S.E. Puppies & Pets Co. is a custom manufacture of niche pet products. The core problem was a lack of effective PPC strategy to balance between increasing advertising sales and maintaining profitability. Excess FBA inventory made things worse and a strain on capital. We focused on market evaluation, product Listing, optimization of PPC, and the execution of consistent brand focused promotion strategy that segmented the different product types by function and customer targets. The objective was to improve existing conversion, and generate new sales taken away from existing market competitors. We further needed to daily monitor and manage FBA inventory to move and clear out excess inventory. The final stretch goals was to boost sales through organic keyword ranking and search optimization.