Ecom Success: First Google Ads Campaign for a Furniture Brand
A furniture brand that had only ever run Facebook ads. Their first venture into Google Ads — and the results spoke for themselves.
Clicks
Conversion Value
ROAS
Ad Spend
The Challenge
What We Were Dealing With
This furniture brand had been running Facebook ads as their sole paid acquisition channel. While Facebook drove some brand awareness and impulse purchases, the client had never tested Google Ads and was unsure whether search-based advertising would work for their product range.
Their average order value was healthy, but they had no Shopping feed set up, no conversion tracking configured, and no understanding of which products had search demand. The client was nervous about wasting budget on a new, untested channel.
Our Strategy
How We Did It
Google Merchant Centre Setup & Feed Optimisation
We built the product feed from scratch, optimising titles with search-relevant keywords, cleaning up product categories, and ensuring all required attributes were correctly populated. We segmented the feed by product margin to prioritise ad spend on the most profitable items.
Campaign Structure Design
We created a multi-layered campaign structure: a Performance Max campaign covering Shopping and Discovery placements for top-performing products, and standard Shopping campaigns for the broader catalogue. We separated branded and non-branded search to control spend allocation.
Bid Strategy & Budget Allocation
Started with Target ROAS bidding at a conservative target, then gradually opened up as data accumulated. We front-loaded budget on the highest-margin product categories and used negative keywords to eliminate irrelevant furniture searches.
Conversion Tracking & Attribution
We set up enhanced conversions and server-side tracking to capture accurate revenue data. This was critical — without proper tracking, the client would have had no visibility into which products and campaigns were actually driving revenue.
The Results
What We Delivered
Within the first month of running, the campaign delivered 8.19K clicks at £5.56K spend, generating £39.8K in tracked conversion value — a 7.16x return on ad spend. The client was so pleased with the initial results that they immediately increased budget. They've had to increase warehouse capacity to cope with demand.
Clicks
Conversion Value
ROAS
Ad Spend
Key Takeaways
Lessons From This Engagement
Don't assume one channel is enough
Facebook worked for brand awareness, but Google captured people already searching with purchase intent — a completely different (and highly profitable) funnel stage.
Feed quality is everything in Shopping
The difference between a poorly optimised feed and a well-structured one can be 3-4x in ROAS.
Start conservative, scale with data
We didn't guess — we let the data tell us where to increase spend.
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