The Dump cut weekly ad spend 68% and still drove 46x return
The Dump runs furniture outlet stores in seven markets, and most sales happen in a showroom. Woods Marketing built a weekly scorecard that compares every market and campaign on conversion value, store visits and cost, then moves budget away from what only buys attention and toward what brings people through the door.
up from 26.0x
down from $42.78
down from $7.91
on $32,632
Compares the weeks of May 25–31 and Sep 28 – Oct 4, 2026, from the weekly scorecard. Conversion value and store visits as reported by Google Ads.
Lots of reach, not enough visits
In March, six YouTube campaigns spent $25,618 in a single week and earned 3.7 million impressions and a 16.6% interaction rate. They also drove just 12 store visits, a 0.14x true return.
Brand search told the opposite story: seven campaigns returned 7.68x on $9,917. The plan was to measure every market the same way each week and let store visits decide where money went.
Less spend, more return
Weekly ad spend
Return on ad spend
Cost per store visit
Cost per conversion
Return by market
| Market | Spend | Conversion value | ROAS | Store visits |
|---|---|---|---|---|
| Chicago | $4,759 | $362,895 | 76.3x | 298 |
| Haynes / Norfolk | $8,418 | $525,978 | 62.5x | 293 |
| Dallas | $5,537 | $282,871 | 51.1x | 219 |
| Atlanta | $4,535 | $224,169 | 49.4x | 187 |
| Tempe | $4,608 | $56,876 | 12.3x | 143 |
| Houston | $4,774 | $49,086 | 10.3x | 90 |
One scorecard, every Monday
Scored every market on the same five numbers
Conversion value, cost, cost per conversion, store visits and phone calls, with a written biggest win, biggest worry and recommendation each week.
Moved budget out of reach-only video
YouTube’s engagement looked great, but 12 store visits on $25,618 couldn’t justify the spend. Budget shifted to Performance Max and search, where visits were measurable.
Protected branded search and trimmed broad terms
Branded campaigns kept their impression share while non-branded search was cut back to the keywords that converted.
Flagged problems the same week
The scorecard caught a paused Norfolk search campaign in May and a $4.67M phantom conversion value in Norfolk in August, so decisions weren’t made on bad data.
Engagement isn’t a visit
YouTube’s 48.5% interaction rate in Dallas came with only 4 store visits. For store-based retail, judge every channel on visits.
Cut spend without cutting results
Weekly spend fell 68% while return rose from 26.0x to 46.0x.
Fix the soft markets
Houston and Tempe trail at 10–12x. They’re the next focus for keyword, landing page and Performance Max work.
Source: The Dump/Haynes weekly scorecards for May 25–31 and Sep 28 – Oct 4, 2026; YouTube and brand search executive briefs for March 9–15, 2026; Dallas YouTube brief for March 10–23, 2026; Aug 24–30 scorecard notes. Conversion value includes store visit and in-store conversions as reported by Google Ads.
Want results like these?
Tell us what you’re running now and where you want to grow. We’ll set up a call, audit your marketing for free and show you exactly what we’d do next.