Google Ads Case Study for Furniture Business16 Business Leads at $84.64 Each

A single commercial order, such as furnishing an office floor, a hotel or a restaurant, can be worth many times more than a retail sale. That means a B2B furniture company can afford a higher cost per lead, as long as the leads come from real business buyers.

The challenge is that most people searching for furniture are consumers. The account has to be built so that ads show for trade and bulk searches, and stay away from retail shopping searches from the first day.

• 16 conversions in 30 days
• $84.64 average cost per conversion
• $1.35K total ad spend for the period
• $4.09 average cost per click, which works out to roughly 330 clicks
• Roughly 1 in 20 clicks turned into a conversion

• Keywords focused on commercial intent, such as office furniture supplier, commercial furniture, bulk furniture, hotel furniture and restaurant furniture
• Separate ad groups for different buyer types, such as offices, hospitality, education and project or contract furniture
• Ads written around what business buyers care about: bulk pricing, delivery and installation, lead times and custom options
• Location targeting matched to the areas the company can deliver to
• Ad schedule focused on business hours, when trade buyers are most likely to search and call

A shared negative keyword list stopped ads from showing for searches that rarely become business customers, including single-item and cheap furniture searches, second-hand and used furniture, DIY and assembly guides, big retail store names, and furniture jobs. The search terms report is reviewed every week to keep adding new ones.

• Quote and enquiry forms tracked only on a confirmed submission, through Google Tag Manager
• Calls from ads and calls from the website counted as conversions
• Enhanced Conversions for Leads used so enquiries still match back to the ad click when cookies are limited
• Every conversion action checked so the same lead is never counted twice

B2B furniture deals often take weeks to close. The next step is to report back which enquiries became quotes and signed orders, with their value. Importing those outcomes into Google Ads lets bidding favour the searches that bring in larger commercial orders, not just more form fills.