Decision time
The click and the order are weeks apart
Buyers compare fabrics, order samples and visit a showroom before they pay. Count only orders made a few days after a click, and the ads that start those decisions look like waste.
Furniture & mattresses · Lithuania · Latvia · Estonia
Furniture marketing agency for brands selling in the Baltics
APG Media runs Google Ads, Meta ads, SEO and AI search visibility for furniture makers and retailers in Lithuania, Latvia and Estonia, and for Baltic manufacturers selling online to the Nordics and Germany. We plan for long decisions, showroom visits and bulky deliveries, track buyers from first click to delivered order, and publish our prices.
- Google Premier Partner
- Sale prices checked against the 30-day rule
- From €990/month excl. VAT, ad spend separate
- Ad accounts and data stay in your name
In short
APG Media is a performance marketing agency in Vilnius that grows furniture and mattress brands in Lithuania, Latvia and Estonia and helps Baltic makers sell online in Germany, Sweden and Finland. It runs Google Ads (Search, Performance Max and Demand Gen, plus Shopping in export markets where it is live), Meta ads, SEO and AI search visibility work (GEO, AEO and ChatGPT ads), checks sale prices, return terms and green claims against EU rules, and sets up GA4 and server-side tracking so showroom bookings and delivered orders are measured in each market.
Work starts from €990 per month excluding VAT, and ad spend is paid directly to the platforms. APG Media is a Google Premier Partner, part of All Digital Group, and the organiser of EcomExpo, an e-commerce conference in Vilnius. For bedding, curtains and rugs, see home textiles marketing in the Baltics.
Updated 28 October 2026
Why furniture needs its own plan
Furniture sells slowly, in person and in big boxes.
A sofa, bed or wardrobe is a large purchase. Buyers research it for weeks, often sit on it in a showroom and expect it delivered to the door. Four things decide whether marketing pays.
Delivery and returns
Bulky goods change the maths
A sofa does not go back by post. Delivery cost, lead time and return terms decide many orders, so they belong in the ad, the feed and the product page, not in the small print.
Prices and sales
Discounts are where most mistakes happen
Furniture sells in campaigns: Black Friday, seasonal sales, clearance. Every "−30%" must hold up against the lowest price of the previous 30 days, in ads and feeds as well as on the site.
Export
Germany and the Nordics are a different shop
Lithuanian and Latvian makers selling online to Germany, Sweden or Finland need local language, delivery terms and VAT-inclusive prices in every Shopping feed. Germany also asks for LUCID packaging registration first.
Selling furniture in more than one Baltic country, or planning Germany and the Nordics? We'll check sale prices, delivery terms and tracking before you spend.
Ask for a launch reviewRules that shape furniture ads
Sale prices, green claims and returns, checked before the ad runs.
The same EU rules apply in all three Baltic countries and every EU export market, and they cover ads, feeds, marketplace listings and product pages. We check each campaign before it goes live and keep approved wording in one sheet.
Directive 98/6/EC Art. 6a · Directive (EU) 2019/2161
Sale prices
A price reduction must show the prior price: the lowest price charged in at least the 30 days before the sale. The EU Court of Justice confirmed in 2024 (C-330/23) that a "−30%" figure is calculated from that price.
Directive (EU) 2024/825 · applies from 27 Sept 2026
Green claims
Generic claims such as "eco-friendly" or "green" are banned unless you can show recognised excellent environmental performance, such as the EU Ecolabel. Sustainability labels need a certification scheme or a public authority behind them, and a claim about the frame cannot be made about the whole sofa.
Directive 2011/83/EU · Directive (EU) 2023/2673
Returns and delivery
Online buyers have 14 days to withdraw, from delivery of the last piece. For goods that cannot go back by post, state the return cost before the sale, or you pay it. Since 19 June 2026, e-shops also need an online withdrawal function.
Reg. (EU) 2023/988 · Reg. (EU) 2023/1115
Product safety and wood origin
Online offers must show the manufacturer's name and address, a product picture and identifier, and any warnings in the buyer's language. Wooden furniture and wood-framed seats fall under the EU Deforestation Regulation from 30 December 2026 (30 June 2027 for some small companies).
We are a marketing agency, not a law firm. Return terms, deforestation due diligence and borderline green claims go to your lawyer or compliance adviser before launch.
Market by market
What each Baltic country asks of a furniture seller.
EU consumer rules are the same in all three countries. Language, authority, VAT and the places shoppers compare are not. This is the short version we check for every new furniture client.
| Country | Consumer authority | Language rule | Standard VAT | Marketplaces with furniture | Chains with a local e-shop |
|---|---|---|---|---|---|
| Lithuania | VVTAT (State Consumer Rights Protection Authority) | Information about goods sold in Lithuanian (State Language Law, since 1 January 2026) | 21% | Pigu.lt, Varle.lt | IKEA, JYSK |
| Latvia | PTAC (Consumer Rights Protection Centre) | Documents, websites and apps in Latvian; sellers must comply by 30 June 2027 | 21% | 220.lv | IKEA, JYSK |
| Estonia | TTJA (Consumer Protection and Technical Regulatory Authority) | Consumer information in Estonian unless the buyer agrees otherwise; foreign-language instructions, including assembly, translated | 24% (since 1 July 2025) | Kaup24.ee | IKEA, JYSK |
Checked on vki.lrv.lt, vestnesis.lv, riigiteataja.ee, emta.ee, europa.eu, the authorities' own sites and the retailers' sites on 28 October 2026. Rules and rates change; confirm them with the authority or your adviser before launch.
