Strictly Beds and Bunks: First Google Ads Campaign Delivered 9.31x ROAS
Strictly Beds and Bunks (strictlybedsandbunks.co.uk) — a UK e-commerce retailer specialising in beds, bunk beds, and bedroom furniture — had only ever run Facebook ads. We built their first Google Ads programme from scratch and the results spoke for themselves.
Clicks
Conversion Value
ROAS
Ad Spend
Client
Strictly Beds and Bunks
strictlybedsandbunks.co.uk
The Challenge
What We Were Dealing With
Strictly Beds and Bunks had been running Facebook ads as their sole paid acquisition channel. While Facebook drove some brand awareness and impulse purchases, the team had never tested Google Ads and was unsure whether search-based advertising would work for a high-AOV bedroom furniture 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 team was nervous about wasting budget on a new, untested channel — especially in a long-consideration furniture purchase cycle where buyers research extensively before converting.
Our Strategy
How We Did It
Google Merchant Centre Setup & Feed Optimisation
We built the product feed from scratch for Strictly Beds and Bunks, optimising titles with search-relevant keywords (bunk bed configurations, mattress sizes, bedroom storage variants), 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 — important for a UK furniture brand competing against generic retailer search terms.
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 (e.g. excluding upholstery and dining-room queries that weren't part of the SBB range).
Conversion Tracking & Attribution
We set up enhanced conversions and server-side tracking to capture accurate revenue data. This was critical — without proper tracking, the team would have had no visibility into which products and campaigns were actually driving revenue, and the long furniture purchase cycle would have masked attribution.
The Results
What We Delivered
Within the first month of running, the campaign delivered 10.6K clicks at £7.2K spend, generating £51.7K in tracked conversion value — a 9.31x return on ad spend. Strictly Beds and Bunks were so pleased with the initial results that they immediately increased budget. They've had to increase warehouse capacity to cope with demand. Visit strictlybedsandbunks.co.uk to see the live store.
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 for high-AOV furniture buyers.
Feed quality is everything in Shopping
The difference between a poorly optimised feed and a well-structured one can be 3-4x in ROAS. For furniture, attribute precision (size, material, configuration) is non-negotiable.
Start conservative, scale with data
We didn't guess — we let the data tell us where to increase spend. Particularly important on a long-consideration purchase cycle where early signals can mislead.
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