Illustrative scenario — composite example based on common ecommerce patterns, not a named customer case study.

High-AOV furniture, long consideration, real profit

A BigCommerce furniture brand sold $1,200 average orders after weeks of research. Short attribution and revenue bidding misjudged both timing and margin.

Store: BigCommerce
Ads: Google Ads
Duration: 150 days

The challenge

Furniture buyers research for weeks, so short attribution windows undercounted conversions. Meanwhile high AOV masked thin margins after freight and white-glove delivery. Revenue bidding overpaid for browsers and under-credited real buyers.

Approach

Extended attribution windows to match the long consideration cycle.
Mapped freight and delivery costs into per-order profit.
Uploaded contribution-margin conversions to Google Ads.
Separated high-margin decor from thin-margin large furniture.
Used Conservative auto-optimization during long ramp periods.

Performance

POAS over a long attribution window

Profit Bid

Short windows undercount slow furniture buyers. Matching the window to the cycle revealed the true, higher POAS.

POAS (account)158%
+42 pts
Tracked conversions+27%
Longer window
Delivery cost leakageContained
Freight in margin

Results

POAS (account)

116%158%

+42 pts

Tracked conversions

Baseline+27%

Longer window

Delivery cost leakage

HighContained

Freight in margin

Decor share of spend

22%41%

Margin-led shift

“Our buyers take a month to decide. Once attribution and margin matched reality, we finally trusted our bidding again.”
— Amelia K., Marketing director, furniture brand