Driving Local Customers with Google & Bing Ads

Overview

Mattress World Northwest, a leading mattress retailer in the Pacific Northwest, partnered with us to enhance its local online visibility and drive foot traffic to its numerous store locations. By leveraging Google Ads and Bing Ads, we executed a location-based marketing strategy to connect with high-intent customers actively searching for quality mattresses nearby.

Our Approach

We designed and optimized a hyper-local digital advertising strategy to maximize store visits and online conversions. Our approach focused on:

1. Location-Based Targeting

• Geo-Targeting: Campaigns were tailored to specific store locations, ensuring ads were shown only to users within a reasonable driving distance.
• Radius Targeting: We set up a radius around each store, adjusting bid strategies to prioritize customers closest to store locations.
• City and ZIP Code Targeting: Ads were customized to appear in searches originating from specific cities and ZIP codes.

2. Google Ads Strategy

• Search Campaigns:
  • Focused on high-intent keywords like “mattress store near me” and “best mattress in [City].”
  • Used exact and phrase match to eliminate wasted spend on broad, irrelevant searches.
  • Implemented ad extensions (location, call, and site links) to enhance visibility.
• Local Services Ads:
  • Highlighted verified locations with high ratings, increasing trust and click-through rates (CTR).
• Performance Max (PMax) Campaigns:
  • Utilized AI-driven automation to target local shoppers across Google Search, Display, YouTube, and Maps.
• Remarketing & Display Ads:
  • Retargeted website visitors who browsed mattresses but didn’t convert, offering exclusive in-store discounts.

3. Bing (Microsoft) Ads Strategy

• Replicated high-performing Google campaigns to Bing, targeting a slightly different but still valuable audience.
• Optimized bids for Bing users, focusing on older demographics with higher purchasing power.
• Utilized audience targeting features to engage potential customers interested in bedding, sleep health, and home improvement.

4. Ad Creative & Landing Page Optimization

• Engaging Ad Copy:
  • Highlighted Mattress World Northwest’s local presence, customer reviews, and best-sellers.
  • A/B tested variations to identify top-performing messaging.
• Landing Page Improvements:
  • Designed location-specific landing pages with store hours, directions, and local promotions.
  • Ensured a fast-loading, mobile-friendly experience for seamless conversions.

Results & Success Metrics

Increased foot traffic: Google Ads location tracking showed a 35% increase in store visits.

Higher conversion rates: Targeted local campaigns improved online engagement and drove a 42% lift in calls and inquiries.

Improved Return on Ad Spend (ROAS): Smart bidding and localized ad placements optimized ad spend efficiency, yielding a 5.2x ROAS.

Better customer engagement: Remarketing efforts brought 20% of abandoned website visitors back, leading to more conversions.

Through strategic local targeting, data-driven optimizations, and multi-platform execution, Mattress World Northwest saw significant growth in store visits and sales. This campaign solidified their position as the go-to mattress retailer in the Pacific Northwest, ensuring customers easily found the best mattresses near them.

Looking to grow your local business with Google & Bing Ads? Contact us today to craft a winning digital marketing strategy tailored to your locations!