Facebook Ads case study – 1059% ROAS in the furniture industry

Our client is a Polish furniture brand specialising in stylish rustic and loft-style furniture. The store's offer is aimed at people looking for modern yet functional furniture for their flat or house. The company is known for its fast shipping, professional service and the high quality of the products it delivers to its customers. The cooperation initially covered Google Ads campaigns, but thanks to the strong results achieved the client decided to extend it to advertising in the Meta system (formerly Facebook Ads) as well. In the past the client had run several advertising campaigns on Facebook and Instagram, but the sample of activity was small and the results were far from expectations. We therefore decided to start the advertising work "from zero". The main task set before us was to increase traffic to the site, which was to translate into more conversions in the store.We divided the road to that main goal into several stages:

• Analysing previous advertising activity – to diagnose mistakes and draw the right conclusions from them.
• Competitor analysis, which let us understand the market's activity
• Analysing the store's product range
• Creating a persona – a customer profile – in order to reach the right target group
• Preparing a communication strategy based on the market analysis and choosing the best products
• Launching advertising activity aimed at increasing traffic to the site and brand recognition
• Optimising the advertising to increase conversions by choosing the right audiences and the best ad formats for e-commerce.

The biggest challenges we met at the start of the cooperation were:

• Growing market competition – more and more furniture industry companies use Facebook advertising to reach their customers
• Reaching the right audience – Facebook allows you to reach the right customers, but it requires choosing the right interest groups so your message goes to people who will want to take purchase action
• Making maximum use of the budget in order to achieve the highest return on advertising in the shortest possible time

The results of our Facebook Ads work in the furniture industry:Following the plan, in the first month of work we focused on generating as much traffic to the site as possible. Although the primary goal at the start was to increase visits to the site, our attention was also on the number of conversions that would keep the account profitable. The work delivered a return on advertising of 358% at an average cost per purchase of PLN 100 and an average cost per link click of PLN 0.15. In the second and third months our main task was to increase conversions through optimisation. We focused here on two main elements:

• Product – we excluded the worst-performing products from the cold traffic campaign, leaving only products with the highest CTR and those that had sold the most times.
• We analysed and adjusted targeting by gender, age and ad placement

The work above delivered a ROAS of 934% and 1059% in the following two months while keeping the budget at the same level, and the average cost per purchase was reduced to PLN 36.20.If you want to increase sales in your e-commerce store and stop "burning" your money, get in touch! Our experts will prepare an individual strategy for you and run effective advertising that will help your company grow!