How PPC Advertising Brought Business to Saraf Furniture

In the modern digital landscape, businesses of all sizes are increasingly turning to Pay-Per-Click (PPC) advertising to enhance their brand visibility, generate leads, and drive conversions. One of the most effective platforms for pay-per-click advertising is Google Ads. This article delves into how PPC marketing can propel business growth by examining the inspiring journey of Saraf Furniture, a leading Indian furniture brand that successfully transformed from a family business to a national brand through strategic use of Google Ads

Aim for Choosing Google Ads

Saraf Furniture had clear objectives when they decided to leverage PPC on Google

1. Enhanced Brand Recognition: Establish their brand identity on a national level.
2. Generate More Leads, Online Sales, and Conversions: Increase customer base and sales through targeted online advertising
3. Generate More Traffic to the Website: Drive potential customers to their e-commerce platform to explore and purchase products.

Method Applied Through Google Ads

To achieve their aims, Saraf Furniture implemented a robust Google Ads strategy:

1. Placed Google Ads: Targeted pay-per-click ads were placed to reach a broader and more relevant audience.
2. Timely Updates in the Ad Creatives: Regular updates and optimizations were made to the ad copy and ad formats to keep them engaging and relevant.
3. Optimized Website Content: Ensured the website content was optimized to highlight the quality of their Sheesham wood furniture, enhancing the user experience and conversion rates. Landing pages were designed to align with the ads.

Results Obtained Through Google Ads

The outcomes of Saraf Furniture's Google pay-per-click advertising campaign were remarkable:

1. Increase in Monthly Leads: The number of monthly leads surged to 3500 in 2019, thanks to effective keyword targeting
2. Revenue Surge: The company's revenue increased 2.5 times in 2019. Their PPC strategy delivered an impressive click-through rate (CTR)
3. ROI Increase: The return on investment (ROI) generated through Google AdWords surged 80x in 2020. Conversion tracking helped optimize their campaigns.

A Glimpse into Saraf Furniture's Heritage

Established: 1980

Saraf Furniture was founded in 1980 as a family business, focusing on high-quality Sheesham wood furniture. Over the decades, the company built a reputation for craftsmanship and quality, exporting its products to foreign markets.

Vision: Prioritize Sustainability and Employee Retention

The company's vision emphasized sustainability and employee retention, ensuring ethical practices and long-term growth. Remarketing helped them re-engage past website visitors.

A Result of Strategic Expansion

Saraf Furniture's growth has been significant, employing over 1500 employees and opening outlets in major cities across India as part of its expansion strategy. Audience targeting allowed them to reach the right customers in each location.

From Local Shop to National Brand

The Starting Point

Raghunandan Saraf, after completing his graduation from Shri Ram College of Commerce, Delhi, returned to his hometown of Sardarshahar, Rajasthan. Recognizing the potential within his family's furniture business, he founded Saraf Furniture in 2009 with an initial investment of Rs 50,000, focusing on revamping and expanding the business.

The Indian online furniture market was still nascent in 2009, but Saraf Furniture capitalized on the growing trend by launching its e-commerce platform, insaraf.com. Their early adoption of e-commerce and strategy. search engine marketing efforts, including TV ads, helped establish their foothold in the market.

Competing with Giants

As the online furniture market evolved, major players like Amazon and Flipkart entered the scene. To stay competitive, Saraf Furniture needed to adapt its strategies. They turned to Google paid search for targeted marketing, which significantly boosted their sales and brand recognition. 

Educating Consumers

Saraf Furniture faced the challenge of educating the public about its products and USPs. By utilizing Google PPC services for proper targeting and strategic placement in the AD group, they effectively reached their intended audience. This approach led to a remarkable increase in sales, with a turnover of 30 crores in 2015 skyrocketing to 90 crores in 2019. A high Quality Score helped reduce their costs.

Optimizing for Conversions

Content optimization was key to Saraf Furniture's success. They ensured their website ranked well in search engine results pages (SERPs) and provided valuable information to potential customers. This included incorporating relevant keywords from PPC keyword research, crafting high-quality content, and optimizing the user experience for seamless navigation and conversion.

Expanding into B2B

Leveraging Google Ads PPC, Saraf Furniture expanded its reach into the B2B market, supplying furniture to hotels and corporate businesses. This strategic move, combined with their commitment to building strong relationships and offering competitive solutions, solidified their position as a reliable B2B supplier. The Google Display Network helped them reach new audiences.

Thriving During the Pandemic

During the COVID-19 pandemic, Saraf Furniture experienced a surge in online sales. Their strategic use of pay-per-click marketing, alongside other marketing channels, helped them reach a wider audience and adapt to changing consumer needs. Remarketing kept customers engaged.

Takeaway

The story of Saraf Furniture highlights the transformative power of strategic digital implementation, with Google Ads PPC playing a pivotal role in their success. Their effective use of the PPC platform supported their vision and helped them achieve their desired market position. This case study serves as an inspiration for businesses looking to leverage pay-per-click advertising to drive growth and achieve their goals. 

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