How One Fur All cut weekly TACOS nearly in half
Weekly TACOS fell from 11.12% to 5.75% over 18 weeks.
Home fragrance for homes with pets
One Fur All (Pet House) makes candles and home fragrance for people who treat their pets as part of the family and want a home that feels as good as it looks. It's a premium lifestyle brand, not a pet-supply brand.
Products like its Pumpkin Spice Candle are made with plant-based wax, hand-poured in the USA, and sold in a reusable jar.
The brand already had a strong Amazon business when it came to us.
Sales were not the problem. Ad efficiency was the opportunity.
Too much of every sale going to ads
We tracked total advertising cost of sales (TACOS), which shows how much of your total sales goes to advertising. At 11.12%, One Fur All spent $11.12 on ads for every $100 it sold.
We measure ads against total sales because campaign revenue alone hides the real cost of running the whole account.
PPC and search-optimized listings
Ads bring shoppers in, and the listing decides whether they buy. We worked on both.
Pay-per-click campaigns
We changed how the brand's pay-per-click campaigns were run.
Listing content for search
We optimized product listing content for search.
TACOS cut by 48%
In the final week, TACOS reached 5.75%. That's 5.37 percentage points lower than the starting week, a 48.3% drop. Now One Fur All spends $5.75 on ads for every $100 it sells.
Weekly numbers move around, so this compares the first and last weeks of the 18-week window.
The wider numbers back it up
Across two equal 84-day periods, total sales rose 13.23%, from $377,416.47 to $427,339.26. Ad spend fell 5.39%, from $39,341.26 to $37,221.52.
- $49,922.79 more in sales
- $2,119.74 less spent on ads
If you only watch campaign revenue, you can miss whether your ad spend is paying off. Judge advertising against your total sales, and you'll see where the money is working and where it isn't.
Weekly TACOS across all 18 reporting periods
11.12% → 5.75%| Period | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 | 15 | 16 | 17 | 18 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| TACOS % | 11.12 | 10.1 | 8.9 | 7.9 | 10.3 | 16.8 | 7.7 | 7.4 | 7.2 | 18.0 | 7.9 | 7.4 | 6.4 | 6.7 | 5.8 | 6.1 | 6.6 | 5.75 |
Weekly TACOS fluctuated, including two large increases. The headline compares the first and last weeks shown, rather than an average across the period.
Comparison note- Weekly TACOS
- Compares May 18, 2026 to May 24, 2026 with Sep 14, 2026 to Sep 20, 2026: 18 weekly reporting periods, with 17 weeks between the start dates. These are selected weekly endpoints, not period averages.
- 84-day comparison
- Covers Mar 12, 2026 to Jun 3, 2026 and Jun 26, 2026 to Sep 17, 2026. Jun 4, 2026 to Jun 25, 2026 is excluded.
- Limits
- These observational comparisons do not isolate the effect of individual changes.
Want to know what your TACOS should be?
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