Do paid ads pay off for a furniture e-shop?
They can, because orders are large and one sale carries a lot of ad cost. The difficulty is a long decision process and low conversion rates. The key number is break-even cost per order compared to how many visits a buyer needs before ordering.
Orientational market averages
| Cost per click (Google) | €0.4 |
|---|---|
| Click through rate (Google) | 4 % |
| Conversion rate | 0.8 % |
| Cost per 1000 impressions (Meta) | €5 |
| Click through rate (Meta) | 1 % |
| Visits that send an inquiry | 4 % |
| Close rate | 20 % |
Values for the Slovakia market. These are orientational averages, not a promise. Your real numbers depend on your offer, website and campaign setup.
The average cost per click for furniture e-shops is higher than in fashion, and conversion rates are low, often under 1 %. How much do ads cost for a furniture e-shop? One order can easily cost 50 euros or more, which is fine for a 400 euro sofa with good margin and a problem for cheap accessories.
Competition: medium
Competition is medium: large furniture chains are strong, but many categories and styles still leave room for specialists.
Worked example
A sample business run through the same engine as the calculator:
- Monthly budget
- €1,200
- Order value
- €400
- Gross margin
- 35 %
- Channel
- Google Search
- Cost per order
- €50
- Break-even
- €140
- Risk
- Low risk
When ads don't pay off in this industry
Judging campaigns too fast
Furniture buyers visit several times over weeks. Looking at results after a few days makes campaigns seem worse than they are. Give them a full buying cycle.
Forgetting delivery costs
Heavy items cost a lot to deliver and return. If delivery eats the margin, the ad budget has nothing left to work with.
No remarketing
Since most buyers leave and come back, not showing them your products again wastes much of the first click.
What to check before you start
- Margin after delivery and assembly costs.
- How long the typical customer takes to decide.
- Photos, dimensions and material info on product pages.
- That remarketing audiences and conversion tracking are set up.
Check your own numbers
The example is someone else's business. Put in your budget, prices and margin and see your own risk in 2 minutes.
Check your own numbersQuestions from this industry
What is the average cost per click for furniture?
Our orientational benchmark is around 0.40 EUR on Google Search in Slovakia, with conversion rates around 0.8 %.
Why is the conversion rate so low?
Furniture is a considered purchase. People compare, measure and discuss before ordering, often on another device.
Does Meta work for furniture?
It works well for inspiration and remarketing. It rarely sells expensive furniture from the first impression.
Should I advertise small accessories?
Only if they have margin to carry the cost. Often they work better as additions to larger orders than as ad targets.
Related industries
Useful calculators
This is an estimate based on market averages. Real results depend on your offer, website and campaign setup.