Pinterest Ads success story · Wellness brand

How Semaine Health proved a 12.4% incremental lift from Pinterest, mostly outside its own store.

Name: Overtop Media Digital Marketing
Address: 933 Louise Ave Suite 101-18, Charlotte, NC, 28204, US
Telephone: (704) 237-0707
Price range: $$

Click-based reports could not show what Pinterest was really doing for Semaine Health. A lift test that paused ads in a few markets did: a clear sales lift, half of it from new customers, and most of it on Amazon and in physical stores.

Business: Semaine Health
Market: United States
Goal: Prove Pinterest’s real impact on sales, online and in stores

Beige capsules spilling from a white bottle beside sprigs of green pine

The results.

Markets where Pinterest ads ran compared with a small holdout group of markets where they were paused. Incremental ROAS and cost per acquisition compared with last-click measured ROAS and CPA.

12.4%incremental lift, both ad types combined
87%of incremental conversions happened outside the brand’s own online store
50%of incremental sales came from new customers
17Xhigher incremental ROAS than last-click measurement showed

A third-party geo-based lift test commissioned by the brand, United States, October 2025, with Pinterest’s Measured Incrementality Pilot, United States, October 2025.

The challenge.

Semaine Health is a wellness brand that sells direct to consumers and through retail partners. It wanted a platform that could drive both online sales and purchases in stores, and it was already running Pinterest Consideration ads for discovery and Conversion ads for buyers close to purchase.

The problem was proof. Long consideration cycles, delayed purchases and winding paths to buy meant click-based attribution could not show what each type of ad contributed, or what they achieved together. Before investing more, the team wanted a clear baseline without disrupting results.

Pinterest illustration of an A and B test comparing two sponsored Pins with lift results

What they did.

Consideration ads · Conversion ads · Geo-based lift test

Two objectives, two jobs: Consideration and Conversion ads ran side by side: one built discovery and education, the other captured demand close to purchase.
Pause to measure: Most ads kept running while a small, representative group of markets was paused. Comparing the two showed what Pinterest added, without hurting overall sales.
Three test cells: The test was designed to measure each ad objective on its own and both combined.
Sales counted everywhere: Sales from Amazon and physical stores were matched to the markets where ads ran, so the measurement captured more than the brand’s own website.

Why it worked.

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

Last click undercounts discovery: Incremental ROAS came out 17X higher and incremental cost per acquisition 97% lower than last-click numbers suggested. Discovery rarely gets the last click, but it starts the sale.
Both ends of the funnel paid: Consideration ads alone drove an 11.5% increase and Conversion ads alone 13.4%. Each objective earned its place.
The halo is real: Most of the extra sales happened on Amazon and in stores. A brand that only counts its own website would have missed nearly all of it.
New customers, not old ones: Half the incremental sales came from new customers, so Pinterest was creating demand, not just capturing it.

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 pinterest ads management.

Measure the lift, not the click: We design holdout and geo tests that show what your ads caused. Our analytics services build the reporting.
Count every sales channel: If you sell on Amazon, in stores or through dealers, we bring those sales into the picture. Our ecommerce marketing covers marketplaces too.
Fund both objectives: Discovery and conversion campaigns run as a pair, with budgets set by tested results rather than last-click reports.
One plan, every channel: Pinterest, Google Ads and social are planned together within our Pinterest ads management.