1. Targeting Recommendations Meta (Facebook/Instagram) Interest Cluster 1 -- Premium Home Upgrade: Interior design, Architectural Digest, West Elm, Design Within Reach, Luxury goods Interest Cluster 2 -- Sleep & Wellness Buyers: Sleep Number, Tempur-Pedic, Mattress Firm, Home improvement, Online shopping Lookalike Source: Purchasers and qualified checkout starters from the past 180 days, 1% similarity Retargeting Segment: Landing page visitors, product page viewers, quiz starters, cart starters, and financing clickers from the past 30 days who have not purchased Exclusions: Existing customers, recent purchasers from past 365 days, bargain/discount mattress deal seekers Google Ads Exact Match Keywords: [hybrid mattress for couples], [cooling hybrid mattress], [premium hybrid mattress], [best mattress for couples], [mattress with home trial] Phrase Match Keywords: "hybrid mattress for side sleepers", "cooling mattress for couples", "luxury mattress with trial", "best mattress for hot sleepers", "white glove mattress delivery" Broad Match Modifiers: premium hybrid mattress, cooling mattress couples, luxury mattress trial, mattress old removal, best mattress upgrade Negative Keywords: cheap, used, topper, crib, air mattress Campaign Type: Run Search as the primary capture layer for high-intent mattress upgrade queries, supported by Performance Max remarketing for cart starters and product-page visitors. Keep brand campaigns separate to protect attribution and measure incremental first-time purchases. LinkedIn Targeting Combo 1: Job titles: VP, Director, Partner, Founder, Principal, Senior Manager; seniority: Senior, Director, VP, Owner, Partner; industry: Technology, Finance, Consulting, Healthcare; company size: 51–5,000 Targeting Combo 2: Job titles: Chief Marketing Officer, Head of Operations, General Counsel, Managing Director, Product Lead; seniority: Director, VP, CXO, Owner; industry: Professional Services, SaaS, Financial Services, Real Estate; company size: 201–10,000 Recommended Ad Format: Sponsored Content single-image ads with premium lifestyle creative, because the audience needs credibility, quick value recognition, and a clear path from professional stress to better sleep at home 2. Meta Ads Ad 1 -- Stop the Partner Wakeups Funnel Stage: Cold Angle: Problem-Agitation Primary Text: Still waking when your partner turns over? Nimbus Sleep pairs cooling comfort with motion isolation, so different sleep styles can share one better mattress. Headline: Sleep Better Together Description: 365-night home trial CTA Button: Shop Now Creative Direction: Split-screen bedroom scene showing one partner turning while the other stays peacefully asleep. Calm, premium mood with overlay: “Less motion. Cooler sleep.” Ad 2 -- The 5-Year Upgrade Funnel Stage: Cold Angle: Story or Social-Proof Primary Text: Most couples wait too long to replace a tired mattress. Nimbus Sleep is the hybrid upgrade built for cooler nights, deeper rest, and fewer 3 a.m. wakeups. Headline: Upgrade Your Mattress Description: Free white-glove delivery CTA Button: Learn More Creative Direction: Lifestyle video of a couple removing old bedding, then relaxing in a modern bedroom with Nimbus. Warm, aspirational mood with overlay: “Your best sleep may be overdue.” Ad 3 -- Try It at Home Funnel Stage: Warm Angle: Objection-Buster Primary Text: Not sure if a mattress is right after 10 minutes in a showroom? Try Nimbus at home for 365 nights, with free delivery and old mattress removal. Headline: Try Nimbus for 365 Nights Description: Old mattress removed free CTA Button: Shop Now Creative Direction: Clean product-focused carousel showing delivery, setup, cooling layer, and trial guarantee. Modern, reassuring mood with overlay: “No showroom guesswork.” Ad 4 -- One Mattress, Two Sleep Styles Funnel Stage: Warm Angle: Urgency or Testimonial Primary Text: “We finally agreed on one mattress.” For couples who sleep differently, Nimbus balances cooling support, comfort, and motion control. Start your 365-night trial. Headline: Built for Two Sleep Styles Description: Start your trial today CTA Button: Shop Now Creative Direction: Testimonial-style video with a couple in a bright bedroom describing how they chose one mattress together. Elegant, credible mood with overlay: “One bed. Two sleep styles.” 3. Google Responsive Search Ad Headlines Hybrid Mattress For Couples (Pin H1) 365-Night Home Trial (Pin H2) Free White-Glove Delivery (Pin H3) Sleep Cooler With Nimbus Premium Hybrid Mattress Built For Two Sleep Styles Cooling Gel Comfort Layer Old Mattress Removal Free Upgrade From Your Old Bed Motion Control For Couples Try Nimbus At Home Luxury Mattress Feel Deeper Rest Starts Here Shop Nimbus Hybrid Mattress Upgrade Made Easy Descriptions Sleep cooler with a premium hybrid mattress built for couples and different styles. Try Nimbus at home for 365 nights with free delivery and old mattress removal. Cooling gel, motion control, and balanced support in one modern hybrid mattress. Upgrade your old mattress without showroom pressure. Order Nimbus online today. Display Paths Path 1: hybrid Path 2: couples Sitelink Extensions 365-Night Trial: Try Nimbus in your own home / Return if it is not the fit Cooling Gel Layer: Designed for cooler nights / Hybrid support plus comfort White-Glove Delivery: Setup included