From £0 to £100k/Month:
How Google Ads Fueled Rapid Growth for a Furniture Brand

THE GROWTH

£0 to £100k
/month

THE WIN

£100k
In a Single Month

Revenue Surge

7Figures in Sales
From Last Year

Niche

Furniture

Services

Paid Social

  • Challenge

The client, a new furniture brand specializing in wardrobes, sofas, and beds, had no prior experience with Google Ads and was starting from scratch. The goal was to scale their business rapidly while targeting new customers and controlling advertising costs.

  • Bussfly's Solution: Leveraging Google Ads to Drive Growth




We implemented a strategic mix of Google Search, Performance Max (PMAX), and Shopping Ads, focusing on optimizing for conversions while growing brand awareness.

  • Strategy Breakdown

  • Search Ads: We focused on high-intent Google Search ads targeting keywords such as “luxury wardrobes,” “modern sofas,” and “king-size beds.” This helped us capture ready-to-buy customers who were actively searching for these types of products.                                                    
  • Performance Max (PMAX) Ads:
  • We utilized PMAX to extend the brand’s reach across all of Google’s platforms, including YouTube, Display, and Gmail. To ensure we were acquiring new customers, we excluded branded search keywords from PMAX. This exclusion helped avoid overlap with users already familiar with the brand, allowing us to focus on targeting fresh audiences.                                                    
  • Shopping Ads: Google Shopping Ads were crucial for driving visibility and conversions. By showcasing the client’s furniture directly in search results, we made it easy for potential customers to compare products and pricing, which led to increased purchase intent.

  • Optimization Process: From Auto Bidding to Manual Control

We began with auto bidding to let Google gather essential data on audience behavior and performance. Once enough data was collected, we transitioned to manual bidding to fine-tune campaign performance, improve cost control, and achieve targeted results.

  • Scaling Strategy

  • Audience Segmentation:
  • We split campaigns by product category (wardrobes, sofas, beds), ensuring that ads were tailored to the specific needs and preferences of each audience.                                                            
  • Creative Testing: We continuously tested different ad creatives and messaging to optimize performance.                                                                                                                                                     
  • Exclusion of Branded Keywords: By excluding branded keywords from PMAX, we ensured that the campaigns focused on acquiring new customers rather than retargeting those who were already familiar with the brand.

  • Results

By implementing this approach, the client grew from £0 to £100k/month in revenue through Google Ads. Key metrics include:

  • ROAS (Return on Ad Spend): Achieved a 9.5x ROAS within the first six months.
  • Revenue Growth: Scaled to £100k/month entirely from Google Ads in less than a year.

  • Black Friday Strategy: Capitalizing on Peak Sales

For Black Friday, we developed a strategy to maximize sales during the high-traffic season:

  1. Pre-Sale Teasers
    • Countdown Timers: Added to Shopping Ads to create urgency and build anticipation.
    • Early Campaigns: Launched PMAX and Search teaser campaigns weeks ahead of the sale, focusing on driving traffic and interest for Black Friday offers.

  2. Aggressive Bidding on Key Products
    On the day of Black Friday, we increased bids on high-converting keywords and popular products to ensure top placement and visibility.

  3. Exclusive Offers
    We promoted limited-time offers such as “buy one, get one free” and free delivery prominently across all ads and listings.

  4. Post-Sale Retargeting
    After the sale, we retargeted users who had shown interest but hadn’t purchased, and also promoted complementary products to existing buyers.

  • Black Friday Results

  • Sales Growth: 320% increase in sales compared to the previous month.

  • Record ROAS: Achieved a 14x ROAS during the Black Friday period.

  • Customer Acquisition: Acquired hundreds of new customers, driving sustained growth beyond the sale.

  • Key Takeaways

  • Starting with auto bidding helped gather essential performance data, which allowed us to switch to manual bidding for better cost control and targeted results.

  • Excluding branded keywords from PMAX ensured that the focus remained on acquiring new customers, driving growth beyond existing brand familiarity.

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