Meet Cafe Furniture Company
Cafe Furniture Company supplies furniture for hospitality businesses. Its digital programme combines SEO and Google Ads to help customers discover the range and request information for their projects.
The Challenge
Commercial furniture purchases often involve a quotation or conversation, so success could not be judged by traffic or artificial conversion values alone.
Matching Commercial Buying Intent
Hospitality customers choose furniture for a venue, budget and practical purpose. Search activity needed to connect these requirements with the relevant range, helping buyers explore options for a project rather than simply delivering broad furniture traffic.
Supporting The Quote Journey
Commercial orders can involve a conversation before a purchase. The website and campaigns needed to support quote requests and contact, recognising that these actions were useful outcomes even when the final transaction happened outside the online checkout.
Improving Paid Search Efficiency
The advertising programme needed to increase conversions without allowing acquisition costs to rise at the same pace. SEO provided another route to product discovery, while paid-search performance had to be assessed against the cost of generating enquiries.
Our Approach
Our work for Cafe Furniture Company brought together SEO, Google Ads.
Support search-led product discovery
- Ran Google Ads alongside the SEO programme, creating paid and organic routes into the furniture catalogue.
- Reviewed performance across complete periods so changes in enquiry activity could be assessed alongside the budget invested in the campaigns.
Understand the enquiry journey
- Reviewed quote requests, contact forms and phone activity to understand the different ways customers responded to the website.
- Assessed conversion volume and acquisition cost together, reflecting a commercial-furniture purchase where a conversation or quote can precede the final order.
The Results
Enhanced Google Ads Performance
The quarter-on-quarter comparison recorded more conversions at a lower acquisition cost. Conversion growth exceeded the increase in media spend, supporting a more productive enquiry channel for the commercial furniture business.
- Increase in conversions
- Reduction in cost per conversion
- Increase in Google Ads conversion rate
More Organic Visits To Key Shopping Pages
SEO work supported commercial product categories and local discovery. In the August monthly comparison, organic clicks to the cafe tables category increased by 21%, while clicks to the Google Business Profile landing URL increased by 18%. Fameg chairs also held a top-three average organic position. These page-level gains are distinct from overall site traffic.
- Increase in organic clicks to cafe tables
- Increase in organic clicks to the local listing landing page
- Average position for Fameg chairs
Client Feedback
“Patryk, Jeremy, and Dylan really care about my business and demonstrate a genuine desire to help.”
