Your ad spend is fine. Your structure isn't.
Meridian is created by Adriano Canete, a senior Amazon PPC manager. I take over accounts that spend well and convert badly, rebuild the campaign structure underneath them, and run them week to week on TACoS, not vanity ACoS.
Every account I manage, not just the good ones
Where these come from. Aggregate across all thirteen client accounts under my management at the agency, 1 January to 27 August 2026. Blended, and deliberately not cherry-picked: five of the thirteen are still in onboarding and one is mid-turnaround, and their numbers are in these totals dragging them down. Over the period, every $1 of ad spend returned $6.40 in total sales, blended ROAS was 2.73, and nine of the thirteen accounts sat at or under 20% TACoS. Client names are withheld under agency confidentiality. Figures refreshed 27 August 2026.
What I actually do inside an account
Take the whole thing or one piece of it. Most brands start with an audit and move into full management once they've seen where the waste is.
Day-to-day management
End-to-end ownership of Sponsored Products, Brands and Display. Bid management, budget pacing, search term harvesting, negation on discovery campaigns and placement adjustments. Inventory-aware, so spend pulls back before an ASIN goes out of stock rather than after.
Audit and restructure
Sixty to ninety days of bulk and search term data pulled apart to find duplicate targeting, cannibalised keywords, budget stuck in campaigns that never convert, and branded spend disguised as growth. You get the findings whether or not you hire me.
Launch and ranking plans
A 90-day plan built from Search Query Performance and reverse-ASIN data: one anchor keyword, ten real competitors, and single-keyword exact campaigns for the terms worth owning. Phased budget so you aren't paying premium CPCs before the listing can convert.
Amazon DSP and AMC
For accounts big enough to justify it: new-to-brand audience building, suppression audiences so you stop paying to reach existing buyers, and path-to-conversion analysis showing which ad types do the assisting work before the last click.
Reporting you can read in five minutes
Weekly week-over-week on total sales, ad spend, ACoS, TACoS, ROAS, conversion rate and organic sales share, with a short written read on what moved and what changes next. Google Sheets, Excel or a Looker Studio dashboard, plus Slack summaries if your team lives there.
Prime Day and seasonal
Phased event plans with a real timeline: pre-event audience warming, budget ceilings for the peak window, and the post-event tail where most accounts leave money behind. Built around your inventory position, not a generic calendar.
Five stages, in this order
The order matters. Scaling bids on a broken structure only makes the waste bigger, faster.
Audit
Pull 60 to 90 days of bulk files and search term reports. Map where the money goes and which targets have never returned anything.
Restructure
Split discovery from performance. One naming convention across the account so every ad type, match type and strategy stays filterable.
Harvest
Converting search terms graduate into exact single-keyword campaigns. Negatives go on discovery only, never on an exact keyword.
Scale
Bid rules, placement multipliers and budget shifted toward what converts, throttled against stock levels so you don't burn spend on a listing about to go dark.
Report
Weekly numbers, a plain-language read on what changed, and next week's plan. No jargon wall, no surprise invoices.
Case notes
Client names are held back under agency confidentiality. Categories, marketplaces and the work itself are real, and I'll walk you through the numbers on a call.
Reporting rhythm on a two-marketplace beauty account
An eight-figure skincare brand running US and Canada, where stockouts on hero SKUs kept quietly torching ad budget.
- Weekly week-over-week reporting on sales, spend, ACoS, TACoS, ROAS, CVR and organic share
- Inventory tracker built from AdLabs exports, flagging out-of-stock and scarce ASINs before bids were set
- Budget pulled off at-risk ASINs and redeployed to in-stock hero products
Indexation gaps on a hero beauty tool
A cosmetics brand's flagship brow product was bidding on keywords the listing wasn't indexed for, paying for traffic the organic side couldn't hold.
- Reverse-ASIN keyword pull in Helium 10 Cerebro against the top competing listings
- Indexation audit: which priority terms ranked, which the listing was invisible on
- Ranking keyword shortlist handed to the content team, PPC realigned behind it
Ninety-day launch for a new household SKU
A collapsible laundry product with no sales history, no reviews, and a category full of entrenched cheap competitors.
- Anchor keyword chosen from Search Query Performance, ten competitors reverse-engineered in Cerebro
- Ten single-keyword exact campaigns plus auto and broad discovery to keep mining terms
- Phased budget across three thirty-day stages tied to rank and conversion milestones
Certified by Amazon, sharpened by practitioners
One current certification from Amazon itself, and the training that came before it. Verify any of it before you hire me.
Amazon DSP Advanced Certification
Amazon's own advanced credential for demand-side buying: audience construction, inventory selection, bid strategy and measurement across the DSP.
Training completed
- Filipino PPC Masters2023Four-week intensive, Amazon Pay-Per-Click
- MAG School2023My Amazon Guy: PPC, SEO and product launch courses
- Seller VA MasterclassAmazonationSeller Central operations: research, listings, inventory, ads, customer service
Course certificates, listed by completion. The Amazon DSP credential is the current certification.
Adriano Concepcion Canete
I'm a senior Amazon PPC manager and the person behind Meridian. Day to day I run advertising for a US-based Amazon agency, managing multi-client accounts across ten marketplaces with revenue from six to eight figures, and I take on a small number of direct clients under Meridian alongside it.
Most of the work is unglamorous: bulk files, search term dumps, negation sheets, bid rules, and the weekly report that tells you the truth. I don't run a dashboard and call it strategy. If a campaign can't explain why it exists, it gets restructured or turned off.
A meridian is the line you measure position from, and that's the idea: know exactly where the account stands before you move it. I'm originally from the Philippines and based in Bangkok, so I overlap with both European and US mornings. Clients get one person on the account, not a rotating pod of juniors.
Marketplaces
Categories worked
Toolstack
Straight answers
What's actually in the free audit?
Is there a minimum ad spend?
Do you take over an existing account or start fresh?
Which marketplaces can you run?
How often will I hear from you?
Do you do DSP and Amazon Marketing Cloud?
What do you charge?
Send me your account
Tell me a bit about the brand and I'll come back with what I'd change first. Usually within two business days.
