Client Snapshot
- Industry: Home Decor and Furniture
- Business Model: Direct to Consumer
- Primary Goal: Conversions and overall national brand awareness.
- Ad Platforms: Meta Ads, Google Ads
The Challenge
The primary challenge was generating consistent online sales and building the e-commerce arm of the business.
While the client operated a successful brick-and-mortar store in a premium location within a major city—and enjoyed strong local brand recognition—they had limited national visibility and minimal online sales traction. The objective was to expand beyond the local market and drive nationwide demand, all while operating under a tight budget constraint of approximately $1,000 per month.
The Strategy
Platform Selection & Role Definition
We assigned clear, distinct roles to each platform based on historical performance patterns and budget efficiency:
- Meta Ads: Top-of-funnel traffic and brand awareness
- Google Ads: Primary driver of high-intent conversions
Budgets for both platforms ranged from $5-25$/day
Meta Ads Approach
Objective: Traffic and brand awareness
We launched Meta with traffic campaigns, A/B testing two creatives. After a 10-day testing period, we paused the lower-performing ad set and continued running the stronger creative to gather engagement and audience data.
After approximately one month, performance indicated that Meta was effective for awareness but less efficient for direct conversions within the given budget. As a result, we paused Meta entirely and reallocated spend toward Google, where purchase intent was a lot stronger.
Google Ads Approach
Search Campaign
We began with a Google Search campaign to:
- Capture immediate high-intent demand
- Generate early conversion data
- Feed the Google algorithm with quality signals
This phase laid the groundwork for scalable performance.
Performance Max Campaign
One week later, we launched a Performance Max campaign, leveraging the learnings and signals from Search. Conversions began appearing shortly after launch, driven by a combination of:
- Strong search intent data
- Competitive product pricing
- Optimized product feeds
Product-Specific Performance Max Campaign
After roughly two weeks of running Search and Performance Max concurrently, results were strong overall, but higher-margin products were underrepresented in sales volume.
To address this, we launched a separate, product-specific Performance Max campaign focused on higher-margin SKUs. This campaign delivered strong early results and helped increase Average Order Value (AOV) while maintaining efficiency.
Results
