Apt2B Boosts Revenue 4× With a Coordinated Organic & Paid Search Strategy

Apt2B came to us with big goals: increase market share, boost visibility, and drive consistent growth. With post-COVID demand shifting, the challenge was clear—make a bold play during Black Friday and Cyber Monday to reignite momentum and claim a bigger slice of the furniture market.

By developing and coordinating complementary organic and paid search strategies for Apt2B, Go Fish was able to identify unique opportunities in the furniture store’s niche, drive more qualified organic traffic, improve ad targeting to pinpoint customers who are ready to buy, and ultimately achieve scalable long-term growth.

Getting smart with SEO.

Apt2B first partnered with Go Fish in 2017 with the goal of gaining market share in the changing furniture vertical, dominated by a handful of megastores. They wanted a dynamic partner that can help them uncover market trends and quickly capitalize on areas of opportunity while expanding reach and scaling revenue.

To make an immediate impact on Apt2B’s overarching goals, the Go Fish team focused on developing a robust SEO strategy that involved creating niche category pages based on Apt2B’s unique offerings, including fabric type, product type, ability to customize, and more.

The team also identified a short list of target keywords, including “sleeper sofa” and “sofa bed,” to optimize for, aiming to gain one of the top 5 spots on page 1. As a result of Go Fish’s strategy, Apt2B’s substantially increased their page 1 keyword rankings, translating into an increase of 115% in organic traffic to their site and an increase of 243%in organic channel revenue.

Delivering high-converting paid search ads.

Go Fish built on the success and insights of Apt2B’s SEO program to develop an effective paid search strategy that increased the company’s cross-channel reach. We segmented our Google and Bing ads to gain insight into how our customers were searching and, more importantly, which queries meant they were ready to make a purchase.

The team focused on search term variants that included color, size, and shipping options to match Apt2B ads to the right customers. Through campaign automation, Go Fish was able to use audience signals and segmented asset groups to deliver ads that highlight the products most relevant to each customer segment.

Through the success of our Google Ads, Bing Ads, and SEO, AptB2 was able to expand into new product types and new corporate partnerships that allow the brand to continue fueling growth.

Harnessing the power of video for Black Friday.

Following COVID-19, when everyone was renovating and revamping their homes, the furniture industry had a few challenging years. Apt2B’s furniture caters to small spaces, making it extremely relevant for Brooklyn, NY dwellers, and based on Apt2B’s reporting, we know that NYC is a consistent market for them.

With that in mind, our team also knew that Black Friday and Cyber Monday make for a crucial sales period in the furniture industry, so increased awareness during this time would help drive more brand interest and sales for Apt2B.

Considering the target audience and crucial sales period, we leveraged video reach campaigns on YouTube during Black Friday 2023 to drive awareness among Apt2B’s target audience in NYC (and more specifically, Brooklyn). We attached YouTube’s Brand Lift (surveys to measure ad effectiveness) and Search Lift (a tool that analyzes organic lift on brand keywords after users view our ad) to measure our impact.