Furniture Brand Meta Ads Case Study - 5.1x ROAS

Overview

A furniture company came to us with an active Meta account that had poor cost efficiency. Some campaigns were generating high volumes of low-intent traffic at very low cost, while others were reaching higher-intent audiences but with inefficient creative that hadn't been refreshed. Revenue had plateaued. We audited the account, restructured the campaign architecture, and built a funnel that matched the right audience with the right message at the right stage. The furniture company advertising results have been strong: across the campaign period, revenue has grown substantially and continues to improve.

The Challenge

The furniture category on Meta requires a considered approach. Furniture is a higher-consideration purchase with a longer decision cycle than impulse categories. The existing campaigns were not structured to account for this. Broad low-cost awareness campaigns brought in traffic that didn't purchase. Narrow retargeting campaigns had strong intent but were leaking budget on stale audiences and generic creative that didn't differentiate the brand's product range.

The result was an account that looked busy but generated inconsistent purchase volume and a cost per purchase that made scaling unprofitable.

Our Approach

We mapped the existing campaigns to their actual funnel position and rebuilt the budget allocation logic to match purchase intent, not just traffic cost.

• Full account audit across all active campaigns and ad sets
• Funnel restructure: low-cost broad campaigns repositioned as awareness only
• Bottom-funnel retargeting rebuilt with fresh product-focused creative
• Catalog ads introduced for product page viewers and add-to-cart abandoners
• Budget shifted to favor high-intent ad sets based on actual purchase data
• Meta ads creative testing cycle introduced with purchase cost as the primary evaluation metric

Execution

The audit identified two distinct campaign clusters. One cluster was generating significant traffic volume at very low cost but producing almost no purchases. These were repositioned as top-of-funnel brand awareness, with no purchase objective and no budget pressure to deliver conversions. The other cluster had better purchase intent but was underperforming because the creative hadn't been refreshed in months. We introduced new product lifestyle creative, split-tested catalog format against single-image ads, and rebuilt the audience list to exclude recent purchasers.

As this Facebook ads scaling case study shows, the bottom-funnel campaigns began delivering purchases at a consistently low cost per transaction as the campaign progressed. Dynamic product retargeting became the most efficient campaign in the account and was scaled accordingly.

The Results

ROAS improved to a strong level and our work to reduce cost per acquisition through Facebook ads delivered: cost per purchase stabilised well within profitable thresholds. Across the campaign period, revenue has grown significantly from where it started, with each cycle improving on the last. The account now operates with a clear funnel logic: broad traffic at the top feeds a well-structured retargeting layer that converts at a predictable cost. The client has a scalable channel with a defined acquisition cost they can plan against.