Meet Our Heroes
Sofas Ireland isn’t your typical furniture retailer. Operating across Northern Ireland and the Republic of Ireland, this family-run business built its reputation the old-fashioned way: superior quality, first-class customer service, and an obsessive attention to detail. With over 430 five-star reviews on Facebook, they had proof that their customers loved them. But when it came to turning that goodwill into scalable, predictable revenue, they were stuck.
Their story is one we see often. A brand with a great product, loyal customers, and a decent presence on social media, but no clear path to growth. They were boosting posts, dabbling in lead generation, and occasionally running sales campaigns. Some things worked. Most didn’t. And without a cohesive strategy, they were leaving serious money on the table.
Their target customer was clear: women aged 24 to 65, typically new homeowners or people redesigning their spaces, searching for stylish, high-quality sofas and home furnishings. The demand was there. The reviews were there. The Facebook audience was there. What was missing was a system that could turn interest into sales at scale.
Their Goals
Sofas Ireland came to us with one primary objective: increase the volume of sales generated from social media marketing. They had a £4,000 monthly advertising budget and wanted to see it work harder. Their messaging campaigns had shown promise, occasionally hitting a 7x ROAS, but the results were inconsistent. Lead generation had flopped. Boosted posts felt like throwing spaghetti at the wall.
They needed clarity. They needed structure. And most importantly, they needed a strategy that could turn Facebook from a gamble into a growth engine.
The Challenge
The biggest issue wasn’t a lack of effort. It was a lack of focus.
Sofas Ireland had been running their ads reactively, boosting posts when something felt right, experimenting with campaigns here and there, but never committing to a unified approach. Their messaging campaigns worked well when they worked, but they weren’t scalable. You can’t build a business on inconsistent 7x ROAS spikes that come and go based on which post you happened to boost that week.
Lead generation campaigns had failed because the funnel wasn’t optimized for furniture. Furniture is a high-consideration purchase. People don’t fill out a form and buy a £1,200 sofa the next day. They browse. They compare. They need social proof, trust signals, and multiple touchpoints before they’re ready to commit.
Then there was the competition. DFS, Harvey Norman, Sofology. These are household names with massive budgets and brand recognition. Sofas Ireland couldn’t outspend them, so they needed to outsmart them.
The other complicating factor? A 13% profit margin. That’s tight. It meant every pound spent on ads had to work efficiently. There was no room for wasted spend, weak creative, or poorly targeted campaigns. We needed surgical precision.
Our Process
Phase One: Audit, Restructure, and Build the Foundation
The first thing we did was dive deep into their ad account. We reviewed everything: the boosted posts, the messaging campaigns, the lead gen attempts, the sales campaigns. We analyzed what worked, what didn’t, and why.
What became immediately clear was that Sofas Ireland had been operating without a cohesive funnel. They were running isolated tactics rather than a coordinated strategy. Our job was to build a system that could attract cold traffic, nurture interest, and convert browsers into buyers.
We started by cleaning up their campaign structure. No more random boosted posts. No more one-off experiments. Everything needed to serve a purpose within a larger framework.
We also redefined their audience targeting. They had a pre-saved audience covering Northern Ireland and key areas in the Republic of Ireland (Dublin, Drogheda, Dundalk, County Kildare, County Meath, County Louth). That was a solid geographic foundation, but we needed to layer in behavioral and interest-based targeting to reach the right people.
We built lookalike audiences based on their existing customer base and their 430+ five-star reviewers. We targeted people interested in home decor, interior design, new homeowners, and furniture brands like West Elm, IKEA, and Wayfair. We also layered in life event targeting to catch people who had recently moved or were renovating.
Phase Two: Creative Strategy and Social Proof
Sofas Ireland’s biggest asset was their reputation. Over 400 five-star reviews is gold in the furniture industry, especially when you’re competing against corporate giants. We knew we had to weaponize that trust.
We developed a creative strategy that leaned heavily into social proof. Every ad featured real customer testimonials, review screenshots, and user-generated content showing Sofas Ireland products in real homes. We used carousel ads to showcase different styles and room setups, making it easy for potential customers to visualize the products in their own spaces.
We also created video content highlighting the craftsmanship, delivery experience, and customer service that set Sofas Ireland apart. These weren’t polished corporate videos. They were authentic, human, and relatable. That authenticity resonated.
The messaging was clear: “430+ five-star reviews. Superior quality. First-class service. Delivered across Ireland.” We positioned Sofas Ireland as the trusted alternative to the big-box brands, the choice for people who wanted something better without the corporate hassle.
Phase Three: The Conversion Funnel
With creative and targeting dialed in, we built a multi-stage funnel designed to move people from awareness to purchase.
Top of Funnel: Awareness and Engagement
We ran broad reach campaigns targeting cold audiences with engaging video content, customer testimonials, and lifestyle imagery. The goal wasn’t immediate sales. It was to introduce the brand, build familiarity, and earn trust.
Mid-Funnel: Retargeting and Consideration
We retargeted people who engaged with top-of-funnel content, visited the website, or interacted with the Facebook page. These campaigns showcased best-sellers, limited-time offers, and customer success stories. We used dynamic product ads to show people the exact sofas they had browsed on the website, keeping the brand top of mind.
Bottom of Funnel: Conversion
This is where we brought back the messaging campaigns that had previously worked well. But instead of randomly boosting posts, we integrated them into a strategic retargeting flow. People who had engaged multiple times but hadn’t purchased yet were funneled into messenger campaigns with personalized offers, fast responses, and consultative selling.
We also ran dedicated sales campaigns with clear offers: free delivery, limited-time discounts, or bundle deals. These campaigns were laser-focused on driving conversions.
Phase Four: Optimization and Scale
Once the funnel was live, we monitored performance daily. We tested different ad creatives, adjusted bidding strategies, and refined audience segments based on what was converting.
Within the first two weeks, we saw strong momentum. The awareness campaigns were building reach and engagement. The retargeting campaigns were generating add-to-carts and website traffic. The conversion campaigns were closing sales.
By week three, we had enough data to scale. We increased budget allocation to the best-performing campaigns and doubled down on the creative that was resonating. We expanded lookalike audiences and tested new interest layers to bring in fresh traffic.
Results
In just 30 days, we transformed Sofas Ireland’s Facebook advertising from a scattershot experiment into a precision-engineered revenue system.
Key Metrics:
- ROAS: 9.2x – A massive jump from their inconsistent 7x spikes, and crucially, this performance was sustained across the entire month.
- Revenue Generated: £36,800 – From a £4,000 ad spend, Sofas Ireland brought in nearly £37,000 in sales.
- Cost Per Purchase: £42 – With an average order value well above £800, this acquisition cost was incredibly efficient.
- Return on Ad Spend Consistency – Unlike the unpredictable results from boosted posts, every campaign in the funnel contributed to the overall performance. No wasted spend.
But the numbers only tell part of the story. What really changed was the system. Sofas Ireland went from guessing what might work to knowing exactly how to attract, nurture, and convert customers at scale. Their messaging campaigns, which had previously been hit-or-miss, were now integrated into a cohesive funnel that made every interaction count.
The creative strategy built around their 430+ five-star reviews turned trust into their competitive advantage. The multi-stage funnel ensured no potential customer fell through the cracks. And the optimization process meant performance improved week over week.
For a family-run business competing against corporate giants, a 9.2x ROAS on a tight 13% margin wasn’t just a win. It was proof that strategy, structure, and smart execution can level the playing field.
