Home Décor Business is on ITV But Can’t Get Google Ads to Work

Celina Digby’s journey from a living room operation to a luxury home decor brand showcases how small businesses can thrive in competitive markets. Beginning in 2018 with just a sewing machine and Etsy store, this cushion and homeware business has evolved significantly but faces common growth challenges.

Business overview

• Luxury cushions and home accessories with designer patterns
• Monthly revenue around £10,000 with two-person operation
• Products regularly featured on ITV’s “Love Your Weekend” show
• Strong customer loyalty with 1,300+ positive reviews
• Target audience: affluent homeowners aged 40+

The core challenge: post-COVID growth

Like many home decor brands, Celina Digby experienced:

• Strong sales during COVID lockdowns
• Steady decline over the past two years
• Diminishing returns on digital marketing spend
• Struggle to regain previous sales levels

Despite producing high-quality products with exceptional craftsmanship, the brand feels “invisible” in an increasingly competitive market.

Strategic growth opportunities

Focus marketing on top performers

• Identify and prioritise the top 20% of products (like their bestselling “Ferns” cushions)
• Concentrate limited marketing budget on proven sellers instead of spreading across 100+ products
• Analyse sales data to understand which designs convert best

Optimise Google Ads performance

• Current ROAS fluctuates between 1.5-3.5× (previously consistent at 4-4.5×)
• Focus budget on high-performing product lines rather than promoting entire catalog
• Refine audience targeting and campaign settings to improve conversion rates
• Aim for consistent 4-5× ROAS on core products

Reintroduce Meta advertising

• Implement proper conversion tracking
• Create retargeting campaigns to capture the 97.5% of visitors who don’t purchase immediately
• Utilise customer email lists to build custom audiences
• Showcase product visuals through dynamic ads and carousels

Strategic brand positioning

• Embrace premium positioning rather than constant discounting
• Leverage TV appearances and media mentions to build credibility
• Tell the designer’s story to create emotional connection
• Focus email marketing on quality content with occasional strategic offers

Growth roadmap

For this small business to triple revenue in three years:

• Analyse sales data to identify top 20% of products
• Reallocate Google Ads budget to focus exclusively on bestsellers
• Set up proper Meta advertising with retargeting capabilities
• Connect email marketing platform with ad platforms to leverage customer data
• Test and optimise campaigns quarterly to steadily increase ROAS

By focusing resources rather than spreading them thin across too many products and channels, this luxury home decor brand can achieve sustainable growth without necessarily increasing their overall marketing budget.

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