What we do
Search, social and AI answers, planned around a long decision.
Most furniture sellers we meet judge every channel by last-click orders, so the ads that start a decision get cut first. We plan the channels together, from the same product data, price rules and numbers.
Google Ads
Capture searches for product types, sizes and your brand.
- Search, Performance Max and Demand Gen per market
- Shopping in Germany, Sweden and Finland, where it is live
- Brand campaigns that protect your name from resellers
Meta ads
Facebook and Instagram for inspiration, comparison and return visits.
- Creative tests by argument: room, material, comfort or delivery
- Catalogue ads that show the exact fabric or size a buyer viewed
- Audiences and windows set for long decisions
SEO for furniture shops
Rank category, room and material pages in each language.
- Keyword map per market: sofas, beds, mattresses, wardrobes
- Category pages with sizes, materials and delivery terms
- Links from relevant home and interior media
AI search visibility
Shape how ChatGPT, Gemini and Google AI Overviews describe your products.
- Monthly prompt tracking per market
- Answer-ready product, size and care content
- ChatGPT ads where the numbers support it
Measurement
Numbers that follow a buyer from first visit to delivered order.
- GA4 set up for e-commerce and lead actions
- Server-side tracking and Consent Mode v2
- Showroom and offline orders sent back to Google and Meta where possible
Offer and claims check
Sale prices, delivery terms and green claims that hold up.
- 30-day prior price checked for every sale campaign
- Delivery and return terms aligned across ad, feed and page
- Material and green claims matched to your certificates
What we don't do
We don't give legal advice, prepare deforestation due diligence statements, register you in LUCID, design furniture or packaging, produce video or 3D at volume, or run influencer PR. When you need these, we work with your lawyer and partners so every channel uses the same approved prices and claims.
How we work
From first visit to delivered order.
Furniture buyers take their time. We work through five steps in this order for every market, and judge campaigns by delivered orders over the whole decision, not by last week's sales.
Check the offer
We review sale prices, return terms, green claims and product information on your site, feeds and marketplace listings.
Outcome: a list of fixes and the markets where ads can start.
Fix measurement
We audit GA4, Meta Pixel and Conversions API, Google tags, consent and product catalogues, then add the steps of a long decision: sample requests, showroom bookings and offline orders where possible.
Outcome: numbers that show which ads start decisions, not just which ones close them.
Map demand in each market
We pull search volumes for product types, sizes and materials per language and check what Google, marketplaces and AI assistants show.
Outcome: a priority list by market, category and channel.
Build and test
Google campaigns go live per market, with Shopping feeds where Shopping is available. Meta tests one argument at a time. SEO and answer-ready content start with the categories with most demand and margin.
Outcome: live campaigns and a dated testing plan.
Read, decide, reallocate
Each month we review conversion value, cost per order, showroom actions, returns and AI answer presence per market, then move budget to where the next euro works hardest.
Outcome: written decisions for the next month.
Want this plan for your furniture brand? Bring your shop URL, key categories and markets to a 30-minute call.
Results
Related results, with dates and limits.
We publish only results our clients have approved. Neither is a furniture brand: one sells home textiles through Meta, the other kitchenware and home goods through Google. Both cover 34 weeks, the long view furniture needs. Figures are platform-reported, with period and limits.
21.21×overall ROAS
34 weeks measuredMeta ads€21.21 per €1 of spend
Tavo Sapnas sells home textiles online. Across 34 weeks from January to August 2026, each euro of Meta ad spend corresponded to €21.21 in conversion value recorded by the platform.
Period: 34 weeks, January to August 2026.
Limits: one ratio for the whole period; it does not show the trend, margin or returns.
13.63×overall ROAS
34 weeks measuredGoogle Ads€13.63 per €1 of spend
Imperija sells kitchenware and home goods. Across 34 weeks from January to August 2026, Imperija Lithuania recorded €13.63 in platform-recorded conversion value for each euro of Google ad spend.
Period: 34 weeks, January to August 2026.
Limits: one ratio for the whole period; it does not show the trend, margin or returns.
Conversion value is the value an ad platform attributes to ads, not revenue confirmed in your accounts. All 14 client and market stories
Choosing an agency
Choosing a furniture marketing agency for the Baltics
Furniture brands selling here usually compare three kinds of agency. This is how they tend to differ on the points that matter in these markets.
| What to check | International furniture or home specialist | Local generalist agency | APG Media |
|---|---|---|---|
| Baltic languages, marketplaces and chains | Usually translated from English | Strong in one market | Campaigns, feeds and keywords per market in LT, LV and EE |
| Sale prices, returns and green claims | Strong in their home market | Varies | Checked before every campaign |
| Long-decision measurement | Often strong | Usually last click | Samples, showroom bookings and offline orders tracked |
| Room photography, video and 3D | Often strong, with in-house studios | Varies | Static and carousel ads; partners for video and 3D |
| Google Search, Performance Max and SEO | Often Meta-first | Usually covered | Google Premier Partner; SEO and link building in-house |
| AI answers | Rarely offered | Rarely offered | Monthly prompt tracking, GEO and AEO, ChatGPT ads |
| Prices | Rarely published | Sometimes published | From €990/month, published |
If you need furniture photography, 3D renders, video at volume or legal filings, you'll need partners for those parts. We'll plan the work with them.
