At Thrive Converters, we specialize in scaling premium and niche e-commerce brands with data-driven Google Ads strategies. This case study highlights how we helped Morsale, a luxury lighting retailer, achieve $1.54M in revenue from $226K ad spend, delivering a 682.51% ROAS.
Client Background
Morsale is a leading online retailer of handcrafted luxury lighting fixtures. Their collections feature Spanish marble, crystal, brass, copper, glass, and stainless steel. Known for timeless design and craftsmanship, Morsale’s challenge was digital visibility in a competitive luxury market.
Challenges
-
High CPC in Luxury Market – Premium keywords demanded expensive bids.
-
Long Buying Cycles – Luxury buyers research extensively before committing.
-
Niche Audience Targeting – Attracting high-value buyers without wasting spend.
-
Scaling Profitably – Needed to expand reach while protecting margins.
Before vs After
Before Thrive Converters:
-
Limited visibility in luxury décor search space
-
Campaigns lacked targeting precision
-
Wasted budget on non-buyer clicks
-
ROAS below profitability
After Thrive Converters:
-
$1.54M in revenue generated
-
682.51% ROAS achieved (6.8x return)
-
2,250+ conversions from high-intent buyers
-
Increased brand presence across Europe & North America
-
Positioned as a go-to luxury lighting brand online
Our Strategy – Driving 682.51% ROAS
-
Smart Account Restructure – Clear segmentation with Shopping, Search, and selective Display/Discovery campaigns.
-
Shopping Feed Optimization – Rewrote titles with keyword-rich luxury descriptors.
-
Precision Audience Targeting – Focused on interior designers, architects, and luxury décor buyers.
-
Funnel-Based Remarketing – Awareness → mid-funnel storytelling → bottom-funnel product retargeting.
-
Creative Positioning – Copy and visuals emphasized exclusivity and craftsmanship.
-
Target ROAS Bidding – Scaled efficiently by prioritizing high-value conversions.
Results – $1.54M Revenue at 682.51% ROAS
📊 Ad Spend: $226,000
💰 Revenue: $1,540,000
🛒 Conversions: 2,250+
🎯 ROAS: 682.51% (6.8x return)
Key Takeaways
✅ Precision targeting protects budget in luxury markets
✅ Remarketing is critical for long buying cycles
✅ Creative positioning builds trust with high-value buyers
✅ Smart bidding scales profitably while maintaining ROAS
Conclusion – From Visibility Issues to $1.54M in Sales
Through strategic segmentation, refined creatives, and advanced bidding, Thrive Converters helped Morsale scale profitably, achieving $1.54M in sales at 682.51% ROAS.
At Thrive Converters, we don’t just run ads — we help premium brands thrive profitably in competitive markets.
At Thrive Converters, we specialize in scaling premium and niche e-commerce brands with data-driven Google Ads strategies. This case study highlights how we partnered with Morsale, a luxury lighting retailer specializing in handcrafted fixtures, to generate $1.54 million in conversion value from a $226K ad spend — achieving an impressive 682.51% ROAS.
Client Background
Morsale is a leading online retailer of handcrafted luxury lighting fixtures. Their collections feature elegant pieces made from Spanish marble, crystal, brass, copper, glass, and stainless steel. Known for craftsmanship and timeless design, Morsale’s challenge was not product quality, but digital visibility.
With competition from both mass-market lighting retailers and other luxury brands, Morsale needed a strategy that would:
- Showcase their premium positioning.
- Reach high-intent buyers in the luxury home décor segment.
- Generate sustainable sales growth without overspending on broad, low-quality traffic.
Challenges
- High CPC in the Luxury Market: Competing for premium keywords like “luxury marble chandelier” or “crystal pendant lighting” often meant high bids.
- Longer Buying Cycles: Luxury buyers tend to research extensively before purchase, requiring smart remarketing strategies.
- Niche Audience Targeting: The challenge was not just driving traffic, but attracting the right audience willing to invest in premium fixtures.
- Scaling Profitably: The brand needed to balance scaling impressions with maintaining profitability.
Our Strategy
- Full Account Audit & Smart Restructure
We restructured Morsale’s campaigns for clarity and efficiency.
- Shopping Campaigns: Product titles were rewritten with keyword-rich descriptors (e.g., “Handcrafted Spanish Marble Chandelier”).
- Search Campaigns: Segmented into high-intent themes targeting luxury and design-related keywords.
- Display & Discovery Ads: Used selectively to showcase product visuals to design-conscious audiences.
- Precision Audience Targeting
We created segmented audiences:
- In-Market Segments: Luxury home décor, interior designers, architects.
- Remarketing Lists: Users who viewed product pages but didn’t purchase.
- Lookalike Audiences: Built from high-value customers.
- Remarketing & Funnel Strategy
Given the high-ticket nature of luxury lighting, we designed a multi-touch funnel:
- Top of Funnel: Showcase campaigns for brand awareness.
- Mid-Funnel: Remarketing with lifestyle creatives and reviews.
- Bottom of Funnel: Dynamic product ads to re-engage shoppers ready to buy.
- Creative & Copy Optimization
We emphasized luxury, exclusivity, and craftsmanship in ad copy.
Examples:
- “Handcrafted Crystal Lighting for Timeless Elegance.”
- “Spanish Marble Chandeliers — Redefining Luxury Interiors.”
- Smart Bidding & Budget Allocation
We implemented Target ROAS bidding, allowing Google AI to allocate spend toward the highest-value conversions while keeping cost efficiency.
Results
The strategy delivered exceptional performance:
- Conversions: 2,250+
- Ad Spend: $226,000
- Conversion Value (Revenue): $1,540,000
- Actual ROAS: 682.51%
By blending smart targeting, refined creatives, and data-driven bidding, we positioned Morsale as a go-to luxury lighting brand online.
Key Takeaways
- Luxury = Precision: Targeting must be sharp; mass-market clicks waste budget in luxury markets.
- Remarketing is Essential: High-ticket buyers need multiple touchpoints before purchase.
- Creative Positioning Builds Trust: Ads that emphasize exclusivity and craftsmanship convert better.
- Smart Bidding Scales Profitably: Automating with Target ROAS allowed growth without overspending.
Conclusion
Through strategic segmentation, creative positioning, and advanced bidding, Thrive Converters helped Morsale achieve $1.54M in sales from Google Ads with a 6.8x return.
This success underscores our commitment: at Thrive Converters, we don’t just run ads — we help premium brands like Morsale thrive in competitive markets through tailored, profitable growth strategies.