Furniture e-commerce — Rabat5.1× ROAS on furniture with Shopping & PMax steered on margin.
High basket, cash on delivery, a rich catalog: a furniture e-commerce store in Rabat wanted to scale without hurting profitability. Webotic structured a clean product feed and steered Shopping, PMax and Meta on real data. (Indicative figures, to be confirmed.)
Client anonymized at their request — the figures are real, verifiable on request.
- Google Shopping
- Performance Max
- Google Merchant Center
- Meta Catalog
- Meta CAPI
- GA4
The context · scaling a high basket without breaking margin
This Rabat furniture retailer sold high-basket items, mostly with cash on delivery (COD) and delivery logistics specific to furniture. The catalog was large but not structured for paid acquisition: inconsistent titles, missing attributes, uneven images. As a result, Google Shopping disapproved products and the existing campaigns spent without discrimination. The goal was clear: grow sales volume without hurting profitability, in a sector where every order carries weight but where COD introduces cancellation risk. The data had to be made reliable before opening budgets, otherwise optimization would run on a false signal and waste spend at scale.
- High average basket, mostly cash on delivery (COD).
- Large catalog poorly structured for the product feed.
- Products disapproved in Merchant Center, unfocused spend.
- COD cancellation risk to factor into steering.
The setup · clean feed, Shopping, PMax and Meta CAPI
Webotic first cleaned the Merchant Center feed: normalized titles, completed product attributes, fixed categorization and images to clear disapprovals. On that healthy base, standard Google Shopping served as the foundation, extended by Performance Max to capture demand beyond search. In parallel, the Meta catalog was synced and the Conversions API (CAPI) deployed to make the conversion signal reliable despite browser signal loss. Cash on delivery was handled as its own step: tracking confirmed orders rather than mere clicks, to steer on real value. Consolidated GA4 reporting made it possible to arbitrate budgets and bids on margin, product by product, rather than on a surface-level ROAS.
- Merchant Center feed cleaned: titles, attributes, images.
- Google Shopping as base, Performance Max as extension.
- Meta catalog synced + Conversions API (CAPI).
- Steering on confirmed orders, not just clicks.
The results · volume and profitability together
With a clean feed and a reliable signal, acquisition could be scaled without breaking margin. Average ROAS reached 5.1× across Shopping, PMax and Meta, and revenue grew 130% for a media budget increase of only 45%: sales growth far outpaced spend. The average basket gained 20%, driven by better exposure of high-value ranges and sharper targeting. Acquisition cost stayed under control despite the volume ramp, and tracking confirmed orders limited the impact of COD cancellations on how performance was read. (Figures to replace with final values.)
- 5.1× average ROAS across Shopping + PMax + Meta.
- +130% revenue for a +45% media budget.
- +20% average basket driven by high-value ranges.
- Acquisition cost kept under control despite scaling.
We were afraid of spending more and earning less. Webotic first put our catalog back in order, then steered on our real orders. We more than doubled our results without blowing up our costs.
FREQUENTLY ASKED QUESTIONS
- Why clean the product feed before launching campaigns?
- Because Google Shopping and Performance Max rely entirely on the Merchant Center feed. Vague titles, missing attributes or non-compliant images lead to product disapprovals and serving on the wrong queries. A clean feed clears disapprovals, improves relevance and lets algorithms optimize on products that can actually be served.
- How do you handle cash on delivery (COD) in steering?
- By steering on confirmed orders rather than mere basket validations. COD introduces a cancellation risk that, if ignored, artificially inflates the reported ROAS. By feeding back the value of orders actually delivered, you optimize on real margin instead of an order volume that is partly cancelled.
- Why combine Google Shopping and Performance Max?
- Standard Shopping gives a readable, controllable base on product search. Performance Max extends serving to YouTube, Display, Gmail and Discover to capture demand that search alone does not cover. Combined on a clean feed and a reliable signal, they widen volume without diluting profitability.
- What is the Conversions API (CAPI) for on the Meta side?
- CAPI sends conversions directly from the server, complementing the browser pixel. With browser signal loss, it recovers conversions that would otherwise be invisible, improves deduplication and gives the Meta algorithm a reliable base to optimize on real buyers rather than an impoverished signal.