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Furniture

Boosting Product Visibility on Wayfair
with Smarter Sponsored Ads

Dot Riser collaborated with Ridge & Home, a small furniture brand selling accent tables and home accessories on Wayfair. With limited visibility and no prior advertising strategy, we helped them launch and optimize Sponsored Ads, improving their click-through rate and generating meaningful, trackable revenue from their top SKUs.

Industry: Furniture

Project Duration: 3 Months

Region: United States

Project Scope: Wayfair Ads Setup & Optimization

Website Preview: wayfair.com/brand/ridgeandhome

About the Project

Ridge & Home joined Wayfair in early 2024 as a new seller, offering a focused product line of modern accent furniture, mostly small tables and organizers. While product quality and customer feedback were strong, they lacked exposure within Wayfair’s competitive ecosystem.

Dot Riser stepped in to help them gain traction through Sponsored Product Ads. At the time, Ridge & Home had no active ad campaigns, minimal performance data, and inconsistent keyword relevance in product listings. We aimed to:

  • Launch Sponsored Product Ads for their 6 SKUs.
  • Structure campaigns to test broad vs. exact match targeting.
  • Optimize listings to improve search performance organically and via ads.
  • Analyze keyword reports and apply negative keywords to avoid wasteful spend.
  • Provide monthly reporting and insights to guide reinvestment decisions.
Our process focused on efficiency over scale, given the brand’s modest budget. We maintained weekly touchpoints with the Ridge & Home team to review what was working and adjust spend by SKU performance.

Key Metrics That Reflect Our Impact

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Ad-Driven Revenue Growth

Month 1 (Baseline): $0 (no ad campaigns)
Month 2: $1,870 from Sponsored Products
Month 3: $3,125 from ads (+67% MoM)
Total Attributed Ad Sales: $6,010 over the 3-month campaign period

Click-Through Rate & Impressions

CTR in Month 1: 0.9%
CTR in Month 3: 1.7% (nearly doubled after ad copy and targeting refinements)
Impressions growth: 42,000 → 112,000 (+167%)

Return on Ad Spend (ROAS)

Month 1: 2.1×
Month 3: 3.8×
Top-performing SKU: Narrow wood console table (ROAS 5.2× in final month)

Listing Optimization Impact

Added high-intent keywords like “narrow entryway table” and “modern small console” to titles and bullets.
Organic ranking improvements: Main SKU moved from page 5 to page 1 for “narrow entryway table.”
Conversion Rate Increase: 3.2% → 4.9% across all product pages

Budget Efficiency

Total Spend: $1,580
Wasted Spend Reduction: Applied negative keywords in Month 2 that reduced irrelevant clicks by 38%.
Best Conversion Window Identified: Wed–Fri, 6–10 PM (ads scheduled accordingly in Month 3)

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Contact Info

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203 E 31st St Austin, TX 78705, USA

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