The Challenge
A luxury furniture company with a vast catalog and extensive customization options was struggling to convert online shoppers. The complexity of the product assortment, combined with fast-changing design trends, made it impossible to manually maintain relevant keyword coverage. Category landing pages were too broad to capture intent, leading to a poor search experience and weak conversion rates.
The Insight
The business problem was friction in product discovery. Shoppers looking for highly specific pieces (e.g., “modern walnut dining table with upholstered chairs”) weren’t finding relevant results. The solution required leveraging automation to match customers to the right products at scale, improving relevancy while preserving a premium brand experience.
The Strategy
I designed a search strategy built around automation and personalization to align the retailer’s expansive product catalog with evolving consumer demand. By deploying dynamic search and shopping campaigns, we could ensure the most relevant products surfaced for each query, while prioritizing investment toward high-value audiences.
The Execution
Dynamic Search Ads (DSA): Automated keyword coverage across thousands of SKUs, ensuring ads mapped to the most relevant landing pages.
Shopping Campaigns: Built product-specific feeds segmented by furniture category for precision targeting.
Audience Strategy: Layered demographic filters and remarketing lists (past purchasers, recent site visitors) to prioritize customers with the highest likelihood of purchasing luxury furniture.
The Results
The automation-first strategy quickly unlocked performance:
Conversion rate increased by 126%
$1.2M in incremental revenue generated within the first month of launching DSA campaigns
Improved alignment between customer search behavior and product discovery
The Takeaway
This case demonstrates how automation can transform complexity into opportunity. For a brand with a vast and customizable product catalog, dynamic media solutions created a seamless, relevant customer journey, driving measurable revenue growth while reinforcing a premium shopping experience.