Hex Performance: 6x ROAS and Seven Figures on Amazon in 32 Weeks

About Hex Performance

Hex Performance makes sport-focused laundry detergents built around their Hex Molecule technology, which works at the molecular level to pull stains and odors out of fabrics without leaving residue or chemical build-up. Founded in 2012, the company sells primarily on Amazon and distinguishes itself with formulas that skip harsh chemicals and optical brighteners.

The Challenge

Hex Performance came to NUOPTIMA to grow sales through Amazon PPC. They needed better visibility in a competitive marketplace without burning through ad spend inefficiently. Early in the campaign, data showed that pushing bid aggressiveness harder was cannibalizing their organic keyword rankings rather than adding net new orders. Solving that tension, while keeping ACOS under control, was the central problem.

Christine Lunongo

Head of Marketing

What We Did

NUOPTIMA managed Hex Performance's Amazon PPC campaigns across a 32-week contract. The work fell into three phases.

Phase 1: Launch and keyword bidding. We built out the campaigns and increased bid aggressiveness to test what the market would support. Analysis showed higher spend did not translate into proportionally higher orders. The PPC activity was pulling impressions away from organic positions rather than adding to them.

Phase 2: Organic-first rebalancing. We pulled back aggressive PPC spend and redirected effort toward improving organic impressions and keyword positions. Better organic rankings deliver traffic without paying per click, and they compound. By balancing paid and organic, we built a more durable revenue base for Hex Performance on Amazon.

Phase 3: Deals and promotions. To drive conversion velocity, we added digital coupons for instant price reductions at checkout, and scheduled Amazon lightning deals in February to create time-limited urgency. These promotions captured price-sensitive shoppers and increased order conversion during the promotional windows.

When stock availability problems emerged mid-campaign, we switched PPC off to avoid wasting spend, then reactivated once stock was replenished.

Results

Over the 32-week contract, Hex Performance hit 6x ROAS, generated six figures in PPC sales, and closed with a 17% ACOS. That ACOS dropped from 46% at the mid-campaign point, reflecting the shift from broad aggressive bidding to tighter, better-targeted spend. Combined PPC and organic revenue for the full 32-week period reached seven figures.

Ad Spend vs Total Sales

• Hex Performance ran Amazon PPC ads over a 32-week period, which resulted in six figures in PPC sales.

PPC Ad Sales

• PPC sales fluctuated across the campaign, partly due to stock availability issues.
• Week 20 was the peak: five figures in Amazon ad sales in a single 7-day window.
• PPC was paused when stock ran out to avoid wasting budget, then restarted once inventory was restored.

Organic Sales

• After reducing reliance on paid spend, organic keyword performance recovered and grew.
• Total organic sales across the 32-week contract also hit six figures.

Total Sales Minus PPC Spend

• Combined PPC and organic Amazon revenue for the full 32-week contract reached seven figures.

Amazon ad spend fluctuation throughout the campaign period.

Key takeaways

1. Aggressive PPC bidding can cannibalize organic rankings. On Amazon, paid and organic compete for the same impression share. Diagnosing that dynamic early and rebalancing spend toward organic positioning is what turned a high-ACOS campaign into a 6x ROAS result over 32 weeks.
2. Promotional mechanics (coupons and lightning deals) work best as conversion accelerants, not base strategy. Scheduled lightning deals in February created a measurable urgency spike. Pair promotions with a well-structured paid media foundation rather than using them to prop up weak campaigns.
3. Stock availability is a real campaign variable. Pausing PPC during the stock shortage preserved budget and protected ACOS. Plan inventory cycles into your Amazon advertising calendar or you will spend money driving traffic to listings that cannot convert.

If you sell on Amazon or run DTC eCommerce and want results like Hex Performance's, book a call with the NUOPTIMA team to talk through what a campaign would look like for your product.