SWAGGER HOME FURNISHING
Facebook Ads
Discover how One PPC helped Swagger Home Furnishings increase Facebook advertising sales by over £3,000 per day.
SWAGGER HOME FURNISHINGS
Back Story & Challenge
Swagger Home Furnishings is a well-established e-commerce business offering a curated selection of classic and contemporary designer furniture, homeware, and accessories. With over 10 years in business and annual online sales exceeding £4 million, they’ve built a reputation for quality, service, and transparency.
With an average order value of around £2,000—high for online furniture sales—it was essential for Swagger to work with an agency aligned with their values.
Historically, new customers were acquired through Google Shopping and standard Search campaigns. However, profits from Google Ads had been declining over the past 9 months. Swagger had previously trialled Facebook Ads but failed to achieve a positive ROI. After sporadic and inconsistent Facebook efforts, they partnered with One PPC to relaunch the channel with a fresh strategic approach.
Their primary goal: maximise sales while achieving a ROAS of 8.0, or 800% (£1 spend = £10 return).
Secondary goals included increasing brand awareness and developing Facebook into a long-term, complementary sales channel alongside Google
Following our initial review and analysis, we identified
challenges such as:
- Technical issues with the product catalogue and ineffective pixel tracking setup.
- A lack of reliable Facebook advertising history, making performance analysis and optimisation difficult.
- Thousands of products with varying performance based on seasonality and stock availability.
Solution
To address these challenges, we began by resolving the Facebook product catalogue and pixel tracking issues.
The existing product catalogue feed was missing mandatory attributes, making it unusable. We implemented conditional logic to rewrite specific column text based on product type, resulting in a clean and functional data feed approved for use in Facebook’s catalogue.
We also replaced the outdated manual pixel tagging with the Facebook Pixel extension for Magento, ensuring more accurate and scalable event tracking across the site.
Campaigns were structured to target all stages of the Facebook funnel:
Cold traffic (new users)
Warm traffic (previous engagers)
Hot traffic (past visitors and cart abandoners)
To refine targeting, we created personas for more strategic ad testing.
A key driver of performance has been our continuous testing of ad creative and audience targeting. This iterative approach has delivered a sustained ROAS well above 10.0, generating hundreds of thousands in sales and allowing us to scale spend confidently.
Types of Campaigns:
Engagement Campaign
Targeted users who interacted with Swagger’s Facebook, Instagram, or ads more than 30 days ago.
Lookalike Campaigns
Tested audience size vs. similarity to maximise sales and ROAS, starting with smaller audiences and scaling up for growth.
Interest-Based Campaigns
Targeted cold audiences interested in garden furniture, testing single vs combined interests with demographic overlays.
Remarketing Ads
Targeted recent website visitors who hadn’t purchased—showing viewed products with a 10% discount incentive.
Results
This approach has delivered outstanding results for Swagger Home Furnishings throughout our partnership. Facebook advertising performance has remained consistently strong, allowing us to scale the budget as results continued to improve.
Since partnering with Swagger, we have:
Cold Traffic accounts for 70% of sales, with warm and hot traffic making up 30%
Achieved almost 200K in sales during the peak month of Summer.
Achieved a Facebook ROAS over 800% – above the ROAS profit target.
Created a consistent and effective ad creative that focuses on key USP and brand messaging.
Driven hundreds of thousands of website visitors from Facebook Ads
Implemented Facebook campaigns with the range of audience targeting
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