All work
Lumen Sleep
Mattresses and bedding
·
Search + Performance Max
Winning the searches that happen before someone has picked a brand.
We moved budget from brand terms to the questions people ask before they buy a mattress. Non-brand search revenue grew 62%.
4.1x
Search ROAS
+62%
Revenue from non-brand search
−19%
Cost per click
Project details
Client
Lumen Sleep
Industry
Mattresses and bedding
Services
Search + Performance Max
Channels
Google Search, Performance Max
Timeline
6 months
Monthly spend
$65k
The problem
Most of Lumen’s search budget went on its own brand name. Those people would have found the site anyway, so the reported return looked great and meant very little.
What we did
We cut brand bids back and rebuilt the account around research searches: best mattress for back pain, cooling duvet, firm or soft. Each group got its own landing page.
Performance Max ran alongside, with brand terms excluded so it had to find new buyers instead of taking credit for old ones.
Matching the question
Ads answered the exact question in the headline. Click-through rose and cost per click fell 19%.
The result
Non-brand search revenue is up 62% and search return is 4.1x, with far less spend wasted on people already looking for Lumen.
We were paying to win searches for our own name. Margin found the customers who hadn’t heard of us yet.
Priya Shah
Head of Growth, Lumen Sleep
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