How Namještaj Mima Scaled Purchases Beyond Brand Search to Achieve an 11.92 ROAS via Google Demand Gen

Brand

Verticals

E-commerce & Retail

Geography

Croatia

Google Ads Product

Demand Gen

About the brand

Namještaj Mima is a Croatian furniture retailer with a rich legacy of over 30 years, having been founded in 1991. Historically recognized for its physical showrooms across the country, the brand made a bold strategic pivot in late 2024 by permanently closing its brick-and-mortar locations to transition into an exclusively online webshop. As one of the few major local furniture players in Croatia operating a 100% digital business model, Mima continues to serve customers entirely through its digital storefront, offering affordable home furnishings and custom kitchens.

Challenge

The Challenge

Brand Search was Mima’s strongest performer, generating nearly a quarter of all conversion value from less than 2% of the total advertising budget. However, Brand Search could only capture existing demand from users who were already familiar with the brand. To drive sustainable growth, Mima needed to reach and convert new customers who had not yet discovered the brand, all while operating with a limited set of video assets.

Key Objectives:

Scaling beyond existing brand demand and reaching new customers
Keeping ROAS in line with the account average while adding a prospecting channel
Putting the client’s always-on videos to work alongside image ads
Measuring the campaign’s full impact, including view-based conversions

Heavy Reliance on Brand Search

High-Ticket Considered Purchase

Limited Video Asset Library

Strategy

The Approach

To capture new market share and scale profitably, Namještaj Mima partnered with strategic partner Coob Ads and launched a targeted Google Demand Gen strategy engaging prospective furniture buyers before they started searching.

Dedicated New-Customer Channel: A Demand Gen campaign was set up to reach furniture shoppers across YouTube and Google’s feed-based surfaces before they search, complementing Search campaigns that only capture existing demand.
Video and Image in One Campaign: The campaign was split into two ad groups, one for the client’s always-on videos and one for image ads. Keeping both formats together let Google’s AI shift budget toward whichever drove more value and made the most of a small video library.
Audience Signals & Expansion: Audience signals built around likely furniture buyers guided the AI, while optimized targeting expanded reach to new users with similar purchase intent.
Smart Bidding and Measurement: The campaign ran on Maximize Conversions with Data-Driven Attribution, giving Demand Gen fair credit for its role early in the furniture buying journey. Performance was evaluated only after the learning phase, using both standard and platform-comparable conversions.

Tools & Technologies

Data-Driven Attribution Smart Bidding Audience Signals & Expansion

Success

The Success

Following the completion of the learning phase, the integrated Demand Gen campaign (combining video and image ad groups) delivered exceptional top- and bottom-line efficiency throughout May and June 2026 compared to March and April 2026:

11,92

ROAS

+64 %

average value per conversion

+3 %

account ROAS

We launched the Demand Generation campaign with the goal of reaching new customers, not just those who already know us. Coob Ads' strategic support helped us a lot here: we always knew what we were doing and why, and the recommendations were clear and specific. We especially appreciate that we can openly discuss everything with them, from budgets to seasonal promotions, and get honest advice.

Namještaj Mima

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