68% revenue growth for a custom rug brand
A custom rug brand grew monthly revenue 68% between May and October 2026, driven by a full-funnel paid media strategy that takes customers from ordering samples through to custom pricing enquiries and purchase.
Working together: since October 2021
Services: Meta and Google Ads, monthly marketing support, performance reporting
The client
This custom rug brand was referred to Rose Street Digital by another client in October 2021, when they were taking their first step into digital advertising. Five years on, they sell mainly through a consultation-led process: customers order samples, request custom pricing, then commission a rug made to measure.
Around 90% of their revenue now comes from these custom orders rather than standard online sales, so every campaign is built to start that conversation.
Our approach
Paid ads amplify what's already working. They can't replace a good business strategy, and this brand has one: clear targets, realistic timelines and goals they can actually reach.
We work as part of their team rather than as an outside supplier. Alongside their Meta and Google Ads, we provide monthly marketing support, and we were consulted on their growth plan and reviewed it as part of that support. They run email and social in-house, and our monthly reporting brings every channel together so everyone can see what's driving results.
How we run their paid ads
A full-funnel structure
Rather than asking one campaign to do everything, each stage of the buying journey has its own job:
Sampling. A low-cost Samples campaign on Meta drives people to order samples, at 4 to 6 cents a click. It builds a warm audience of people who have seen and touched the product.
Retargeting. That audience is retargeted with educational and founder-led creative that answers the questions people have before committing to a custom rug.
Custom pricing enquiries. A dedicated Leads campaign on Meta and a Performance Max lead campaign on Google capture people ready to ask for a quote.
Purchase. Their consultation team takes it from there, supported by their own email follow-up.
Moving budget with the growth plan
When the growth plan prioritised custom orders, we moved the budget with it. Campaigns for standard-size rugs on Meta and Google were scaled back, then paused, and that spend was consolidated into lead generation. Leads from the Meta Leads campaign grew more than fivefold between May and August.
Always-on creative testing
New creative goes into the account every month and tired ads are retired, so results never lean on one or two ads.
Process and craft video, like sample cutting and the sample order journey, became the most efficient traffic drivers.
Founder-led and educational content, like how to choose a rug and mistakes to avoid, drove the strongest engagement in the Leads campaign.
Broadening the range. When one fibre started to dominate traffic, we added creative for other collections to spread demand across the range.
Organic informs paid. What performs in their Instagram Reels, especially behind-the-scenes and craftsmanship content, shapes what we test in ads.
Testing new channels early
ChatGPT now sends the site regular traffic, so in November 2026 we launched ChatGPT Ads targeting custom rug enquiries, getting the brand in early on an emerging channel.
Measuring what matters
We cleaned up form and campaign tracking across their enquiry forms and GA4, and we report on real enquiries and sales across the funnel, not just the conversions the ad platforms claim.
The results
Revenue grew strongly through 2026, with every stage of the funnel growing alongside it. These are whole-of-business results, with paid media working alongside the team's own email, social and sales.
Revenue up 68% from May to October 2026.
Average monthly revenue up 40%, comparing August to October with May to July.
Growth at every stage of the funnel, from sampling through to custom pricing enquiries and purchase.
Revenue moves from month to month, as you'd expect for made-to-order rugs with a longer buying journey. What has grown steadily is the demand feeding it.
What's next
Next up: learning from the first months of ChatGPT Ads, supporting their new online custom rug calculator and checkout, and continuing to refresh creative as demand grows.