Scaling Premium Furniture Sales Through Adaptive Creative Testing
Navigating Meta's Andromeda Algorithm Update with a Bespoke Testing Framework
Premium Furniture Brand
Furniture & Home
12 Months
Paid Social, Paid Search, Performance Creative
Premium Furniture Brand
Furniture & Home
12 Months
Paid Social, Paid Search, Performance Creative
Challenge
As a premium, design-led furniture brand, the client needed to maintain its upmarket brand identity while adopting a high-converting creative strategy that resonated with evolving audiences. Long consideration phases typical of high-AOV furniture purchases meant they had previously struggled to identify creative winners and exit Meta’s learning phase, since purchase data alone took too long to arrive. This created a need for a bespoke testing framework capable of identifying winning creative using signals available well before a final purchase.
Solution
Our solution was centred on building a systematic testing and optimisation framework capable of adapting to Meta’s evolving algorithm while scaling high-performing creatives at pace.
Adaptive Creative Testing Framework
We established a rigorous creative testing methodology designed specifically for long consideration cycles. Rather than waiting 35 days for purchase data, we used leading indicators, including engagement rates, Add to Cart events, and swatch requests, to identify promising creative directions early. This allowed us to iterate quickly while still validating performance through eventual conversion data.
The framework incorporated multiple creative formats and angles, testing user-generated content, lifestyle imagery, product-focused assets, and educational content about fabric quality and design processes. Each creative asset was tagged and tracked through our custom naming convention model and bespoke reporting, enabling granular performance analysis across the entire funnel.
Andromeda Algorithm Adaptation
When Meta rolled out the Andromeda algorithm in Q2 2025, we rapidly adapted our campaign structure to align with the new optimisation approach. We consolidated previous Advantage+ campaigns following Meta’s update while maintaining clear funnel segmentation. Prospecting efforts were allocated 70%+ of the budget, with retargeting capped at 30%, ensuring continuous audience expansion.
We restructured bid strategies to work with, rather than against, Andromeda’s machine learning, giving the algorithm more flexibility while maintaining guardrails through strategic budget allocation and audience segmentation. This adaptive approach meant we could scale performance even as the underlying platform technology evolved.
Integrated Channel Strategy
While Meta served as the primary growth driver, funnel leakage was prevented by Google Ads campaigns for search intent capture and engagement-focused retargeting. This multi-channel approach ensured visibility throughout the customer journey, from initial awareness through the lengthy consideration period to final purchase.
Performance Monitoring and Optimisation
To preserve agility and ensure ad fatigue was identified early, we established optimisation routines focused on creative performance, audience saturation monitoring, and budget reallocation.
The creative testing framework enabled us to identify and scale winning assets quickly, while sunsetting underperformers before creative fatigue impacted results. This systematic approach to creative lifecycle management proved essential for maintaining performance throughout seasonal fluctuations.
New Customer Acquisition
ROAS
Increase in Ad Spend
More creative tested
Top Ads
Our biggest challenge was always the same: how do you prove a creative is working when the purchase decision takes weeks, not days? The testing framework solved that by giving us confidence in winners long before the final sale came through. What impressed us most was how quickly the team adapted when Meta's Andromeda update landed. There was no scramble, no dip in performance, just a smooth transition to a new approach that kept us scaling. The results speak for themselves, but what we valued most was the rigour behind every decision.
