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To complement their craftsmanship, the furniture brand partnered with Ruby Digital to strengthen its digital marketing and drive measurable business outcomes. The primary focus was on generating online conversions, including purchases, contact form submissions, email inquiries, and phone calls. Secondary objectives aimed to increase visits to the Cape Town location through direction requests and location-based ads. Starting from a baseline with no prior conversion tracking, the campaigns quickly gathered critical data to inform and optimise the ongoing strategy.
Limited Competitor Insights
With no prior Google Ads history for the furniture brand, direct competitor data from Auction Insights was unavailable, making it challenging to assess competitor presence, impression share, or bidding behaviour with certainty.
Reliance on External Tools
All competitor intelligence had to be sourced from third-party research platforms rather than Google’s own reporting. This meant insights on keyword usage, spend estimates, and ad frequencies were indicative rather than definitive.
Limited Visibility into Competitor Strategy
Competitors were running similar campaign types, often focusing heavily on branded terms due to strong relevance and lower CPCs. However, deeper structural and strategic details of their campaigns remained inaccessible.
Estimates Rather than Exact Figures
Assumptions regarding spend levels, keyword volumes, or asset usage were based solely on publicly observable signals, rather than precise data.
Variability Across Competitor Setups
Each competitor employed a different mix of campaign formats and assets, so the effectiveness of their approaches could only be inferred from surface-level indicators.
Foundation and Data Collection
To address the initial challenge of understanding the furniture brand’s digital performance and market, we established a performance baseline. This involved testing messaging, evaluating search intent, and identifying high-value keywords and audiences from early campaign data.
Capturing Demand and Nurturing Interest
To drive efficient, high-quality traffic, core Search Campaigns were implemented to capture existing demand in the market. These were complemented by audience-focused campaigns that reinforced brand awareness and kept the brand visible to potential customers throughout their decision-making journey.
Expansion Into Broader Campaign Types
Once tracking was in place and sufficient initial data collected, Performance Max and Display Campaigns were introduced. These campaigns allowed the brand to engage users earlier in the buying journey, create additional discovery touchpoints, and support conversion activity from Search campaigns without relying solely on competitive keyword bidding.
Optimisation and Data-Driven Scaling
With meaningful performance data in hand, the focus shifted to optimisation. Budget allocation, bidding strategies, and targeting were refined to prioritise cost-efficient conversions and sustainable growth. Tracking was configured to measure both direct conversions and other high-value interactions, allowing marketing spend to be directed toward users most likely to convert.
Over a six-month period, strategic optimisations and data-driven adjustments led to significant improvements in the furniture brand’s digital performance. Comparing May 2025 – October 2025 with the preceding six months, the campaigns achieved:
A key milestone early in the campaign was the establishment of accurate conversion tracking, which allowed the collection of actionable data to inform audience targeting and bid optimisation. This tracking measured both sales and inquiries while feeding insights back into campaign learning algorithms, enhancing performance across online conversions and local studio visits. By continuously refining strategies based on these insights, the furniture brand experienced sustained growth in digital revenue and in-store engagement.
