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Advertising Custom-Made Products in a Seasonal World: A PPC Guide for Bespoke Furniture Retailers

By 18 July 2025How To

Custom-made and handcrafted furniture operates on its own rhythm — but customers still shop seasonally. So how do you run Google Ads effectively when your lead times are long, your products are unique, and the market around you runs on Black Friday deals?

Here’s how handmade furniture brands can run PPC that converts, even in a seasonally-driven retail environment.

Challenge: Made-to-Order Doesn’t Fit Retail Peaks

Buyers:

  • Expect custom = long wait
  • Expect seasonal shopping = fast turnaround

This mismatch creates a marketing tension: demand peaks around Christmas and summer renovations, but your production calendar may not align.

Tactics That Work

1. Advertise Early, Not Fast
  • Promote Christmas commissions from September
  • Spring renovations? Push ads in January/February
  • Emphasise “Order now for delivery by…” in ad copy
2. Use Lead Times as a Feature
  • Ad Copy: “Handmade to order in 6 weeks – no flat packs here”
  • Add countdowns to custom cut-offs for major holidays
  • Encourage planning with reminders like “Beat the Christmas rush”
3. Campaign Types to Focus On
  • Search Ads: Target high-intent long-tail terms like “handmade oak dining table”
  • Performance Max: Great for showcasing lifestyle photos and client reviews
  • Remarketing: Stay visible during long consideration periods

Bonus: Show Your Process

Buyers love the story. Use video or carousel ads to show:

  • The making of a piece
  • Workshop footage
  • Testimonials or behind-the-scenes photography

It’s a perfect match for YouTube Ads or Instagram-linked Discovery campaigns.

Seasonality Windows

  • Autumn: Pre-Xmas orders close in October. Push hard in September.
  • Spring: Many buyers start summer renovations. Promote from February.
  • Summer: Wedding gifts or garden pieces. Be visible in June.

Conclusion

Handmade doesn’t mean slow — it means special. To compete with retail seasonality, custom furniture sellers must be visible well before the rush and leverage urgency differently. Use Google Ads to highlight your craftsmanship, communicate lead times, and keep your calendar full — without having to compete on speed or price.

References:

  • Etsy Seller Handbook: Peak Planning for Makers
  • Craft Council UK: Handmade in Britain Trends
  • Raise Your Game Platform Data (bespoke seller insights)