Every vertical has its own maths, its own policy traps and its own definition of a good result. Here is what running Google Ads for a eCommerce brand in this space actually involves.
High average order value, long consideration, and shipping costs that can quietly erase margin. Buyers research for weeks, measure their space, and often want to see it in a room before committing. Assisted conversions matter more here than almost anywhere.
What I report on: Contribution margin after shipping, which frequently decides profitability.
Shipping cost and delivery time are the biggest conversion blockers and are usually addressed too late in the funnel. Bulky goods make returns genuinely expensive. Seasonal demand around moving season is sharper than most people plan for.
Same vertical, different costs and rules depending on the market you sell into.
Benchmarks in USD, plus what CCPA and CPRA in California, with a growing patchwork of state privacy laws in Virginia, Colorado, Connecticut, Utah and Texas means for your tracking.
Benchmarks in GBP, plus what UK GDPR and the Privacy and Electronic Communications Regulations means for your tracking.
Benchmarks in AUD, plus what the Privacy Act 1988 and the Australian Privacy Principles means for your tracking.
Every market is listed on the Google Ads hub, or see how Meta Ads works for Home & furniture.
High average order value means a small number of orders swings the number. Judge over longer periods and against contribution margin rather than week to week.
Address it directly. Hiding it until checkout is the most common cause of abandoned carts in this category.
Considerably longer than default. Consideration frequently runs weeks, so a 7-day window misses most of the actual path.
Yes, and it is sharper than most brands plan for. Audiences and stock should be ready ahead of it.
Bring your numbers. I will tell you what I would change first, whether or not you end up working with me.
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