Google Ads case study – 1842% ROAS in the furniture industry

In today's increasingly competitive market, companies are looking for effective ways to improve the profitability of their business. Furniture stores, part of that competition, also have to develop strategies that let them attract new customers while keeping their existing ones. In response to these challenges, some companies have started using modern marketing tools such as Performance Max campaigns, which allow them to reach potential customers effectively.In the case study below we focus on analysing the strategy we applied for one of our clients in the furniture industry, specialising in stylish rustic and loft-style furniture. Its offer is aimed at customers looking for distinctive, attractive yet functional furniture that lets them create unique interiors with their own character and atmosphere. The showroom offers both classic and modern designer furniture suited to different rooms, such as the living room, kitchen or bathroom.The company is known for its fast, professional service, helping customers choose the ideal furniture for their needs. As an industry leader, the client is aware of the need to adapt to changing market conditions and use innovative marketing strategies to maintain its position.In this case study we present how we used a Google Ads campaign to increase our client's business profitability, achieving success in an increasingly competitive furniture market.As an advertising agency we had to face a range of challenges to achieve better profitability for our client's online furniture store and the right ROAS.Below we set out the key challenges we encountered:

• Growing competition: As the furniture market becomes more competitive, especially in e-commerce, increasing our client's visibility among the competition was a significant challenge.
• Reaching the right target group: Understanding and defining our client's target group in order to deliver focused, effective marketing messages.
• Effective budgeting and resource allocation: Optimising campaign spend to ensure the highest return on investment and keep costs under control.
• Adapting to changing market trends: Rapidly adjusting to new trends and customer preferences so as to offer products and services that meet their expectations.
• A client who had previously struggled to achieve profitability with Google Ads. Before working with us the company had tried many marketing strategies but had not achieved satisfying results. Given the client's bad experience, it was essential to deliver satisfying results in a relatively short time.

Within this case study we set the following goals for our furniture industry client in order to increase the profitability of their business:

• Traffic: One of the main goals was to increase traffic to the client's website in order to attract more potential customers. That would translate into more interactions with the store's offer and therefore growth in conversions and sales.
• Visibility: The second goal was to increase the visibility of the client's furniture store in search engines and across various digital platforms. Improving brand visibility was aimed at strengthening its market position and attracting the attention of new customers who might be interested in the store's offer.
• Revenue growth: Ultimately, our main goal – and of course our client's – was to increase revenue on the website through effective marketing strategies. Achieving revenue growth would translate into better profitability, allowing the company to grow and expand further.

To increase traffic, visibility and revenue for the client, we took the following steps:

• In-depth competitor analysis: We conducted detailed market research to understand competitors' activity and strategies and identify potential gaps and opportunities for our client's online store.
• Product price analysis: We examined the price competitiveness of the products offered on the client's site in order to match the marketing strategies to the value of the furniture offered.
• Selecting products to promote: We analysed the store's range to choose the right products to promote in the Google Ads campaigns – those with the greatest potential to attract customers' attention.
• Implementing Performance Max campaigns: We built the initial campaign structure, focusing on promoting selected products, which was to help increase traffic and revenue.
• Matching assets to the products: We selected the right assets, such as images and descriptions, so the campaigns were closely matched in messaging and attracted potential customers' attention more effectively.
• Optimising the campaign structure: At a later stage, based on the ROAS achieved, we split the campaign structure, applying different marketing strategies to different product groups.
• Excluding ineffective products: We systematically excluded ineffective products from the campaigns, replacing them with new ones with better profitability potential, as part of a specially prepared strategy.

The results of our Google Ads marketing work in the furniture industry:

• ROAS: We achieved a high ROAS of 1842%, meaning every złoty spent on the campaign earned PLN 18.42.
• Higher revenue: As a result of our work, the store's revenue increased by 293%, showing significant growth in sales and in the company's profitability.
• More transactions: In addition, the number of transactions made by customers rose by 309% compared with the period before our campaigns launched. That clearly shows the strategies applied attracted customers' attention and translated into more successful purchases in the store.

If your company is also looking for effective digital marketing solutions, we are at your disposal. We have extensive experience and experts ready to develop and implement individual strategies that will help you reach your business goals.Whatever industry you work in, our team takes on any challenge to turn marketing activity into measurable results.