Case study · Furniture & Homeware
Creation Furniture
Ongoing
- Conversion rate uplift
- +100%
- Average order value
- +34%
- Cost per acquisition
- -64%
- Return on ad spend
- 2.4x
- Period
- Post-restructure period against the preceding equivalent period. Observational comparison, not isolated incremental lift.
- Basis
- Conversion rate moved from 0.7% to 1.4%. Average order value and cost per acquisition measured on the restructured account.
- Source
- Client account data.
Interrogate this case study
Go on, ask.It settled at 2.4x on the restructured account. The more important movement sat underneath it: conversion rate doubled, average order value rose 34% and cost per acquisition fell 64% against the preceding equivalent period.
The account comparison shows better conversion rate, order value and CPA after the changes. It does not isolate how much each change contributed or establish incremental profit.
Stopped treating high traffic as healthy performance. The account had been collecting browsers with no near-term intent to buy and paying for them twice.
That outcome cannot be known from a before-and-after account comparison. The documented concern was missing product information and a mismatch between the account and longer-consideration purchases.
01
Situation
Creation Furniture had brand awareness and traffic. What it did not have was a Google Ads account that respected how people actually buy a hardwood dining table.
Dining tables were being bought like impulse purchases, so the account collected browsers and paid for them twice.
02
Diagnosis
High traffic was being read as healthy performance. The audience was largely inspiration seekers with no near-term intent to buy.
The product feed was missing the detail a high-ticket buyer needs to commit: dimensions, wood finishes, and lifestyle context. Friction sat exactly at the decision point.
03
Decision
The callSeparate intent from interest and assess return visits alongside the information buyers need before a furniture purchase.
Brand positioning and product messaging were left alone. The problem was acquisition structure, not the proposition.
04
Execution
Campaigns rebuilt around purchase intent, separating inspiration seekers from ready-to-buy customers.
Feed enriched with dimensions, finishes and lifestyle imagery to remove pre-purchase friction.
Messaging reviewed for buyers returning during a longer consideration cycle.
05
Result
Conversion rate doubled, average order value rose 34%, and cost per acquisition fell 64%, against the preceding equivalent period.
Return on ad spend settled at 2.4x on the restructured account.
06
Principle
When the consideration cycle is long, the first click is not the sale. Paying properly for the return visit was cheaper than paying repeatedly for the first one.
The Numbers
Performance transformation across key metrics
"They've supported us in enabling real growth, not just through innovative approaches but also by always being transparent and offering clear guidance when we needed it most."
Paweł Lenarcik, Marketing Director, Creation Furniture
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