From $1M a Year to $1M a Month

How building a diverse creative ecosystem helped Perfectly Snug scale aggressively while reducing acquisition costs.

$2.1M+: Managed Ad Spend
12×: Revenue Growth During Engagement

The Challenge

When Perfectly Snug came to us in July 2024, they weren’t selling another mattress topper — they were introducing an entirely new product category.

Their air-powered cooling mattress topper was unlike anything most consumers had seen before. At a premium price point, it required customers to first understand the problem it solved before they could appreciate why it was worth the investment.

Adding to the challenge was a highly seasonal business. Sales naturally accelerated as temperatures rose, peaking between May and August before slowing again through the fall and winter. Success wouldn’t come from finding one great ad — it would require continually adapting creative to changing customer motivations throughout the year.

There was also fierce competition. The category leader, Eight Sleep, had already invested heavily in educating the market through major podcast sponsorships like Tim Ferriss and Andrew Huberman and national brand-awareness campaigns.

Our challenge wasn’t simply generating sales. It was building a creative system capable of scaling with the business over the long term.

Our Approach

Every month we introduced new creative concepts, tested different customer motivations, analyzed performance, and used those learnings to inform the next round of creative.

Rather than replacing old winners, we continually expanded the library. Over time this created a rich ecosystem of creative that worked together to reach different customers. The account became stronger every month because each new winner compounded on the last.

We see this in the data: our CPA in 2026 was 24% lower than the comparable months in 2025 — despite increasing spend by 122%.

What We Learned

Over nearly two years of testing, we identified many effective messaging angles, including the following.

Air vs. Water

Consumers already understood the idea of temperature-controlled beds because Eight Sleep had invested millions educating the market. By positioning air as a simpler alternative to water, we were able to benefit from that existing awareness while establishing a differentiated position. This was consistently our top performer during colder months.

Hot Summer Nights

Not surprisingly, during the summer months very little outperformed messaging focused on hot summer nights and the frustration of sleeping warm. It was an immediate, emotionally relatable pain point that naturally justified the premium price of the product.

Warming

Warming-focused messaging was a failed test, even in winter, despite the topper offering heating functionality. Consumers have countless inexpensive ways to stay warm at night, but very few effective ways to stay cool.

Urgency

As summer demand increased and the business grew, Perfectly Snug’s warehouse began reaching capacity, creating the potential for shipping delays. We turned this operational reality into a creative opportunity by testing urgency messaging that encouraged customers to order before delays hit. Because the urgency was genuine rather than manufactured, the ads performed well and became another successful angle within the account’s creative ecosystem.

And more…

Founder-led content became some of the account’s strongest performers after we convinced a co-founder to appear on camera.

AI voiceover videos allowed us to generate entirely new concepts from existing footage with minimal production cost.

Even simple promotional image ads featuring the product box or a hot/cold product visualization consistently outperformed more elaborate promotional graphics.

We tested angles around intimacy, menopause, recovery, luxury, sleep quality, urgency, and many more customer motivations. Some became long-term winners, while others taught us valuable lessons about what this audience actually cared about.

Scaling Through Creative Diversity

As Perfectly Snug expanded, the account wasn’t dependent on a single hero ad. Instead, it was supported by dozens of proven creative assets built over nearly two years of continuous testing and iteration. That diversity allowed us to confidently increase spend while continuing to find new customers through different messages, formats, and creative styles.

During our time together, the business grew from approximately $1 million in annual revenue in 2024 to $3 million in 2025 — and then hit its first $1 million in a single month in April 2026.