Advertising for furniture and home furnishings
They browse for months. They buy once.
The goal is for the advertising to see every order, including the one that was completed in the showroom five weeks later. The mechanism is called “the whole order back into the account”.
Request a quoteWhy the account shows less than it brings in
With a long decision cycle, reporting lags behind the sale.
01
The window is shorter than the decision
A purchase five weeks later is not attributed to the ad that started it. The campaign looks like a loser in the account while it is bringing money into the till.
02
The sale is completed in person
The customer sees the ad, comes to the showroom and buys there. If that does not come back into the account, the algorithm optimises on a small part of the revenue.
03
The catalogue sells the cheap items
A full feed in a dynamic ad pushes items with a low price and a low margin. Revenue grows, profit stays where it was.
The mechanism
The whole order goes back into the account
First I measure the real path from first contact to payment. Then the ads are set up around it.
- The window follows the real cycleThe number of days between first contact and order is measured before deciding which window the result is read over.
- Offline sales come back inOrders from the showroom and by phone go in as offline conversions. Only then does the advertising see the whole picture.
- The catalogue is segmented by marginSeparate product groups for the high-value items, so the cheap ones are not sold instead of the profitable ones.
- Reporting by POAS, not just ROASReturn multiplied by margin. The number that tells you whether you are making a profit, not just whether you are turning over revenue.
Proof
From the portfolio
Public cases with verifiable numbers, each with an open case study.
The first step
Audit within 7 working days
First I review the account, the product feed, the website and the tracking. Where data is being lost and where money is being lost.
- You receive a PDF and an online meetingThe findings and recommendations presented in person, not an automatic report from a tool.
- Conclusions in days, not monthsThe findings are ready within the audit period, not after a quarter.
- The value is deducted in fullIf the work continues, the full value of the audit is deducted from the contract price, with a minimum term of three months. This applies if the contract is signed within 30 days of the audit.
- All I ask of you is read accessThe ad accounts and the website remain yours. Nothing changes without your decision.
Which channel for what
| Meta | It shows the furnishings in a setting. This is where desire is created and where the audience that will buy a month later is built. |
|---|---|
| Google and Shopping | It catches the specific search — model, size, material. It is switched on only where the search volume has been measured. |
| Dynamic remarketing | A long buying decision runs through dozens of visits. Catalogue advertising keeps what the person viewed in front of them until they decide. |
When I am not the right choice
- If the margins by product group are left out of the conversation. Revenue can grow while profit falls.
- If the product feed cannot be kept up to date. An ad for a sold-out item burns budget and loses customers.
- If the result has to be read on day fourteen. With this decision cycle, that number means nothing.
I work personally on every account. This limits the number of clients I take on at the same time, and it is the reason this list exists.
