How we helped an Italian luxury furniture brand turn its e-shop into a lead generation system and reach 6.3x ROAS from the very first month.
- Industry
- Luxury Furniture / Handmade Leather Sofas
- Services
- Website Optimization, Google Ads, Meta Ads, Tracking, Lead Generation Strategy
- Key result
- 6.3x ROAS from the first month
Live site
Overview
Italsofa is an Italian brand of handmade leather sofas, produced in Italy and delivered straight to the customer's door in Greece.
When the brand entered the Greek market, the real need wasn't simply to "run some ads". It was to build a complete digital system that would establish the business in a fiercely competitive industry and bring in quality leads from people with genuine intent to buy.
The Challenge
The company's initial presence was structured more like an e-shop. But in the market for expensive, luxury furniture, customers behave differently.
Most prospects won't complete a high-value purchase online before they talk to the business, see the details, understand the quality and, ideally, book an appointment.
The core challenge was threefold:
- Turn the site from a plain e-commerce environment into a lead generation tool.
- Attract quality prospects, not just traffic.
- Make a limited budget count in a highly competitive industry, where major players invest heavily in advertising.
On top of that, there was no proper tracking setup, so the business had no clear picture of which activities were actually producing sales opportunities.
Our Approach
Instead of treating the project as a classic e-shop performance campaign, we rebuilt the strategy around the way customers actually buy in this industry.
The core direction was to turn the website into a premium environment for information and filtering, where visitors can understand the quality, features, dimensions, materials and prices before they reach out.
That way, every phone call or enquiry form came from a more mature, better-informed lead.
In parallel, the advertising strategy was built on precision. On Google we focused on high purchase-intent keywords such as "leather sofa", "Italian sofa" and related searches. On social media we ran mostly supporting visibility and retargeting, keeping the brand in front of users who had already shown interest.
What We Did
- Reshaped the site strategy from e-commerce-first to lead-generation-first.
- Improved product presentation with emphasis on the leather, quality, sizes, photography and pricing.
- Created clearer conversion points for phone calls, forms and appointments.
- Built Google Ads campaigns precisely targeted at high purchase-intent keywords.
- Ran Meta Ads and retargeting to grow awareness and bring interested users back.
- Set up tracking for the key actions: forms and phone calls.
- Connected phone calls from Google Ads so performance signals flow back into the platform.
- Continuously optimized ad spend based on the data and on lead quality.
Results
The results proved that shifting the strategy from "online purchase" to "qualified lead generation" was decisive for this industry.
- 6.3x ROAS from the first month
- +222% increase in orders
- +309% increase in website traffic
- +511% increase in brand awareness
- A significant rise in quality phone enquiries and expressions of interest
Key Takeaway
The Italsofa project proved that in high-value markets like luxury furniture, success doesn't come from simply more traffic or a bigger budget.
It comes from truly understanding buying behaviour, building a website that filters and educates the prospect, targeting high-intent keywords with precision, and running a tracking system that enables better decisions.
With a limited budget in a competitive industry, the strategy had to be specific, measurable and oriented toward lead quality, not just clicks.