Facebook Ads Rebuild for a Furnishing Brand, Implementation Scope

📦 BRAND CONTEXT Modern furnishing. Sofas, dining sets, home décor lines. AOVs are high, consideration windows are long (often 2 to 6 weeks between first click and purchase), and the buying pattern looks nothing like impulse DTC. We have good product and competitive pricing. The Facebook account is where things break down. ⚙️ CURRENT ACCOUNT STATE Ads Manager is generating sessions but purchase volume is erratic. Campaign structure was built incrementally without a plan, so there's overlap between ad sets, no intentional funnel segmentation, and budget is distributed in ways that don't reflect where conversions actually happen. 🧪 CREATIVE TESTING GAP We test creative but without methodology. Winning creative gets identified by gut feel, usually whichever ad has the lowest CPM, which tells us almost nothing about purchase intent. 🛠️ SCOPE OF WORK Account and pixel audit. Verify event firing, parameter accuracy, and attribution configuration. Restructure campaigns into prospecting and retargeting with proper exclusion lists and budget isolation. Audience research for furnishing buyers who behave differently than typical ecom shoppers. Build a creative testing framework that isolates variables and uses purchase-based metrics for decisioning. Deliver a scaling plan that accounts for the audience fatigue patterns common in high-AOV verticals.