FOR MATTRESS & SLEEP BRANDS

Mattress marketing that turns research into orders.

Fewer mattresses were sold in the US in 2025 than the year before, so every shopper you pay to reach has to count. We keep your brand in front of shoppers through weeks of research, build product pages that answer firmness, materials and the trial, and follow up by email and text until they're ready. Haven Sleep Co grew from $20K to $500K a month in six months with us.

30-minute call with Dair
The founder, not a sales rep.
A made bed with white sheets and pillows in a calm bedroom
HOME BRANDS WE'VE WORKED WITH
  • Haven Sleep Co
  • Second Slumber
  • Kydeco
  • Model Home Accents
  • Luxe Furniture For Less
  • Urban Home

Including Haven Sleep Co, Lemaire Sleep and Second Slumber. Haven grew from $20K to $500K a month in six months. Read our reviews on Shopify (opens in a new tab).

IN SHORT

Mattress marketing is how a mattress or sleep brand turns weeks of research into an order, when shoppers can't lie on the mattress first.

HOW PEOPLE BUY
Slowly. Shoppers read reviews, compare brands and firmness, and watch videos for weeks, because they buy a mattress rarely and can't lie on it first.
WHEN IT SELLS
Holiday weekends: Presidents' Day, Memorial Day, July 4 and Labor Day, then Black Friday and Cyber Monday, plus Boxing Day in Canada. Shoppers know the dates and often wait for them.
WHAT WINS THE SALE
Specific proof: firmness explained for each sleep position, materials and certifications, the trial and warranty in plain words, and reviews from people who sleep like the shopper does.
WHY MATTRESSES ARE DIFFERENT

Nobody can lie on a mattress through a screen.

A mattress is a big, researched purchase that people make rarely. These are the problems we fix first.

Not sure where your store loses sales? Ask Dair →

Shoppers research for weeks

People read reviews, compare brands and watch videos before they choose a mattress. One ad and one visit rarely close the sale.

HOW WE FIX IT Retargeting and email that follow up

The page has to replace the showroom

Firmness, materials and how it feels for side, back or stomach sleepers all have to come through on the product page, with reviews from people who sleep like the shopper does.

HOW WE FIX IT Product pages that answer every question

Every brand says "best mattress"

Ads and search results are full of the same claims. Shoppers trust specific proof: the trial, the warranty, certifications and real reviews.

HOW WE FIX IT Ads built on your real proof

Returns eat into the margin

A long trial wins sales, but every return costs shipping and handling. Ad budgets and offers have to be planned around what each order keeps.

HOW WE FIX IT Profit targets for every campaign
INSIDE THE WORK

What turns mattress research into an order.

Three things decide whether a mattress brand grows: staying in front of shoppers while they research, answering the comparisons they make, and a trial that sells without eating the margin.

THE RESEARCH

A mattress is bought after weeks of comparing.

Nobody can lie on a mattress through a screen, so shoppers read reviews, compare brands and watch videos before they choose. That can take weeks, and one ad and one visit rarely close the sale. The market also got smaller in 2025: mattress unit shipments fell 13.2%, according to the International Sleep Products Association, so every shopper you've already paid to reach is worth following up.

So the plan lasts as long as the research does. Ads that introduce the brand run alongside retargeting, which shows people who visited the proof they're looking for: reviews, the trial and video of the mattress itself. Email and texts start when a shopper joins your list and keep going until they buy, and every campaign is judged over the whole buying window instead of the first few days. More in email and SMS.

  • Retargeting that shows the reviews, the trial and the mattress on video
  • Email and texts that follow up until shoppers are ready
  • Campaigns judged over the whole buying window
An illustration of a typical mattress purchase: weeks of reviews and comparisons, with retargeting and emails running alongside until the order.
MODEL COMPARISONS

Shoppers compare, so give them the comparison.

Before they buy, mattress shoppers line up the same few things for every brand on their list: how firm it is and who it suits, what's inside, how long the trial runs and how a return works, the warranty, and how it's delivered. When your page leaves one out, they find the answer on a review site, right next to your competitors. And every brand says 'best mattress', so vague claims don't help.

So each product page answers those questions in plain words, and a comparison table across your own range helps shoppers pick the right model without leaving your site. Firmness is tied to sleep position, each layer is named with its certifications, such as CertiPUR-US for foam, and reviews can be filtered by how people sleep. That's how we redesigned Haven Sleep Co's store: its product pages put the size, the firmness and what's included up front, and the homepage leads with the mattresses, their TV features and 'hand built in Canada'. See it on store designs, and more on product pages in conversion optimization.

