Jerome's Furniture Uses AdWords Store Visits

Published May 2016

Jerome's Furniture

  • Operates 12 stores in Southern California
  • Founded in 1954 in San Diego, CA
  • www.jeromes.com

Goals

  • Increase online and in-store sales
  • Improve return-on-investment (ROI) from online ads by measuring online and offline conversions
  • Understand the impact of Search ads to the bottom line

Approach

  • Implemented AdWords store visits to see how Search ads influenced in-store traffic

Results

  • 93% increase in conversions
  • 6% decrease in cost-per-acquisition (CPA)
  • 4-6% of clicks on search ads lead to an in-store visit within 30 days

Committed to helping families turn their houses into homes since 1954, Jerome's Furniture is a local family-owned retailer with 12 stores in Southern California. An AdWords customer since 2000, Jerome's has used shopping ads, location extensions, and local inventory ads to help potential customers discover what's available at a showroom nearby.

While Jerome's enjoyed reliable sales via both its website and retail locations, the furniture retailer knew most customers make the final purchase decision in-person at a store. To better understand how its Search ads were influencing store traffic, the company started to include AdWords store visits into their overall measurement in May 2015.

The impact of digital marketing

“Our customers are busy families, and we need to reach them while they're on the move and make it easy for them to find nearby stores. Customers now come into our showrooms with their smartphones, asking to see a sofa they first discovered through our Local Inventory Ads.”

– Scott Perry, Vice President Digital at Jerome's Furniture

Businesses that rely on visits to physical locations—like hotels, auto dealerships, and retail stores—can use AdWords store visits to help see which search keywords and campaigns drive the most store traffic. This helps advertisers like Jerome’s better understand their return on investment (ROI), so they can make informed decisions about ad creative, budgets, bids, and overall marketing strategy.

After implementing store visits, Jerome's saw a 44% decrease in its cost-per-acquisition because each AdWords click led to many more sales. The changes were so successful that the company was able to increase its investment in mobile Search by 82%, drive a staggering 93% increase in sales, and launch two more storefronts to keep up with demand. With the true impact of its online campaigns revealed through store visits metrics, Jerome's will continue to adapt its digital marketing strategy to gain even better returns from both online and in-store conversions.

"Using Google’s store visits measurement has fundamentally changed how we view our partnership with Google and improved AdWords' overall impact on our business for the better.”

– Scott Perry, Vice President Digital at Jerome's Furniture