How a furniture brand turned scrolling into buying intent with Pinterest and TikTok Ads

Furniture and Home Accessories Brand (UK)

Pinterest, TikTok, Meta & Google Ads Strategy for High-Consideration Products

This business sells high-ticket, design-led furniture, the type of products people don’t buy on impulse.

Customers compare, save, measure, discuss, and come back weeks later. The challenge for ads wasn’t just visibility, it was staying present and visible through a long decision-cycle.

Discovery felt disconnected

When we started working together, most ad spend was focused on capturing ready-to-buy traffic. That worked, to a point. But it missed those still in the “planning, saving, imagining” stage. With a long consideration period, the business wanted to learn how to capture this audience at an earlier stage, my inital research showed that their competitors clearly did.

Short-term focus

Campaigns were optimised for last-click sales, not long-term influence.

Platform underuse

Pinterest and TikTok were treated as “nice to have,” not as serious drivers of future demand.

Visual proof gap

Customers wanted to see furniture in real spaces, real homes, and real use, not just images of product pages.

Helping customers decide, before they search

This business wanted to build demand before the search even happened.

The goal was to stay visible while customers planned, saved, and shortlisted, so when they were finally ready to buy, this brand was a prime consideration and seen as the place where buyers wanted to spend their money.

What we did

A clear job for each platform

Pinterest Ads focused on long-term discovery and “save for later” content.

TikTok Ads built trust and relatability with behind-the-scenes clips and real home, product-in-use moments.

Meta and Google captured active buying intent once customers moved into comparison and search mode.

A full-funnel creative system

More content was needed, so we built a clear plan to keep content fresh and make sure the brand had a variety of content to move people from inspiration → consideration → decision, rather than pushing for a sale at every step.

Clean tracking and attribution logic

Performance was reviewed across time, not just days and weeks. Pinterest and TikTok were measured by how they assisted conversions and encouraged repeat visits, not simply by last-click sales alone.

The Results

Increased repeat site visit before purchase

Higher-intent visits on Google and Meta

Pinterest and TikTok embedded as demand-building channels

A scalable multi-platform system that works

This is for brands that sell decisions over time, not impulse buys

If your product takes time to choose, your ads should show up long before someone types your name into Google.

Stronger brand recall
More returning visitors and repeat site engagement before purchase.

Higher-intent traffic on search and Meta
Customers arriving already familiar with the brand and product range.

Better performance conversations
Pinterest and TikTok stopped being seen as “top-of-funnel spend” and started being treated as demand-building channels.

A scalable multi-platform system
Each channel had a clear role, making budget shifts and testing deliberate instead of reactive.

Decisions backed by evidence

Allison worked alongside our internal team to oversee our ad accounts and guide our strategy across platforms. What made the biggest difference was her ability to sense-check our decisions, ask us the questions we needed to be asked when stats didn’t match our aims, and keep us aligned with the bigger picture.

Having her working as an external ads strategist gave us confidence in how our campaigns were structured and how we approached scaling our campaigns. Allison also helped us get braver with our creative direction and messaging, testing platforms and creative ideas we'd resisted in the past. Our ad performance definitely improved because of this and it continues to do so.

The only reason we stopped working together was because we decided to make this role permanent and bring it in-house as the business grew, while Allison chose to continue working freelance. We’d recommend Allison without hesitation to businesses looking for senior, strategic ads support.

WANT A CLEAR PATH THROUGH ADS?

Apply To Work With Me

1:1 Ads Management and Ads Accelerator Support

I work with businesses at two very different stages of their ads journey.

If you’re already investing in Meta and Google Ads and want a steady, strategic partner, I offer 1:1 ads management — overseeing performance, messaging, and structure so your campaigns grow without constant firefighting.

If you’re earlier in the process, or want to build things properly before handing them over, my Ads Accelerator gives you focused, hands-on support to set up one core campaign with confidence and clarity.

Interested in working together?

Fill in this short form to tell me about your business, and I'll reply to you as soon as I can.

First Name *

Last Name *

Company Name *

Email *

Tell me about your business *

Which platform(s) are you looking for ads support with?

Meta Ads (Facebook and Instagram)

Google Ads

Pinterest Ads

TikTok Ads

Are you looking to fully outsource your social media marketing, or would you prefer to learn how to do it for yourself?

Outsourcing is my main focus

Would like to learn how to run ads

Not sure

What is your monthly budget for this?

(We're asking so we don't waste your time suggesting solutions that don't fit what you have decided to invest in your ads marketing. If you feel our rates don't work for your budget, that's okay, in that case we might not be the right fit.)

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Thanks!

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