SCH Google Ads Achieves 1.48x ROAS

In the first three months of working with Acorn Strategy, Solid Custom Heirlooms’ Google Ads program achieved a 1.48x ROAS, supported by strong foundations and high-intent campaign structure.

Solid Custom Heirlooms — Early Google Ads Results Show a Strong 1.48x ROAS

Solid Custom Heirlooms creates handcrafted, personalized heirloom furniture and keepsakes. Their products rely on premium craftsmanship and attract a niche, high-intent buyer. 

In the first three months, the program achieved a 1.48x ROAS, a strong early indicator of long-term scalability. With custom, high-ticket products, Google Ads success is tied to precise intent targeting and highly structured Shopping and Search campaigns—both of which were implemented immediately during onboarding.

Client Background

About the Brand

Solid Custom Heirlooms produces bespoke wooden heirlooms and custom handcrafted pieces designed to last generations. Their audience values craftsmanship, quality, and personalization.

Industry Category

  • Industry: Custom Furniture / Bespoke Woodworking

  • Product Type: Custom heirloom furniture and personalized pieces

  • Business Model: DTC eCommerce + custom order workflow

  • Region: North America

  • Platform: Shopify + Google Ads

The Challenge

Launching Google Ads for a high-ticket, custom-product brand presents unique challenges:

  • Low search volume but extremely high intent

  • Longer purchase consideration cycles

  • Need for precise search and Shopping alignment

  • High CPC environment for premium custom goods

  • Requires strong messaging through product feed optimization

Goals & KPIs

Primary Objectives

  • Build a profitable Google Ads foundation

  • Capture bottom-funnel, high-intent custom furniture searches

  • Feed initial data into Smart Bidding systems

  • Establish early ROAS benchmarks

  • Build a scalable system for long-term PPC success

Our Solution

Intent-Driven Google Ads Buildout for Premium Custom Products

Key strategic actions:

1. Category & Intent Segmentation

  • Built Search campaigns around high-value custom terms

  • Avoided broad match to prevent irrelevant traffic

  • Organized queries by furniture type and personalization intent

2. Precision Shopping Feed Setup

  • Optimized product data to reflect craftsmanship, materials, and custom options

  • Integrated variant-level attributes for better matching

  • Added custom labels for margin and product grouping

3. Smart Bidding Setup

  • Used early manual bidding to improve signal quality

  • Transitioned to ROAS bidding as data volume increased

4. Negative Keyword Foundation

  • Excluded DIY terms, budget furniture queries, and mismatched categories

  • Ensured traffic quality remained high from day one

5. Early-Stage Optimization

  • Weekly search term review

  • CPC refinement to avoid competitive overbidding

  • Incremental scaling only when profitable signals emerged

Implementation Process

  1. Full account build from scratch

  2. Shopping feed optimization and Merchant Center setup

  3. Search campaign segmentation

  4. Smart Bidding signal calibration

  5. Weekly quality control + early scaling

  6. Quarterly roadmap for long-term ROAS targets

Results

Early ROAS Performance

  • ROAS: 1.48x in the first 3 months

  • Solid early indicator for high-ticket verticals

  • Strong baseline for scaling into multi-category custom collections

Additional Highlights

  • High-intent buyer engagement

  • Clear signal pathways for Smart Bidding

  • Consistent traffic relevance

  • Minimal wasted spend

Why the Strategy Worked

  • Precise, intent-focused segmentation

  • Clean, premium-quality feed

  • Strong early learning cycles

  • Avoidance of broad-match waste

  • Tight budget control during data accumulation

Key Takeaways

  • High-ticket custom brands require careful PPC foundation-building

  • Early ROAS above 1x indicates strong product–market fit

  • Clean conversion signals accelerate Smart Bidding success

  • Feed quality is critical for niche Shopping performance

Next Steps

  • Expand remarketing and category-level PMax

  • Introduce YouTube for storytelling around craftsmanship

  • Scale custom product categories as ROAS grows

  • Build automated lead initiation workflows

Work With Us

If your custom product brand needs a high-intent Google Ads foundation, Acorn Strategy can help. Book a call today to get started.

What Our
Customers Say

  • "Working with the Acorn Strategy team has been nothing short of an amazing experience. They were patient, knowledgeable, and responsive. Great value and excellent results."

    Petro G.

    Owner, Onoma Kitchenware

  • "Acorn Strategy has been an exceptional partner throughout our collaboration, consistently exceeding our expectations. Their team embodies professionalism, punctuality, and ongoing support."

    Miranda M.

    Forty West Designs

  • "The team at Acorn Strategy were a delight to work with. The platform they created was exactly what I had in mind, and the process was organized and smooth."

    Shannon S.

    Foxwedge Furniture

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