture rebuilt around high-intent search terms specific to the feminine hygiene category.
Brand Storefront redesign
We redesigned the brand storefront into a premium, navigable experience that mirrored the standards of a direct-to-consumer website — giving buyers confidence before they reached the product page.
Premium A+ Content
A+ Content was developed for each hero SKU, incorporating comparison modules, lifestyle imagery, and trust-building copy tailored to a category where buyer confidence is everything.
Listing re-optimisation
Existing listings were re-optimised for SEO, conversion and mobile-first readability — ensuring the traffic being paid for could actually convert.
Results
Results within 60 days
0.99 → 5.5x
ROAS improvement
Loss → profit
Ad spend efficiency
Premium
New storefront design
A+ Content
Across hero SKUs
Category-leading
Brand presentation
We were spending on Amazon ads and getting almost nothing back — a 0.99 ROAS for a personal care brand is unsustainable. Within two months of Brand Booster taking over, our ROAS climbed to 5.5x. But the real shift was not just the numbers. They rebuilt our storefront into something we are genuinely proud to send customers to, the A+ Content finally communicates what our brand stands for, and the listings actually convert.
The 12dry Team
Feminine Hygiene & Personal Care · UAE
