Case Study · Home Textiles · E-Commerce + Wholesale
From a standing start to an $18.7K wholesale order
Dreamall is a home-textiles supplier — pillows, blankets and mattress toppers — selling to retail shoppers and wholesale buyers. With no paid-advertising history, we launched a paid search campaign that brought 45 inquiries at about $15 per lead — one of which became a wholesale order from a major hotel chain that paid back the entire ad investment.
- Client
- Dreamall
- Products
- Pillows · Blankets · Mattress toppers
- Model
- DTC e-commerce + B2B wholesale
- Period
- 2019 – 2020
- Channel
- Paid search
- Audience
- Retail shoppers + wholesale buyers
- Starting point
- No paid advertising history
- Outcome
- 45 leads · hotel-chain wholesale order
01 — The Challenge
Quiet categories, average competition — and no paid presence to build on
Home textiles is a crowded niche with average traffic and competition, where shoppers compare a dozen near-identical listings before buying. Dreamall had genuinely under-served categories — pillows, blankets and mattress toppers — but no paid history, a longer-than-needed path from landing to inquiry, and no extended e-commerce or CRM tracking in place. The goal was simple: increase the volume of qualified inquiries and the share of on-target traffic.
The Work
What was set up to make a standing-start account perform
The brand had quiet, under-served categories — pillows, blankets and mattress toppers — and no paid history to build on. The campaign was built from the ground up: clean semantics, benefit-led ads, segmented audiences and proper measurement.
Quality semantic core
Search intent mapped and cleaned for the home-textiles niche.
Benefit-led ad copy
Ad relevance reworked with the emphasis on product advantages.
Audience targeting
Target audiences defined and segmented across search.
Analytics & goals
Web analytics and goal tracking, plus Google Tag Manager.
02 — The Strategy
One account — each campaign type doing exactly one job
Blanket spending across everything produces average results. Instead each part of the account had a specific role — from first awareness to submitted inquiry — so no budget was wasted on the wrong stage of the journey.
Search — capture intent
High-intent buyers already searching for pillows, blankets and mattress toppers were met on search at the exact moment of decision.
Display — build reach
Display placements pushed product visuals and benefits to buyers earlier in their research, around the search campaigns.
Remarketing — bring them back
Visitors who engaged but didn't submit an inquiry were followed up with remarketing, shortening the path back to the form.
03 — Execution
Built to win buyers — and tracked to the order
From first click to submitted inquiry — set up and measured
Home-textiles buyers research before committing, so the account was built to capture intent cleanly and measure the steps toward an inquiry — with analytics and goals in place from the start.
- ✓ Quality semantic core built and cleaned for the niche
- ✓ Ad relevance reworked with the emphasis on product advantages
- ✓ Target audiences defined across search and display
- ✓ Search, display and remarketing campaigns launched
- ✓ Analytics, goals and Google Tag Manager configured
- ✓ Ongoing optimisation plus on-site recommendations
04 — The Results
One campaign. 45 leads. One hotel-chain order that paid for it all.
Site form inquiries only — phone-call conversions were not tracked, so the true number of leads is higher than 45.
05 — Why It Worked
Three decisions that made the difference
Clean semantics first
A carefully built and cleaned semantic core meant the budget reached people actually searching for pillows, blankets and toppers — not broad, wasteful traffic. That discipline is what kept the cost per lead at about $15 from a standing start.
Benefit-led, relevant ads
Ad copy was rebuilt around product advantages and matched tightly to intent. Higher relevance lifted the click-through rate to 1.54% and brought more on-target visitors into the quiet pillow, blanket and topper categories.
Measured, then improved
With web analytics and goals in place — plus on-site recommendations to shorten the path to an inquiry — the account could be optimised on data, and one of the 45 inquiries turned into a wholesale order from a major hotel chain that paid back the entire ad investment.
Your store, next
Your next wholesale buyer is already searching
Every day without a structured paid campaign is another buyer landing on a competitor. Get a free, no-obligation audit of your paid search setup and find out exactly what it would take to build a lead engine like the one that brought Dreamall 45 inquiries and a hotel-chain wholesale order that paid back the entire ad spend.