FurnishX is an Australian turnkey furniture styling service. Digital Rocket rebuilt a broken tracking foundation, expanded from Meta into Google and email, and grew backend revenue to $1,467,913.40 AUD in its first full year: 2,046 backend leads, 407 qualified green leads at $416.70 AUD each, and 50 won clients.
This page is a draft. The proof shown is the tracked mechanism and the backend result.
Turnkey furniture styling, Australia · Service: Meta Ads, Google Ads, email marketing · Engagement: October 2023 to March 2025, 17 months
FurnishX sells, delivers, sets up and styles complete furniture packages, often finishing a whole home in a single day, for new homeowners, busy professionals, investors preparing homes for sale and short-stay operators across Sydney, Melbourne, Brisbane and the wider east coast. The paid media was not the first problem. The measurement was.
The situation. FurnishX engaged Digital Rocket in October 2023 for Meta Ads, added Google Ads in June 2024 and layered email automation in shortly after. Average order value in 2024 was $29,358.26 AUD on a package service backed by a money back quality guarantee.
What was missing. An August 2023 audit found mobile page speed at 27 out of 100 (desktop 64), an autoplaying video banner, unused Google tags and duplicate Meta pixels, no ad set exclusions at all, no brand campaign, no remarketing structure and no dynamic product ads. Then the bigger one surfaced: the Meta lead event was not firing correctly. Most of what had been reported as leads were page views.
What changed. A custom conversion event for genuine leads, a second green lead event for qualified prospects, GAR conversion goals and enhanced conversions on Google, Australia-wide targeting, video-led creative, Advantage+ consolidation, offline conversions from DigiSim and email automation. Meta leads grew 503% and Meta cost per lead fell 65%.
2024, all channels, backend data via DigiSim: $1,467,913.40 AUD in backend revenue from 2,046 backend leads, 407 green leads at $416.70 AUD each, and 50 won clients at $3,391.92 AUD each. Blended cost per backend lead $82.89 AUD, average order value $29,358.26 AUD, close rate 2.44%.
This page is a draft. The proof shown is the tracked mechanism and the backend result.
Looking forward to some great results. ... Really pleased we have both Meta and Google with you now.
Six changes, in the order they had to happen. Nothing after the first one would have meant anything without it.
Rebuilt tracking from the ground up. Before any optimisation could matter we built a custom Meta conversion event for genuine leads, then layered in a second green lead event to separate qualified prospects from raw form fills. On Google, taken over in mid-June 2024, we built separate conversion goals for each of the three GAR thank-you pages and turned on enhanced conversions for better data quality.
Expanded targeting and shifted to video. Early Meta creative leaned on general image ads targeting only the metro areas around major cities. We expanded to cover all of Australia and shifted the creative mix toward video, which consistently outperformed static images for lead generation. Both changes drove cost per lead down substantially.
Consolidated into Advantage+. We moved primary Meta targeting into a single Advantage+ audience campaign combining prospecting and remarketing, reaching a year-to-date cost of roughly $84.80 AUD per lead against a $100 AUD target.
Fixed Google’s call-optimisation problem. Google’s algorithm was defaulting to easier phone-call conversions over form fills, skewing lead quality. We excluded calls from optimisation, let the account refocus on form-filled leads, and used the resulting clarity to build the Interior Design search campaign into the account’s top-of-funnel engine, then layered in Performance Max in November for the account’s strongest month.
Connected the backend data loop. By the end of Q2 we began tracking won clients directly in DigiSim and implementing offline conversions, exporting backend lead and won client data back into Ads Manager so Meta and Google could optimise toward actual revenue rather than form fills.
Layered in email automation. We built and launched Gift Voucher and Informative nurture workflows, later adding Follow-up and Referral sequences. The Gift Voucher flow became the best performing workflow by a wide margin: 1,668 users reached, a 76% open rate after subject-line testing lifted it from 52%, and a 21.25% click-through rate on its first email. 34 of the year’s 50 won clients had an email touchpoint.
Fix one piece and the rest still leaks. We run the whole system and pressure-test it before we spend a dollar.
Tracking, mobile, and intake get sealed before we spend a dollar.
Every lead gets a Green, Amber, or Red grade. Good-fit leads guide the next dollar.
P&L by service line. We scale what actually closes.
Meta, year on year: 143 leads at $402.35 AUD in 2023 became 863 leads at $140.11 AUD in 2024, a 503% increase in leads and a 65% lower cost per lead. Google, taken over in mid-June 2024, delivered 226 leads at $265.76 AUD and 78 green leads in its first partial year.
Across all channels in 2024, backend data via DigiSim: 2,046 backend leads, 407 green leads, 50 won clients, $82.89 AUD blended cost per backend lead, $416.70 AUD per green lead, $3,391.92 AUD per won client, $29,358.26 AUD average order value and a 2.44% close rate. Backend revenue built through the year: $268,930.00 AUD across Q1 and Q2, $469,198.40 AUD in Q3 and $729,785.00 AUD in Q4.
Most of what had been reported as leads were page views. Until that was fixed, every budget and creative decision was being made on data that did not describe reality. Fixing it was the prerequisite that made everything after it meaningful, and Q4 backend revenue alone nearly tripled Q1 and Q2 combined. The honest second-year note: Meta and Google both softened through Q1 2025 alongside a website redesign that temporarily disrupted the account’s best-performing Google campaign, and the partnership concluded in March 2025 after 17 months of active management.
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