Puproar went from flying blind to 48% profit growth

About

When Jason and Christen Ross first started Puproar, they didn’t set out to become Amazon advertising experts. They were building a brand: a line of giftable pet toys that found an audience after a viral TikTok moment. What started as a single SKU quickly became a multi-channel brand with a trademark and expanding product line.

As the brand grew, Jason did what most sellers do. He handed advertising off to an agency so that he could focus on running other parts of the business. What he didn’t realize was that he’d handed over the lever most directly connected to his profitability.

In Season 2 of Outsourced to Optimized, we see how Jason’s use of Helium 10 allowed him to take back control of Puproar’s Amazon Ads and grow profits and revenue.

The Challenge

Before using Helium 10 Ads, Puproar outsourced its advertising to an agency. While things looked like they were running smoothly on the surface, there were many structural issues Jason was unaware of.  

“Before Helium 10 Ads, ads were a black hole for me. I outsourced to an agency because I was intimidated by having to scale our ads as we grew. I didn’t fully grasp the connection between listing optimization and ads and the impact to organic rank. I spent hours looking behind our agency, without the know-how of fixing it myself.”  

When he finally got visibility, what he found wasn’t a few small oversights. It was thousands of keywords crammed into single campaigns, stacked bid modifiers that made cost-per-click unpredictable, and a hero product variation that hadn’t even been turned on. These were foundational issues quietly eating into his performance every single day. 

The deeper issue wasn’t only what the agency had done. It was that Jason didn’t yet have the framework to catch any of it himself. He didn’t fully understand how bids, conversion rates, and organic rank moved together, so he had no system for keyword harvesting, campaign naming, or competitor tracking. He kept pushing the agency for better ACoS and ROAS without realizing those targets were starving his listings of the traffic they needed to stay visible. 

Jason realized that he needed to have a better understanding of what was going on if he wanted to see the results he wanted. Without the knowledge, he couldn’t take control. Without control, he couldn’t learn. The only way out was to start over with the right strategy.

The Solution

Within two months of learning which was documented in the Outsourced to Optimized series, Jason transitioned from fully outsourced advertising to self-managed campaigns using Helium 10 Ads.  

Part 1: Gaining Control with Helium 10 Ads 

Using Helium 10 Ads category benchmarking, Jason could see exactly how Puproar was performing relative to the rest of the market. What he saw was that the brand was well-positioned, but the data revealed that his budget was going to the wrong places. High-converting long-tail terms were being ignored, and broad competitive terms consumed nearly everything. 

Jason started by restructuring his account from the ground up using Helium 10 Ads campaign manager. Every campaign got a clear naming structure and had a specific purpose. Now he could navigate the full account in minutes, make bulk changes during peak seasonal events, and see at a glance if each campaign was doing what it should.  

Other features Jason used in this phase include Keyword Tracker and Market Tracker. To see exactly how he used these to build his foundation, watch Episodes 1 and 2 of Outsourced to Optimized in Ads Academy. 

Part 2: Building Real Understanding Through Helium 10’s Tools 

Getting control of the account was the first step, and then understanding what actions drove results changed the brand’s trajectory. 

Work that used to take hours of pulling data manually from Amazon now took minutes in Search Query Analyzer. Jason started seeing his entire catalog differently. The clearest example: a cat toy he’d been planning to discontinue turned out to be one of his strongest performers on a key search term. He gave it its own dedicated campaign, and its BSR climbed from 365 to 105 in its subcategory. 

Jason’s bid management strategy changed too. Before Helium 10 Ads, every bid adjustment was an educated guess. He never knew what a change would do to his traffic, his rank, or his bottom line. The preset bid templates inside Helium 10 Ads gave him a framework he could trust and repeat. 

Other features Jason used in this phase include Keyword Research, Insights Dashboard, and AMC audience targeting. The Keyword Historical Trend feature alone changed how Jason approached seasonality. Instead of reacting when demand spiked, he could plan for it in advance and reach the right keywords before bidding prices climbed. Watch the full series in Ads Academy to learn these strategies and apply them to your brand. 

The Results

Jason is still the same seller he was before Helium 10 Ads, with the same products, and hours in the day. Changes in visibility and knowledge using Helium 10 gave him the ability to clearly see where his money was going and make informed decisions about where it should go next.  

“Since using Helium 10 Ads and learning its features, our organic ranking has improved across the board. We are going to be able to scale even more this year with no additional work.” 

That shift showed up directly in his numbers. In the span of 2 months his overall revenue grew 11%, TACoS dropped month over month, and he saw a 48% improvement in profit. For Jason, these numbers were proof of something bigger. When your campaigns are structured, your keywords are in the right place, and your bids are grounded in real data, then your advertising stops being a cost and starts driving the organic rank that lifts your total sales. Helium 10 Ads gave him the tools to see that connection clearly, and act on it. 

These are not the results of a seller with a huge budget, or years of advertising expertise. This is what can happen when the right tools are used to replace guesswork with a clear, repeatable process. Jason’s full journey of learning these decision-making processes and strategic tools are documented across Season 2 of Outsourced to Optimized which can be viewed in Ads Academy.