Ghost Beds
Driving cost-efficient sales through an authentic GMV Max campaign
Ghost Beds GMV Max Results
Ghost Beds used an in-house GMV Max campaign on TikTok Shop, paired with authentic product content and ongoing creative testing, to generate £255.34K in GMV over 30 days, maintain CPA below £40, and achieve return on ad spend above 11.
The objective
Increasing sales for a UK based furniture company
Founded as a furniture business before expanding into manufacturing, Ghost Beds has grown into a UK furniture brand focused on designing, manufacturing, and selling its products directly to customers.
On TikTok, @ghostbeds has built an organic presence of almost 20K followers, with content focused on showcasing its products.
This campaign marked the beginning of a more structured paid advertising approach for the brand on TikTok. Rather than working with an external agency, Ghost Beds managed the campaign entirely in-house, allowing the team to oversee both content creation and campaign delivery directly.
The primary objective of the campaign was to drive sales through TikTok Shop, using the platform as a direct commerce channel to support the brand's continued growth.
The solution
Combining authentic content with optimised AI delivery
The key driver of this campaign was GMV Max, with activity launching in February 2026. GMV Max is TikTok Shop’s AI-powered campaign solution, designed to optimise delivery across TikTok Shop placements using real-time performance signals to maximise sales. By automating audience targeting, bidding, and creative delivery, GMV Max allowed Ghost Beds to focus on scaling product sales through TikTok Shop whilst continuously optimising campaign performance.
The campaign targeted audiences across the United Kingdom, including homeowners, renters, and younger consumers. To continually improve results, the brand ran ongoing tests comparing different hooks, product angles, and creatives.
In terms of content, the campaign combined entertaining, informative, and product-focused creative designed to feel native to TikTok. A variety of content styles were used to showcase products from different angles, helping the brand build a diverse creative mix whilst providing GMV Max with multiple assets to optimise campaign delivery throughout the campaign period.
The results
Outstanding ROAS delivered through a strategic GMV Max campaign
The campaign delivered strong commercial results for Ghost Beds, demonstrating the effectiveness of TikTok Shop as a sales channel for the furniture brand. The campaign achieved an ROI of over 11, maintained a CPA below £40, and generated £255.34K in GMV over the last 30 days.
Building on the GMV Max strategy, the brand combined organic discovery with paid promotion to help Ghost Beds reach highly engaged audiences at scale. By showcasing products in a way that felt native in users' feeds, the campaign was able to capture attention and stand out within a competitive furniture market.
Another key factor behind performance was the brand’s ongoing testing approach.
By continually experimenting with different creatives, hooks, and product angles, Ghost Beds were able to identify the content that resonated most strongly with its target audience. This was further supported by authentic product demonstrations and the use of content styles that had already proven successful across the brand’s organic activity.
Beyond the key metrics, TikTok has helped Ghost Beds increase brand recognition, expand online sales opportunities, and strengthen its position as a modern furniture brand with a growing digital presence.
This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.
TikTok has helped us connect with customers in a much more authentic way and has become an important part of our growth strategy."
Your questions, answered
Business Help CenterWhat was Ghost Beds trying to achieve?
Ghost Beds wanted to increase sales for its UK furniture business and use TikTok Shop as a direct commerce channel. The campaign was also its first more structured paid advertising approach on TikTok.
How did the campaign work?
Ghost Beds ran GMV Max from February 2026 and managed the campaign in-house. It combined authentic, product-focused paid creative with ongoing tests across hooks, product angles, and creatives, while GMV Max automated targeting, bidding, and creative delivery across TikTok Shop placements.
What results did Ghost Beds report?
Over the last 30 days, the campaign generated £255.34K in GMV, maintained a CPA below £40, and achieved an ROI of over 11. The page also notes that past performance does not guarantee or predict future performance.