Hi there,
Thanks for reaching out. I've had a look over the situation with your furniture store and the issues you're facing with your Google and Facebook ads. It's a really common problem, especially in a niche like luxury and bespoke furniture where the buying journey isn't always straightforward.
I'm happy to give you some of my initial thoughts and a bit of guidance based on my experience. I've worked with a lot of eCommerce brands, including some with high-ticket items, so hopefully I can give you a bit of clarity on what might be going wrong and how you could potentialy turn things around. Please bear in mind this is just a first look without seeing your accounts, but it should give you a solid starting point.
We'll need to look at your foundations first... your website and offer
Before we even touch the ad accounts, we have to talk about your website. Tbh, this is almost always the first place I look. You can have the best ads in the world, but if they send people to a website that doesn't convert, you're just throwing money away. For luxury and bespoke items, your website has to work incredibly hard to build trust and justify the price point.
My first question is always: where are people dropping off? You need to dig into your analytics.
-> Do you get lots of clicks from your ads but very few people stick around on the landing page? This points to a disconnect between your ad and your page, or you're attracting the wrong kind of traffic entirely (we'll get to that).
-> Do people view your product pages but never add anything to the cart? This is a massive red flag. It usually means there's an issue with the product presentation, the pricing, the descriptions, or a general lack of trust.
-> Do you get 'adds to cart' but few actual purchases? This often points to problems in the checkout process, like unexpected shipping costs or a process that feels insecure.
Selling high-value furniture online is all about trust. People are being asked to part with a significant amount of money for something they can't touch or see in person. Your website has to feel as solid and reliable as the furniture you make. I'd take a hard look at the following:
Photography and Visuals: This is non-negotiable. For luxury tables and custom wardrobes, grainy or basic photos just won't cut it. You need profesional, high-resolution images that show the detail, the texture of the materials, and the quality of the craftsmanship. Lifestyle shots are brilliant for this – showing the furniture in a beautifully decorated room helps customers visualise it in their own home. Videos are even better. A short video showing the detail on a chair, or a craftsman at work on a bespoke piece, can build a huge amount of perceived value and trust. I've seen clients completely transform their conversion rates just by upgrading their photography.
Product Descriptions: Are your descriptions just a list of dimensions and materials? Or do they tell a story? For a bespoke wardrobe, you're not just selling storage space; you're selling a perfectly organised life, a piece of craftsmanship that will last a lifetime, a solution tailored exactly to the customer's home. The copy needs to evoke that feeling. It should be persuasive, detailed, and answer every possible question a customer might have before they even think to ask it. Clear information on lead times for bespoke items is also an absolute must.
Trust Signals: Your website needs to scream "we are a legitimate, high-quality business". This means having customer reviews and testimonials front and centre. If you have a physical location or workshop, show it. Have a detailed 'About Us' page that tells the story of your brand and the people behind it. Make your contact information, including a phone number and address, easy to find. Trust badges from payment providers can help, but real social proof from happy customers is far more powerful.
The Bespoke vs. In-Stock Funnel: You're running two different businesses under one roof. Someone buying an in-stock luxury chair has a very different mindset to someone commissioning a custom wardrobe. Your website needs to cater to both. For the in-stock items, the journey can be a standard eCommerce one: Add to Cart -> Checkout. But for bespoke pieces, a "Buy Now" button is often too much of a leap. The call-to-action here should probably be something softer, like "Request a Quote", "Book a Free Design Consultation", or "Download Our Brochure". This starts a conversation and moves the process offline into a sales conversation, which is far more appropriate for a high-value, custom purchase. Lumping them both together is likely costing you leads for your most valuable products.
I'd say you need to rethink your Google Ads strategy
You mentioned your agency is running an "ai intelligence total product campaign". That sounds an awful lot like Performance Max (PMax) to me. PMax can be great, but it has its flaws, and your situation is a classic example of where it falls down. PMax is designed to find the easiest conversions and will pour the budget into those. That's why it's working for "2/3" of your items – these are likely your lower-priced, in-stock, easier-to-sell products.
The campaign is probably ignoring your bespoke, high-ticket items because the path to conversion is longer and more complex. The AI sees it as a 'difficult' conversion and focuses on the low-hanging fruit. To fix this, you need to take back some control.
My aproach would be to completely restructure your Google Ads account. I wouldn't rely on a single campaign to do everything. It needs to be broken down based on product type and customer intent.
-> Campaign 1: Standard Shopping for In-Stock Items.
I'd pull all your standard, in-stock products out of the PMax campaign and put them into their own Standard Shopping campaign. This gives you far more control. You can set specific bids for specific product groups and, most importantly, you can use negative keywords. This is huge. You can filter out searches from people looking for "cheap furniture" or "IKEA alternatives", ensuring your budget is only being spent on people looking for higher-end products. You can focus this campaign on driving direct online sales.
-> Campaign 2: Search Ads for Bespoke Services.
This is where you'll capture your most valuable customers. These are people who are actively looking for what you do. We're talking about keywords like:
- "bespoke wardrobes london"
- "custom built dining table"
- "handmade oak furniture uk"
- "luxury furniture maker"
-> Campaign 3: Performance Max for Retargeting & Top Performers.
