Bedding
A duvet set and a replacement pillowcase are not the same trade.
Bundles carry the margin, single replacements carry the repeat, and tog ranges only matter for part of the year. One target flattens all three.
Why this changes the advertising decision
What is different here isn't the channel. It's the economics underneath it.
Bundle and single margins diverge
Basket composition decides profitability more than conversion rate does.
Tog demand is seasonal and short
Seasonal ranges have a window. Outside it, the same spend buys browsing.
Bulky sets carry real delivery cost
Contribution after delivery, not catalogue margin, is the number worth bidding to.
What we do about it
The execution follows the economics, not the other way round.
Allocation follows basket contribution
Bundles and single replacements are funded against what each actually contributes after delivery.
Seasonal ranges get a window
Tog-led lines are funded inside their season and stood down outside it.
The Method - BOI®
How BOI® applies here.
The problem
Bundles, single replacements and seasonal tog ranges carry three different margins behind one target.
The BOI® answer
Bundles run as Scale. Single replacements run as Profit. Seasonal tog ranges run as Gateway in season.
Worth reading next
Next step
We'll tell you what your account is doing to your bedding margin.
A commercial review reads your account against your own product economics, and tells you where the next pound should go. Brands we work with typically spend around £10k a month on Google Ads, but that is guidance, not a gate. If you are below it and the question is real, ask anyway.
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