Our Client is a Polish brand offering furniture that combines fashionable design with an affordable price. Their portfolio includes beds, wardrobes, wall units, and complete kitchen sets. The company operates nationwide, providing not only shipping, but also assembly in selected locations.
Challenge: Burned budget and low advertising effectiveness
Before establishing cooperation, the store generated sales, but customer acquisition costs were too high, and the order volume – unsatisfactory.
The main problems we diagnosed:
- Low effectiveness: Previous ads were “random” – they lacked a coherent structure and a sales funnel.
- Lack of analytics: Decisions were made by intuition, and not based on hard data.
- Lack of scalability: When attempting to increase the budget, costs rose, and sales stood still.
Our task was to organize the chaos, build an advertising structure, and elevate online sales to a higher level.
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Our solution: “Full Funnel” Strategy
The first step was a Kick-off meeting, during which we learned about the detailed challenges and goals of the client. Then we proceeded to organize key technical and analytical elements. Instead of acting pointwise, we implemented a comprehensive strategy based on three pillars: technology, funnel structure, and creativity.
Step 1: Technical Foundations (Analytics)
Before spending a penny, we needed to be sure that we were correctly measuring results.
- We implemented the Facebook Pixel along with the API, which improved data quality and sealed their transmission in the era of GDPR and iOS14.
- We integrated the store with Google Analytics 4.
- We supported the implementation of Consent Mode 2.0, taking care of legal security.
- We organized the product catalog, which was crucial for dynamic ads.
Step 2: Campaign Structure (Sales Funnel)
We divided activities into stages to reach the customer at the right time:
- Top of the Funnel (ToFu): Acquiring new customers. We used the intelligent Advantage+ Shopping campaign, which, thanks to the use of machine learning algorithms, helped to reach the most valuable audiences while reducing the time needed for configuration.
- Middle of the Funnel (MoFu): At this stage, we focused on Traffic campaigns that generated new website traffic. These campaigns achieved great results, particularly in terms of landing page view cost, making them excellent support for sales activities.
Also, dynamic product ads along with reviews allowed for the presentation of a wide product catalog in Traffic campaigns and built interest among new users. - Bottom of the Funnel (BoFu): At the bottom of the funnel, we focused on dynamic remarketing, which reminded users of products they had previously viewed, encouraging them to return and complete their purchase. Remarketing played a key role in closing sales, especially for products with higher value, where the customer decision-making process is extended.
Step 3: Creations that sell
In the furniture industry, one “buys with their eyes”, but trust is also crucial. Therefore, in the ads we focused on:
- product videos and animations.
- social proof – we used real opinions and reviews of satisfied customers, which drastically increased trust in the brand.
In traffic campaigns, we changed the optimization to “landing page view”, which significantly increased the number of real website visits.
We tested different target audiences, including broad targeting and lookalike audiences, using purchasing data. We also started testing the Advantage+ algorithm from Meta, which allowed for better optimization and higher campaign effectiveness.
Results: The numbers speak for themselves
The effects came faster than the client assumed. Thanks to the optimization, not only did we increase sales, but we also lowered the cost of acquiring an order, which allowed for a safe increase in the advertising budget (from 5,000 PLN to 8,000 PLN per month).
Sales growth:
- In the analyzed period, we generated nearly 500 purchases from all sales campaigns.
- In the first optimization stage, we reduced the purchase cost by 50% thanks to the Advantage+ campaign, achieving a ROAS of 8.
- The remarketing campaign @ REM DPA generated over 120 orders with an average ROAS of 13.7. The purchase cost in this campaign was a half less than in prospecting campaigns.
Cost reduction and budget increase
- During the first 3 months of cooperation, the client increased their advertising budget from 5,000 PLN to 8,000 PLN thanks to the visible increase in sales.
- We reduced the average purchase cost from 219 PLN to 178 PLN, thanks to the introduction of optimization in the prospecting campaign for cost per purchase, while maintaining the same scale of sales, which allowed for an improvement in the average ROAS.
Long-term results
- Conversion campaigns achieved an average ROAS of 11-14, with higher results during periods of greater purchasing activity (e.g., holidays or seasonal sales).
- A stable level of sales allowed the client to develop their offer and introduce new products.
Additional effects:
- A noticeable increase in the number of phone calls from customers after contact with the ad, which indicates growing interest.
- We supported the client in adapting the store to Google Consent Mode 2.0, which ensured compliance with legal and technological requirements.
- Seasonality and optimization:
- Campaigns intensively managed and adjusted to the season (e.g., the holiday period) yielded higher results, both in terms of ROAS and the number of purchases.
- Cost optimization:
- A significant reduction in purchase cost as the campaign progressed shows that regular testing of creatives, formats, and target audiences brought the expected effects.
- Effective budget utilization:
- Despite differences in the monthly budget, the campaigns maintained a high level of profitability (ROAS). Scaling the budget in months with better results increased the total profit.
- Result variability:
- High variability between months emphasizes the need for continuous data analysis and adapting strategy depending on current results and market dynamics.
Highlight: A record Black Friday
Our greatest operational success was the campaign prepared for Black Friday. Thanks to precise planning and a perfectly matched offer, we broke the bank.
On the last day of the promotion, we achieved:
- ROAS: 65.37 on the last day of the promotion, making it the most effective campaign in the entire analyzed period.
- With a budget of just 190.90 PLN, we generated sales worth 12,479.90 PLN. Such a high result was the effect of good campaign optimization, effective creatives, and an adapted promotional offer, which ideally fit the needs of customers in this key purchasing period.
As you can see, in the furniture industry, you do not need gigantic budgets to achieve great results. All it takes is well-configured analytics, a well-thought-out advertising account structure, and continuous optimization, as well as the use of the latest technologies and well-planned activities at key moments (like Black Friday), to achieve impressive results. The client not only earns more, but also has stable ground for introducing new products and developing the business.
Do you want to repeat this success in your e-commerce? Contact us. We will analyze your business and prepare a strategy tailored to your goals.
