Case Study: Family Tree DNA achieves a 54% increase in ROAS with SteelHouse native retargeting ads

Family Tree DNA Increase ROAS 54% with Native Retargeting Ads

Family Tree DNA, a provider of affordable DNA tests for genealogy research, wanted to explore new advertising channels that felt more natural and engaging to their audience. They turned to SteelHouse to test native retargeting ads that would blend into users’ online experience and provide educational, non-intrusive messaging.

SteelHouse built an audience of site visitors from the past 30 days and deployed native retargeting across multiple vendors (TripleLift, Taboola, Nativo, Google, and others), running split tests of images and copy to optimize relevance. The campaign drove a 54% increase in ROAS versus display, improved engagement with Family Tree DNA’s messaging, and led the brand to pursue further native creative opportunities with SteelHouse.

Family Tree DNA

Clayton Conder

Marketing Director