INDUSTRY:
Furniture E-Commerce
CLIENT:
Online Furniture Retailer 🔒
EXPERIENCE:
ROAS Optimization
E-Commerce
about.
An online furniture store with higher average order values. The objective was to improve conversion value per cost while keeping purchase volume stable. The focus was profitability and efficiency, not maximizing traffic.
challenge.
Long consideration cycle
Furniture shoppers browse and compare for longer, so a big share of traffic is research-driven and not ready to buy.
Catalog dilution risk
With many products, Shopping and Performance Max can spread spend across weak categories and long tail items, which quietly drags down conversion value per cost.
Control needs
The account needed clear decisions on where to invest more and where to constrain, based on value efficiency signals rather than click volume.
solutions & results.
Built a clean campaign setup
Ran a high-intent Performance Max focused on best sellers and top categories, kept a separate Performance Max for discovery with a controlled budget, and kept Brand Search always on to protect the easiest conversions.
Prioritized the right products
Made sure spend went mainly to the categories and SKUs that return the most value, and limited long tail products that were spending without paying back.
Improved feed matching
Standardized product titles and categories so ads matched how people search furniture, especially around product type, size, and material.
Optimized for value, not clicks
Used conversion value efficiency to guide budget moves, scaling what holds performance and keeping discovery spend under control.
