A household needs four chargers and the catalog only offered one

A charger is not a considered purchase with a replacement cycle — it is an infrastructure item people accumulate. The average household ends up with four or five, bought one at a time over a year or two as the annoyance of moving one from room to room outweighs the cost of another.

The entire catalog was single units. Every listing, every ad and every image argued about wattage and cable length, and the only thing a convinced shopper could do at the end of it was add one to the cart. So the brand paid a full, contested acquisition cost for each of the four chargers a household eventually buys — and usually collected only the first, because the next three were bought months later from whoever happened to be visible.

We changed what the shopper is able to buy, not who sees the ad.

• Pack architecture — two-packs and three-packs created as their own listings, priced so the marginal unit is obviously cheaper than a second trip.
• Room-based merchandising — the image stack shows the four places a charger belongs instead of arguing about wattage, which is what makes the multi-pack read as normal rather than excessive.
• Product targeting on the brand's own single-unit pages, so the pack appears in the sponsored slot where the shopper is already holding the one.
• Bids consolidated onto the packs, since the same click is worth twice as much when it can return more than one unit.

Units per order went from 1.2 to 2.0, single-unit orders fell from 88% of the total to 31%, and revenue grew 81%.

Advertising cost per unit sold fell 42% without a single auction getting cheaper: the click costs what it always did, it simply now returns two or three units instead of one. Nothing was manufactured for this — the packs are the same charger in a different carton, and the category had been treating a repeat-by-nature product as a one-off purchase.