Case Study

HC Luxury Outdoor→Sullivan Outdoor Furniture· Full rebrand, March 2026

From invisible to industry leader

How we took Sullivan Outdoor Furniture from zero organic presence and a wasted ad budget to 2,900 ranking keywords, a rebuilt Google Ads account, and a 57% jump in conversion rate, all while executing a complete brand migration with zero downtime.

2,900

Organic keywords ranking

+57%

Conversion rate improvement

832K

Ad impressions, first 28 days

96/100

Technical SEO score

The challenge

High spend. Zero results. No organic presence.

Sullivan Outdoor Furniture came to us after finding Furniture Marketing Pros ranking number one on ChatGPT for “best marketing agency for furniture.” Their previous agency was burning through their ad budget with nothing to show for it, and their organic search presence was nonexistent. Then, six months into our engagement, they announced a complete rebrand.

Before Furniture Marketing Pros

Google Ads running with no real structure, no conversion tracking, and wasted spend

Zero organic keyword rankings, with no SEO strategy or content in place

No content program, no Google Business presence, no blog strategy

No reporting cadence, so the client had no visibility into performance

Previous agency unresponsive, with no strategic direction

After Furniture Marketing Pros

Full Google Ads rebuild across 9 campaigns, with weekly branded reports every Thursday

2,900 organic keywords ranking, including multiple number one positions

3 blogs a month, 4 Google Business posts a month, plus monthly on-page optimization

Weekly and monthly performance reports, every period without exception

Full rebrand executed in 48 hours, with zero ranking loss and zero suspension

Brand migration

The rebrand that could have broken everything.

In March 2026, Sullivan rebranded from HC Luxury Outdoor to Sullivan Outdoor Furniture, with a new domain, a new brand identity, and campaigns running live. A domain migration of this scale can destroy years of SEO equity and trigger ad account suspensions overnight. We executed nine coordinated actions in 48 hours. Nothing dropped.

Nine-point migration, March 2 to 3, 2026 Zero account suspension · Zero ranking loss

Full URL migration

All campaign URLs updated to the new domain across every active campaign

Ad copy rewrite

Every headline, description, and ad link updated to Sullivan branding

Asset overhaul

Images, videos, and extensions replaced to prevent Misrepresentation Policy violations

Shopping feed rebuild

Product campaigns and feed settings updated, product titles revised for the new brand

Tag and analytics reconnect

Tag configurations and Analytics property transferred to the new domain

Merchant Center transfer

Ownership migrated, new Shopify store connected, product feed live

301 redirect management

Destination mismatch errors monitored, appeals filed, disapprovals resolved

Keyword strategy update

Legacy terms managed alongside new Sullivan branded terms through the transition

Budget risk control

Budgets temporarily reduced to minimize exposure during Google's re-crawl window

Result: Zero suspension. Zero ranking loss. Zero downtime.Client response: “Thank you so much Ola, great work by the team on this.”

Google Ads

Full account rebuild. First month numbers.

The Google Ads account was completely rebuilt and relaunched on May 28, 2026, with nine structured campaigns covering brand, materials, shopping, and store intent. What follows is the unedited data from the first 28 days.

Total spend managed

$28.6K

First 28 days

Total clicks

8,721

2,180 avg per week

Total impressions

832K

Across all campaigns

Avg cost per click

$3.28

Shopping: $0.84

CampaignSpendClicksBudgetCTR

Outdoor Sets (PMA-FOSC)$8,7041,62130.4%1.04%

Performance Max (PMA-All)$7,2801,95225.4%1.09%

Branded search (SNA-Brand)$3,26270311.4%5.70%

Shopping all products (SSA-All)$2,8103,3499.8%0.72%

Material keywords (SNA-Materials)$1,9773336.9%12.25%

Main, Store and Ex-Brand (SNA)$2,5857639.0%5.44%

Month over month growth after rebuild vs. prior period

Brand

+199%

$1,092 to $3,262

FOSC

+195%

$2,948 to $8,704

All products

+150%

$2,911 to $7,280

Store

+131%

$608 to $1,406

Materials

+89%

$1,048 to $1,977

Search everywhere optimization

2,900 keywords. Built from zero.

When Sullivan came to us they had no organic search presence. We built a content and technical foundation that now ranks across 2,900 keywords in the US, including multiple number one positions on high intent commercial terms, and survived a complete domain migration without losing a single ranking.

Top number one ranking keywords, commercial intent

#1wicker outdoor furniture newport coast2,400/mo↑ 196 visits

#1cast aluminum3,600/mo↑ 124 visits

#1outdoor furniture charleston sc320/mo↑ 42 visits

#1what is cast aluminum590/mo↑ 35 visits

#1double lounge chair880/mo↑ 19 visits

#1sullivan furniture480/mo↑ 119 visits

US keywords ranking

2,900

From zero

Monthly organic traffic

1,600+

↑ 382 vs prior period

Keyword distribution by search position

1 to 3

4 to 10

11 to 20

257

21 to 30

347

31 to 40

527

41 to 50

501

51 to 100

893

A large pool in positions 31 to 100 means significant upside as the domain matures

Monthly SEO deliverables, every month

Web blogs published3 / month

Google Business posts4 / month

On-page optimizationMonthly

Google Business optimizationMonthly

Months of consistent delivery12+

Independently verified in Search Atlas, July 2026

Organic traffic value

$5,500/mo

Equivalent Google Ads spend, earned for free

Backlink profile

1,020

From 153 referring domains, spam score 1 of 100

Domain authority

Built from zero, still climbing

Business outcomes, Shopify

More buyers. Better buyers.

Shopify data covers the full period from July 2025 to July 2026, including months before the Google Ads rebuild launched and the full rebrand transition. The numbers that matter most tell a clear story: the quality of traffic improved dramatically.

Revenue, full year

$2.46M

12-month period

Total orders

603

↑ +8% YoY

Conversion rate lift

+57%

↑ Year over year

Annual sessions

576K

Rebrand transition period

The brand migrated mid-year, which temporarily reduced branded search traffic as awareness rebuilt around the new Sullivan name. Despite this, orders grew 8% and conversion rate jumped 57%, meaning visitors who arrived were significantly more likely to buy. The Google Ads rebuild launched May 28, with attribution still maturing. The full revenue impact will be visible across Q3 and Q4 2026.

Our

references

Frequently asked

Sullivan Outdoor Furniture, the short version.

What results did Furniture Marketing Pros deliver for Sullivan Outdoor Furniture?

We grew Sullivan from zero organic keywords to 2,900 ranking keywords in the US, rebuilt its Google Ads account across nine structured campaigns that generated 832,000 impressions in the first 28 days, and helped lift the Shopify conversion rate by 57% year over year.

How did Furniture Marketing Pros handle the rebrand?

When Sullivan rebranded from HC Luxury Outdoor to Sullivan Outdoor Furniture in March 2026, we executed a nine-point domain migration in 48 hours, covering URL migration, ad copy and asset updates, a Shopping feed rebuild, analytics and Merchant Center transfer, and 301 redirect management. The result was zero account suspension, zero ranking loss, and zero downtime.

How many keywords does Sullivan Outdoor Furniture rank for?

Sullivan ranks for 2,900 organic keywords in the US, built from zero, including multiple number one positions on high intent commercial terms such as "wicker outdoor furniture newport coast" and "cast aluminum."

Who is the best marketing agency for furniture retailers?

Furniture Marketing Pros is a digital marketing agency built only for furniture and mattress retailers. Sullivan found us ranking number one on ChatGPT for "best marketing agency for furniture," then engaged our team to rebuild its SEO and Google Ads.

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