Microsoft Ads success story · Online mattress and sleep products brand

How online mattress brand Puffy boosted branded return on ad spend 79.26% with Microsoft Ads.

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Puffy sells mattresses and bedroom products online in the US and Canada. It split its Microsoft Ads account in two: tight, profit-led bidding on searches for its own name, and wider reach on everything else. Branded campaigns got cheaper per sale, and non-brand campaigns brought far more shoppers in.

Business: Puffy
Market: United States and Canada
Goal: New customers, higher return on ad spend and lower cost per sale

Bright bedroom with a freshly made bed, green pillows and throw, and three windows looking out on snowy hills

The results.

Microsoft does not state a baseline or comparison period. The return on ad spend and cost per acquisition figures apply to branded campaigns; the click volume figure, and a 28.70% rise in click-through rate, come from non-brand campaigns.

79.26%boost in return on ad spend on branded campaigns
40.75%decrease in cost per acquisition on branded campaigns
137.67%growth in click volume from non-brand campaigns

Microsoft does not describe how the results were measured or the dates they cover. The story was published on March 6, 2025.

The challenge.

Puffy was founded in 2016 and sells mattresses and other bedroom products built around sleep comfort, online, to shoppers in the United States and Canada. A mattress is a big, considered purchase. People compare brands for weeks, read reviews and search the same names again and again before they buy.

The brand wanted two things at once: new customers who had not heard of it yet, and more profit from the ads it was already running. That meant a stronger presence in the market, a higher return on ad spend, a lower cost for each sale and a more efficient account overall. Growth and efficiency usually pull in opposite directions, so one strategy for the whole account was not going to do both.

Microsoft Advertising example of a Bing search ad with sitelinks and a short description

What they did.

Search ads on Bing · Shopping ads with product photos and prices · Audience ads across the Microsoft network · Target ROAS automated bidding · Performance Max

Two jobs, two strategies: The account was split by intent. Branded campaigns covered people already searching for Puffy by name. Non-brand campaigns went after shoppers searching for mattresses and sleep products in general, who might not know the brand yet.
Profit-led bidding on the brand: Branded campaigns used Target ROAS bidding, where you tell Microsoft the return you want from each dollar and it sets bids to hit it. Bids were also tuned by device, spending less where a click was less likely to turn into a sale.
Wider reach for new customers: Non-brand campaigns combined Search ads, Shopping ads that show the product, photo and price right in the results, and Audience ads that reach people across the Microsoft network. These used enhanced CPC, which lets the system nudge manual bids up or down based on how likely a click is to convert.
More audiences, more regions: The team kept widening the audience segments it targeted and scaled the campaigns into new regions, tuning the approach for each type of device as it grew.
Performance Max added: Puffy still advertises with Microsoft and has added Performance Max to the mix, a campaign type that uses automation to place ads across Microsoft’s inventory from one set of goals and assets.

Why it worked.

Our read on the decisions behind the numbers, and what any business can take from them.

Brand searchers are already sold: Someone typing your brand name is close to buying. Those clicks deserve tight, return-focused bidding, not the same treatment as a first-time browser. Separating them is what let the branded numbers improve.
Growth needs room to spend: Non-brand campaigns were given wider audiences and more ad formats to find new buyers. Judging them on reach and clicks, instead of brand-level returns, let them do the job of filling the funnel.
Devices behave differently: A shopper researching mattresses on a phone and one checking out on a laptop are worth different amounts. Adjusting bids by device stopped money leaking into the clicks least likely to pay off.
Long decisions reward repeat visibility: Mattress buyers come back many times before they order. Being present on search, in Shopping results and across the Microsoft network keeps the brand in front of them through the whole decision.

How we would run this play for your business.

You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our microsoft ads management.

Separate brand from growth: We split your campaigns by what the searcher already knows, so your brand clicks are bought cheaply and your growth budget goes to winning new customers, each judged on the right number.
Bid for profit, not clicks: We set return targets from your real margins and sales data, then let automated bidding chase them, with device and audience adjustments so spend follows the shoppers who actually buy.
Put your products in the results: We clean up and structure your product feed so your Shopping ads show the right photo, price and offer, and your best sellers get the budget. Our Microsoft Ads management covers the feed, the bidding and the reporting.
Win both search engines: Microsoft often reaches buyers at a lower cost, but most shoppers also use Google. Our Google Ads management runs the same brand and growth split there, so you are visible wherever people compare.