Challenge
Mattress Today wanted to increase store-visit intent in one of the most competitive mattress markets in the US. The brand already had Meta activity in place, but needed a stronger bottom-funnel search system that could capture shoppers already looking for mattresses in Conroe and turn that demand into direct local actions.
Strategy / what we did
Focused on high-intent local search
We built the campaign around mattress-related keywords with strong buying intent in Conroe, targeting people already searching for nearby options instead of paying for colder awareness traffic.
Optimised for store-driving actions
The account structure was set up around contact, directions, and engagement goals so the campaign could prioritise actions that actually move a shopper closer to visiting or contacting the store.
- Launched Google Search campaigns targeting high-intent local mattress keywords.
- Captured purchase-ready buyers searching for mattresses in Conroe.
- Built ad groups around store visit, directions, and contact-focused conversion goals.
- Complemented existing Meta campaigns with lower-funnel search demand capture.
Execution breakdown
Keyword and ad-group build
Search terms were grouped around local mattress intent, helping the account speak directly to nearby shoppers looking for a store, product information, or a fast next step.
Local extensions and call actions
We used local extensions and call ads to reduce friction and make it easier for shoppers to call, get directions, or engage with the business immediately.
Efficiency-led optimisation
Bids and ad copy were continuously refined around cost efficiency, while the campaign optimised toward contact conversions as the highest-value tracked outcome.
Key metrics / outcomes
The campaign translated a small Google Search budget into meaningful local buying signals. Instead of chasing vanity traffic, the account generated actions tied to real shopping intent such as calls, directions, engagement, and page views.
- Produced 26 engagement actions, 9 direction requests, 11 page views, and 3 direct contacts.
- Delivered an average cost per result of $3.64.
- Optimised the campaign toward contact conversions as the highest-value action.
- Helped Mattress Today complement Meta with stronger bottom-funnel search performance.
Timeline / deliverables
How the work was structured
Objective and keyword mapping
Defined the local search intent to target, with a focus on mattress buyers in Conroe who were already close to making a purchase decision.
Campaign build and launch
Built Google Search campaigns and ad groups around store visit, directions, and contact outcomes, then launched with local extensions and call-focused formats.
Optimisation and refinement
Continuously improved bids and ad copy for cost efficiency while guiding the campaign toward the most commercially valuable search conversions.
Core deliverables
Everything was designed to turn local search demand into measurable retail actions without wasting budget.
High-intent local search campaigns
Campaign build focused on shoppers searching for mattresses in and around Conroe.
Contact and directions goal setup
Account structured around direct actions that indicate store-visit intent.
Local and call ad enhancements
Extensions added to make it easier for nearby buyers to engage quickly.
Proof / dashboard snapshot
Primary Google Search result panel
This panel matches the core campaign story from the PDF: 949 impressions, 57 clicks, 49 total results, and $178.59 in spend, with tracked actions spread across contact, engagement, directions, and page views.
Supporting local and Maps activity
The second dashboard view shows additional local-market engagement, including 58 results from Maps-focused activity and 19 get-directions actions, reinforcing the brand's ability to turn search visibility into store-intent behaviour.
The account converted nearby mattress searches into actions that indicate real purchase intent, not just passive browsing.
Direction requests, engagement events, page views, and direct contacts all show that the traffic was commercially useful for a local retailer.
The dashboard backs up the main outcome of the case study: meaningful local results delivered from a very lean Google Ads spend.