Branded search returned 26x for Haynes Furniture in one week
People who search for your store by name are your warmest shoppers, and competitors bid on them too. For Haynes Furniture and its sister brand The Dump, Woods Marketing ran branded search as its own layer, tested a broad-match campaign alongside exact and phrase, and reported every market weekly.
return on ad spend
Richmond
Haynes: two branded campaigns, $1,772 spend, 279.67 conversions, $46,825 conversion value. The Dump: seven branded campaigns returned 7.68x on $9,917.
Exact and phrase for scale, broad as a test
Haynes’ branded traffic ran in two campaigns. Exact and phrase match carried most of the volume, while a separate Broad Test campaign checked whether looser matching could find more branded shoppers without wasting spend.
Haynes return on ad spend
Haynes cost per conversion
Seven markets, one weekly view
The Dump branded search by market
| Market | Spend | Conversions | CPA | ROAS |
|---|---|---|---|---|
| Richmond | $828 | 23.35 | $35.45 | 12.98x |
| Dallas | $1,927 | 51.62 | $37.33 | 8.62x |
| Chicago | $1,870 | 52.78 | $35.43 | 8.37x |
| Atlanta | $1,200 | 32.35 | $37.09 | 8.09x |
| Norfolk | $1,072 | 23.49 | $45.63 | 6.57x |
| Phoenix | $1,467 | 29.82 | $49.18 | 6.10x |
| Houston | $1,554 | 27.75 | $56.02 | 4.78x |
Broad match earned its place
Broad Test converted at 28.4% for $4.95, the most efficient campaign in the set, so it stayed on as an efficiency layer with close search-term checks.
Exact and phrase still do the heavy lifting
Exact and phrase drove 86% of clicks and 75% of conversions for Haynes.
Watch the head term
In late March, the single broad keyword “furniture” took 75% of The Dump’s non-branded spend. The next step: give it its own ad group and budget.
Source: Haynes Furniture branded search executive brief and The Dump brand search executive brief, March 9–15, 2026; The Dump non-branded keyword analysis, March 23–29, 2026. All figures from uploaded Google Ads campaign reports.
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