Case study · Furniture & mattress retail
A Montréal futon and mattress retailer with a newly launched site and zero search footprint reached top-five organic positions for its category terms — while net sales grew ~85% — by running SEO, Google Ads, CRO, and email as one system.
Published and last updated September 2026
During Point Média's engagement as marketing lead, Futon d'or's net sales grew approximately 85% over two years, including +38% year-over-year in 2025. Starting from a newly launched site with no search presence, the work combined SEO, Google Ads, conversion optimization, social, and email into one coordinated system — and today the site earns over 40,000 organic search clicks every six months, the majority from customers discovering the brand for the first time.
Futon d'or is a Montréal retailer with a store in the city and an online shop. Under its own Boréal brand, it makes its mattresses, futons, shikibutons, pillows, and pillow covers itself, and it rounds out the range with products from other makers — its bed bases, for example.
When the engagement began, they had just launched a new website — effectively starting from zero in search, with no rankings or organic traffic to build on.
Two things were true at once. The new site had no organic footprint — nothing compounding yet. And the company was, understandably, skeptical of marketing spend: a previous arrangement with a social media manager had left them unconvinced that marketing was actually moving the business.
So the bar was high. The work couldn't hide behind vanity metrics — it had to show up in revenue. The job wasn't “do more marketing.” It was to prove that focused, well-led marketing could grow sales, and then do it.
The principle: one system, not silos. Every channel was built to reinforce the others, from the foundation up.
Started with a full SEO audit, then built the strategy and did the hands-on work: product and category pages, technical fixes, and buying-guide content built around how people actually shop for futons and tatami.
Tightened the path from visit to purchase so growing traffic actually converted — not just landed.
Launched paid campaigns to capture high-intent demand immediately, while SEO compounded underneath.
Created content that built presence and trust — this time tied to the plan, not activity for its own sake.
Built an email automation strategy that generated revenue from day one.
Because SEO, Ads, and CRO all pointed at the same sharpened pages, every channel made the others more efficient as it improved.
+85%
Net sales over two years
+38% year-over-year in 2025 (WooCommerce net sales, 2023–2025)
40.5k
Organic clicks in six months
From 3.86M impressions (Google Search Console)
Built from a newly launched site, that organic presence is the direct product of the SEO work — and it's still compounding.
Running a furniture or mattress store? Here's what this system looks like for yours.
Furniture and mattresses are considered purchases: buyers research for weeks, compare in-store and online, and increasingly ask AI tools which store to trust. That's exactly where a connected system compounds.
Category pages and buying guides built around how people actually shop — materials, sizes, comfort, “near me” — plus the signals that get a store named by ChatGPT, Perplexity, and Google AI Overviews.
Google Ads on high-intent searches, including shoppers looking for a showroom nearby, while organic visibility builds underneath.
Product pages that answer the questions that stall a purchase — delivery, trial, financing, care — and a clear path to buy online or visit the store.
Email automation that turns one purchase into the next: care, accessories, bedding, and referrals.
One retailer per vertical in each market. If your category is open, one conversation shows where your fastest wins are.
We have found in Karina the ideal person to take charge of and develop our SMB's online marketing. Her work is carried out with rigor and professionalism while maintaining a human touch… We are completely satisfied with our partnership.
Christian Lajoie
Co-owner, Futon d'or / Boréal Mattress Workshop
This is what fractional CMO leadership looks like in practice — one point of direction, every channel pulling together. One conversation tells us whether your category is open and where your fastest wins are.