Case study · Sleep & home · e-commerce

DTC mattress brand: an 8-month multi-channel rebuild

8 months of multi-channel optimization across Google, Meta and TikTok, on lead-generation campaigns in the Central Asia market. Google Ads CPL $0.82 → $0.18. Meta CPL $1.02 → $0.36.

$0.82 → $0.18Google Ads CPL

$1.02 → $0.36Meta CPL

$0.14per conversion (lead) · 8,492 conversions

Client & context

A direct-to-consumer sleep and home brand selling online, with lead generation on Google, Meta and TikTok. Lead-gen, Central Asia market.

Client DTC mattress brand Sleep & home · e-commerce

$0.14 per conversion

The problem

At the start, a Google Ads lead cost $0.82 and a Meta lead $1.02. The brief was more leads for less, across every channel the brand was already running.

What we did

Structure

Lead-generation Search campaigns on Google, run as dated flights so each period’s cost per lead can be compared, with Meta and TikTok alongside.

Bidding

Google Search campaigns bid on Maximize conversions with a target CPA.

TikTok

TikTok lead-gen flights re-run with CPM down from $0.46 to $0.35.

Results

Google Ads CPL $0.82 → $0.18 over 8 months.
Meta CPL $1.02 → $0.36.
8,492 conversions at $0.14 each, 66.8% conversion rate, in the strongest Google campaign. These were lead-generation campaigns, so each conversion is a lead.
TikTok CPM $0.46 → $0.35.

CPL before $0.82

CPL after 8 mo $0.18

Screenshots

Google Ads dashboard showing 8,492 conversions, $0.14 per conversion, and a 66.8% conversion rate. — Google Ads: 8,492 conversions at $0.14.

Meta Ads dashboard screenshot for the same account. — Meta Ads, same account.

TikTok Ads screenshot showing CPM cut from $0.46 to $0.35. — TikTok Ads: CPM from $0.46 to $0.35.

Contact

Get a free 5-minute video review of your website.

New to ads or already advertising: send your website and we’ll take a look.

We take on a maximum of 2 new accounts per month.

Free · 5-minute Loom · reply within 24 hours

We’ll reply with a short Loom video within 24 hours.

Prefer to talk? Book a 30-min call

More case studies

Enterprise retail & consumer goods Leroy Merlin and BIC Google Ads, DV360 and Meta for two enterprise retail brands, managed inside a Google Partner agency. Auto dealership · lead generation EV dealership Full account rebuild: cost per lead $10 → $1 in one month. Equine nutrition · DTC e-commerce · US Twenty Four Carrots Google Ads conversion tracking rebuilt so bidding optimises on purchases and revenue. Food delivery · UAE Noodlers TikTok campaigns in a high-competition delivery market, with full-funnel tracking via GTM. Medical aesthetics · United States US medical-aesthetics clinics Meta lead generation for two clinic locations: $22.70 and $30.21 per lead.