Haus of Rattan Builds a Stronger Paid Advertising Strategy by Looking Beyond the Ads

The Background

Haus of Rattan is an Australian online retailer specialising in premium rattan and timber furniture. The business was already investing in paid advertising but wanted a more hands-on marketing partner. Someone who could look beyond the numbers, explain what was really happening, and work alongside them to improve results over time. That’s where Mettro came in.

The Challenge

Paid advertising is only as effective as the customer journey that follows.

While there were opportunities to improve the existing campaigns, we didn’t want to assume that advertising was the biggest opportunity. We wanted to understand what was really happening from the moment someone clicked an ad through to completing a purchase. That meant challenging assumptions, following the evidence, and identifying where potential customers were dropping out before they became buyers.

Our Strategy

The best marketing decisions don’t come from dashboards. They come from experienced marketers willing to follow the evidence and challenge assumptions.

We began by reviewing the existing paid advertising account, refining campaign structure and tightening geographic targeting to focus spend on areas Haus of Rattan could realistically and profitably service. From there, we looked beyond the ads.

Using our ReportMate system, we combined reporting with hands-on analysis to understand what was happening throughout the customer journey. It quickly became clear that advertising wasn’t the biggest opportunity. Customers were finding products, adding them to their cart and beginning checkout, but many were abandoning the purchase when delivery costs and availability became clear. That insight changed the conversation.

Working closely with the client, we shifted our attention to conversion optimisation. We reviewed the website, identified opportunities to improve the buying experience, collaborated with their developer on a new delivery API, and developed a roadmap for ongoing improvements.

Rather than expanding into additional advertising channels, we focused on removing the biggest barrier to sales first. With that foundation in place, future campaign expansion can be driven by a customer journey that’s built to convert.

The Results

The changes to campaign structure and geographic targeting improved the efficiency of Haus of Rattan’s paid advertising, ensuring more of the budget was spent reaching customers the business could realistically service.

More importantly, the analysis uncovered a hidden bottleneck in the customer journey. Rather than continuing to optimise campaigns in isolation, the focus shifted to improving the buying experience by addressing delivery costs, delivery availability and the checkout process.

That work continues today. With a clear roadmap in place, Haus of Rattan now has the confidence to make informed decisions, prioritise the changes that will have the greatest impact, and expand its paid advertising strategy on a much stronger foundation.

Ready to Grow?

Paid advertising is about more than clicks, impressions and campaign metrics. It’s about understanding your customers, challenging assumptions and making better marketing decisions. If you’re looking for a marketing partner who will look beyond the ads to uncover what’s really driving results, we’d love to help.