The Furniture Gallery (Australia) - Performance Marketing
Summary
Engineered a data-driven Google Ads strategy that generated $84M+ in sales and achieved a 7.4× ROAS, transforming The Furniture Gallery into one of Australia’s top-performing retail e-commerce brands.
Overview
The Furniture Gallery — a leading Australian home and lifestyle retailer — needed a scalable, high-ROI advertising system that could convert online browsers into buyers while maintaining healthy acquisition costs. I developed a full-funnel Google Ads structure that combined Shopping, Performance Max, and YouTube remarketing to drive both immediate sales and long-term brand recall.
Objective
To maximize online revenue, maintain strong return on ad spend, and improve customer lifetime value through structured campaign optimization and analytics-driven decision making.
Strategy & Execution
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Campaign Architecture: Built a multi-layered campaign mix including Google Shopping, Search, Performance Max, and YouTube for remarketing.
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Product Feed Optimization: Implemented advanced feed structuring with high-intent keyword enrichment, product tagging, and automated inventory sync.
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Bid & Budget Optimization: Shifted from manual CPC to smart bidding (tROAS) for efficiency, improving ad delivery based on real-time conversion signals.
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Ad Copy & Extension Design: Created conversion-oriented ad copies highlighting delivery, financing options, and seasonal offers to increase CTR.
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Audience Segmentation: Used remarketing lists, similar audiences, and in-market segments to capture returning and ready-to-buy shoppers.
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Analytics Integration: Deployed GA4 with e-commerce event tracking to measure every purchase path and optimize ad performance by revenue.
Results
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Revenue: $84M+ in total tracked sales through Google Ads.
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ROAS: 7.4× return on ad spend across Shopping and Performance Max campaigns.
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Cost Efficiency: 32% reduction in average cost per click after feed and bidding optimizations.
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Repeat Purchases: 18% lift in returning customer rate due to remarketing and dynamic creative refresh.
Creative Insight
“We didn’t just advertise furniture — we built an automated performance system where every product feed, keyword, and impression worked like a silent salesperson.”