Coat Defense Amazon Case Study: How a $4M+ a year dog and horse care brand cut TACoS to 11.9%
Olifant Digital took over Amazon for Coat Defense in March 2026. We cut wasted spend in week one, moved budget to top of search, gave every dog and horse product its own campaigns and budget, fixed the catalog and rebuilt the listings. ACoS fell from 25.9% to 19.9% while weekly ad spend dropped by 35%.
Natural skincare for horses and dogs, sold to owners who reorder
Coat Defense makes powders, pastes and shampoos that help horses, dogs and cats with scratches, rain rot, fungus, yeast and hot spots. Founded by Vince and Sandy Polentes, the brand sells more than $4M a year on Amazon, alongside its own website, which Olifant Digital also manages.
Owners reorder for years once a product works, so every new customer won on Amazon is worth far more than the first order. That makes efficient ads, listing trust and stock the three things that decide the account.
What was holding Coat Defense back:
Coat Defense had loyal, repeat customers on Amazon, but too much ad spend was going to keywords and placements that were not converting into profitable sales.
Broad category keywords running at 77% to 91% ACoS
Product page placements at 39.5% ACoS, almost double top of search
Dog and horse products sharing one campaign structure
Split size variations and packaging images Amazon was flagging
No single weekly view of profit by product
Seven steps that cut Coat Defense's Amazon TACoS to 11.9%
We did not start by spending more. We cut what was not converting, fixed the catalog shoppers see, and then scaled only what worked.
Stopped the waste in week one
Moved budget to where shoppers buy
Gave every dog and horse product its own campaigns
Fixed the catalog behind the ads
Rebuilt listings and A+ around search data
Made the video ads that won new customers
Reported every week, decided every week
The numbers speak for themselves.
Down from 16.4% when we took over in March 2026
Down from 25.9%, with weekly ad spend 35% lower
Up from 3.86x in our first week
In one record week, driven by video ads we created
"Olifant Digital has our Amazon account in great hands. Our ACoS came down month after month while we spent less, and their team catches listing, inventory and catalog issues before we have to ask."
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Want results like Coat Defense?
Senior account managers with 7+ years on Amazon run your whole account: PPC, listings and SEO, catalog and strategy, all built around one goal, profitable growth. We cut wasted spend in week one, put budget where it converts, and send you one clear report every Monday with what we changed and why. Coat Defense now spends 35% less on ads and earns more from every dollar. Get a free marketing plan and see where your Amazon account is leaving profit on the table.
Frequently asked questions
What was Coat Defense's biggest Amazon challenge before working with Olifant Digital?
The brand had loyal, repeat customers, but ad spend was leaking into broad category keywords and product page placements, the catalog had split variations and flagged images, and there was no single weekly view of profit by product.
What did Olifant Digital do differently for Coat Defense on Amazon?
We cut waste first, moved budget to top of search, split campaigns by product and by animal, fixed the catalog, and reported every decision weekly.
How does Olifant Digital run Amazon ads for a pet brand with repeat buyers?
We win problem-based searches, take sales on competitor product pages, invest in new customers who will reorder, and judge the account on TACoS rather than ACoS alone.
What services did Olifant Digital provide to Coat Defense?
Full-Service Amazon Account Management, Amazon PPC, Amazon SEO and Listing Optimization, A+ Content and Creative Production, Video Ad Creation and Campaign Management, and Catalog and Flat File Management.
What results did Coat Defense achieve with Olifant Digital?
TACoS fell from 16.4% to 11.9%, ACoS from 25.9% to 19.9% and ROAS rose from 3.86x to 5.03x, while weekly ad spend dropped by 35%.
More client results
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