PAID SEARCH

The Client

During the last three decades, Sit ‘n Sleep has grown to become one of the largest mattress retailers in the United States, selling more mattresses per store than any other retailer in the country. Sit ‘n Sleep has dozens of brick and mortar locations across Southern California. 

THE CHALLENGE

Consumer spending on durable goods and home improvement products rose sharply in 2020 and 2021 due to the COVID-19 lockdown and increased disposable income from fiscal stimulus. But by 2022, durable goods and home furnishings were suddenly in a contracting market, as interest rates spiked and inflation rose to the highest rate in decades. From a competitive store sales perspective, 2022 presented a huge challenge  for achieving year over year growth. 

THE SOLUTION

In order to stave off declining sales and maintain the same year over year performance in 2022, Sit ’n Sleep needed to steal market share from the competition.

Wingman believed Paid Search was the ideal media channel to execute a steal share strategy targeting people who are in the market for a mattress and approaching the bottom of the sales funnel.

YouTube companion banners and ads reach people who are uniquely qualified while they are consuming highly-relevant content.

CREATIVE

Wingman developed a narrative highlighting Sit ‘n Sleep’s strengths over other mattress retailers, competing direct to consumer mattress brands with brick and mortar locations, and online pure play mattress manufacturers. Landing pages provided side-by-side comparisons with competing brands, helping consumers make smart decisions as well as improving SEO and overall quality scores in Google Ads.

MEASUREMENT

Wingman measured clicks, impressions, ROAS, and conversions from e-commerce sales and in-store visits. Data provided by Google was used to measure in-store and online conversions. ROI was calculated by assigning a value for each in-store visit, based on average conversion rates and average tickets.

THE RESULTS