Our Challenge Turning ad spend into profit on high-ticket products
We partnered with Rowen Homes after they came to us with a few critical issues: their blended ROAS was declining, conversion rates were underperforming, and their Google Ads account structure wasn’t built for scale.
They to shift more budget toward high-ticket items, such as luxury sofas and furniture, and reduce investment in lower-ticket products. While that made sense in theory, it came with a problem: The product pages, imagery, and top of funnel storytelling weren’t strong enough to support the shift. They were focused heavily on immediate returns, but the purchase journey for these items is longer and more considered.
Our Strategy Restructure, test, and rebuild trust
1. Fixing the Foundations
We began with a full product feed cleanup, focusing on both Google Shopping and Meta. Several product groups had been built manually without much strategy, and on Google, custom labels were cannibalising each other, leading to inefficient bidding and wasted spend. We also reviewed budget distribution across both platforms to ensure it aligned with actual performance, not just assumptions.
2. Creative Control and Funnel Fit
We introduced structured creative testing on Meta, experimenting with video, carousel and static formats to understand what worked best at different stages of the funnel. We also excluded listings that used only line drawings, prioritising real-life product imagery to improve engagement and trust.
We then split tested product pages versus category pages in Google Performance Max campaigns to identify the most effective route to conversion. For high-ticket items, we found that category pages often delivered better results due to greater context and variety.
3. High-Ticket Performance Optimisation
We rebuilt campaign structures around product types, giving us more control and better visibility. For example, we separated out candles into their own campaign, which delivered a £12 CPA and £101 AOV. These changes helped us fine-tune performance by category and adapt creative and bidding strategies accordingly.
The Results
The impact of the changes was clear by the end of the quarter:
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- Conversion rate increased from 1.72% to 2.32%
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- Total purchases grew by 51% quarter on quarter
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- Meta CVR improved by 35%, while Google CVR increased by 33%
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- December Google purchases rose 121% year on year
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- Blended ROAS was maintained at 10.63, even with increased spend
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- High ticket Meta ROAS improved to 2.24 in December, up from 1.94 in October
By improving structure, creative and alignment with the customer journey, we helped this home interiors brand unlock performance and growth at scale.
Conclusion 51% increase in total purchases
Scaling high ticket products isn’t just about shifting more budget, it’s about matching intent with structure, creative, and user experience. In this case, the brand’s growth didn’t come from doing more, but from doing things better. By focusing on segmentation, feed accuracy, funnel specific creative, and tighter campaign structure, we helped Rowen Homes unlock 51% more purchases and a significant lift in conversion rate.
“A pleasure to work with Cam and the team successfully managed our paid search channels, providing both growth and efficiency across the campaigns.” – Richard (Rowen Homes)
