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Rumah Kayu · Home & Living
3.1× blended ROAS for a furniture retailer in one quarter
High average order value, long consideration cycles, and a sales team that closed by WhatsApp. We connected paid traffic to offline revenue and made the whole funnel measurable.
The situation
Rumah Kayu sells solid-wood furniture — orders of Rp 8–40 million with a two-to-six week decision cycle. Most "conversions" happened in WhatsApp DMs and showroom visits, so the ad platforms were flying blind and the team couldn't tell which campaigns actually drove sales.
What we did
- Closed the offline loop. We piped WhatsApp leads and showroom deals back into the ad platforms via offline conversions, so Meta and Google learned which clicks became real revenue — not just form fills.
- Split prospecting from closing. Cold campaigns optimised for qualified leads; retargeting carried the long consideration window with catalog ads and social proof.
- Productised the lead magnet. A free room-measurement-and-quote consult gave a low-friction first step for a high-ticket purchase.
- Reported on revenue, not leads. Weekly dashboards tied spend → leads → closed deals, with a true cost-per-acquired-customer.
The results
Blended ROAS reached 3.1× within the quarter, with lead-to-sale time cut from 31 to 19 days.
| Metric | Q1 | Q2 |
|---|---|---|
| Qualified leads / month | 64 | 173 |
| Cost per qualified lead | Rp 92k | Rp 61k |
| Lead → sale rate | 11% | 17% |
Once the platforms could see offline revenue, optimisation took care of itself.
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