If you’re a small-scale or independent furniture maker, chances are you’re used to selling via word of mouth, local events, or platforms like Etsy. But what happens when you want to scale — without losing the craftsmanship and personal touch that make your brand unique?
Enter Google Ads.
Paid search and Shopping campaigns can help handmade and boutique furniture makers attract more of the right customers — especially around peak buying seasons. In this blog, we’ll explore how makers can use PPC to grow beyond local reach, without falling into the “mass-market” trap.
Why Small Doesn’t Mean Invisible
Handmade doesn’t have to mean hard-to-find. With the right ad structure, even a micro-business can:
- Reach buyers with intent (e.g., “custom oak hallway bench”)
- Control budget tightly (you can start with £10/day)
- Scale seasonally (ramp up for Christmas, slow in January)
Common Challenges for Makers Entering PPC
- “I don’t have a big budget”
- “My product lead times are long”
- “My keywords are too niche”
- “I can’t compete with Wayfair”
Here’s the good news: You don’t need to. Your strength is being different.
Strategy Framework: Small Brand, Big Impact
Target Long-Tail Search Queries
Generic keywords like “wooden table” are expensive and vague. Instead, target:
- “Handmade pine farmhouse table UK”
- “Custom bedroom storage bench”
- “Reclaimed wood floating shelves”
These have:
- Lower CPCs
- Higher conversion intent
- Less competition
Use Google Shopping — But Carefully
If your product images are high quality and your pricing is justified, Google Shopping can work brilliantly — especially when using niche product titles and strong lifestyle imagery.
Tip: Don’t just upload “Table 1.” Use:
“Handmade Rustic Oak Dining Table – 180cm – Made in UK”
Leverage Remarketing
Your buyers may need weeks to decide. Remarketing is crucial to stay top-of-mind, especially with:
- Carousel ads showing your range
- Case studies or testimonials in display ads
- Reminder ads around delivery cut-off dates
When to Advertise
Handmade buying follows slightly different rules. Key periods:
- September–October: Christmas orders and gifting
- February–March: Summer renovation planning
- June–July: Wedding gift season
Use ads in the months before delivery deadlines, not during.
Budgeting Tips
- Start with £1500–£3000/month
- Use daily budget caps
- Focus on highest-margin or best-reviewed products
Conclusion
Google Ads can help handmade furniture makers break through local limits and reach new, committed customers. With smart targeting, great imagery, and seasonal timing, even the smallest maker can compete — and win — without losing their brand soul.
References:
- Etsy Seller Handbook: Scaling with Ads
- Rocket Reach PPC Case Examples
- Google Ads Keyword Planner UK Data
