What's a healthy POAS for a furniture store on Google Ads?

POAS divides the gross profit a campaign produced by what you spent to get it. At 1.0, ad spend used up every dollar of product profit the campaign generated. Above 1.0, the campaign contributes to fixed costs and net profit; below it, each sale loses money before overhead is counted.

No published POAS benchmark for furniture and home stores is built on real account data. The figure above is the closest credible number: the median Google Ads ROAS for home and garden brands in Triple Whale's dataset, a category broader than furniture alone. The same brands had a median order value of $129.92 and a median cost per acquisition of $38.94 over the year to July 2026. For scale, Wayfair's annual report put its advertising spend at 11.4% of net revenue in 2025. Winning home shoppers online can be expensive, and a furniture order has to cover delivery before it covers the ad.

What moves a furniture store's POAS

Delivery cost follows size, not price

A lamp and a sofa can both be ordered with one click. One ships in a parcel; the other can need freight or two-person delivery. Delivery cost is set by size and weight, so a low-priced bulky item can cost more to deliver than it earns. Google Ads records the order value and never sees the delivery bill.

Damage and replacement

Large items can arrive damaged. A replacement part, a second delivery or a discount to keep the order all come out of margin after the sale has been counted.

Returns that cost a delivery each way

In Loop's returns data from Shopify merchants, 30% of home goods returns were for style or preference, and 32% for other reasons, often that the item was no longer needed. For bulky furniture, a return can mean paying for a second delivery in reverse, on an item that may come back scuffed.

Few repeat purchases

A sofa or a bed isn't bought every few months. Unlike consumables, a furniture campaign can't count on reorders to pay back a loss on the first order. It has to earn its return on the sale it wins. What can repeat is the category around the big piece: cushions, throws, lighting and smaller decor bought afterwards. If your own order data shows that pattern, count it. If it doesn't, don't assume it.

Turning the median ROAS into POAS

POAS equals ROAS multiplied by your margin after delivery, damage and returns.

• Convert by delivery type. Parcel-shipped and freight-delivered products need separate targets.
• Count delivery and damage in margin, not just the product cost.
• Judge each campaign on the first order. Furniture customers may not return soon enough to help.

Why a benchmark is only a starting point

Your break-even line depends on your delivery costs, your damage rate and your mix of large and small items. Use the median to see where home accounts typically sit, then set targets from your own margins, delivery band by delivery band.