Google Ads PPC Case Study Furniture Store

Company Goals

When this furniture store approached us, they’d already been running Google Ads for a year. 

Over the course of that year, they had built 5 separate campaigns, but none of these campaigns had garnered the results they had wanted. 

The month before we started managing the account, the campaigns had only generated 2 Leads with an average Cost Per Lead at $832.05. 

This low lead volume and high CPL had encouraged the company to reach out to us, and after an audit of the account, we were confident that we could bump down the CPL and boost the number of leads.

The Build

One of the first things we noticed during our audit was that the company was getting a lot of traffic from people searching for clothing fabric. 

This was due to search terms like “Designer Fabrics” which were not specific enough to target users who were interested in the types of fabric that this furniture company sells. 

Another reason that this account was hemorrhaging money on unqualified clicks was because there were only 15 Negative Keywords in the entire account. 

Thus, our major initiative in rebuilding this account was to compile a list of specific long-tail KWs that captured the products and services that this company offers; we also focused on excluding unqualified traffic with a thorough list of negative KWs. 

After running some volume estimates, we came up with a list of 38 KWs that we were confident would drive qualified traffic to the website. 

In addition, we compiled several hundred negative KWs and wrote some ad copy that highlighted the client’s years of experience and expertise.

Furniture Store Google Ads Case Study

Launch & Optimization

As the chart above illustrates, we saw a steady drop in CPL and a steady rise in lead volume once we launched the new campaigns at the end of November. 

Moving forward, these trends have continued over the course of several months. 

During the month of March, we achieved 70 Conversions with an average CPL of $22.65, which marked a huge improvement over the 2 conversions the account received at an average CPL of $832.05 during the month before our management.


Needless to say, the client was super pumped to see a high volume of qualified leads rolling in at such a steady and affordable rate. 

As a result, their phone started ringing a lot more and the amount of business they were receiving increased substantially. 

This increase in leads not only helped drive people to their store, but also triggered dozens of awesome Google reviews from satisfied customers. 

By handing their Google PPC over to us, we were able to increase their customer base, which allowed the furniture store to focus on what they do best: custom furniture design and upholstery. 

If you think that your company could benefit from similar results, get in touch with us today!