Chagrin Valley Custom Furniture Marketing
Boosting High-Intent Leads & Reducing CPA for Chagrin Valley Custom Furniture Through Strategic PPC Optimization
Chagrin Valley Custom Furniture crafts fully custom, high-quality wood pieces—especially custom conference tables, desks, bars, and countertops—each uniquely built to client specifications. Despite the premium nature of their offerings, their PPC account was underperforming due to fundamental issues like the absence of negative keywords, poor search term filtering, missing GA4 integration, redundant conversion tracking, and misconfigured location targeting. SmartSites began with a full PPC audit to correct these problems and then implemented ongoing optimizations focused on improving traffic quality and campaign structure. By excluding irrelevant competitors, refining keyword targeting, and working closely with the client to prioritize high-value products, we introduced tailored bidding strategies that significantly reduced CPA and boosted conversion volume.
The Challenge
Chagrin Valley Custom Furniture faced several PPC challenges that hindered performance and ROI. Their account lacked negative keyword lists, leading to irrelevant ad impressions and wasted spend. Poor oversight of search term quality further inflated costs with low-intent clicks. Additionally, GA4 tracking had not been implemented, making it difficult to accurately measure performance. Conversion tracking settings were redundant and inconsistent, while misconfigured location targeting reduced ad relevance and reach. These issues collectively limited visibility, efficiency, and campaign profitability.
The Plan
- Conducted PPC fundamentals remediation: added negative keywords, cleaned search terms, reconfigured location targeting, consolidated conversion tracking, and integrated GA4
- Actively monitored search query reports to exclude non-working terms and filter out unrelated competitors
- Collaborated with client to select top-priority products (e.g. custom conference tables, desks, bars) and developed separate campaigns
- Assigned tailored bids and keyword themes per product line to maximize ROAS and lower CPA
- Scheduled regular account maintenance and campaign reviews to preserve traffic quality