  • Firmness explained for side, back and stomach sleepers
  • Each layer named, with its certifications
  • The trial, returns, warranty and delivery in plain words
An example comparison table across one brand's own range: feel, who each model suits, what's inside and the price, side by side.
THE SLEEP TRIAL

The trial sells the mattress, so plan for the returns.

A long trial lowers the risk of buying a mattress online, so it belongs in your ads and next to the price. In Baymard Institute's research, 13% of US shoppers who abandoned a checkout did it because of the return policy, and for a mattress, the trial is the return policy. But every mattress that comes back costs shipping and handling, so ad targets that leave returns out make campaigns look more profitable than they are.

So we count returns when we set your ad targets, and work out what each order keeps once returns are taken out. After the order, the post-purchase emails cover the trial: what to expect in the first weeks on a new mattress, how the trial and returns work, and a check-in before it ends. Sleepers who are happy are asked for a review, which gives the next shopper the proof they want. Work out your targets with the break-even ROAS calculator.

  • The trial shown in your ads and next to the price
  • Returns counted in every ad target
  • Post-purchase emails through the trial, ending with a review request
An example post-purchase sequence during a sleep trial: what to expect, a check-in, then a review request or help with a return.
CLIENT RESULTS

Results from a mattress brand.

All case studies →

Haven Sleep Co case study

Mattresses and sleep
$20K to $500K per month

We rebuilt their ads and their email marketing so they worked together.

WHAT MATTRESS BRANDS SAY ON SHOPIFY Read all 8 reviews
  • “We grew our small family mattress business, mostly with the efforts of Dair and his team. $20M in sales and a deal on Dragon's Den.”
    Haven Sleep CoReview on Shopify · Aug 2026
  • “…I have worked with various marketing agencies which charged me 1000’s of $ and left me worse off then I was before. But you really figured out the e-commerce marketing game…”
    Lemaire SleepReview on Shopify · Sep 2025
WATCH

How Haven Sleep Co grew from a garage.

Haven's founder on building a mattress brand online, and what changed along the way.

PODCAST · 47 MIN

Scott Amis: From a Garage Full of Mattresses to $1.7k AOV at Haven Sleep Co

Haven Sleep Co's founder on growing from a garage full of mattresses to a $1.7K average order. Read how we worked together in the Haven Sleep Co case study.

WHAT WE DO

Ads, store and email for mattress brands.

One team for your ads, your store and your email, working to the same profit targets.

Facebook and Instagram ads that find new buyers, with budgets set by your margins.

FacebookInstagram

Shopping and search ads that reach people already looking for what you sell, managed for profit.

ShoppingPerformance MaxSearch

New ad ideas every week, tested with real budget. Winners get scaled, losers get switched off fast.

UGCStaticVideo

Product and landing pages redesigned to turn visitors into buyers, then tested to prove which version makes more money.

A/B testingHeatmaps

Automated emails and texts that bring past customers back to buy again, without paying for more ads.

EmailSMSKlaviyoOmnisend

Sponsored Products, Brands and Display campaigns run by our Amazon team, judged by profit after Amazon's fees.

Sponsored ProductsSponsored BrandsSponsored Display
FREE TOOLS

Run your own numbers.

Big orders and returns change the math on ads, sales and repeat customers. Check yours before you spend.

FAQ

Questions from mattress brands.

Don't see your question? Ask Dair directly on the call.

Dair Rose
Still have a question?
Email or call. Dair replies personally.
Book a strategy call →

Plan for a long decision. Ads introduce the brand, product pages answer every question about firmness, materials and the trial, and email and texts bring shoppers back when they're ready. Haven Sleep Co grew from $20K to $500K a month in six months once its ads and email worked together.

Yes, when they show real proof and are judged over the whole buying window. Video that shows the mattress, real reviews and the trial do the selling, and retargeting brings back people who are still comparing.

Firmness and who it suits, materials and certifications, the trial, the warranty, delivery and returns, and reviews from people who sleep the same way. Shoppers can't lie on it, so the page has to answer what they'd ask in a store.

Make it easy to see in ads and on the product page, because it lowers the risk of buying online. But count returns when you set ad targets, since an order that comes back costs shipping and handling.

It can add sales, but Amazon's fees and returns change the math, and your prices need to match your own store. Our Amazon team plans it together with your Shopify store, so the two don't compete for the same customer.

By keeping more of the shoppers it already pays for. Mattress unit shipments fell 13.2% in 2025, according to the International Sleep Products Association, so each buyer costs more to win. Follow-up that lasts the whole research window, a product page that answers the comparison and a trial counted in your ad targets usually matter more than a bigger budget.

Selling mattresses online?

Bring your return rate and what an order costs you in ads. In 30 minutes, Dair will show you where shoppers drop out during their research, and what he'd fix first.