~15000
Avg. Order Value
Industry: Office/home furniture
Tools Used: Google Analytics 4, WooCommerce, Google Sheets
Brand Overview
A leading D2C furniture brand selling:
Ergonomic office chairs
WFH tables and chairs
Living room furniture
With an Average Order Value (AOV) of ₹15,000, the brand needed efficient ad spend to sustain profitability at scale.
The Challenge
Despite steady ad efforts, the ROAS remained around 7 from February through early April. High ACOS (24% in Feb) also limited the ability to scale ads.
Broad, sitewide campaigns were not converting efficiently.
No visibility into which categories were profitable.
Product creatives lacked custom differentiation for performance marketing.
The Goals
Break past the 7 ROAS ceiling.
Reduce ACOS to sustainable levels (<10%).
Identify and scale winning product categories.
Build a scalable campaign structure that could support a higher ad budget.
Strategy & Action Taken
Category-Specific Campaign Structure
Broke down ad campaigns by category: office chairs, tables, etc.
Each campaign had its own ROAS target %
Enhanced Creative Strategy
Designed custom product visuals (better angles, context shots) specifically for ads
Highlighted high-selling products were not featured prominently on the website
Attribution Fixes in PMAX
Improved tracking and signal clarity in Google Performance Max campaigns
Optimised segmentation and feed rules to reflect user behaviour better
Platform Focus
Focused purely on Google Ads (PMAX + Search), no distractions from other channels
Also optimised PDPs for speed and mobile view to boost conversions.
Key Results
Impact
The client increased their ad budget 3x (from ₹50K to ₹1.5L+) in 3 months, reflecting confidence in the campaign structure and strategy.
Key Takeaways
Moving away from broad campaigns to category-specific targeting boosts efficiency
Custom creatives tailored for performance can drastically improve ROAS
When managed properly, Google PMAX + Search synergy is extremely scalable
A strong attribution layer enables smarter scaling, not just budget dumping