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Young couple relaxing in camp chairs outside a parked RV with a surfboard leaning against the side

Turning a Declining RV Mattress Account into a $577K/Month Revenue Engine

RESULTS THAT SPEAK FOR THEMSELVES

Key Stats & Results

$577K

Monthly revenue (up from $491K).

+37%

Efficiency improvement (ROAS 3.39 → 4.08).

+72%

Impression growth on Search and Shopping.

FROM CHALLENGES TO SUCCESS

When “Playing It Safe” Became the Biggest Risk

This family-owned DTC RV mattress brand had been in business for years, manufacturing everything in-house with over 5,000 five-star reviews and extensive YouTube coverage. But performance was declining, and the team was hesitant to change strategies during their critical sales season. The account was trapped in a cycle of diminishing returns: aggressive ROAS targets were strangling Ad Rank, causing them to lose visibility on high-intent searches right when customers were ready to buy.

Challenges

The Efficiency Trap

The account was being suffocated by its own safety rails. By prioritizing an aggressively high ROAS target, the strategy was effectively telling Google to “bid small,” causing the brand to disappear from valuable auctions.

  • The Ad Rank slide: Strict ROAS targets forced the algorithm to bid too conservatively. This tanked Ad Rank, meaning the brand was losing visibility on high-intent searches right when customers were ready to buy.
  • Broad vs. specific intent: The account structure treated mattress shoppers too broadly. It failed to account for the nuances of the customer journey, like searching specifically for a “Short Queen” vs. a standard “King.”
  • Stagnant creative: Generic ad copy showing only the brand name with “buy now” messaging provided no value to the user, damaging CTR and forcing higher CPCs.

Solution

Structuring for Specificity and Aggression

To reverse the decline, we had to move the client past their fear of volatility and implement a structure that mirrored how their customers actually shopped.

1

Intent-Based Segmentation

We reorganized the account by specific attributes, creating dedicated campaigns for different mattress sizes and comfort levels. A customer searching for a “Short Queen RV mattress” saw exactly that, not a generic brand ad.

2

Strategic ROAS Relaxation

We deliberately lowered the ROAS targets. This counter-intuitive move opened the bidding window, allowing us to enter more auctions, improve Ad Rank, and capture volume the previous strategy was leaving on the table.

3

Creative Refresh

We rewrote all search ad copy and optimized the shopping feed, testing solution-based, offer-based, and benefit-based angles across headlines and descriptions. The messaging now called out the exact keywords customers were searching for.

Results

Dominating the Auction During Peak Season

By loosening the ROAS chokehold and aligning the structure with user intent, we didn’t just stop the decline. We captured massive market share during the brand’s most important quarter, turning May into a record month.

  • Peak month revenue: $432K → $491K → $577K across three consecutive May periods
  • +37% efficiency improvement with ROAS climbing from 3.39 to 4.08
  • +72% impressions and +57% clicks on Search and Shopping
  • +16.9% Search Impression Share recaptured from competitors

$491K → $577K monthly revenue at 37% better efficiency

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