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Paid media

How Mavlers cut Amazon Business's Cost Per Registration by 80% and tripled ROI over six years

Project Overview

Organisation

Amazon Business

Industry

B2B Retail / Procurement

Partnership

6+ years (2019–present)

Parent Company

Amazon

Region

Global

Products / Services Used

  • Google Ads
  • Meta Ads
  • Bing Ads
  • B2B
  • Content Syndication
  • Affiliate Marketing

Amazon Business is the B2B vertical of Amazon. It serves organizations of every size with bulk purchasing, competitive pricing, and procurement workflows built for enterprise buyers.

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It is one of Amazon's fastest-growing units. But growing a B2B acquisition engine inside a privacy-restricted environment is a different problem from growing a consumer one. Paid media had to scale registrations cost-effectively while operating without standard tracking, across a funnel that demanded multiple touchpoints before conversion.

Performance Insights

Key results for the client

80%

CPR reduction (Meta)

50%+

Lift in monthly registrations

3x

ROI multiplier

6

Years of exponential growth

Client objectives

The challenges Amazon Business faced

1.
No tracking codes permitted

Google Tags and Meta Pixels were restricted, eliminating the direct attribution path most paid media optimization depends on.

2.
High CPR in early campaigns

Acquisition economics weren't yet efficient enough to justify aggressive scaling - every additional dollar was getting more expensive, not cheaper.

3.
Manual CRM-to-conversion mapping

Conversions were being matched back to campaigns by hand, creating attribution gaps that compounded into bid and budget decisions made on incomplete signals.

4.
A long, multi-touch B2B funnel

Unlike consumer flows, B2B registrations required nurturing across several interactions - making last-click logic and short measurement windows actively misleading.

5.
Channel concentration risk

The mix was heavily weighted toward Google and Meta, leaving incremental demand on Bing, syndication, and affiliate channels untapped.

Mavlers Strategy

How we built a data-first B2B acquisition engine

The strategy was: fix measurement first. Then, expand channels on a reliable signal. Then, refine for efficiency. Cutting CPR before solving attribution would have meant optimizing toward the wrong outcomes.

1.
CRM-based attribution to replace lost pixels

We built attribution models on Amazon Business's own CRM data. It reconstructed the conversion path without third-party tags. We tied every later downstream optimization back to this one trusted data source. 

2.
Reporting frameworks built for budget decisions

We designed reporting to answer one question: where should the next dollar go? Our focus stayed on channel ROI, funnel CPR, and registration velocity, keeping us away from meaningless vanity metrics.

3.
Channel expansion beyond the Google–Meta duopoly

Google Ads: restructured for both brand and non-brand search
Meta Ads: layered first-party audiences, lookalikes, GST holders, and B2B category targeting
Bing Ads: captured incremental high-intent searches the duopoly missed
Content syndication & affiliates: opened compounding demand outside paid social and search

4.
Continuous audience refinement

Rolling Search Query Reports sharpened targeting weekly. Intent-based segmentation replaced generic demographic targeting. Messaging was matched to the funnel stage rather than persona alone.

5.
Dynamic budget reallocation across funnel stages

Budgets shifted in near real-time toward the channels and stages compounding fastest. Money moved into fast-growing channels and out of stalling accounts before efficiency dropped.

Results

What Amazon Business achieved

Six years of compounding optimization turned a cost challenge into a sustainable growth engine. Every channel in the mix improved its unit economics, and the mix itself expanded.

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Sandra Field
John Mayer

Amazon Business

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