Wooden home furnishings manufacturer

About the industry

The wooden home furnishings market in Poland

Home furnishings made of natural wood are a premium segment at the intersection of craftsmanship and design. Customers choose wood deliberately — for quality, durability, and aesthetics — which translates into a higher average order value and a longer, more considered decision process than in mass-market furniture e-commerce.

After 2020, interest in home decorating and natural materials rose markedly. This is a market where the edge comes not from the lowest price but from product presentation, trust in the manufacturer's brand, and consistently reaching customers willing to pay for quality.

Online marketing challenges

• A higher order value and a longer decision process — the customer compares and returns before buying
• Competition from mass-market furniture stores fighting on price for the same phrases
• The need to communicate quality and material provenance, not just price
• A highly visual product — presentation in ads and on the website directly affects sales
• A focus on profitability rather than volume — it is easy to burn budget on low-intent traffic
• Seasonality of home furnishings purchases (renovations, holidays, moves)

Market context

• Growth in spending on home decorating and furnishings, entrenched after 2020
• Growing interest in natural, durable materials at the expense of mass-produced goods
• A shift of home furnishings purchases, including higher-end ones, to the online channel

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

About the client

A manufacturer and seller of wooden home furnishings. A higher average order value and a focus on profitability rather than transaction volume.

The challenge

Solutions we implemented

• Maximizing profitability on a stable budget
• Increasing the average order value
• Month-to-month predictability of results

Execution

How we did it

1. 1

   Account audit and revenue measurement

   We based measurement on order value, which allowed campaigns to focus on the most profitable assortment.

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 organized the assortment by margin, directing funds where the return is highest.

6. 6

   Disciplined budget management

   We run campaigns on a stable, evenly distributed budget, avoiding costly spikes and maintaining a high return.

7. 7

   ROAS-based strategies

   Smart bidding aimed at a target ROAS keeps profitability at a very high level.

Results

Measurable outcomes

Data from the client's Google Ads account. Relative values and ROAS multiples. Low budget volatility is proof of disciplined account management.