How a Women’s Personal Care Brand Improved ROAS 126% with DSP

This emerging women’s personal care brand sells a specialized hygiene product designed for travel and outdoor use. The product serves a clear need, but one that is not always actively searched—making customer education and discovery critical to growth. Demand is highly seasonal, peaking during travel-heavy months and declining outside of summer.

The Challenge

The challenge wasn’t competition—it was awareness.

This was not a product shoppers typically searched for by name. Many potential customers didn’t know it existed, or didn’t realize they needed it until the right moment. As a result, relying on search alone limited growth.

Performance reflected that limitation. DSP campaigns were primarily focused on remarketing, targeting shoppers who had already engaged. While this supported conversions, it did little to expand the audience.

During off-season months, performance became unstable. Return on ad spend dropped below sustainable levels, and efficiency fluctuated as demand softened. Without a way to consistently reach new shoppers, the brand remained dependent on a narrow pool of existing demand.

To scale, the brand needed to create demand—not just capture it.

Why Quartile

The brand needed a strategy built around how people discover products—not just how they search for them.

Quartile approached this by expanding beyond traditional targeting and focusing on audience behavior. Instead of relying only on past visitors or keyword intent, the strategy introduced a way to identify and reach shoppers based on likely need.

By combining audience insights with DSP capabilities, Quartile enabled the brand to move earlier in the customer journey—introducing the product before the search even happened.

This shift—from retargeting to discovery—was key to unlocking growth.

The Solution

Quartile restructured DSP into a full-funnel system designed to educate, engage, and convert.

At the top and mid funnel, the focus shifted to persona-based prospecting. Using in-market signals, Quartile built audience segments composed of shoppers likely to need the product—such as travelers and outdoor users—even if they had never searched for it before.

These campaigns introduced the product in relevant contexts, helping shoppers understand its purpose and value.

At the same time, remarketing remained a core component. Once shoppers engaged, lower-funnel campaigns reinforced the message and drove conversion, ensuring that increased awareness translated into measurable results.

This dual approach created a feedback loop: prospecting expanded the audience, and remarketing captured demand once intent was established.

Instead of relying on seasonal spikes, the brand built a system that could generate and convert demand consistently.

Results & Impact

Across the same seasonal period year over year, performance improved significantly:

• ROAS improved by up to 126%, turning previously inefficient months into profitable ones  

• Revenue increased by up to 127%, despite minimal change in spend  

• Purchases grew by over 100%, driven by new-to-brand audience expansion  

These gains were achieved without relying on peak demand, demonstrating that growth came from stronger audience strategy—not seasonality.

The result was a shift from reactive performance to controlled, repeatable growth.

Ongoing Value & Future State

With a full-funnel DSP strategy in place, the brand is no longer limited by existing demand. Audience expansion continues to drive new customer acquisition, while remarketing ensures efficient conversion.