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Case Study
Domicil

How We Turned Digital Demand Into Store Footfall for Domicil — Doubling ROAS While Growing Qualified Leads by 35%

Domicil operates in premium furniture — a high-consideration, high-ticket category where discovery increasingly happens online, but the purchase journey often continues inside a physical store.

 

The brand already had strong credibility in premium home furnishings. The opportunity was to make digital marketing more commercially productive: improve discoverability, stay relevant through a longer consideration cycle, and consistently move high-intent prospects from online discovery towards retail stores.

 

This required Google and Meta to work across the journey rather than simply generate clicks or enquiries.

Key Business Challenge

Build a full-funnel digital engine that could create premium furniture demand, nurture consideration and translate online intent into qualified leads and store footfall at stronger economics.

Campaign

Lead Generation – Google & Meta

Industry

Premium Home Furnishing

Key Growth Levers

Google | Meta

Before Re-architecting, We Diagnosed
Where Digital Had to Drive Offline Intent

Long Buying Journey

Premium furniture isn’t an impulse purchase. Customers research, compare and revisit options before becoming ready to visit or buy.

Online-to-Store Gap

Digital interest had to translate into qualified retail intent, making clicks and conventional online conversions incomplete measures of performance.

Fragmented Funnel Roles

Awareness, consideration, remarketing and high-intent acquisition needed clearer roles so Google and Meta could work together across the journey.

From Digital Visibility to
A Full-Funnel Engine Built to Drive Retail Intent

Intent-Led Search

Used Google to capture consumers actively researching premium furniture, supported by sharper keyword planning and campaign structures.

Remarketing Loops

Re-engaged prospects who had already interacted with the brand, keeping Domicil present as consumers moved closer to purchase.

#ROI

Creative-Led Consideration

Continuously refined communication to keep Domicil relevant through a longer, inspiration-heavy furniture decision journey.

Meta-Led Discovery

Used Meta to build consideration among relevant premium audiences before they necessarily entered active furniture search.

Efficiency-Led Allocation

Continuously shifted budgets, audiences and campaigns towards the pockets generating stronger conversion and qualified retail intent.

We designed Google and Meta around different moments in the furniture buying journey — connecting discovery, consideration, remarketing and high-intent capture to create a stronger pipeline for Domicil’s stores.

Results Over the Engagement Window

Qualified Leads
↑ 0 %
Cost per Conversion
↓ 0 %
ROAS
↑ 0 %
Bonus Win!

Digital translated into retail intent. Qualified leads grew 35% while ROAS doubled — making online acquisition a stronger contributor to Domicil’s store-led business.

Our Learnings
We Don’t Just Generate Furniture Leads

We Build Digital Journeys That Move High-Intent Buyers Towards Stores
01

For premium retail, digital shouldn’t be evaluated as an isolated sales channel. Its value lies in how effectively it influences customers towards the eventual purchase environment.

02

High-consideration purchases require repeated exposure. Search captures intent when it appears; Meta and remarketing help ensure the brand remains in consideration until then.

03

Qualified retail intent matters more than raw conversion volume. Optimisation needs to reflect the quality of customers digital campaigns are sending downstream.

04

Brand building and performance aren’t opposing objectives in premium furniture. Stronger consideration can make the eventual high-intent acquisition layer substantially more productive.

For us, performance marketing for premium retail isn’t about stopping at the online lead — it’s about building the digital journey that gets the right customer closer to the store and the sale.
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