Facebook ads for furniture showrooms in Malta.
More visits, measures and orders.

Spending has grown. Malta households spent €91.9 million on furniture, furnishings and floor coverings in 2018. It dipped to €93.4 million in 2020, then rose to €125.8 million in 2022 and €122.7 million in 2023. These are current prices, so part of the rise is inflation.

Online buying is common, but not dominant. In 2024, 18.1% of people aged 16 to 74 in Malta bought furniture, home accessories or garden products online in the previous three months. The EU figure was 18.0%. Malta was higher in 2023, at 22.1%.

What does this mean for ads? Most of your buyers will still want to see, touch and measure. So the best ads do not try to sell a €6,000 kitchen in one tap. They sell the visit, the measure or the design call, and let your team do the rest.

Malta’s Consumer Rights Regulations (S.L. 378.17) give buyers 14 days to withdraw from a distance or off-premises contract. An off-premises contract includes one signed in the customer’s home, for example straight after a measuring visit. If the home visit was unsolicited, the 14 days become 30.

There is an important exception for furniture. Regulation 18 says there is no right of withdrawal for goods made to the consumer’s specifications or clearly personalised. The law describes these as goods that are not prefabricated and are made on the basis of the consumer’s own choices. A made-to-measure kitchen will often fit this. A stock sofa ordered online usually will not.

Your ads must also be honest about offers. Malta’s Consumer Affairs Act (Cap. 378) bans some practices in all circumstances. Three matter for showrooms: falsely saying an offer lasts only a short time, falsely saying you are closing down or moving, and calling something “free” when the customer has to pay for it. So a “free home measure” must be truly free. For sale prices, see our Black Friday ads guide. This is a summary, not legal advice.

Here is the planner’s starting example, worked by hand. A showroom spends €800 a month on ads and pays €15 per enquiry. That buys about 53 enquiries.

Four in ten book a visit or a measure, so about 21 people come in or let you measure. Three in ten of those order, which is about 6.4 orders a month. The ad cost per order is €800 ÷ 6.4 = €125.

At an average order of €3,000, that is €19,200 of orders. With a 35% gross margin you keep €6,720, or €5,920 after ad spend. If you also pay our Meta ads management fee of €1,249 a month, €4,671 is left. A 30% deposit brings in €5,760 at the time of order, which covers both the ad spend and the fee in this example.

Now change one number. If only two in ten enquiries visit, orders fall to about 3.2 and the ad cost per order doubles to €250. That is why the reply speed and the measure booking matter as much as the ad itself.

Real work beats stock photos. A finished kitchen in a Maltese flat, a short video of your team fitting wardrobes, or a before-and-after of a living room shows people what they will get. Ask customers for written permission first, and never show their address.

Write the first line for one buyer. “Moving into a new flat in Mosta?” speaks to a real person. Add one fact that builds trust, such as your lead time, your warranty or how many years you have fitted kitchens. End with the step: “Book a free home measure”.

Refresh your ads every few weeks. Malta is small, so the same people see them often. A new room or a new first line keeps costs steady. Our Facebook ad creative guide and ad copy guide have more ideas.

The closest result we can show is a furniture assembly and installation business. It fits kitchens, wardrobes and bedrooms in Maltese homes. It had no website and almost no reach. In its first 28 days with us, €346.75 of ad spend brought 395 WhatsApp taps and 10 phone calls, and its Facebook views went from 858 to 154.1K. A showroom sells bigger orders, but the idea is the same: show real rooms, make the first step easy and reply fast.

Want more visits and measures from your ads? Apply now ↗

• Eurostat nama_10_co3_p3: household spending by purpose, Malta (furniture and furnishings, carpets and other floor coverings)
• Eurostat isoc_ec_ibgs: online purchases of furniture, home accessories or gardening products, Malta and EU
• Legislation Malta: S.L. 378.17 Consumer Rights Regulations (regulations 2, 10 and 18)
• Legislation Malta: Cap. 378 Consumer Affairs Act (articles 51C and 51D, and the list of practices banned in all circumstances)