How Ben drove a 210% revenue increase for Furniture Cloud using Google Shopping, Search, and Remarketing
A UK-wide office and education furniture supplier with 3,200+ products - transformed from a single generic Shopping campaign into a precision-segmented, multi-channel revenue engine.
Increase in online revenue
Reduction in cost per sale
Return on ad spend
Conversion rate improvement
Products optimised
The client
Business
Furniture Cloud
UK office and education furniture supplier
Industry
E-commerce / Furniture
Office chairs, desks, storage, classroom furniture
Catalogue
3,200+ products
Free UK delivery, next day available, low price guarantee
Furniture Cloud provides the UK's largest selection of office furniture, office desks, office storage, and office chairs online, with many items available for next day delivery. They also host one of the largest ranges of school and educational furniture online, offering instant credit for schools, academies, colleges, and universities. Their product range spans office chairs from £49, office desks from £60, classroom furniture, school dining furniture, steel storage, and bespoke solutions with a full design and planning service.
The challenge
Before Ben took over, Furniture Cloud was running a single Google Shopping campaign with all 3,200+ products in one ad group. There was no segmentation by category, margin, or performance. The product feed contained manufacturer descriptions with no optimisation, and there were zero remarketing campaigns despite an average consideration period of 2-3 weeks for office furniture purchases.
What Ben found in the audit
- ✕Single Shopping campaign with 3,200+ products competing against each other for budget
- ✕Product feed using generic manufacturer descriptions with no keyword optimisation
- ✕No product segmentation - low-margin accessories eating budget from high-margin furniture
- ✕Cost per sale sitting at £23.50 - nearly 3x higher than it needed to be
- ✕Conversion rate of just 0.8% across all campaigns
- ✕Zero remarketing campaigns despite 2-3 week average purchase consideration period
- ✕No Search campaigns to capture high-intent branded and category-specific queries
- ✕Broken Google Merchant Centre feed with 340+ disapproved products due to missing data
- ✕No custom labels to prioritise bestsellers or high-margin products
- ✕Budget split evenly across all products regardless of profitability or demand
The core issue was treating 3,200+ products identically. A £49 classroom chair and a £2,000 executive desk were given equal budget and bidding - which meant the low-value items consumed most of the spend while high-value items barely received visibility in search results.
The strategy
Ben's strategy was built on three pillars: fix the feed, segment the campaigns, and capture abandoned visitors through remarketing. For an e-commerce business with thousands of products, the Google Merchant Centre feed is the foundation of everything.
Product feed optimisation
Ben rebuilt the entire product feed from the ground up. Every product title was restructured to lead with the most searched terms, followed by key attributes:
- Title formula: [Product Type] + [Brand] + [Key Feature] + [Colour/Material] (e.g., "Ergonomic Office Chair - Nautilus Designs - Mesh Back - Black")
- Category-specific descriptions written for Google's algorithm, not just manufacturer specs
- Custom labels: Label 0 = Margin tier (High/Medium/Low), Label 1 = Bestseller flag, Label 2 = Category, Label 3 = Price band
- Fixed 340+ disapproved products by adding missing GTIN, brand, and product category data
- Supplemental feed created to override poor manufacturer data without touching the main feed
Segmented Shopping campaign structure
The single campaign was replaced with 8 category-specific campaigns using a priority-based bidding structure:
High Priority Campaigns
Bestsellers & High Margin
Office Chairs, Executive Desks, Classroom Furniture - products with proven conversion rates and strong margins. Higher bids, aggressive impression share targets.
Standard Priority Campaigns
Mid-Range Categories
Storage Solutions, Meeting Room Furniture, School Dining - consistent performers with moderate bids optimised for target ROAS.
