Project Overview
The Woods is a furniture brand offering premium wooden furniture and home décor. The brand partnered with Mathew Digital to strengthen customer acquisition and visibility through Meta Ads and Google Ads.
Growthians Marketing’s case study focuses on this multi-channel performance marketing engagement, which aimed to increase brand awareness, drive customer conversations and capture high-intent demand.
The strategy combined social advertising to generate engagement and direct conversations with Google Ads to reach people actively searching for relevant products and store-related information.
Objective
The objective was to increase brand visibility, drive website engagement and generate customer conversations while managing acquisition costs across advertising channels.
The key goals were to:
- Build awareness for The Woods and its premium furniture collections.
- Generate customer conversations through WhatsApp and Messenger.
- Capture high-intent searches through Google Ads.
- Promote specific offers, including interior and wardrobe campaigns.
- Improve campaign efficiency through ongoing creative, audience and keyword optimisation.
The Woods needed an acquisition strategy that could support both brand discovery and direct customer enquiries across its product range.
Balancing Awareness and Acquisition
The campaigns needed to build brand visibility while also generating actionable customer interactions.
Different Product Campaigns
Furniture, interior and wardrobe offers required messaging tailored to their respective propositions rather than one generic advertising approach.
Reaching Relevant Audiences
The strategy needed to connect with people interested in premium furniture, home décor and interior solutions within the target market.
Managing Efficiency Across Channels
Meta Ads and Google Ads served different roles, making it important to evaluate their results using appropriate metrics and optimise each channel accordingly.
Meta Ads — Awareness & Customer Conversations
We ran multiple campaigns across Facebook and Instagram to promote The Woods’ products, offers and brand experience.
Key actions included:
- Launching messaging-focused campaigns targeting lifestyle, travel and premium-experience audiences.
- Promoting interior and wardrobe offers alongside engagement campaigns.
- Combining broad targeting with retargeting to reconnect with interested prospects.
- Testing different campaign messages and creative approaches.
- Monitoring cost per result and refining campaigns based on performance.
The strategy supported both customer discovery and direct conversations through WhatsApp and Messenger.
Google Ads — Capturing High-Intent Demand
Google Ads campaigns focused on reaching users actively searching for furniture and related products or looking for local store information.
The approach included:
- Using Performance Max campaigns focused on local store visits and promotions.
- Applying geographic targeting around Bengaluru.
- Monitoring search terms and cost-per-click trends.
- Adding negative keywords to reduce irrelevant traffic.
- Optimising campaigns to balance traffic acquisition and conversion performance.
Together, Meta Ads and Google Ads supported different parts of the customer journey: social campaigns encouraged discovery and conversations, while Google Ads captured existing demand.
The engagement generated substantial customer interaction through Meta Ads alongside measurable traffic and conversion activity through Google Ads.
Meta Ads Performance
20,000+ customer conversations
Generated through WhatsApp and Messenger across the broader campaign activity.
26 campaigns analysed
Reviewed to assess performance and identify stronger opportunities.
Selected Meta Campaign Highlights
5 June — Engagement Campaign
- Reported results: 7,298
- Cost per result: ₹17.91
- Spend: ₹1.32 lakh
25 July — Cot Ads Engagement Campaign
- Reported results: 5,671
- Cost per result: ₹21.95
- Spend: ₹1.24 lakh
22 December — WhatsApp Offer Campaign
- Reported results: 4,780
- Cost per result: ₹30.62
- Spend: ₹1.46 lakh
20 April 2025 — Wardrobe Campaign
- Reported results: 298
- Cost per result: ₹21.67
- Spend: ₹6,400
23 May 2025 — Interior Campaign
- Reported results: 94
- Cost per result: ₹149.57
- Spend: ₹14,000
These highlights show how costs varied across campaign objectives, with the high-volume engagement and WhatsApp campaigns recording different cost-per-result figures.
Google Ads Performance
17.9K clicks generated
193 conversions recorded
₹11.89 average cost per click
₹2.13 lakh total ad spend
The campaigns generated traffic and recorded conversions while maintaining an average CPC below ₹12.
Reported Revenue Impact
The original case study reports ₹2 crore+ in revenue generated through Meta Ads and Google Ads over more than three years.
The Woods developed a multi-channel performance marketing framework that combined social discovery, direct customer conversations and search-driven acquisition.
The reported outcomes included:
- More than 20,000 customer conversations through WhatsApp and Messenger.
- 193 Google Ads conversions from 17.9K clicks.
- An average Google Ads CPC of ₹11.89.
- A reported ₹2 crore+ revenue impact across more than three years of Meta and Google advertising.
The two-channel approach provided multiple routes for customers to discover the brand and engage with its products. Ongoing campaign analysis, creative testing and search-term optimisation helped guide decisions across the advertising mix.
The broader lesson is that awareness, conversations and search conversions serve different functions. Measuring each appropriately provides a clearer view of how channels contribute to customer acquisition.
Different Channels Serve Different Jobs
Meta Ads supported awareness, engagement and direct conversations, while Google Ads captured search demand and recorded conversions.
Product-Specific Campaigns Matter
Interior, wardrobe and offer-led campaigns benefit from messaging tailored to the product proposition and customer interest.
Optimise Each Channel on Its Own Terms
Cost per result, cost per conversation, CPC and conversions measure different outcomes. They should be evaluated according to each campaign’s objective.
Testing Creates Opportunities to Improve
Reviewing campaign performance across creatives, audiences and search terms helps identify what deserves further investment.
Measure the Wider Business Impact
Advertising metrics help evaluate acquisition performance, but revenue attribution should be supported by reliable business and campaign data.
