From January to October 2026, excluding April, The Bed Shop's Google Ads returned 6.26 rand in tracked sales for every rand spent. Its category search campaign for "mattresses" and "beds" returned 15.8x. Syte runs the account alongside Meta. This page covers how the account is set up, what we changed, and where it still has room to grow.
| Client | The Bed Shop |
| Vertical | Beds and mattresses, online and in-store |
| Market | South Africa, national |
| Channels | Google Search, Shopping, Performance Max; Meta |
| Period | 1 January – 31 October 2026 |
| Google Ads | 6.26x ROAS (excluding April) · 11,091 conversions |
| Category search | 15.8x ROAS · 10.3% CTR |
| Meta | ~19x platform-attributed ROAS, May–Oct (see methodology) |
The challenge
People research mattresses for weeks, compare a few brands, and often buy in a store after finding the product online. Syte inherited a live Google and Meta account with a large national bed and mattress catalogue and store footprint; the work has been to split search and Shopping by intent and keep purchase tracking clean. A bed retailer also has to win brand and model searches ("Sealy mattress queen") against marketplaces and the manufacturers themselves, while keeping cost per sale in check across thousands of SKUs.
Approach
We split the account by intent, so each kind of buyer has its own campaign and budget:
- Brand search protects The Bed Shop name. The Brand search campaign returned 9.58x ROAS over 1 Jan–31 Oct 2026 (Report BOT /data, pulled 5 Nov 2026).
- Category search ("mattresses", "beds") catches people ready to buy. It is the account's most efficient campaign: 15.8x ROAS and a 10.3% CTR.
- Shopping and Performance Max run off the product feed in Merchant Center. The main PMax Shopping campaign returned 10.96x.
- Store campaigns pushed foot traffic to the top stores in April, then were paused.
On Meta we have run a three-stage funnel (discovery, consideration and retention) since May.
What we changed
- Search is split into Brand, Mattress/Beds category and Sealy brand campaigns (campaign names in Google Ads confirm the structure). Exact restructure date is not in our dated change log.
- April 2026: Ran Standard Shopping and local store campaigns for the April sale period, then paused them.
- May 2026: Launched the Meta discovery, consideration and retention funnel.
Results (1 Jan – 31 Oct 2026, platform-reported)
| Channel | ROAS | Conversions |
|---|---|---|
| Google Ads, excluding April | 6.26x | 11,091 conversions |
| Google Ads, all months | 9.58x (includes April, see below) | 14,638 |
| Mattress/Beds category search | 15.82x | 1,757 |
| Main PMax Shopping campaign | 11.13x | 1,211 conversions |
| Feed-only PMax | 8.67x | 272 conversions |
| Meta (May–Oct) | ~19x (platform-attributed) | 515 purchases |
The client raised the Google budget through the year: October spend was about 72% higher than January. ROAS stayed between 5.1x and 7.9x in every month except April.
Methodology. Google figures come from Google Ads conversion value. Meta figures come from Meta's own attribution and overlap with Google, so the two channels should not be added together. April 2026 shows a 37.6x return, well outside every other month. We think this is a tracking or value-import error, so the headline uses 6.19x, which leaves April out.
What's next
Over the year, the search campaigns lost about 82% of available impression share to budget and about 11% to ad rank. Demand is there, and the limit is budget rather than relevance. Cost per conversion also rose in September and October.
FAQ
Does Google Ads work for mattress and bed retailers in South Africa?
Yes, if you split campaigns by intent. From January to October 2026, excluding April, The Bed Shop's Google Ads returned 6.19x. Its category search campaign for "mattresses" and "beds" returned 15.8x.
Which campaign type works best for a bed retailer?
For The Bed Shop it was category search, at 15.8x ROAS. The main Performance Max Shopping campaign returned about 11x and brought in the most sales of any single campaign. Brand search protects high-intent traffic.
How much should a furniture or bed retailer spend on Google Ads?
There isn't a fixed number. Most of The Bed Shop's search campaigns were still limited by budget, losing about 82% of available impression share to it. Set the budget from your margin and target ROAS, then raise it while the return holds.
Is Meta worth running alongside Google for a bed retailer?
Meta reported about 19x from May to October 2026. That figure is platform-attributed and overlaps with Google, so we treat Meta as a demand and retargeting channel and judge it on blended sales.
How long does it take to see results?
Syte has been running the account through 2026; this page covers 1 January–31 October 2026 and does not claim an earlier start date.
Related
- Google Ads service: /services/google-ads
- Meta Ads service: /services/meta-ads
- Retail case studies: /case-studies/cellini (and other retail pages on the site)
- Contact: /contact
