70% CPA improvement

MP Antique Furniture, known as MPF, restores antique furniture and sells online. Its objective when it came to DPOM was to grow its antique furniture restoration services aggressively, in addition to its online sales. Restoration and retail are two different kinds of customer. One is a person with a treasured piece that needs skilled work, the other is a buyer looking for something distinctive to put in their home.

Antique furniture is a specialist market, so it matters who the ads and search results reach. A click from someone looking for the wrong kind of furniture still costs money.

The market is also an unusual one. Buyers of antiques often know what they want, whether that is a period, a style or a type of piece, and they search for it with some care. Restoration enquiries tend to come from people who value craftsmanship and want to know that the work will be done properly. Both groups respond to detail and to a sense of authenticity, which a broadly targeted campaign rarely conveys.

Selling furniture online brings its own pressures. Large retailers advertise heavily on general furniture searches, and a smaller specialist cannot and should not try to compete on those terms. Its advantage lies in knowing the subject and in offering pieces that cannot be found in a high street shop, so its advertising and search presence need to be aimed at people looking for exactly that.

For a business like MPF, a well-aimed campaign matters more than a large one. Paid search and organic search each have a role, and checking both together shows where money is being spent on the wrong audience and where the right audience is not being reached.