Search campaigns for high-intent queries
Ben launched dedicated Search campaigns to capture buyers actively searching for specific products:
- Category campaigns: "office chairs online", "buy office desk UK", "classroom furniture supplier"
- Brand defence: Capturing branded searches before competitors could bid on them
- B2B campaigns: "bulk office furniture", "school furniture suppliers", "trade office chairs"
- Product-specific: Long-tail queries like "ergonomic mesh office chair under £200"
- Competitor campaigns: Targeting searches for competing furniture suppliers
Dynamic remarketing
Office furniture has a 2-3 week consideration period. People browse multiple suppliers, compare prices, and check reviews before purchasing. Ben deployed dynamic remarketing campaigns that showed visitors the exact products they had viewed:
- Dynamic display ads showing the exact chairs, desks, or storage units each visitor had browsed
- Tiered remarketing: 1-3 day visitors (urgent reminder), 4-14 day visitors (price incentive), 15-30 day visitors (last chance)
- Cross-sell remarketing: desk buyers shown matching chairs, chair buyers shown desk accessories
- Cart abandonment campaigns targeting visitors who added items but did not complete checkout
- RLSA campaigns with increased bids for returning visitors searching again on Google
Results by the numbers
Online revenue
Before
£18,400/mo
After
£57,040/mo
Cost per sale
Before
£23.50
After
£12.40
Conversion rate
Before
0.8%
After
2.05%
Return on ad spend
Before
2.8x
After
7.2x
Wasted spend
Before
£2,800/mo
After
£280/mo
Approved products
Before
2,860
After
3,200+
The biggest win came from the remarketing campaigns. Before Ben's involvement, Furniture Cloud had zero remarketing. Within 60 days, remarketing was responsible for 28% of all conversions at a cost per sale of just £4.20 - nearly 6x cheaper than cold traffic. The dynamic product ads consistently achieved a 12x+ ROAS, making them the single most profitable channel in the account.
The 90-day execution roadmap
The audit and feed rebuild
- Full account audit across Shopping, Search, and Display campaigns
- Identified £2,800/month in wasted spend on irrelevant search terms and poor-performing products
- Rebuilt Google Merchant Centre product feed with optimised titles, descriptions, and product categories
- Implemented custom labels to segment products by margin, category, and performance tier
- Set up proper conversion tracking with revenue values for every transaction
- Restructured Shopping campaigns from a single catch-all campaign into 8 category-specific campaigns
Launch and calibrate
- Launched segmented Shopping campaigns: Office Chairs, Office Desks, Storage, Classroom Furniture, and more
- Created branded Search campaigns to protect against competitor bidding
- Implemented priority-based Shopping structure with high, medium, and low priority campaigns
- Set up Dynamic Remarketing showing exact products visitors had viewed
- Deployed negative keyword lists to prevent cannibalisation between Shopping and Search
- Established baseline cost per acquisition of £12.40 (down from £23.50)
Optimise and expand
- Scaled budget on top-performing product categories (office chairs, desks, classroom furniture)
- Suppressed low-margin, low-converting products from Shopping feeds using supplemental feeds
- Launched category-specific Search campaigns targeting high-intent buyer keywords
- A/B tested ad copy variants emphasising free delivery, low price guarantee, and next day delivery
- Introduced remarketing lists for search ads (RLSA) with bid adjustments for returning visitors
- Cost per sale dropped to £14.80 - a 37% improvement from the original £23.50
Scale and compound
- Full budget deployment across all profitable product categories
- Launched Performance Max campaigns for long-tail product discovery
- Expanded keyword coverage into B2B terms (bulk office furniture, school furniture suppliers, trade office chairs)
- Introduced seasonal promotions for education sector (back to school, new academic year)
- Achieved consistent 210%+ increase in online revenue month-over-month
- Final cost per sale stabilised at £12.40 - a 47% reduction from starting position
Key takeaways
Feed quality is everything in Google Shopping
Optimised product titles and descriptions increased click-through rates by 65% before any bid changes were made. The feed is the ad copy in Shopping - if it's poor, no amount of budget fixes it.
Segment products by value, not just category
Using custom labels to prioritise high-margin products meant the budget was working hardest on the items that generated the most profit - not just the most clicks.
Remarketing is essential for considered purchases
Office furniture has a 2-3 week buying cycle. Without remarketing, Furniture Cloud was losing every visitor who didn't buy on the first visit - which was 99.2% of them.
Priority-based Shopping prevents cannibalisation
Structuring campaigns by priority ensured bestsellers got maximum visibility while long-tail products were still discoverable at efficient CPCs.
Fix the Merchant Centre before spending more
340 disapproved products meant 10% of the catalogue was invisible. Fixing feed errors was the fastest path to more impressions and sales without increasing budget.
Ben completely transformed our Google Ads. We were throwing money at Shopping with no strategy - now every pound is working harder than we thought possible. The remarketing alone has been a game-changer.
James T.
Furniture Cloud