Shifted spend to furniture scaled it 4.4× at 4.91x.
Already at 3.3x on ₹52K a month and stuck there — the cheap décor carrying the budget couldn't pay for a furniture buyer's clicks. Moving the weight onto high-ticket pieces nearly doubled order value and took spend 4.4× at 4.91x.
Four times the spend, at a better return than it started with.
The dip in the middle is the part worth reading.
Good numbers on a budget too small to matter.
La Conifera sells home décor and furniture — clicks are expensive, the decision takes weeks, and the difference between a serving platter and a coffee table is an order worth five times as much.
At 3.31x on ₹52,000 a month the account was profitable and almost irrelevant to the business. Every budget increase pushed the return down, because the products carrying the spend were too cheap to pay for a furniture buyer's clicks.
Three problems, none of them fixable by bidding.
At ₹2,793 an order, the maths barely worked. With ₹500 CPMs and a slow decision, the account needed orders worth more — not clicks worth less.
A narrow set of assets carried prospecting. In a category bought on how a piece looks in a room, the strongest lever available was barely being pulled.
Budgets steered by hand across campaigns too small to learn from, so each one stayed stuck in an expensive cold start.
When clicks are expensive and the decision is slow, the cheapest way to grow is to sell something worth more.
Put the budget behind the furniture.
On 24 October we opened a dedicated furniture testing campaign and moved prospecting weight onto high-ticket pieces. Everything after that was about holding the return steady while the budget climbed.
- Shifted the mix to furnitureProspecting moved onto high-ticket pieces. ₹5.18L at 3.92x.
- Kept catalogue running underneathThe long tail carried without its own creative. 4.24x across ₹4.03L.
- Moved to ROAS-goal biddingFrom 7 March, a return target instead of hand-steering. ₹5.18L at 5.09x.
- Consolidated onto proven creativeBest assets into one CBO and Advantage+ structure. 5.50x at ₹793.
- Built against the festive calendarA festive set live in early August. 4.09x through the season.
- Cut what didn't work, earlyLookalikes, cost-cap, traffic and early retargeting — all stopped inside their test budgets.
Where it started, how it scaled, where it is now.
Profitable and too small to matter. Cheap décor carried prospecting, so every budget increase pushed the return down.
₹5,316average order value
Furniture took over prospecting and order value nearly doubled. February to June drifted into a 3.61x trough as the first creative set fatigued; consolidating in late June lifted July–September back to 4.83x.
Four times the opening budget at a better return, with order value holding near double. The business now feels the difference between a good month and a bad one.
The dip was a creative problem — and the account grew out of it rather than retreating from it.
Order value is the cheapest growth available to any brand.
Average order value moved from ₹2,793 to ₹5,316 — the same customer, acquired at roughly the same effort, buying something worth more. It costs nothing in media, which is why cost per order could rise from ₹843 to ₹1,082 and the account still got more profitable.
It is also why the budget could grow at all. At ₹2,793 an order, ₹2.3L a month would have been unaffordable. At ₹5,316 it returns 4.91x.
Sell something worth more, and every other number in the account gets easier.
Raise the order, not the budget
When clicks are expensive, pushing more spend through cheap products just buys the same bad maths at scale. Find the product whose price can carry the acquisition cost.
A dip is a creative problem first
Five months of soft returns were not a harder auction. The first winning creative set had run its course, and performance recovered as soon as proven assets were consolidated.
Give the platform a target, not instructions
Hand-steering small campaigns keeps them all learning and none performing. One goal-based campaign with real budget beat everything managed manually.
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