Office Reality: Full Funnel Youtube Drives 53% Revenue Growth

Tailored YouTube creative and intent-based targeting drove a 53% increase in paid media revenue for commercial furniture specialist Office Reality.

71%

increase in paid search conversion rate

653%

increase in assisted conversion actions

Manufacturing B2B demand and smashing the growth ceiling

Consistent ad spend, solid web traffic, low conversion rates. Here’s how we steered Office Reality through this challenge.

The challenge

For scaling B2B brands, long consideration cycles and competitive search auctions can lead to a performance plateau caused by an over-reliance on bottom of the funnel search capture. For several years, Office Reality built a strong market presence, relying primarily on Google Search to capture buyers actively looking for commercial furniture.

While search ads effectively captured active market demand, the strategy was reaching a natural limit. Acquiring new customers strictly through standard search keywords was becoming increasingly competitive, tightening acquisition margins in difficult post-COVID market conditions. To unlock the next phase of growth, Launch worked with Office Reality to find a sustainable solution: create net-new buyer demand earlier in the customer journey while maintaining strict cost efficiency.

Our approach

We identified that the growth ceiling was a result of capturing existing demand rather than generating it. To break this cycle, Launch developed a full-funnel video strategy on YouTube, shifting media spend to engage B2B decision-makers before they entered the search auction.

Working closely with the Office Reality team, we built a structured, two-tiered creative framework. Broad brand awareness videos focused on building trust and introducing the brand value, deliberately avoiding aggressive sales pitches. Alongside these, we developed intent-driven category videos targeting specific buyer needs, such as showing tailored seating ads to users searching for ergonomic office chairs.

To maximise creative volume without high production costs, we established a streamlined workflow. Office Reality filmed high-quality video footage and drone shots internally, while Launch provided technical guidance on messaging hooks, ad length, and audience targeting.

We also used structured campaign testing to keep ad spend efficient. When performance data showed that YouTube Shorts were not reaching core B2B decision-makers effectively, we removed the format to concentrate budget on high-performing, longer-form placements with low CPMs and strong view completion rates.

The results

The campaign validated the decision to invest in brand storytelling alongside performance search. By introducing full-funnel video creative, Office Reality generated over 1.4 million engaged views at low CPMs.

The surge in upper-funnel reach a 653% increase in assisted conversion actions year-on-year. This activity created a clear halo effect across all channels, driving brand search volume, organic traffic, and direct sales. Paid media revenue increased by 53% alongside a 71% jump in site conversion rate, achieved on just a 4% increase in overall ad spend.

5,627%

Increase in Youtube views.

71%

Increase in CPC conversion rate.

653%

Increase in video-assisted conversions

1,252%

Increase in brand video impressions year-on-year.

Paid search has always been vital for our business, but it was clear we were starting to hit a ceiling. Launch gave us the confidence and clear structure to test YouTube properly. They helped guide our video content, refined our targeting, and proved that brand storytelling directly fuels performance search. Achieving a 53% increase in paid media revenue and a 653% jump in video-assisted conversions showed us that top-of-funnel video is a primary driver for our long-term growth.

Angela Mee Design and Marketing Director, Office Reality