You don't have to abandon PMax entirely. You could use it in a much more strategic way. Once you've seperated the other campaigns, you could run a PMax campaign that *only* targets your proven best-selling in-stock items. Or, even better, use it primarily for retargeting. It can be very effective at showing display and video ads to people who have already visited your website, keeping your brand top-of-mind. This layered approach is far more sophisticated than just letting one campaign run wild with your whole budget.
With a €100/day budget, you'd need to allocate it carefully. Maybe €40 for Shopping, €40 for Search, and €20 for the PMax retargeting campaign to start with. Then you can adjust based on performance. This structure gives you the control to push your most profitable products and services properly.
You probably should overhaul your Meta (Facebook & Instagram) Ads
Your feeling that you're just throwing money at Facebook and getting nothing back is one I hear all the time. With a €30/day budget split across two campaigns, it's very difficult to get any real traction or data. For luxury furniture, Meta ads are rarely about getting an immediate click-and-buy, especially for the bespoke items. You're selling a considered purchase. People need to see your brand multiple times, be inspired by your designs, and build trust before they'll even think about buying.
The platform is a visual discovery engine. Your goal should be to stop people scrolling with stunning imagery and video, and to build an audience you can nurture over time. A proper funnel structure is essential here. I wouldn't even be running two campaigns at that budget; I'd combine it into one well-structured campaign with multiple ad sets.
Here’s how I would prioratise things, based on a funnel structure that we use for our eCommerce clients. I remember one campaign we ran for a client selling women's apparel where we got a 691% return, and another with cleaning products that hit 633%. The principles are the same, even if the product is different. It’s all about guiding the customer on a journey.
ToFu (Top of Funnel) - Prospecting:
This is your cold audience. People who haven't heard of you before. Your €15/day campaign is likely just this. The key here is targeting. You can't just target "furniture". That's way too broad. You need to think about the lifestyle of your ideal customer.
- Interest Targeting: Think about high-end interests. What magazines do they read (e.g., Elle Decor, Architectural Digest)? What TV shows do they watch (e.g., Grand Designs)? What other luxury brands do they follow (both in furniture and other sectors like cars or fashion)? You need to build a profile of a high-net-worth individual and target those interests.
- Lookalike Audiences: Once you have enough data, this is where the magic happens. You could create a lookalike audience from your past customer list (the single most powerful audience you have), or from people who have submitted a lead form for a bespoke piece. The system will then find people with similar characteristics.
MoFu (Middle of Funnel) - Consideration:
This is your warm audience. People who have engaged with you but haven't bought yet. You need to retarget them. This includes:
- All website visitors from the last 30-60 days.
- People who have watched a significant portion of your videos on Facebook/Instagram.
- People who have engaged with your Facebook or Instagram page.
BoFu (Bottom of Funnel) - Conversion:
This is your hot audience. They are close to buying. This is your smallest but most valuable group.
- People who have added an item to their cart in the last 7-14 days but didn't buy.
- People who have viewed a specific product page multiple times.
With your current budget, I'd probably combine MoFu and BoFu into a single "Retargeting" ad set and give it maybe €10/day, with the other €20/day going to the ToFu prospecting ad set. It’s not much, but it’s a proper structure that you can scale up if it starts to work.
You'll need an actionable plan... my recommendations
Look, I know that's a lot to take in. You're essentially running two different types of businesses (in-stock eCommerce and bespoke lead generation) and trying to make them work with a strategy that's built for neither. The core issues as I see them are a likely under-optimised website, a Google Ads strategy that lacks control and focus, and a Meta Ads strategy that has no structure.
Fixing this isn't a quick job, but it's definately achievable. You need to tackle it in a logical order, starting with the foundations and then building the advertising structure on top. I've detailed my main recomendations for you in a table below to make it a bit clearer.
| Area | Problem | Recommended Action | Priority |
|---|---|---|---|
| Website & Offer | Lack of trust signals, weak product presentation, and a single funnel for two very different product types (in-stock vs. bespoke). | Invest in professional photography/video. Rewrite product descripions to sell value. Add customer reviews/testimonials. Create a seperate lead generation funnel for bespoke items (e.g., "Request a Quote"). | Critical |
| Google Ads | A single PMax campaign is ignoring high-value bespoke items and focusing only on easy-to-sell stock, with no control. | Split into 3 campaigns: 1) Standard Shopping for in-stock items. 2) Search Ads targeting high-intent keywords for bespoke services. 3) PMax limited to retargeting or top-sellers only. | High |
| Meta Ads (FB/IG) | Small budget is spread too thin with no funnel structure, leading to wasted spend and no clear results. Targeting is likely too broad. | Consolidate budget into one campaign. Implement a ToFu/MoFu/BoFu structure. Test highly-specific interest targeting for prospecting and retarget all website visitors/engagers. Focus creative on inspiration and trust. | Medium |
As you can see, a proper advertising strategy is about much more than just switching on a campaign and hoping for the best. It's a complex process of understanding your customer, building a solid foundation on your website, structuring your campaigns correctly, and then continuously testing and optimising every single element.
This is where working with a specialist can make a huge difference. An expert can implement this entire process for you, drawing on years of experience from other accounts to get results much faster and avoid costly mistakes. It's not just about saving you time; it's about making every pound you spend on advertising work as hard as it possibly can to grow your business.
I hope this has been helpful and gives you a much clearer path forward. If you'd like to go through this in more detail and have us take a proper look at your accounts, we offer a free, no-obligation initial consultation where we can discuss your specific goals.
Regards,
Team @ Lukas Holschuh
