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Case study


NAOMI re-engages wellness shoppers to boost campaign health and lift conversions by 800%


June 29, 2026
































800%

Higher conversions



600%

Higher attributed sales value






Ahead of the holiday season, NAOMI worked with Yael Consulting and Microsoft Advertising to strengthen its Performance Max strategy using impression-based remarketing. By re-engaging high-intent shoppers and expanding reach efficiently, the company increased conversions by more than 800%, boosted attributed sales value by over 600%, and significantly scaled its Microsoft Advertising investment.



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The goal: Reach more health-conscious shoppers before the seasonal rush








More than 100,000 people around the world count on <a href=\"https://naomiw.com/\" target=\"_blank\">NAOMI</a>’s science-backed, natural supplements to help them reach their health and wellness goals. And at the end of 2025, the company was ramping up for its busiest season as New Year’s resolutions were just around the corner.</p>\r\n<p>As a small-to-medium business (SMB), the team had to make every advertising dollar work harder so they could compete with the many other direct-to-consumer (DTC) health supplement brands targeting the same shoppers.</p>\r\n<p>NAOMI had already adopted <a href=\"https://about.ads.microsoft.com/en/solutions/ad-products-formats/performance-max\" target=\"_self\">Performance Max (PMax)</a> to help increase conversions through a single campaign. With the peak season approaching, the focus shifted to unlocking greater scale by expanding reach, increasing traffic, and driving conversion volume.</p>\r\n<p>The objective was clear: Reach more high-intent, health-conscious shoppers ahead of the holiday rush and drive meaningful conversion growth.</p>\r\n"}}" id="text-eb5e4f806b" class="cmp-text" data-cmp-is="text" data-animation="false">
More than 100,000 people around the world count on NAOMI’s science-backed, natural supplements to help them reach their health and wellness goals. And at the end of 2025, the company was ramping up for its busiest season as New Year’s resolutions were just around the corner.

As a small-to-medium business (SMB), the team had to make every advertising dollar work harder so they could compete with the many other direct-to-consumer (DTC) health supplement brands targeting the same shoppers.

NAOMI had already adopted Performance Max (PMax) to help increase conversions through a single campaign. With the peak season approaching, the focus shifted to unlocking greater scale by expanding reach, increasing traffic, and driving conversion volume.

The objective was clear: Reach more high-intent, health-conscious shoppers ahead of the holiday rush and drive meaningful conversion growth.











The solution: Re-engage high-intent users with impression-based remarketing








To make limited budget work harder ahead of the busy season, NAOMI worked with its agency, <a rel=\"noopener noreferrer\" target=\"_blank\" href=\"https://www.yaelconsulting.com/\">Yael Consulting</a>, and the Microsoft Advertising team to strengthen its PMax campaign. Here’s how they approached it...</p>\r\n<ul>\r\n<li><b><a rel=\"noopener noreferrer\" target=\"_self\" href=\"https://about.ads.microsoft.com/en/tools/performance/audience-targeting\">Audience targeting</a>:</b> The team layered in a 30-day <a rel=\"noopener noreferrer\" target=\"_blank\" href=\"https://help.ads.microsoft.com/apex/index/3/en/60324\">impression-based remarketing</a> audience to expand reach and reconnect NAOMI with high-intent users who had seen their ads before, but hadn’t clicked. This helped keep the brand top of mind with shoppers most likely to convert.</li>\r\n<li><b>More efficient reach:</b> By using impression signals to build remarketing lists as an audience signal within PMax, the campaign provided a strong starting point, helping the algorithm scale reach while maintaining relevance.</li>\r\n</ul>\r\n<p>With these efforts in place, the campaign spent more consistently and converted at a higher rate during the peak holiday season. </p>\r\n<p>&nbsp;</p>\r\n"}}" id="text-a8a49b244b" class="cmp-text" data-cmp-is="text" data-animation="false">
To make limited budget work harder ahead of the busy season, NAOMI worked with its agency, Yael Consulting, and the Microsoft Advertising team to strengthen its PMax campaign. Here’s how they approached it...

Audience targeting: The team layered in a 30-day impression-based remarketing audience to expand reach and reconnect NAOMI with high-intent users who had seen their ads before, but hadn’t clicked. This helped keep the brand top of mind with shoppers most likely to convert.

More efficient reach: By using impression signals to build remarketing lists as an audience signal within PMax, the campaign provided a strong starting point, helping the algorithm scale reach while maintaining relevance.

With these efforts in place, the campaign spent more consistently and converted at a higher rate during the peak holiday season. 













<i>&quot;Adding impression-based remarketing into Performance Max gave us the scale we needed for the holiday season without losing efficiency. It helped us re-capture high-intent users and turn Microsoft into a real growth lever.”</i></blockquote>\r\n"}}" id="text-9524dbb931" class="cmp-text" data-cmp-is="text" data-animation="false"> "Adding impression-based remarketing into Performance Max gave us the scale we needed for the holiday season without losing efficiency. It helped us re-capture high-intent users and turn Microsoft into a real growth lever.”




