Home & Furniture: POAS, COGS and margin benchmarks
Furniture is bulky, slow to decide on and expensive to deliver. In Triple Whale's Google Ads benchmarks, home and garden brands converted 2.30% of clicks at the median, with a median order value of $129.92 and a median cost per acquisition of $38.94. Between the click and the profit sit freight or two-person delivery, damage in transit and returns that cost a delivery each way, none of which ROAS can see. The pages below cover what a healthy return looks like, what belongs in a furniture store's cost of goods, and how to scale spend through long research cycles without paying for sales that lose money once delivered.
The questions, with sourced numbers
- What's a healthy POAS?
What POAS home and furniture stores need on Google Ads once freight, last-mile delivery and damage in transit are counted against product margin.
3.48Median Google Ads ROAS - What counts as COGS?
Landed cost, freight, white-glove delivery, protective packaging and damage replacements: which furniture costs belong in COGS when measuring POAS.
69.72%COGS as a share of revenue - How do you scale spend profitably?
How to scale Google Ads for a furniture store on profit: group products by delivery cost, allow for long research, and cut items that ship at a loss.
2.30%Median Google Ads conversion rate
Background reading
- What Is POAS (Profit on Ad Spend)? Full Definition
- ROAS vs POAS: Which Metric Should You Actually Use?
- ROAS vs POAS: The Metric Killing Your Shopify Profits
- How to Calculate Break-Even ROAS (With a Worked Example)
- Shopify COGS Setup: How to Track Cost of Goods Sold
- Google Ads for Shopify: The Complete Profitability Guide
- Wasted Ad Spend in Google Ads: How to Find and Fix It