Sleepy Nest sells handmade upholstered beds, divans and mattresses from Batley, West Yorkshire. I run their Google Ads end-to-end: Search campaigns, Google Shopping, Performance Max — and every line of ad copy.
UK furniture is a brutal auction. National chains — Dreams, Bensons for Beds, Amazon — bid on every bed-related search with enormous budgets. Sleepy Nest is a regional maker with something the chains don't have: handmade beds, honest prices and real quality. The job was to turn that into efficient paid traffic: clicks cheap enough that a Batley workshop can out-sell national retailers on the searches that matter.
The store — Sleepy Nest (sleepynest.co.uk): upholstered beds, ottoman storage beds, divans, mattresses, headboards
Account overview, Apr 20, 2025 – Feb 21, 2026 — 2.9K clicks · £1.83K cost · £0.63 average CPC · 8 campaigns
The lead ad group — Beds and Mattresses in Batley — pulled 830 clicks from 17,617 impressions at a 4.71% CTR, for £486. Across the account, clicks average £0.63 while Google Search holds the intent (58.7% of spend) and cross-network Performance Max delivers volume cheaper. That's the balance a regional store needs: visible where it counts, efficient everywhere else.
Network split + the most-shown ad — Search 48.7% of clicks, cross-network 44.7% at £0.55 CPC
The ad copy in the wild — ottoman-bed headlines, delivery and warranty angles, sitelinks to every collection
Account rebuilt around product lines; Merchant Center feed powers Shopping; tracking set on purchases.
Performance Max layered in for cheaper reach; copy testing finds the angles that hold CPC at £0.63 against national chains.
New Year Sale campaigns ride the store's biggest discount window — the traffic spikes in the chart are the sale pushes landing.
You don't need a national budget to win on Google — you need structure, feed hygiene and copy that sells what makes you different. That's the service. Book a free audit and I'll map it onto your store.