Price and fit
What it costs, and who it suits.
From €990 / month, excl. VAT
Ad spend is paid directly to Google, Meta or OpenAI and is not part of the fee.
- A senior specialist leads strategy and decisions
- Management of the agreed channels and markets
- Measurement checks and a monthly written review
- Static and carousel creative as set in the proposal
The fee depends on the number of markets and languages, channels, catalogue size, creative volume and tracking work.
A good fit
- Furniture and mattress manufacturers and retailers with their own e-shop
- Showroom retailers who want online ads tied to visits and orders
- Lithuanian and Latvian makers selling online in Germany, Sweden or Finland
- Teams whose sale campaigns, feeds or numbers don't add up
Not a fit
- Sellers who want inflated reference prices or a sale that never ends
- Office and contract furniture sold only through tenders
- Anyone who wants guaranteed ROAS or guaranteed AI mentions
- Google Premier Partner
- Part of All Digital Group
- 15+ years, 200+ brands
- Organiser of EcomExpo, Vilnius
- Lithuanian AI Visibility Study 2026
FAQ
Furniture marketing in the Baltics, answered.
What does the 30-day price rule mean for furniture sales?
Under Article 6a of Directive 98/6/EC, added by the Omnibus Directive (EU) 2019/2161, every announced price reduction must show the lowest price you charged in at least the 30 days before it. In case C-330/23 (2024), the EU Court of Justice ruled that a percentage discount is calculated from that price. Ads, feeds and banners are covered.
Can customers return a sofa or mattress bought online?
Yes. Under Directive 2011/83/EU, online buyers have 14 days to withdraw without a reason, counted from delivery of the last piece. In case C-681/17 (2019), the EU Court of Justice ruled that a mattress stays returnable after its protective film is removed. Furniture made to the buyer's own specifications can be excluded; ask your lawyer where made-to-order pieces fall.
Who pays for returning bulky furniture?
The buyer pays the direct return cost only if told so before the sale. For goods that cannot normally go back by post, such as sofas, you must also state that cost or a reasonable maximum. If you don't, you pay. Since 19 June 2026, e-shops must also offer an online "withdraw from contract here" function.
Can we call our furniture eco-friendly or sustainable?
Only with proof. Since 27 September 2026, Directive (EU) 2024/825 bans generic claims such as "eco-friendly" or "green" unless you can show recognised excellent environmental performance, such as the EU Ecolabel. Specific, true claims shown clearly in the same ad, such as the certified share of wood, remain allowed.
Does the EU Deforestation Regulation apply to furniture?
Yes. Regulation (EU) 2023/1115 covers wooden furniture and wooden seats, including upholstered seats with wooden frames, from 30 December 2026. Micro and small companies get until 30 June 2027 only for products outside the old EU Timber Regulation, such as wooden seats. Used furniture is excluded. We keep wood-origin claims in line with your due diligence.
How much does furniture marketing cost in the Baltics?
APG Media's work starts from €990 per month excluding VAT. Ad spend is separate and paid directly to the platforms. The fee depends on markets, languages, channels, catalogue size, creative volume and tracking work. You get a scoped proposal after a short review.
How do you measure a purchase that takes weeks?
We track the steps before the order too: sample requests, showroom bookings and quote requests. GA4 and server-side tracking record them per market, and where your systems allow we send showroom and phone orders back to Google and Meta. Google Ads can count conversions up to 90 days after a click, so windows match how long your buyers take.
What changes when we sell online to Germany, Sweden or Finland?
EU consumer rules stay the same. Language, delivery and VAT change: once EU distance sales to consumers pass €10,000 a year, you charge the buyer's VAT (19% in Germany, 25% in Sweden, 25.5% in Finland), and Shopping feeds there must show that price. Germany also requires LUCID packaging registration.
How can a furniture brand get recommended by ChatGPT or Google AI Overviews?
AI assistants answer from sources they trust: clear product pages, marketplace listings, reviews and interior media. We find the prompts in your market that mention competitors, make your product and size pages easier to cite, and work on the outside sources assistants read. Progress is tracked monthly. Nobody can guarantee a mention.
Next step
See where your furniture brand is losing money, market by market.
Send us your shop, key categories and markets. Within 24 hours we'll reply with what we'd check first: sale prices, delivery and return terms, Google and Meta accounts, and how AI assistants describe you in each Baltic market.
- Your e-shop URL and the markets you sell in
- Your key categories and sale calendar
- Delivery and return terms per country
- Monthly ad spend by channel for the last three months