The Client
Deutsch Furniture Gallery is an Amish furniture store in Rochester, Minnesota that sells online across the lower 48 states, and our Google Ads for furniture stores drove $532,105 in online sales in 11 months at $5.19 for every ad dollar.
Deutsch Amish Furniture sells handcrafted, solid-wood Amish furniture: dining sets, bedroom sets, living room, home office, bookcases and outdoor poly furniture, most of it built to order in the wood, stain and size the customer picks. It is a 3,000-product catalog of considered, high-ticket purchases.
We took over the account and launched our own campaigns on October 30, 2025.
$532,105 in online sales from the ads, November 2025 to September 2026. $5.19 back for every ad dollar.
The Challenge
Google Ads for high-ticket furniture is a long game against big catalogs:
- Long research cycles. A $1,400 dining set is not an impulse buy. Buyers compare for weeks, so the ads have to stay visible without overpaying for early clicks.
- Two national heavyweights. The largest Amish furniture catalogs bid on nearly every "Amish [product]" search.
- A huge, made-to-order catalog. Woods, stains and sizes multiply into thousands of variants, and a messy feed wastes budget.
- An inherited account. We took over dozens of small Shopping and Performance Max campaigns from the previous agency, each with its own ROAS target.
What We Built
1. One Top-of-Funnel Performance Max Engine
We replaced the patchwork of small campaigns with one Performance Max campaign built on the full product feed. It is the account's main engine: $254,370 in online sales on $50,165 of spend since November 2025.
2. Brand Search Protection
A dedicated brand campaign keeps competitors off searches for the store's own name. It added $123,131 in sales on $12,069, more than $10 back for every dollar.
3. Room-by-Room Campaigns
Dedicated Performance Max campaigns for office furniture ($27,891 in sales on $3,852), dining and, from August 2026, living room and outdoor poly furniture, each filtered to its own part of the catalog with its own audience signals. A Shopping campaign added in February 2026 has produced $20,535 on $2,249.
4. Search for "Amish Furniture" and Local Buyers
An exact-match Amish furniture Search campaign and a local Search campaign reach buyers searching by category and shoppers near the Rochester showroom.
5. Every Sale and Every Call Counted
Revenue is online purchase value only. Calls from the ads and from the website are tracked as well, and taps on a phone number are not. That gives bidding the real signal: 145 phone calls on top of the online orders.
6. Daily Optimization via Ad Campaign Concierge™
Every campaign is reviewed daily through our proprietary Ad Campaign Concierge™ system: search-term mining and negative keywords across a 3,000-product catalog, budget moved toward the rooms that sell, and the old campaigns retired once ours proved themselves.
The Results
- $532,105 in online furniture sales from the ads, November 2025 to September 2026
- 383 online orders at an average of $1,388
- $5.19 back for every $1 of ad spend
- Best month: $69,875 in ad revenue in February 2026
What Improved
Compared with the same 11 months a year earlier (November 2024 to September 2025, before we took over):
| Metric | Before us | With us |
|---|---|---|
| Sales per $1 of ad spend | $4.55 | $5.19 |
| Click-through rate | 1.30% | 1.64% |
| Cost per click | $0.90 | $0.79 |
| Cost per online order | $283 | $267 |
| Average order value | $1,290 | $1,388 |
| Phone calls from ads and website | 118 | 145 |
The account now does more with every dollar: a higher click-through rate, cheaper clicks, cheaper orders and bigger baskets, while the monthly budget came down by about a third.
Key Takeaways
- Consolidate before you scale. Dozens of small campaigns split the data. One strong Performance Max engine now carries almost half of all sales from the ads.
- Protect the brand. A small brand campaign returned more than $10 for every dollar.
- High-ticket furniture Google Ads is judged on months, not weeks. Buyers take weeks to decide, so the account is managed on order value and return, not daily swings.
- Count calls as well as carts. Furniture buyers phone the showroom before big orders, and those calls are real sales conversations.
Frequently Asked Questions
How much should a furniture store spend on Google Ads?
Deutsch Furniture Gallery spent $102,462 on Google Ads from November 2025 to September 2026, about $9,300 a month. That spend brought back $532,105 in online furniture sales, $5.19 for every dollar.
Does Google Ads work for high-ticket furniture?
Yes. The account produced 383 online orders in 11 months at an average order of $1,388, up from $1,290 in the same months a year earlier. Buyers research for weeks, so the ads stay in front of them until they order.
Performance Max or Search for a furniture store?
Both. Our top-of-funnel Performance Max campaign produced $254,370 in sales on $50,165 of spend, and the brand Search campaign added $123,131 on $12,069 by keeping competitors off the store's own name.
How quickly can a new agency improve a furniture account?
We launched our campaigns on October 30, 2025. The first full month, November, produced $53,194 in online sales from the ads, and December produced $64,576. Over the 11 months, cost per click fell from $0.90 to $0.79 and the return per ad dollar rose from $4.55 to $5.19.
About This Campaign
This account is managed daily through Ad Campaign Concierge™, our proprietary optimization system for e-commerce.
Industry: Furniture E-Commerce Platforms: Google Ads (Performance Max, Search, Shopping) Location: Rochester, MN (ships to the lower 48 states) Account Duration: October 2025 to present (ongoing)
Revenue is online purchase value tracked in Google Ads through GA4, from November 2025 (our first full month) to September 2026. Calls are calls from ads and from the website; phone-number taps, begin-checkout events and page views are excluded. "Before us" is the same 11 months a year earlier under the previous agency. Amounts in US dollars.