Milking Momentum: How XENA Helped Dairy Smith Accelerate Its Online Growth
29.3%
Monthly Sales Growth
189.73%
Ad-Attributed Sales Growth
56.98%
TACoS Improvement
Dairy Smith is a premium dairy brand committed to delivering fresh, high-quality milk and dairy products to households across India. With a strong focus on purity, freshness, and modern processing standards, the brand has built deep trust among its customers. Their offline presence was strong, but their digital and Amazon performance needed optimization to unlock scalable growth.
Ready to Unlock Data Driven Growth?
Trusted by 100+ brands
Challenges
Weak Amazon Visibility & Low Organic Ranking
Even though Dairy Smith had strong offline brand trust, their Amazon visibility did not reflect it. Their products appeared far down in search results, reducing discovery and impacting conversions. Most of their traffic was coming from branded searches, showing limited awareness.
Inefficient Ad Structure and High Wasted Spend
Existing Amazon ad campaigns were unorganized - broad targeting, overlapping keywords, and poorly segmented campaigns resulted in high spend but low returns. A major portion of the ad budget was wasted on irrelevant clicks.
Low Conversion Rates Due to Basic Listings
Their product detail pages lacked persuasive content-weak copy, no keyword optimization, limited visuals, and no enhanced A+ content. This made it difficult to compete with well-optimized dairy and FMCG brands.
Dependence on Paid Traffic
Because organic ranking was weak and conversions were inconsistent, Dairy Smith was heavily dependent on ads to drive sales, resulting in a high TACoS and low contribution from organic revenue.
“We knew people loved our products, but online momentum was missing. XENA didn’t just fix ads, they fixed our entire marketplace strategy.”
– Marketing Lead, Dairy Smith
XENA’s Approach
1.Full-Funnel Visibility Strategy to Boost Organic Reach
We implemented a structured search-term–driven strategy using customer intent data. High-volume and high-relevance keywords were prioritized to strengthen Dairy Smith’s ranking across the funnel. This led to a sustained rise in organic discoverability.
2.A Complete Rebuild of Campaign Architecture
We created a clean, scalable ad framework:
Segmented campaigns (Auto, Broad, Phrase, Exact)
Negative keyword strategy to stop wasted spend
Bid optimizations based on ACOS/ROAS thresholds
Placement multipliers for top-performing keywords
This immediately reduced leakages and doubled ad efficiency.
3.Conversion-Focused Listing Optimization
We upgraded the listings with:
SEO-enhanced titles & bullet points
High-quality product images & lifestyle visuals
Clear value propositions (purity, freshness, quality)
A+ content to establish trust
This boosted conversion rates and increased customer confidence.
4.Ads + Organic Performance Loop for Balanced Growth
We built a structure where ads helped accelerate ranking, while improved ranking reduced the need for ad spend. This loop led to:
Higher organic sales
Lower TACoS
Better long-term profitability
“Once XENA refined our visibility, everything changed, traffic was better, conversions were higher, and our operations finally felt under control.”
– Operations Team, Dairy Smith
Results
From Under-Recognized to a Fast-Growing Online Dairy Brand
After implementing XENA’s structured marketplace strategy, Dairy Smith recorded 29.3% month-over-month sales growth, while ad-attributed sales skyrocketed by 189.73% due to targeted, efficient campaigns. Their advertising performance strengthened with 36.9% improvement in ROAS, and cost-efficiency improved sharply with a 56.98% gain in TACoS, resulting in profitable scaling without unnecessary spend.
Beyond the numbers, Dairy Smith transitioned from an under-optimized online presence into a confident, high-performing FMCG brand with strong visibility, better conversions, and sustainable marketplace momentum. With optimized content, smarter ad structures, and consistent performance monitoring, Dairy Smith is now well-positioned for long-term growth across digital channels.
Dairy Smith is a premium dairy brand committed to delivering fresh, high-quality milk and dairy products to households across India. With a strong focus on purity, freshness, and modern processing standards, the brand has built deep trust among its customers. Their offline presence was strong, but their digital and Amazon performance needed optimization to unlock scalable growth.
Ready to Unlock Data Driven Growth?
Trusted by 100+ brands
Challenges
Weak Amazon Visibility & Low Organic Ranking
Even though Dairy Smith had strong offline brand trust, their Amazon visibility did not reflect it. Their products appeared far down in search results, reducing discovery and impacting conversions. Most of their traffic was coming from branded searches, showing limited awareness.
Inefficient Ad Structure and High Wasted Spend
Existing Amazon ad campaigns were unorganized - broad targeting, overlapping keywords, and poorly segmented campaigns resulted in high spend but low returns. A major portion of the ad budget was wasted on irrelevant clicks.
Low Conversion Rates Due to Basic Listings
Their product detail pages lacked persuasive content-weak copy, no keyword optimization, limited visuals, and no enhanced A+ content. This made it difficult to compete with well-optimized dairy and FMCG brands.
Dependence on Paid Traffic
Because organic ranking was weak and conversions were inconsistent, Dairy Smith was heavily dependent on ads to drive sales, resulting in a high TACoS and low contribution from organic revenue.
“We knew people loved our products, but online momentum was missing. XENA didn’t just fix ads, they fixed our entire marketplace strategy.”
– Marketing Lead, Dairy Smith
XENA’s Approach
1.Full-Funnel Visibility Strategy to Boost Organic Reach
We implemented a structured search-term–driven strategy using customer intent data. High-volume and high-relevance keywords were prioritized to strengthen Dairy Smith’s ranking across the funnel. This led to a sustained rise in organic discoverability.
2.A Complete Rebuild of Campaign Architecture
We created a clean, scalable ad framework:
Segmented campaigns (Auto, Broad, Phrase, Exact)
Negative keyword strategy to stop wasted spend
Bid optimizations based on ACOS/ROAS thresholds
Placement multipliers for top-performing keywords
This immediately reduced leakages and doubled ad efficiency.
3.Conversion-Focused Listing Optimization
We upgraded the listings with:
SEO-enhanced titles & bullet points
High-quality product images & lifestyle visuals
Clear value propositions (purity, freshness, quality)
A+ content to establish trust
This boosted conversion rates and increased customer confidence.
4.Ads + Organic Performance Loop for Balanced Growth
We built a structure where ads helped accelerate ranking, while improved ranking reduced the need for ad spend. This loop led to:
Higher organic sales
Lower TACoS
Better long-term profitability
“Once XENA refined our visibility, everything changed, traffic was better, conversions were higher, and our operations finally felt under control.”
– Operations Team, Dairy Smith
Results
From Under-Recognized to a Fast-Growing Online Dairy Brand
After implementing XENA’s structured marketplace strategy, Dairy Smith recorded 29.3% month-over-month sales growth, while ad-attributed sales skyrocketed by 189.73% due to targeted, efficient campaigns. Their advertising performance strengthened with 36.9% improvement in ROAS, and cost-efficiency improved sharply with a 56.98% gain in TACoS, resulting in profitable scaling without unnecessary spend.
Beyond the numbers, Dairy Smith transitioned from an under-optimized online presence into a confident, high-performing FMCG brand with strong visibility, better conversions, and sustainable marketplace momentum. With optimized content, smarter ad structures, and consistent performance monitoring, Dairy Smith is now well-positioned for long-term growth across digital channels.