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

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.

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. 

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%.