Taking a Heritage Furniture Brand Across the Atlantic
Parallel UK and US search programs built around a brochure-first buying journey.
Client name withheld at their request. All figures come directly from the ad platform.
The Challenge
A maker of handcrafted, made-to-order furniture sells a considered purchase: nobody buys a four-figure piece from a single click. The brochure request is the real conversion, the moment a browser becomes a prospect. The brand needed that engine running in its UK home market and its growing US audience at the same time, without one market’s data polluting the other’s decisions.
What We Did
- Ran the two markets as parallel campaign structures with separate budgets, bidding, and messaging, mirrored so learnings transfer but performance stays independently accountable
- Made the brochure request the primary conversion and optimised everything toward it, resisting the temptation to chase shallow metrics
- Kept US landing journeys equivalent to the proven UK versions so the experience holds across both audiences
- Managed the account daily across both regions, reallocating spend as seasonal demand shifted
The Results
Across six months the programs generated more than 530 brochure requests, with the most recent quarter up 11% on the one before at a flat cost per request. Two markets, one consistent pipeline of serious, catalogue-in-hand prospects.
