CPR performance
Google Ads CPR reduced from 2019 to 2025 (75% improvement), while Meta Ads dropped to deliver 87% improvement.
Amazon Business x Mavlers: 80% CPR drop, 50%+ rise in registrations, 3x ROI
Industry: Retail
About Amazon Business
Amazon Business is the B2B vertical of Amazon, serving organizations across industries with bulk purchasing solutions, competitive pricing, and seamless procurement experiences.
As one of Amazon's fastest-growing units, Amazon Business needed to scale registrations cost-effectively while navigating complex tracking limitations and the unique challenges of a long B2B sales funnel.
Challenges: Tracking restrictions, high CPR, funnel complexity
Amazon Business faced steep challenges in scaling registrations:
No tracking codes allowed
Google Tags and Meta Pixels were restricted, blocking direct attribution.
High CPR in early campaigns
High CPR in early campaigns
Manual CRM conversion mapping
Manual CRM conversion mapping led to attribution gaps and inefficient optimizations.
Complex B2B funnel
The complex B2B funnel required multiple touchpoints and nurturing before conversion.
So Amazon Business partnered with Mavlers to drive multi-year sustainable growth with a focus on efficiency - reducing Cost Per Registration (CPR), improving funnel performance despite limited tracking, expanding beyond Google and Meta, and scaling ROI long term.
The Mavlers solution: Data-first strategy with channel diversification
The Mavlers team engineered a holistic strategy designed to reduce CPR, diversify channels, and maximize ROI.
Data-centric optimization
We set up a foundation of reliable insights that could drive smarter decisions and overcome attribution gaps:
Built CRM-based attribution models to overcome pixel restrictions.- Created actionable reporting frameworks to guide budget allocation.
Platform expansion
With a solid data backbone in place, we extended acquisition efforts across multiple platforms:
- Google Ads: Optimized search campaigns for both brand and non-brand queries.
- Meta Ads: Targeted first-party and lookalike audiences, awareness campaigns, GST number holders, and B2B category visibility.
- Bing Ads: Captured incremental high-intent searches.
- Content syndication & affiliate marketing: Diversified reach beyond mainstream platforms.
Audience refinement & efficiency
We zeroed in on sharpening targeting and resource allocation to unlock sustained gains in performance:
- Continuous Search Query Reports (SQRs) to sharpen targeting.
- Advanced segmentation for intent-based messaging.
- Dynamic budget reallocation to maximize efficiency across funnel stages.
Results: 80% CPR drop, 50%+ registration growth, 3x ROI
Over the last six years, Mavlers' strategy drove compounding impact across channels:
01.
02.
Growth metrics
Monthly registrations saw 50%+ increase.
03.
Channel diversification
The marketing mix expanded from Google and Meta in 2019 to include Bing, content syndication, and affiliate channels by 2025.
04.
Return on Investment
ROI tripled from 2019 to 2025, achieving sustainable growth.
Performance metrics: 2019 vs 2025
| Metrics | Improvement |
|---|---|
| CPR – Google Ads | ↓ 75% |
| CPR – Meta Ads | ↓ 87% |
| Monthly registrations | ↑ 50%+ |
| Channel mix | Diversified |
| ROI | Sustainable Growth |
By building a data-first framework, refining audiences, and scaling into new channels, Mavlers helped Amazon Business turn cost challenges into growth opportunities. Over six years, the brand didn't just cut costs—they built a sustainable, diversified acquisition engine delivering 3x ROI.
The road ahead…
Our partnership with Amazon Business is accelerating, with a goal to grow monthly registrations by broadening B2B reach, expanding channels via programmatic display, LinkedIn, and partnerships, and driving efficiency through AI-powered bidding, predictive CRM, and real-time optimization.