Lush Interiors
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+179%
Monthly Revenue
+165%
New Customers
9x
ROAS
Background
Lush Interiors is a luxury furniture brand that stocks their own exclusive designs. When they came to us, they were relatively new to market and had already attempted Google Ads through another agency.
That first attempt hadn't delivered the results they needed. The returns weren't there, and the path to profitability wasn't clear.
Lexi Beazley
Sales Admin at
Lush Interiors
The Challenges
When Lush Interiors came to us, they weren't complete beginners with Google Ads. They'd already tried running them through another agency. But it hadn't worked out.
They were struggling to hit the returns they needed to make it worthwhile. The numbers weren't adding up for scaling their luxury furniture business.
The problems were clear from the start.
Previous campaigns couldn't hit the 8x ROAS target they needed to be profitable.
No clear strategy for separating brand traffic from new customer acquisition.
Campaign structure wasn't built to scale beyond a few thousand in monthly spend.
No systematic approach to identifying and managing underperforming products.
The Strategy
We rebuilt their entire Google Ads strategy from scratch, focusing on granular campaign structure and relentless optimisation to hit their 8x ROAS target.
Product-Type Segmentation
Since Lush Interiors only stocks their own brand, we structured everything by product type rather than brand. We analysed their on-site data and talked to them about what sells best, then built dedicated campaigns for barstools, dining furniture, dining chairs, and more.
This gave us complete control to manage performance at a granular level. Each product type got its own budget, targeting, and optimisation approach.
New Customer Acquisition Engine
We excluded brand completely from all PMAX campaigns to stop it cannibalising existing customers. Then we built out individual asset groups for different audiences including search themes, interests, competitors, affinity audiences, and even product-specific groups.
Each asset group got tailored creative and product feeds matched to that specific audience for maximum relevance and purchase intent. We used all 15 headlines, 5 long headlines, 5 descriptions, 20 images, and multiple videos in every asset group.
Layered Approach
We built three separate Standard Shopping campaigns to work alongside PMAX.
Branded campaign to capture their own brand traffic at premium ROAS, consistently hitting 13+ ROAS.
Unbranded campaign to complement PMAX and drive algorithm learning.
Negatives campaign for low-quality search terms we didn't want to waste budget on.
This layered approach meant we controlled exactly how much we bid on brand versus new customer acquisition.
The Villains Campaign
We constantly monitored product-level performance in PMAX. Any product dragging down overall ROAS got moved to a separate "Villains" campaign with stricter targets.
If a product was spending but converting at under 1x ROAS, it got pulled immediately.
Standard Search - Scaling Winners
We identified the best-converting search terms from Shopping campaigns and launched dedicated Standard Search campaigns targeting those exact terms. This let us grow impression share on the queries that were already bringing in revenue at target ROAS.
The Bottom Line
Taking a luxury furniture brand from new to market to consistent 7-figure revenue in 12 months wasn't about spending more money. It was about building the right structure from day one.
Proper campaign segmentation. Brand exclusions in PMAX. Granular asset group testing. Product-level monitoring. Standard Shopping layering. These aren't advanced tactics. They're fundamentals that most accounts get wrong.
Results Achieved (12 Months):
Monthly Revenue grew by 179%.
New Customers increased by 165%.
Google ROAS hit 9x, consistently above their 8x target.
From struggling to make Google Ads work profitably to scaling while beating their ROAS target.
The backend Shopify data shows a massive jump from when we took over. The business completely levelled up in terms of revenue achieved.
Struggling to Make Google Ads Profitable for Your Brand?
If you've tried running Google Ads before and couldn't hit the returns you needed, or if you're currently running campaigns but they won't scale profitably, the problem is probably your campaign structure.
We'll dive into your Google Ads account and show you exactly what's holding you back. Where campaigns are competing with each other. Which products are killing your ROAS. What's stopping you from scaling profitably.
Then you decide if you want our help fixing it.