Superhuman rewrites its approach, earning 778% ROAS with Microsoft Store Ads

The Superhuman suite includes Grammarly, where success depends on people using the product as part of their daily routine. The team set out to drive new installs of their AI writing assistant by reaching people who were already looking for writing support.

They also wanted to understand what happened after installation. The goal was to attract people more likely to use the app regularly over time to increase retention and lifetime value, all while determining the most efficient channel to do so.

Working with Microsoft Advertising, Superhuman used the Microsoft Store on Windows to reach people as they searched for and compared new apps. Here’s their approach...

• Prominent Store placements: Grammarly appeared in Store Spotlight on the home page, as well as in search results, as users compared and selected tools.
• Native install campaigns: Campaigns ran through Microsoft Store Ads, bringing users directly from discovery to download within the Windows environment.
• Clear post-install visibility: Universal Event Tracking (UET) helped the team measure not only installs, but new active users, subscriptions, purchases, and modeled lifetime value.

Through a mix of Native merchandising and paid advertising, Superhuman turned high-intent searches into installs and ongoing engagement.

The campaigns generated more than 609 million impressions and nearly 900,000 clicks. About 15.7% of those clicks resulted in over 140,000 downloads, indicating strong alignment between user intent and app visibility.

Cost per new user decreased from the mid-teens to under $5, and ROAS reached roughly 778%, placing the Microsoft Store among the strongest-performing channels in the mix.

Superhuman also discovered that people who installed Grammarly from the Microsoft Store on their desktops showed higher retention and lifetime value than those who used it only in a browser. With desktop installation, Grammarly appears in more places across the Windows experience, increasing how often people engage with it.

Microsoft Store proved to be a reliable source of growth, combining app discovery with clear visibility into what happens after installing.