Customers research furniture online, click your ads, then buy from local stores where they can see/touch the product. You fund their research.
Example: 45% of furniture clicks result in in-store purchases elsewhere within 30 days
Furniture buyers research for 30-60 days. Your 30-day attribution window misses most conversions, so you cut 'underperforming' campaigns that actually work.
Example: Average sofa purchase 47 days after first click, outside attribution window
Large furniture shipping is expensive and complicated. Ads attract customers who bounce when they see $200+ shipping or 6-week delivery windows.
Example: $150 sofa shipping cost revealed at checkout = 65% abandonment rate
Customers don't know if furniture fits their space. Without AR/visualization tools, they browse but don't buy—afraid of expensive returns.
Example: 'Will this fit?' uncertainty drives 40% of cart abandonment
Home goods must match existing decor. Product photos in isolation don't show how pieces work in real rooms, creating purchase hesitation.
Example: White-background only images convert 35% worse than room-context photos
With a single asset group, Google optimizes for aggregate ROAS by heavily favoring your top 5-10 products. The rest of your catalog gets almost no impressions. Worse, low-margin products drag down profitability while appearing successful in aggregate.
Fix: Segment products by performance tier: Winners (scale), Potentials (test), Underperformers (cut or fix). Create separate asset groups for each.
PMax claims credit for brand searches that would've cost $0.30 through a dedicated brand campaign. Without exclusions, you're paying 3-5x more for customers already looking for you.
Fix: Add brand exclusions to PMax and run a separate Brand Search campaign with exact match keywords.
Missing GTINs, generic titles, no custom labels, and missing sale prices hurt your Shopping ad performance. White-background only photos
Fix: Use room-context lifestyle photography alongside product shots
Your 5x ROAS might look great until you realize 70% of sales are repeat customers who would've bought anyway. You're paying to acquire customers you already have.
Fix: Segment reporting by new vs returning customers. Set up customer match lists and analyze true CAC.
Not all campaign types work for home & furniture stores. Here's what to skip:
Attracts showrooming researchers
Misses majority of furniture conversions
Local intent usually means in-store purchase
Follow these best practices to maximize your Home & Furniture Google Ads performance:
Budget: 35-45% • Target ROAS: 3-5x
Budget: 20-25% • Target ROAS: 5-10x
Budget: 25-30% • Target ROAS: 4-7x
Budget: 10-15% • Target ROAS: 2.5-4x