with order / Old mattress removed free For Couples: Built for two sleep styles / Less motion, more comfort Callout Extensions 365-Night Trial Free Delivery Old Mattress Removal Cooling Gel Layer Premium Hybrid Build Made For Couples Structured Snippet Header: Features Values: Cooling Gel, Motion Control, Hybrid Support, White-Glove Setup 4. LinkedIn Ads Ad 1 -- Thought Leadership Intro Text: High performers often optimize everything except the room where recovery starts. Nimbus Sleep was engineered for couples who need cooler, steadier, uninterrupted rest after demanding days. Its premium hybrid build combines cooling-gel comfort, responsive support, and motion control for two different sleep styles in one bed. Try it at home for 365 nights, with free white-glove delivery and old mattress removal. Headline: Better Sleep Starts With The Right Mattress Description: Premium hybrid comfort for couples with different sleep styles. CTA Button: Learn More Creative Direction: Minimal editorial-style image of a calm premium bedroom with soft morning light. Overlay should read: “Recovery starts at home.” Ad 2 -- ROI-Driven Intro Text: A mattress upgrade is not just a bedroom purchase. It is a daily recovery decision. Nimbus Sleep helps couples replace an aging mattress with cooler comfort, motion control, and balanced hybrid support. With a 365-night home trial, free white-glove delivery, and old mattress removal, the risk of upgrading drops while the value of better rest compounds night after night. Headline: Upgrade Your Sleep Without Showroom Guesswork Description: Try Nimbus for 365 nights with delivery and removal included. CTA Button: Shop Now Creative Direction: Product-led image showing mattress layers with premium annotations for cooling, support, and motion control. Mood should feel precise, modern, and investment-worthy. Ad 3 -- Case Study Intro Text: One partner runs hot. The other wants more support. The old mattress kept both compromising. Nimbus Sleep was built for that exact couple: cooling-gel comfort, hybrid support, and motion control in one premium mattress. With a 365-night home trial and free white-glove setup, couples can test better sleep where it matters most: at home. Headline: One Premium Mattress For Two Sleep Styles Description: Cooling comfort, motion control, and hybrid support for couples. CTA Button: Learn More Creative Direction: Case-study-style creative showing two partner sleep preferences leading to one Nimbus solution. Use a refined, consultative visual style with overlay: “Different sleep styles. One better bed.” 5. A/B Testing Plan Phase 1 -- Weeks 1-2 Variable isolated: Core message angle: cooling comfort vs motion isolation vs 365-night trial Hypothesis: Cold audiences will respond strongest to the partner-disruption angle, while warmer audiences will convert better from trial and delivery reassurance. Success metric: Thumb-stop rate, CTR, landing page view rate, add-to-cart rate, and cost per qualified visit Minimum sample size: 10,000 impressions per Meta concept and 300 clicks per Google ad group before declaring a directional winner Phase 2 -- Weeks 3-4 Variable isolated: Creative format: lifestyle video vs product-layer carousel vs testimonial-style static Hypothesis: Lifestyle video will drive lower CPC on Meta, while product-layer creative will improve warm-audience conversion rate by answering purchase objections faster. Success metric: Cost per add to cart, checkout-start rate, purchase conversion rate, and assisted brand-search lift Minimum sample size: 500 landing page views per variant or 50 checkout starts per warm-audience variant Phase 3 -- Weeks 5+ Scaling logic: Shift 20–30% more spend every 3–4 days into variants with stable CPA, strong landing page engagement, and purchase volume without CTR decay. Expand winning Meta creative into lookalikes, separate Google Search winners by intent group, and use LinkedIn only where assisted conversions or high-quality retargeting pools justify spend. Kill criteria for losing variants: Pause variants with 30% higher CPA than account average, CTR below platform benchmark after sufficient impressions, poor landing page view rate, or no checkout starts after meaningful qualified traffic. 6. Policy Compliance “Still waking when your partner turns over?” -- Compliant rewrite: “Partner movement can make sleep feel less restful.” “Your best sleep may be overdue.” -- Compliant rewrite: “A better mattress upgrade may be overdue.” “No showroom guesswork.” -- Compliant rewrite: “Try it at home instead of deciding in a showroom.” “Deeper Rest Starts Here” -- Compliant rewrite: “More Comfortable Rest Starts Here” “High performers often optimize everything except the room where recovery starts.” -- Compliant rewrite: “Busy professionals often invest in tools for work and home comfort.” 7. Budget & Benchmarks Budget Split Meta: 45% / $11,250 Google: 45% / $11,250 LinkedIn: 10% / $2,500 Expected CTR Range Meta: 0.9%–1.8% Google: 5.0%–9.0% LinkedIn: 0.45%–0.85% Expected CPC Range Meta: $1.80–$4.50 Google: $3.50–$8.50 LinkedIn: $7.00–$16.00 7-Day KPIs to Watch Cost per qualified landing page view Add-to-cart rate by platform and audience Checkout-start rate from warm retargeting Brand search lift from Meta and LinkedIn exposure First-time purchase CPA by campaign and creative angle