We turned a stalled furniture account around
How we rescued Mebli Lider's Google Ads — taking a kitchen-furniture account from a stalled quarter to nearly five times the leads in one turnaround, while cutting cost per lead by four-fifths.
The partner
Mebli Lider is a Ukrainian kitchen-furniture business. Kitchens are a considered, quote-led purchase — the account lives on a steady flow of qualified inquiries at a cost per lead that keeps the margin healthy. By early 2022 the account had stalled: inquiries had dried up and the cost per lead had climbed to a level that no longer worked.
Goals
- Turn a stalled account back into a steady source of inquiries.
- Bring cost per lead back to a level the business could plan around.
- Rebuild the campaign structure so budget followed real intent, not guesswork.
- Measure every inquiry, so bidding optimizes to real leads.
- Do it without scaling the fee as the account recovered.
Strategy
The account didn't need more budget — it needed structure. We rebuilt it around intent: a tightly-controlled Search campaign for high-intent kitchen queries, and a Smart campaign to carry efficient volume, with every inquiry measured so bidding optimized to real leads instead of raw clicks.
- 01
Diagnosed the stall
A live teardown of the account showed budget leaking on broad, low-intent terms while high-intent kitchen queries were under-served — driving the cost per lead up and the inquiries down.
- 02
Rebuilt the structure
We restructured into a high-intent Search campaign and an efficient Smart campaign, each with a clear job, and cut the negatives and terms that had been draining spend.
- 03
Fixed the measurement
Every inquiry — form and call — was tracked as a conversion, giving the bidding a real signal to optimize toward instead of chasing clicks.
- 04
Concentrated budget on intent
Spend moved onto the queries and audiences that actually produced kitchen inquiries, and off the ones that didn't — the single biggest driver of the turnaround.
- 05
Optimized on a weekly loop
Bids, search terms and assets were reviewed weekly, holding the recovered cost per lead as volume came back.
Results
In a single turnaround quarter, leads jumped nearly five-fold from the stalled low, while cost per lead fell by four-fifths — the account went from draining budget to producing inquiries efficiently again.
Where the leads came from
Share of conversions over the engagementThe team
A senior-run Google Ads pod: strategy & account lead and a PPC specialist on daily optimization — the same people, on a flat monthly fee.
Metrics shown as relative growth. Absolute account figures are kept confidential.
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