BRIJMOHAN RAY
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D2C Furniture

Scaling a Premium D2C Furniture Brand to ₹3Cr/Month

Broad targeting + dynamic product ads at 6.2x blended ROAS.

Scaling a Premium D2C Furniture Brand to ₹3Cr/Month
Monthly Revenue₹3Cr/mo
Blended ROAS6.2x
Average Order Value₹45k AOV

The Challenge

Acquiring online buyers for high-ticket furniture (AOV of ₹45,000) requires a completely different psychological funnel than standard e-commerce. A customer buying a sofa online needs to trust the structural integrity, leather quality, and delivery mechanism.

Our audit revealed:

  • Micro-Targeted Interest Groups: The previous agency was targeting specific interior design interests and luxury brands, which led to audience exhaustion in 7 days and forced CPMs up by 150%.
  • Ineffective Video Ads: Beautiful lifestyle ads that looked nice but failed to address customer doubts about comfort, texture, and durability.
  • Leaking Funnels: Checkout pages had high cart abandonment rates due to unexpected delivery surcharges.
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The Approach

We shifted their performance marketing away from micro-interests to raw, creative-led broad targeting:

1. The Broad Targeting Play

We turned off all interest targeting. We targeted the entire adult population of Tier-1 and Tier-2 cities in India, allowing the Facebook algorithm to find the buyers based solely on who interacted with our ad creatives.

2. Physical Trust Creative Strategy

We produced high-conviction direct-response video hooks:

  • The Weight Test: Showing three heavy operators sitting on the armrest of the sofa.
  • The Spill Test: Spilling red wine on the hydrophobic fabric and wiping it off in 2 seconds.
  • The Frame Build: Showing the teakwood frames being assembled in the factory.

3. Catalog Restructuring & Retargeting

We implemented Dynamic Product Ads (DPA) displaying high-fidelity styled room views rather than plain white backgrounds.

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The Results

The scale was rapid and profitable:

  • Monthly Revenue: Pushed total digital revenue to over ₹3Cr/month.
  • Superb Efficiency: Maintained an average blended ROAS of 6.2x across Meta and Google Shopping.
  • Cart Recovery: Brought the checkout conversion rate up by 38% after shipping transparency edits.
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(Note: Bar represents revenue, line represents AOV index)

The Lesson

High-ticket doesn't mean narrow targeting. Trying to micro-target wealthy individuals only results in paying exorbitant CPMs. The best targeting mechanism is your ad creative itself. If the creative demonstrates premium build quality and eliminates purchase fear, the platform's algorithm will find the right buyers at a fraction of the cost.