What makes a good Facebook ad for furniture and homewares?

By Dan BartleyUpdated 11 October 20263 minute read

The short answer

One that shows the piece in a room the buyer can picture as their own, makes the size and material obvious, and answers the delivery question before it is asked. Furniture and homewares are bought on looks and fit, so the image does most of the selling: a believable room, something for scale, a close-up of the texture and a clear price or offer.

What should a furniture ad show?

The piece where the buyer will use it, at a size they can judge, in a material they can almost feel.

A room styled for the buyer you want, not a generic showroom
Something for scale: a person, a lamp, a doorway or a side table
A close-up of the fabric, timber grain or finish
The colour exactly as it will arrive
The price or the offer, when it is part of the reason to buy

Which angles work for furniture and homewares ads?

Angles that answer the questions buyers hesitate over: will it fit, will it last, will it suit my place and how does it get here.

Fit: small-space pieces shown in apartments, or modular pieces shown in two layouts
Durability: performance fabric with kids, pets or a spilled glass of wine
Style: the same piece in two different rooms, for two different tastes
Material and making: the timber, the joinery, the weave
Delivery: how fast it arrives, and whether it comes assembled
Range: every colourway in one carousel

Only claim what is true of the product. A durability or delivery promise the product page cannot back up shows up later in returns and reviews.

How do I show size and scale in a furniture ad?

Put something familiar next to the piece. A person on the sofa, a cup on the table or a doorway beside the cabinet tells the buyer the size faster than a list of dimensions.

Pair a wide room shot with a detail shot in a carousel, or add the main dimension as text on the image for pieces where size decides the sale, such as rugs, dining tables and bed frames.

Should the ad mention delivery and freight?

Yes, when delivery is a strength. For bulky goods in Australia and New Zealand, delivery time and cost are part of the offer, and a freight charge the buyer did not expect at checkout often ends the sale.

If delivery takes weeks because pieces are made to order, say so plainly and give the timeframe. Buyers who need it sooner can then skip the ad rather than abandon the checkout.

Static, video or carousel for furniture ads?

All three, for different jobs. Statics carry the room, carousels show the range or the room and the detail together, and short video shows what a still cannot, such as a recliner moving or a table extending.

Video earns its cost for texture, movement and vertical Reels placements. What a furniture video should show has its own answer, and static against video covers how to test the two.

How do I get room scenes without a photoshoot?

Have them made from phone photos of the real piece. Bartley Studio puts the actual product into new rooms, so one sofa can appear in a coastal living room, an inner-city apartment and a family lounge without being moved.

The setting changes and the product does not. If a finished image fails to match the real piece’s dimensions, colour or materials, it is re-edited until it does, at no extra cost. See how this works for furniture and homewares.