Danish
- 588% increase in ROAS (from 3.01 to 20.70)
- 671% increase in conversion value (from DKK 551,201 to DKK 4,247,627)
- 58% improvement in CTR (from 1.47% to 2.32%)
- +4.2 million DKK in direct revenue from digital campaigns
Wengberg Møbler wanted to strengthen their position in the competitive Danish furniture market through digital advertising. We developed a strategy focused on attracting customers with high purchase intent rather than simply generating traffic. This value-oriented approach resulted in a dramatic improvement in return on advertising budget and a significant growth in revenue from digital channels.
Results
- ROAS increased from 3.01 to 20.70 (for every dollar spent on advertising, Wengberg now got DKK 20.70 back)
- Conversion value grew from DKK 551,201 to DKK 4,247,627
- Click-through rate increased from 1.47% to 2.32
- Average order value increased by 42%
Quality over quantity
Wengberg Møbler’s challenge was typical for the furniture industry: How do you find the right customers with real purchase intent in a market where many simply browse without buying? Our analysis showed that the previous ad strategy generated traffic, but not necessarily valuable customers.
We fundamentally changed the approach from volume to value. Instead of optimizing towards visits and impressions, we focused on identifying signals that indicated real purchase intent and higher order value. This shift in focus was crucial to the dramatic improvement in campaign effectiveness.
Intelligent product segmentation and targeting
At the heart of the strategy was an intelligent segmentation of the product range based on value and customer potential. We divided the furniture into three categories:
- Premium segment (designer furniture and special collections)
- Middle segment (quality furniture for the mainstream market)
- Entry segment (special offers and seasonal products)
For each category, we developed tailored ads and targeting criteria that matched the typical buyer profiles. Particularly effective was our work with the Premium segment, where through advanced audience segmentation we were able to identify customers with both purchasing power and design interest.
Performance Max and smart budgeting
We implemented a tailored Performance Max strategy that utilized Google’s machine learning algorithms to find the most valuable conversion opportunities. This was combined with a dynamic bidding strategy that continuously adjusted the bid distribution between the three product segments based on current performance.
A carefully planned seasonal approach ensured maximum impact during key sales periods such as Black Month and January sales. By analyzing data from previous sales seasons, we were able to predict which product categories would have the highest demand during different periods and adjust budgets accordingly.
Seven times higher return on advertising budget
The results speak for themselves: For every DKK 3.01 Wengberg Møbler previously got back on their advertising, they now get DKK 20.70. – almost seven times higher return. The total conversion value has grown from around half a million to over 4.2 million DKK.
This significant improvement in efficiency has not only increased direct revenue from digital channels, but also freed up marketing funds to invest in further growth. At the same time, the improved click-through rate of 2.32% has strengthened Wengberg’s visibility and brand position in the digital furniture market.
Our collaboration with Wengberg Furniture shows that even in an industry with complex and long-term purchasing decisions, a strategic approach to digital advertising can create exceptional results. By focusing on value over volume, we have helped Wengberg establish a digital sales channel that not only generates traffic, but creates significant value for the business.
