Case: Scaling furniture sales through Facebook Ads (catalog)

Project

E-commerce furniture brand
Geo: Ukraine
Tool: Meta Ads (dynamic advertising through catalog)

Business Goal

To build a predictable sales system through Facebook Ads focusing on:
steady order flow
control of customer acquisition cost
scaling without loss of efficiency

Project Challenges
Highly competitive market
The furniture niche is characterized by significant competition and low product differentiation, making it difficult to work with cold audiences.
Long decision-making cycle
Users interact with the product several times before purchase, requiring the construction of a full-fledged funnel with retargeting.

Catalog limitations
Uneven distribution of impressions among products and dependence of results on feed quality.

Sensitivity to creatives
Even when using DPA, visual presentation and initial interactions significantly affect CTR and CPA.

Strategy
1. Building a multi-level funnel
Cold traffic:
broad audiences + interest stacking
optimization for content views / add to cart
Middle:
retargeting product views
Bottom:
dynamic retargeting (DPA) for users with high intent
2. Working with the catalog (key factor)
optimizing product names for search patterns
structuring categories
highlighting “hero products” for scaling
quality control of photos and descriptions
3. Creative strategy

Tested formats:
dynamic carousels
videos with interiors
lifestyle visuals

Best results were achieved with:
carousels with a clear focus on the product
videos showcasing furniture in real interiors

4. Optimization and scaling
redistribution of budget towards effective products
regular updates of creatives
working with frequency of impressions
scaling through lookalike audiences

Results
CTR: 11.13%
CPC: $0.04
CPA (purchase): $52.61
ROAS: 14.92

A steady flow of orders was ensured with the possibility of scaling without a sharp increase in CPA.

Key Insights
Up to 70% of sales are generated by retargeting
Feed quality directly affects ROAS
Products with the right visual presentation receive 2-3 times more impressions
DPA works effectively only with the correct funnel structure

What Worked
audience segmentation by intent level
focus on “hero products”
regular updates of creatives
combination of DPA + manual creatives

What Did Not Work
launching the catalog without feed optimization
universal creatives without focus on a specific product
lack of a clear funnel

Conclusion

The project demonstrated that in the e-commerce furniture segment, the key success factors are:

quality structure of advertising campaigns
deep work with the catalog
systematic retargeting

Thanks to a comprehensive approach, it was possible to build an effective and scalable sales model through Meta Ads.