<i></i>—&nbsp;Rob Maru, Cofounder, <b>NAOMI</b></p>\r\n"}}" id="text-00c31b60d7" class="cmp-text" data-cmp-is="text" data-animation="false">
— Rob Maru, Cofounder, NAOMI


















The results: More conversions, higher sales attribution, and increased ad spend








By expanding their reach, NAOMI boosted conversions on the PMax campaign by more than 800%. After adding impression-based remarketing, they grew the value of sales attributed to the campaign by over 600%.</p>\r\n<p>Due to these performance improvements, the brand increased their ad spend on Microsoft Advertising by more than 200%.</p>\r\n<p>&nbsp;</p>\r\n"}}" id="text-9daac2398b" class="cmp-text" data-cmp-is="text" data-animation="false">
By expanding their reach, NAOMI boosted conversions on the PMax campaign by more than 800%. After adding impression-based remarketing, they grew the value of sales attributed to the campaign by over 600%.

Due to these performance improvements, the brand increased their ad spend on Microsoft Advertising by more than 200%.













<i>&quot;Performance Max showed us that impression-based remarketing builds quality audiences virtually for free and produces real results. We're now experimenting with different types of these audiences, across other campaign types and funnel levels, to see how we can scale the entire account.&quot;</i></blockquote>\r\n"}}" id="text-4a619ec9c4" class="cmp-text" data-cmp-is="text" data-animation="false"> "Performance Max showed us that impression-based remarketing builds quality audiences virtually for free and produces real results. We're now experimenting with different types of these audiences, across other campaign types and funnel levels, to see how we can scale the entire account."




<i></i>—&nbsp;Lior Krolewicz, CEO, <b>Yael Consulting</b></p>\r\n"}}" id="text-20cea6f5b2" class="cmp-text" data-cmp-is="text" data-animation="false">
— Lior Krolewicz, CEO, Yael Consulting














The strategy: Plan ahead and make room to grow





What makes NAOMI’s approach accessible for other SMBs is that it doesn’t require a large existing traffic base to get started. This makes it a practical starting point for growing brands that need results without upfront scale or complexity.</p>\r\n<p>Here are some simple, low-lift strategies you can use in your own campaigns...</p>\r\n<ul>\r\n<li><b>Re-engage audiences:</b> Add impression-based remarketing audiences into your PMax campaign as an audience signal. This helps the campaign re-engage people who have already seen your brand, improving relevance and conversion rate.</li>\r\n<li><b>Build impression lists early:</b> Lists need time to grow to a usable size. The more data the audience accumulates, the more effectively the campaign can use it. Starting early gives PMax more signals to work with when demand peaks.</li>\r\n<li><b>Give PMax space to grow:</b> Impression signals expand the number of high-intent shoppers the campaign can reach, but a low budget restricts what the algorithm can do with that audience. Even gradual, seasonal budget increases can help unlock stronger results.</li>\r\n</ul>\r\n"}}" id="text-c6397c9be9" class="cmp-text" data-cmp-is="text" data-animation="false">
What makes NAOMI’s approach accessible for other SMBs is that it doesn’t require a large existing traffic base to get started. This makes it a practical starting point for growing brands that need results without upfront scale or complexity.

Here are some simple, low-lift strategies you can use in your own campaigns...

Re-engage audiences: Add impression-based remarketing audiences into your PMax campaign as an audience signal. This helps the campaign re-engage people who have already seen your brand, improving relevance and conversion rate.

Build impression lists early: Lists need time to grow to a usable size. The more data the audience accumulates, the more effectively the campaign can use it. Starting early gives PMax more signals to work with when demand peaks.

Give PMax space to grow: Impression signals expand the number of high-intent shoppers the campaign can reach, but a low budget restricts what the algorithm can do with that audience. Even gradual, seasonal budget increases can help unlock stronger results.








Microsoft Advertising Platform highlights





\r\n<li>Performance Max</li>\r\n<li>Audience targeting</li>\r\n<li>Impression-based remarketing</li>\r\n</ul>\r\n<p>Want to learn more about how your business can optimize ad spend? <a rel=\"noopener noreferrer\" target=\"_self\" href=\"https://about.ads.microsoft.com/en/get-started/contact-expert/united-states\">Talk to a Microsoft Advertising expert</a> to get started.</p>\r\n"}}" id="text-f5c3aadf38" class="cmp-text" data-cmp-is="text" data-animation="false">
Performance Max

Audience targeting

Impression-based remarketing

Want to learn more about how your business can optimize ad spend? Talk to a Microsoft Advertising expert to get started.



































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