The Lacquer Company

Written By Wonderbean Digital

The Lacquer Company

Homeware Ecommerce

The Lacquer Company is a luxury furniture and homeware brand, with showrooms in the UK in the heart of Chelsea, as well as a newly opened New York store.

Wonderbean partnered with the team to strengthen performance across paid media and organic search, with a focus on improving efficiency, stabilising tracking, and driving profitable international growth.

 

Wonderbean improved efficiency and drove profitable Google Ads growth for The Lacquer Company across the UK and US

x10

Google Ads ROAS achieved in non-peak periods

+71%

YoY revenue growth after taking over from previous agency

–37%

YoY drop in CPC across US & UK Google Ads

 

Challenge

The Lacquer Company was operating in a highly competitive luxury interiors market, where visibility, efficiency, and product-level performance all directly impact revenue.

While demand existed across both the UK and US, performance was being held back by several structural challenges:

  • Inconsistent tracking and duplicated conversion signals

  • Legacy campaign structures limiting optimisation and scale

  • Product feeds and SEO foundations that had evolved unevenly over time

  • Rising competition driving up costs during peak trading periods

The priority wasn’t just growth - it was sustainable, profitable performance, supported by clean data and a structure capable of scaling internationally.

 

Solution

Wonderbean took a hands-on, performance-first approach, starting with the fundamentals before pushing scale.

The partnership focused on:

  • Rebuilding and restructuring Google Ads Search, Shopping, and Performance Max campaigns

  • Cleaning and aligning tracking across Google Ads, GA4, and GTM to ensure reliable optimisation signals

  • Fully optimising product feeds for both UK and US markets

  • Introducing clearer budget pacing and bid strategy controls to protect efficiency

  • Actively managing search terms and negative keywords to eliminate low-intent spend

Alongside paid media, Wonderbean conducted a full SEO audit, identifying content and naming inconsistencies across product and collection pages - particularly among legacy SKUs - and provided a clear framework to improve organic visibility over time.

 

Strategy

Wonderbean’s strategy was built around efficiency, clarity, and product-led growth.

Key pillars included:

  • Product-level optimisation
    Prioritising high-performing categories such as trays, tables, nightstands, and mirrors, while reducing spend on low-converting queries and SKUs.

  • Cross-market balance
    Actively reallocating budgets between the UK and US based on demand, efficiency, and average order value, allowing stronger-performing regions to scale without overspending.

  • Feed-first paid media
    Strengthening Shopping performance through improved categorisation, titles, attributes, and segmentation, ensuring ads aligned closely with search intent.

  • Clean data foundations
    Resolving tracking discrepancies to allow Google’s automation and bidding strategies to work effectively, particularly during peak periods.

  • Seasonal pacing & control
    Adjusting budgets, bids, and campaign structures to maintain ROAS during gifting peaks and softer demand periods.

This approach allowed performance to scale without sacrificing efficiency - even as competition intensified.

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