Growth from Google Ads:

How a  multi-location mattress retailer leveraged Paid Search advertising to close $36MM in sales revenue.

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. 


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. 


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.


Paid Search Ads 

Non-Branded Paid Search ads captured new prospecting customers for sales of SmartLife and Hybrid Infinity mattress brands.  Wingman implemented a mix of product specific, location specific, and brand-focused campaigns to drive in-store and online sales for SmartLife and Hybrid Infinity mattresses.


Branded Paid Search ads convinced in-market mattress shoppers to visit a nearby Sit ’n Sleep. Campaigns included long-tail keywords focusing on specific locations near brick-and-mortar stores.

Google Search Campaigns 

Search Campaigns are traditional text ads displayed on search engine results above organic listings. 

Smart Shopping Campaigns automatically pull product data from a feed to create shopping ads specifically designed for a brand’s customers. 

Google Local Campaigns reach shoppers across Google to highlight nearby stores, in-store product inventory, or special promotions. 

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


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.

Sit 'n Sleep Landing Pages for Paid Search Client

Sit ‘n Sleep vs

Brick-and-Mortar Competitors

Sleep Number vs SmartLife

Sleep Number vs SmartLife

Hybrid Infinity vs Tuft & Needle


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 paid search campaign results are a strong indicator that using Google search before visiting a store is a key factor in driving sales as part of the consumer journey. Though our primary goal focused on driving in-store sales, paid search also produced hundreds of thousands of dollars in e-commerce sales.



Total Conversion Value.
Q1 2022

Notable Outcomes


Increase in Store Traffic.
Retail traffic to brick and mortar locations driven from paid search advertising.


Brand Search Volume.
Hybrid Infinity Campaigns realized a ROAS of 9.8 and Brand search volume increased 279% YOY.


Impression Share.
Brand Campaigns defended the Sit ‘n Sleep brand with 99% impression share against competitors.


SmartLife Campaigns.
SmartLife realized a 22% increase in ROAS YOY and Store visits increased 81% YOY.


About Us

Wingman Media is an award winning Media Buying and Media Planning Agency in Los Angeles, California. We plan data-driven media campaigns for companies that sell niche products and services and drive maximum response from all channels - including television,  programatic display and video, connected TV (CTV), paid social media, paid search, radio, and audio streaming. 

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