Industries
Furniture & Interiors
Large baskets and shared household decisions that run over weeks, not minutes.
The problem
Furniture sits awkwardly between e-commerce and considered purchase. The basket is large enough that nobody buys on the first visit, the decision usually involves two people, and the visit that converts is rarely the one that gets credited. Optimising for same-session purchases in this category systematically underfunds the channels doing the work.
Precision
How the work actually runs.
Extend the attribution window
A thirty-day window on a sixty-day decision hides the channels that started it.
Separate browse from buy
Different campaigns, different creative, different measures for each stage.
Use the showroom as a conversion
For this category the store visit is often the real event, and it can be tracked.
Make the catalogue work
Feed quality quietly determines shopping performance more than bid strategy does.
Evidence
Measured in the client’s own systems.
Questions
Answered before you ask.
Do you handle product feeds?
Yes. Feed quality is the largest single lever in this category and the most commonly neglected — poor titles and missing attributes cost more than any bidding mistake.
Online sales or showroom visits?
Both, measured separately. Optimising one while ignoring the other is how showroom-heavy brands conclude that digital does not work for them.
Innovation
Related thinking.
Trends
What Is Changing in Paid Search
Three shifts are real and one is mostly noise. What they mean for an account that has to produce revenue…
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Guides
Buying High Purchase Intent Without Overpaying for It
High-intent terms are expensive because they work. The question is never whether to buy them — it is what they…
· 3 min read
Furniture & Interiors
Google Shopping for Retailers: The Feed Is the Campaign
In Shopping there are no keywords. The feed decides which searches you appear for, which is why most of the…
· 3 min read
Growth
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