Microsoft Ads success story · Direct-to-consumer supplements brand

How a small supplement brand grew conversions more than 800% with Microsoft Performance Max and remarketing.

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NAOMI sells natural supplements straight to customers online. Before its busiest season it gave its Performance Max campaign one new clue: the people who had already seen its ads but had not clicked. Conversions and sales value climbed sharply from there.

Business: NAOMI
Market: Not stated (customers worldwide)
Goal: More online sales in peak season on a limited budget

Halved oranges and limes with small yellow softgels and brown capsules scattered on a light wooden table

The results.

Microsoft does not state the comparison period or baseline. It describes the increases as following the addition of an impression-based remarketing audience to an existing Performance Max campaign.

800%+more conversions from Performance Max
600%+more attributed sales value
200%+more spend on Microsoft Advertising

Microsoft does not state the measurement window, the attribution model or how the figures were calculated. The story places the work ahead of and through the end-of-2025 holiday and New Year’s season.

The challenge.

NAOMI is a direct-to-consumer brand of natural supplements with more than 100,000 customers worldwide, and Microsoft describes it as a small business. It competes for attention with a long list of other supplement brands, many of them with bigger budgets, all chasing the same health-conscious shoppers.

Its biggest selling window is the end of the year, when holiday gifting runs straight into New Year’s resolutions. NAOMI already ran Performance Max on Microsoft Advertising. The goal was to reach more shoppers who were ready to buy and sell more in that window, without a large budget to throw at the problem.

Microsoft Advertising example of a Bing search ad with extra links and details below the headline

What they did.

Performance Max campaign across Microsoft’s network · Remarketing to people who saw an ad but did not click

Started from a working campaign: NAOMI kept its existing Performance Max campaign, which lets Microsoft’s system place one set of ads across search results and its wider network, and improved what the system was told rather than starting over.
Remembered who had seen the ads: It built a remarketing list of people who had seen its ads in the last 30 days but had not clicked. Most remarketing only follows site visitors. This one followed people who had noticed the brand and kept scrolling.
Gave the system a better clue: That list went into the campaign as an audience signal: a hint about who is worth reaching. Performance Max used it to find those people again and others who looked like them.
Timed it before the rush: The change went live ahead of the holiday and New Year’s season, so the campaign had time to learn before the busiest weeks of the year.
Spent more as results held: As conversions grew and costs stayed in line, NAOMI raised its Microsoft Advertising spend by more than 200% and kept it steady through the peak.

Why it worked.

Our read on the decisions behind the numbers, and what any business can take from them.

A view is not a waste: Someone who saw a supplement ad and did not click may still be thinking about it. Treating those people as warm, not lost, gave the campaign a pool of shoppers who already knew the name.
Automation needs good inputs: Performance Max is only as smart as the signals it gets. A list of real people who had already met the brand pointed it at buyers instead of guesses.
Health buyers take their time: People rarely buy a new supplement on first sight. A second and third touch during resolution season met them when they were ready to act.
Less crowded than Google: Bigger brands pour money into Google and Meta. Microsoft’s audience gave a small brand room to grow without bidding against every rival at once.

How we would run this play for your business.

You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our microsoft ads management.

Remarket to the near misses: We build audiences from people who saw, clicked or visited but did not buy, and feed them into your campaigns so your budget goes back to warm shoppers first.
Track every sale to the ad: We set up conversion tracking with real order values, so you see which ads bring in revenue, not just clicks, and the system learns what a good customer looks like.
Plan for your peak season: We launch changes weeks before your busy season so the campaign is tuned when demand arrives, then scale spend only while the numbers hold. That is how our Microsoft Ads management works.
Run Microsoft and Google together: Your shoppers search on both. Our Google Ads management uses the same audiences and tracking, so each channel learns from the other.