ZHYC helps drive 75% higher ROAS and 94% lower CPA for ZLIKE using Amazon DSP Performance+

Goals

ZLIKE, a professional manufacturer of human hair wigs, had been operating its U.S. independent e-commerce site since 2021. While the brand offered fast, customizable products backed by two decades of craftsmanship, they struggled with rising advertising costs and limited insights on third-party platforms. Cost per click (CPC) for search ads ranged from $1.20 to $2.60, and average cost per thousand impressions (CPM) on social media reached $18 to $22, which the brand found costly and difficult to sustain given their performance goals. To overcome these challenges, ZLIKE turned to ZHYC, an Amazon Ads Partner based in China, with expertise in on-site and off-site advertising strategies.

ZLIKE had previously worked with ZHYC on internal corporate training and campaign optimization. Building on this relationship, ZHYC recommended testing link-out campaigns through Amazon DSP to help the brand overcome rising acquisition costs, expand reach, and engage more relevant audiences off Amazon. ZLIKE saw an opportunity to use a new advertising method to break through existing limitations and agreed to the approach. ZLIKE hoped the campaign would generate broader visibility, drive site visits at a lower cost, and gather performance insights to support future optimization.

The campaign set out to achieve three key objectives: to increase brand awareness more efficiently, lower customer acquisition costs, and improve ROAS. Specifically, the client aimed to reduce the cost per acquisition below $2 and raise ROAS beyond the 2.25 average they had previously achieved on third-party platforms.

Approach

ZHYC developed a full-funnel strategy using link-out campaigns through Amazon DSP alongside AI-powered features from Amazon DSP Performance+. To generate awareness at scale, the team focused on the “LS – Interested in Hair Extensions, Wigs & Accessories” audience segment. This group, which included an estimated 5 million users, served as a high-relevance audience for the brand’s products. ZHYC selected this segment for its strong alignment with wig shoppers and configured the campaign with an audience fee of $1 CPM—a cost-effective starting point that offered the potential for up to 100 million impressions while keeping spend efficient.

ZHYC selected Performance+ specifically for its ability to apply Amazon Ads AI-driven insights to real-time user behavior, enabling more relevant and cost-effective prospecting and remarketing across the customer journey. To acquire high-intent users more efficiently, ZHYC activated the Performance+ prospecting tactic. This capability uses behavioral modeling to identify new audiences similar to those who had shown interest in earlier stages of the campaign. The partner helped the brand to scale reach while maintaining low CPA. To improve ROAS, the team implemented the Performance+ remarketing tactic to re-engage users who visited the site or added products to cart. Repeating exposure to these high-intent users helped encourage final conversion.

Results

From November 15 to December 15, ZLIKE spent $926 on link-out campaigns through Amazon DSP¹ and generated 1,284,755 impressions.² The resulting effective cost per thousand impressions (eCPM) was just $0.72, helping the brand increase exposure by 2,820% compared to what the same budget could deliver on search platforms.³ The campaign successfully expanded reach while controlling spend—helping ZLIKE build visibility in a highly competitive category.

Between November 15 and December 31, the campaign also achieved significant gains in cost efficiency. The average CPA dropped to $0.11 for prospecting campaigns⁴ and $0.06 for remarketing campaigns⁵—over 94% lower than the brand’s $2 CPA target—validating the use of AI-driven audience strategies to reach and convert high-relevance users at scale.⁶

Additionally, the campaign delivered a ROAS of 3.84, 75.1% higher than ZLIKE’s benchmark of 2.25 from other advertising channels.⁷ Encouraged by this performance, ZLIKE increased its monthly investment in Amazon DSP from $3,000 to $10,000, signaling strong confidence in the channel’s long-term value.

Based on this campaign’s success, ZHYC plans to continue working with ZLIKE to analyze attribution-period insights across visitor sources, audience segments, and creative formats. These insights will inform customized advertising strategies tailored to the preferences and behaviors of the brand’s potential customers. By refining exposure paths and optimizing audience engagement, the partner aims to drive even stronger results in future ZLIKE campaigns.

Sources

^1–7 ZHYC, CN, 2025.