Furniture Company Growth Case Study

CHALLENGE

SOLUTIONS

SUCCESS

In January 2024, I assumed responsibility for managing the Google Ads account of a Custom Furniture company. Due to irregular maintenance, the account's performance had declined steadily over the past few months. The account was generating an average of 30-40 leads per month, accompanied by a rising cost per conversion. The primary goal was to improve performance by boosting lead generation through Google Ads advertising while decreasing the cost per conversion.

I reassessed the negative keyword lists, removing overly restrictive terms. I tested reactivating previously successful keywords. I paused expensive keywords and ads which were driving up costs. Additionally, I analysed converting search terms and conducted keyword research to create new ad groups. Finally, I conducted A/B split tests on new ad copies, with different Unique Selling Points and customer testimonials in descriptions.

• Boosted lead conversion rates by 136% in a 4 month timeframe. This was achieved by re-evaluating negative keywords, adding new keywords and A/B split testing new ad copy, with additional unique selling points (USPs) and customer testimonials in descriptions.

• Decreased Search lost IS (rank) by 38%, improving the overall Impression Share by 30% in a 4 month timeframe. This was achieved by A/B split testing more relevant ad copy which improved the expected CTR, and ad relevance quality scores.

• Reduced the cost per conversion by 20% in a 4 month timeframe. This was achieved by boosting conversions, reducing irrelevant traffic through negative keywords and pausing expensive ads and keywords.

• Exceeded furniture industry conversion rate benchmarks by 200%.