Premium furniture store

About the industry

The premium furniture market in e-commerce

High-end furniture is a segment where a single transaction has a high value, and the customer takes weeks to decide — comparing materials, styles, and reviews, often visiting the store multiple times before purchasing. It is a completely different rhythm than impulse-driven sales.

The online furniture market has matured — customers are increasingly willing to buy even expensive furniture without visiting a showroom, provided the brand inspires trust and the product presentation is polished. This requires campaigns focused on traffic quality and order value, not just click volume.

Online marketing challenges

• A high basket value and a long, multi-stage customer decision process
• Multiple visits before purchase — a key role for path measurement and remarketing
• Strong competition from large furniture chains and marketplaces
• A highly visual product — presentation quality directly affects conversion
• Seasonality and dependence on renovation cycles and moves
• Delivery costs of oversized furniture influencing the purchase decision

Market context

• Growing acceptance of buying more expensive furniture fully online, without a showroom visit
• Increased spending on interior design and higher-end furniture after 2020
• A growing role for brand, reviews, and product presentation in the purchase decision

We present market context descriptively, based on well-established industry trends — without quoting unverified figures.

About the client

An online store offering premium-segment furniture. A higher basket value and a longer customer decision process demand precise campaign management.

The challenge

Solutions we implemented

• Increasing sales in the premium segment
• Growing order value and volume
• Maintaining high profitability

Execution

How we did it

1. 1

   Account audit and revenue measurement

   We implemented order value measurement as the basis for optimization in the premium model.

2. 2

   Migration to ICBM Polska CSS

   We migrated the Shopping campaigns to ICBM Polska CSS (Comparison Shopping Service). As a result, Shopping ads are served at a lower effective cost per click, which directly improves sales profitability.

3. 3

   Conversion measurement in Campaign Manager 360

   We implemented Campaign Manager 360 with Floodlight tags, ensuring precise conversion measurement independent of any single platform. This is the foundation of reliable data on which we base every optimization decision.

4. 4

   Campaign management in Search Ads 360

   We run and optimize campaigns through Search Ads 360 — a platform that lets us manage budgets and bid strategies at scale and respond to performance changes faster than in the standard interface.

5. 5

   Product feed and campaign structure

   We built the Search and Performance Max campaigns around the most profitable collections.

6. 6

   Smart bidding strategies

   We tuned target-ROAS strategies to the longer purchase path of the premium customer.

7. 7

   Continuous optimization

   Creative tests and search query analysis steadily increase order volume and value.

Results

Measurable outcomes

Data from the client's Google Ads account. Relative values and ROAS multiples only.