Split the channels by intent. Google captures people already looking for the piece; Meta creates demand among people who haven't started searching yet. Forcing one structure across both was holding the account back, so each was built for its own job.

Creative built for a considered purchase rather than an impulse one: room context over cut-outs, scale and material shown clearly, and angles tested around the practical objections — size, delivery and whether the piece suits the space.

Google and Meta measured against the job each was doing rather than a single blended target. Search and shopping took the budget where demand already existed; Meta carried the discovery spend that fills the pipeline weeks ahead of the sale.

High-ticket furniture rarely converts on a first visit. Product pages carried the detail that decides a considered purchase — dimensions, materials, delivery timings and lead times — so the questions that stall a sale were answered before the basket rather than after it.