Kaufland Sponsored Product Ads: bids, budget and calculating ACoS

How do Sponsored Product Ads work?

SPA promotes your offers on the Kaufland marketplaces and in the app – on search result, category and product detail pages. The ads are available to all sellers. Kaufland picks ads not only by bid but also by click and purchase probability.

For products with several sellers, Kaufland says your ad is only shown while you win the BuyBox.

What does a click cost?

Kaufland uses an auction: you pay the second-highest bid. Kaufland's example: you bid €1.50, the next-highest bid is €0.95 – you pay €0.95 per click. The minimum bid is €0.01. According to Kaufland, Basic and Plus sellers get €30 of SPA credit per month.

Campaign types and keywords

• Preset campaigns: Kaufland selects recommended products and suggests budget and target ACoS; optionally with autopilot.
• Custom campaigns: choose products, bids and keywords yourself.
• Automatic targeting: Kaufland picks keywords from your product data – recommended for beginners.
• Manual targeting: exact (wording and order) or phrase (extra words before/after allowed), plus negative keywords.

Budget: how much to start with?

Kaufland recommends a starting budget for at least 100 clicks per product and a run time of three to four weeks. With automatic bidding you set a target ACoS between 5% and 50%.

Calculating ACoS – with an example

ACoS = ad spend ÷ ad revenue × 100

Example: 120 clicks at €0.40 = €48 spend; they bring 8 sales at €30 = €240 revenue. ACoS = 48 ÷ 240 = 20%. If your margin after commission, shipping and goods is below 20%, you lose money on every ad order.

Look at ads and organic ranking together

An ad pays off most on terms where your product isn't on page 1 organically. If it already ranks at the top, you often pay for clicks you would have got anyway. Kaufland Tracker shows the organic position and sponsored results separately – so you see where advertising adds real visibility (positions explained).

Frequently asked questions