Seek Marketing Partners
About Urbnliving (PPC)
Urbnliving journey began in 2009 as EasyGift Trading Ltd., a small idea rooted in making homes a little more special. Over the years, they’ve evolved into Urbnliving, a brand that embodies their passion for comfort, style, and affordability in homes both in the UK and across the globe. They are an E-commerce that handles furniture, kitchenware, storage, etc.
Their Goals
- Increase traffic to the ads
- Increase conversion value
- Maintain conversion flow once made
- Keep the campaign costs within the limit
What We Did
We launched a new Performance Max campaign that retained the original structure but featured a rotating set of product segments for testing. Products with low ROAS were excluded from the main campaign and reassigned to separate campaigns to evaluate their potential. Underperforming campaigns were paused, and ad assets were refreshed regularly to maintain relevance and improve engagement. In doing so we have accomplished an astounding growth to their account metrics and brand awareness.
Urbnliving (PPC) Project Overview
Client Name:
Urbnliving (PPC)
Client Industry:
eCommerce, Home Furniture Retail, Home Improvement
Services Provided:
Google Ads Management
Project Duration:
June - August 2025
Case Study Trigger Date:
August 1, 2025
The Challenge
To improve the accounts performance and raise the ROAS and Conversion Value compared to the previous months of its activity.
The Strategy
To improve the targeted metrics, we will employ a strategy by filtering out products that aren’t achieving the threshold for the ROAS.
Our steps will be:
- Create Pmax campaigns that will be tested with the whole roster of products.
- Check the product performances periodically so we can decide which to keep and which to test in another campaign.
- Continually make budget adjustments for making positive reinforcements on the algorithm.
The Execution
We launched a brand-new PMax campaign that mirrors the original in structure but with a different set of products. These are the changes made:
- Creation of a Pmax campaign with a different set of products periodically for testing.
- 1st Performing Products
- 2nd Performing Products
- 3rd Performing Products
- 4th Segment Shopping
- Check which products sold that don’t have an adequate conversion volume and exclude them for the current campaign. They will then be tried out in a different campaign to test if they can gather conversion volume in a different setup.
- Pausing ineffective campaigns from the testing.
- Asset refreshment for ensuring a relevant ad copy.
After the meticulous testing that transpired, we can see that result through the account metrics.
The Results
August 2025 Summary:.
- Massive Increase in Conversion Value: 24,952.72 (+97.42% compared to previous period)
- Increase in Conversions: 291.20 (+60.37% compared to previous period)
- Increase in ROAS / ROI: 3.31 (+39.78% compared to previous period)
- Outcome: In August 2025, the account achieved a strong improvement in overall value and profitability. Conversion value rose significantly, reflecting higher-quality traffic and more meaningful user actions. Return on ad spend also improved, indicating better efficiency and stronger revenue generation from the campaigns. These results highlight the effectiveness of the current strategy in driving growth and making sure that the account can grow gradually over time.
What's Next
Moving forward, the focus will be on maintaining the product testing strategy that has proven effective in driving strong ROAS. By continuously evaluating the featured products and aligning them with performance trends, we ensure that the campaigns remain competitive and relevant. To further capitalise on existing interest, a Refreshed Performance Max Shopping remarketing campaign has been made to re-engage users who have previously interacted with our ads and maximising the potential for conversion from warm audiences. Most recently, a dedicated Sales campaign was introduced to spotlight products the client is actively promoting, these combined efforts aim to sustain profitability while expanding reach and conversion opportunities.
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