Jerome’s Furniture grew search revenue 220% and doubled online sales
Jerome’s had switched off its Google search campaigns and was leaning on Performance Max alone. Woods Marketing benchmarked 90 days of search history, found what was working and what was wasting money, and relaunched search across 15 store markets with a plan built to drive both store visits and online orders. Revenue rose 220%, return on ad spend climbed to 530%, and foot traffic grew 25%.
Google search
up from 415%
average across all stores
Cost per conversion fell from $45.69 to $26.23. The baseline is search performance for May 1 – July 31, 2024, before the relaunch. Results as reported by Woods Marketing.
Search had been switched off
Jerome’s sells furniture and mattresses from showrooms across Southern California, and most purchases still happen in a store. Its search campaigns had been paused in favor of Performance Max, which meant giving up control over the searches closest to a purchase, like people looking for a furniture or mattress store nearby.
The last 90 days of search data showed what was at stake. Those campaigns had driven 7,826 conversions worth $1,485,485 at a 415% return. The goal was to bring search back and make it work harder, with more store visits and more online orders for every dollar.
A bigger return at a far lower cost per sale
Return on ad spend
Cost per conversion
Revenue from search
Online sales
Store foot traffic
Three markets were already winning, and one drew traffic without the sales
San Marcos, El Cajon and Murrieta
The top performers in the benchmark. San Marcos led with 968.95 conversions, and Murrieta posted the best return at 438.42%.
Torrance
The most impressions (302,589) and clicks (13,199) in the account, but a 3.61% conversion rate against a 6.37% average and a 308% return.
Six problems to fix before spending another dollar
Search Partners didn’t pay off
Ads on Google’s Search Partner sites spent $848 for just 2 conversions, a $424.22 cost per conversion against $45.69 for the account.
Display spend with no conversions
Search campaigns were also running on the Google Display Network and spent $239 there without a single conversion.
Most keywords never converted
Only 161 of roughly 1,000 active keywords had received a conversion. Bloated ad groups made ads less relevant to each search.
Below-average expected CTR
Most keywords scored below average on expected click-through rate, which pulls down quality score and raises what each click costs.
Ad groups with duplicate ads
Duplicate ads don’t improve performance, and they make it harder to see which messages actually work.
Torrance conversion rate
The account’s busiest campaign converted at well under the 6.37% average, so its clicks weren’t turning into sales or visits.
The biggest spenders had the weakest quality scores
These three ad groups were among the top 20% of spending ad groups, yet each had a quality score below 5 out of 10. Low quality scores mean Google charges more per click and shows the ads less often.
| Campaign | Ad group | Quality score | Last 30 day cost |
|---|---|---|---|
| San Marcos search | Mattress Stores (exact) | 3.8 | $2,799 |
| San Marcos search | Furniture Stores (exact) | 3.8 | $1,936 |
| Murrieta search | Mattress Stores (exact) | 4.2 | $656 |
From the 90-day benchmark, May 1 – July 31, 2024.
Dominate the searches that lead to a sale, and skip the rest
Rather than chase every furniture search with broad keywords, the plan put Jerome’s budget behind the high-intent searches near its stores and let competitors spend on everything else.
Relaunched search with budgets set store by store
We brought back 19 search campaigns across 15 store markets in August 2024, with about $2,470 a day in budget. Budgets were matched to each store’s sales, foot traffic and market size, and the largest went to the proven winners: San Marcos, San Diego, El Cajon and Murrieta.
Bid to a return target, not for clicks
Every campaign bid with Maximize Conversion Value toward a target return, set at 225% for most markets and higher where the benchmark proved it, such as 270% for San Marcos. Campaigns optimized to one conversion action at a time, and the plan called for bid caps around $3 to hold off rising CPCs.
Cut the placements and ads that didn’t convert
Search Partners and Display came out of the search campaigns, since Performance Max already covers them. Duplicate ads were removed, and a pause-when-overspending script kept underperforming campaigns on budget.
Fixed Torrance and rebuilt ad groups for relevance
Irrelevant search terms became negative keywords, landing pages were matched to each ad with a clear path to buy or visit, and oversized ad groups were split by theme (Mattresses, Living Room, Dining Room, Tables). Dynamic keyword and location insertion made each headline match the search and the shopper’s city, lifting quality score and click-through rate.
Owned “near me” searches around every store
Each store got a 10-mile radius that didn’t overlap with its neighbors, with higher bids for shoppers searching close to a store. “Furniture store near me” ran on exact and phrase match with tight geographic boundaries, and we tested exact match in one northern and one southern market to win a bigger share of fewer, better searches.
Reached returning shoppers and the right devices
Remarketing lists for search ads showed tailored ads to people who already knew Jerome’s, in-market audiences for home furnishings, beds and mattresses were added for observation, and device bids were reset so nearby mobile shoppers, the most likely to walk in, weren’t held back.
Focus beat coverage
Search earned its place back
Revenue from search rose 220% and online sales doubled after the relaunch, proving search could do more than Performance Max alone.
More return for less per sale
Return on ad spend climbed from 415% to 530% while cost per conversion fell 43%, from $45.69 to $26.23. Cutting waste and tightening ad groups paid for the growth.
Online ads, real visits
Foot traffic rose 25% on a blended average across all stores. Local targeting and “near me” searches turned online intent into people in the showroom.
Source: Woods Marketing 90-day search analysis of Jerome’s Furniture’s Google Ads account, May 1 – July 31, 2024, which serves as the “before” baseline (415% ROAS, $45.69 cost per conversion). Campaign count, daily budgets and target ROAS settings are from the account’s campaign report at relaunch, August 23, 2024. Post-relaunch results (revenue, ROAS, online sales, foot traffic and cost per conversion) as reported by Woods Marketing. Indexed charts show the reported percentage changes.
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