On Fire Website and Google Ads Case Study: Luxury Outdoor Living, Digitally Built
The Business
A long-established luxury retailer with a complicated digital job to do
On Fire sells much more than a single product. Its website has to help customers explore fireplaces, stoves and inserts, outdoor kitchens, furniture, heaters, accessories and other high-consideration products — while supporting a physical showroom and an experienced sales team. The business has served its market for six decades, so the digital platform also has to respect an established brand rather than reinvent it for the sake of novelty.
The Challenge
Build a website that could handle the product complexity — then make it generate business
A conventional brochure site would not have been enough. The website needed structure: product categories, repeatable content types, custom presentation and room to evolve as manufacturers and product lines changed. It also needed to support paid search and give prospects a useful next step once they arrived.
What Emediacy Built
A custom product platform instead of a collection of disconnected pages
Emediacy built the On Fire website in WordPress using custom post types, structured product content and custom styling. That architecture makes it possible to organize a broad product catalog without forcing every page into a one-off layout.
The result is a site that can support customer research across fireplaces, inserts, outdoor kitchens, grills, furniture and related categories while still presenting the business as a premium showroom rather than an online commodity catalog.
Why the architecture matters
Structured content is easier to maintain, easier to expand and easier to connect to search demand. It also gives Emediacy a better foundation for improving individual product and category pages without redesigning the entire site every time the business changes.
The website became marketing infrastructure.
It supports product discovery, organic search, Google Ads landing paths and the customer's research process before a showroom visit or sales conversation.
On Fire's product mix spans premium fireplaces and outdoor-living products.
Paid Search
The next job: make the existing platform produce more measurable leads
Emediacy also manages On Fire's Google Ads. In the most recent 30-day comparison, the account became more efficient even as spend decreased.
Google Ads recorded 17 primary conversions during the period. Nine were calls from ads, six were submitted lead forms, and two were additional website phone-number actions. Directions, page views and general engagement were excluded from the account-level conversion goal, so the reported conversion total was not being padded with soft activity.
Compared with the prior period, click-through rate improved from 3.88% to 7.37%, average CPC improved from $3.29 to $2.90, and cost per conversion improved from $39.27 to $31.01.
The important result is not a cheaper click.
The stronger story is that On Fire generated nearly the same number of primary conversions with substantially less spend. The next step is to connect those leads to showroom visits, estimates and sales.
Growth Intelligence
Improve what matters. Leave the rest alone.
On Fire already has several marketing activities in place. Facebook posting is handled separately, and the business does not need Emediacy duplicating that work. The current opportunity is to make the assets Emediacy already manages — Google Ads and the website — work harder together.
That means concentrating on landing pages, product/category pages, lead quality and measurement rather than adding another marketing channel simply to create more activity.
What we're working on now
- Connect Google Ads calls and forms to showroom visits, estimates and sales.
- Optimize campaigns around qualified outcomes rather than clicks alone.
- Improve high-value website and landing pages where they can increase response.
- Fix measurement or technical issues only when they materially affect results.
What we're not doing
- Adding paid channels before understanding the value of the leads already being generated.
- Duplicating daily Facebook posting handled by someone else.
- Rebuilding a working website just because a technical audit produces a long list of warnings.
Emediacy Growth Session
Your marketing may not need more activity. It may need a better diagnosis.
Emediacy helps established businesses identify the growth constraint, protect what is already working and focus on the change most likely to produce a business result.
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