— English
Robust ROAS Growth for a US Outdoor Furniture Retailer
Client
The client is a US outdoor furniture retailer specialising in all-weather wicker patio and dining collections — a seasonal category where feed quality and campaign structure determine profitability.
Challenge
Outdoor furniture sellers like the client face a highly competitive market, with numerous brands vying for attention, making it difficult for any single retailer to stand out. A diverse product range — from patio sets to weather-resistant cushions — adds complexity, since each category needs unique targeting and messaging. And in a visually driven industry, high-quality images are essential to attract customers, as aesthetic appeal heavily influences purchasing decisions. Together, these factors make digital advertising for outdoor furniture both challenging and crucial.
Approach
To tackle these challenges and drive measurable results for the client, we developed a robust Google Ads strategy focused on the following components:
- Performance Max with product-specific feed-only asset groups. We launched PMax with feed-only Asset Groups per category — patio sets, dining collections, accessories — focusing on Google Shopping and Dynamic Remarketing to gather quality data on purchase-ready audiences, then expanded successful groups with tailored headlines, descriptions and images across Search, Display, YouTube and Discovery.
- Audience signals tailored to outdoor enthusiasts. Custom signals targeted people interested in outdoor living, home improvement and interior design, guiding Google's AI to attract high-quality leads likely to engage with the brand.
- Device-specific ad groups. Separate mobile and desktop ad groups — concise messaging for quick mobile engagement, detailed information and high-resolution images on desktop — ensured optimal communication and presented the client as professional and trustworthy.
- Dynamic Search Ads to capture niche searches. DSAs automatically generated ads from website content to capture long-tail terms like "all-weather wicker patio sets" or "outdoor dining furniture," expanding reach without exhaustive keyword lists.
- Responsive Search Ads for continuous optimization. RSAs tested multiple headlines and descriptions so Google's machine learning could find the most effective combinations, adapting to market trends and diverse audience segments.
- Remarketing Lists for Search Ads (RLSAs). RLSAs re-engaged previous visitors who hadn't converted with tailored ads highlighting recently viewed products or special promotions, encouraging return visits and conversions.
- Enhanced product feed optimization. We enriched the feed with detailed attributes — material, dimensions, style — plus high-quality images, improving Shopping visibility and giving customers the information to make informed decisions.
- Geo-targeted ads aligned with seasonal demand. Analyzing regional search trends, we promoted weather-resistant furniture in high-rainfall areas and UV-protected materials in sunny regions, aligning products with local needs and lifting relevance.
- Seasonal campaign adjustments. We adjusted bids and budgets to seasonal demand, allocating resources to peak periods like spring and summer when interest in outdoor furniture surges to maximize ROI.
- Ad extensions to highlight unique selling points. Extensions showcased free shipping, customization options and eco-friendly materials, adding value propositions directly within ads to lift click-through and engagement.
- Competitive analysis for strategic positioning. Analysis of competitors' strategies surfaced market gaps, informing ad copy and targeting that emphasized superior craftsmanship and exclusive designs.
- Continuous performance monitoring and optimization. We monitored campaigns closely and used data-driven insights to refine targeting, bidding and creative — an iterative process that sustained growth and maintained a strong ROAS.
Results
By implementing this multifaceted strategy, we successfully scaled the client's Google Ads campaigns, achieving significant growth while maintaining a robust ROAS. Our tailored approach addressed industry-specific challenges, enhanced brand visibility and drove conversions — solidifying the client's position as a leader in the outdoor furniture market.