Consistent Showroom Traffic and Online Sales Through Paid Media

Summary

Abacus Furniture is a family-owned Canadian furniture company operating since 1973, with over 50 years of experience crafting custom wood furniture on-site in Toronto. The company serves both residential and commercial clients across North America, offering custom dining tables, sofas, bedroom furniture, office pieces, outdoor furniture, and specialty products — all available through their Etobicoke showroom and online store.

Explore Agency partnered with Abacus Furniture to launch and manage paid advertising campaigns across Google and Meta, focused on driving both showroom visits and online sales for the company’s custom and in-stock furniture lines.

Testimonial

Challenge

Custom furniture is a considered purchase. Customers research materials, compare options, visit showrooms, and often need weeks or months before committing. Unlike fast-moving consumer goods, the path from first click to final sale is long and involves multiple touchpoints — from online browsing and phone inquiries to in-person showroom visits.

Abacus Furniture had a strong product and a loyal customer base built over five decades, but needed a structured paid media approach to reach new audiences online. The challenge was twofold: driving enough qualified traffic to sustain both online purchases and showroom visits, while keeping acquisition costs manageable across a diverse product catalog that ranges from accent chairs to custom-built dining tables.

With products spanning multiple categories, price points, and customer segments — residential, commercial, outdoor, and specialty — the campaigns needed to be structured in a way that matched each product line with the right audience and intent level.

Solution

Explore Agency built a multi-campaign structure across Google and Meta, organized around Abacus Furniture’s key product categories and customer intent levels.

On Google, the team launched a combination of Search, Performance Max, and Shopping campaigns — each targeting different stages of the buyer journey. Dedicated search campaigns were created for high-intent product categories like custom wood tables and custom wood furniture, delivering consistently strong engagement with click-through rates reaching over 12%. Shopping campaigns expanded product visibility across Google’s product listings, with ongoing optimization of product titles, images, categorization, and search term cleanup to improve traffic quality. Performance Max campaigns provided broader reach across Google’s network, with regular creative and asset updates to improve engagement.

On Meta, campaigns were structured around cold prospecting and retargeting, with creative refreshes tied to seasonal offers and new product lines including patio furniture, sofas, and custom tables. Budget scaling, new offers, and campaign restructuring were managed on an ongoing basis to balance reach with purchase efficiency.

Across both platforms, campaigns were continuously refined through negative keyword expansion, UTM tracking improvements, budget rebalancing, and regular performance reviews to ensure ad spend was directed toward the highest-converting campaigns and products.

Results

Over a three-month period, the paid media campaigns generated a consistent flow of online conversions and phone calls through Google Ads, representing a strong and consistent flow of both digital leads and direct showroom inquiries.

Average cost per click on Google decreased significantly, improving efficiency while traffic volume continued to grow. Click-through rates on the custom furniture search campaigns consistently outperformed industry benchmarks, with Custom Wood Tables reaching 12.09% and Custom Wood Furniture holding above 8% — confirming strong ad relevance and audience targeting.

Cost per conversion on Google reached well below industry benchmarks for high-value product categories, demonstrating that the campaigns were able to generate qualified leads at an efficient cost for a high-value product category. Phone call volume grew steadily month over month, a particularly valuable signal for a business where many customers prefer to call before visiting the showroom.

On Meta, the campaigns expanded brand reach significantly, with impressions growing over 230% and reach increasing over 450% during the scaling period, putting the Abacus Furniture brand in front of a substantially larger audience while supporting both online purchases and showroom traffic.