Furniture retailers are contending with significant increases in digital advertising costs, as average Cost-Per-Click (CPC) rose 22% year-on-year, according to analysis by Circus PPC. Peak months such as April saw CPCs jump from around £0.74 in 2023–24 to over £1.05 in 2024–25, reflecting heightened competition and shifting consumer behaviour across e-commerce.
© AI Generated
Stephanie Caldecott, Marketing Manager at Circus PPC, highlights four strategies for retailers to remain competitive:
- Focus on best-selling products – prioritise high-margin, proven performers to maximise return on ad spend.
- Strategic use of automation – tools like Google Performance Max should complement, not replace, brand-specific decisions.
- Optimise website performance – fast, mobile-friendly sites with clear descriptions, imagery, and trust signals convert paid traffic more effectively.
- Monitor ad spend closely – regular PPC audits ensure budgets target the most relevant audiences and high-performing campaigns.
Caldecott warns that rising CPCs are unlikely to reverse soon, but with targeted campaigns, smarter budget allocation, and improved on-site conversions, furniture retailers can manage acquisition costs and sustain profitability in a challenging market.
The full insights and practical strategies are detailed in Circus PPC's latest whitepaper, offering guidance for homeware brands to boost ROI and navigate competitive digital advertising landscapes.
Source: www.bigfurnituregroup.com
