Paid ads for Supplements

Paid media for supplement brands where subscribers — not orders — are the real KPI.

Nutraceuticals, functional food, wellness stacks. We run creative built around ingredient stories and mechanism-of-action, with subscription-first CAC and FTC-aware claims review.

supplement brands

$58M

managed spend / yr

+47%

median subscriber LTV

What's breaking in Supplements

Supplements are the hardest category on Meta right now.

Every claim is a policy minefield.

Meta pulls ads for words your brand team signed off on. You lose 6 ad sets a month to rejections that nobody can explain. Your CPMs bake in the policy risk.

First-order CAC says nothing about the business.

A $55 CAC with 18% subscribe rate is a slow death. A $80 CAC with 48% subscribe rate is a market-leading business. Most dashboards don't even show that comparison.

Ingredient stories get ignored for 'benefit' hooks.

'Stop feeling bloated' beats 'with L-glutamine' on CTR. But L-glutamine as the hero beats benefit-forward on subscription rate. Creative portfolios need both — most brands only test one.

Our Supplements playbook

How we run supplement brands.

Week 0

Claims + mechanism map

Audit every claim against FTC + Meta policy. Map hero ingredients to mechanism-of-action. Identify the 4 angles most likely to convert subscribers vs. one-timers.

Weeks 1–2

Creative concept bank

Build 20 concepts across founder, doctor, testimonial, ingredient, and demo formats. Every claim has a pre-approved substantiation reference.

Weeks 3+

Subscription-first CAC model

Blended CAC target set by subscribe rate × gross margin × expected months. Not cost-per-first-order. This alone changes which audiences you scale.

Ongoing

Portfolio + Applovin

Meta + TikTok + YouTube + Applovin as one portfolio. Applovin consistently under-valued for supplements — our top accounts get 20–30% of spend there.

Case studies

Brands we've moved numbers for.

Collagen · $1.2M/mo

Feel Pro

12 months · Meta, TikTok, Applovin

+68%

Subscribers

−24%

LTV-adjusted CAC

Took a single-SKU collagen brand from $600k to $1.2M/mo while increasing subscription rate from 31% to 49%. Applovin became the #2 channel by month 6.

“They scaled us without breaking the economics.”

VP Growth

Greens · $2.4M/mo

AG1

ongoing · full portfolio

+41%

New customers

2.1×

Blended ROAS

Ran creative across mechanism-of-action angles the previous agency ignored. Subscribe rate on Applovin matched Meta within 90 days.

“They treat every ingredient like its own product line.”

Director of Marketing

Focus · $380k/mo

Thesis

8 months · Meta, TikTok, YouTube

+58%

Subscribers

3.2×

Subscriber LTV

Nootropic category is brutal on Meta. Built a creator-heavy portfolio with doctor-led explainer formats. Subscription rate jumped from 27% to 43%.

Examples in the wild

Creative we've shipped for Supplements brands.

Static, story and video units from accounts we've run. Each one tested against a kill rule, not a subjective review.

AG1

Goodbye, bloat

Feel Pro

Collagen that works

Function

Find it before

Subtle

How to: collagen

Thesis

Nature's Adderall

Space Goods

All-day focus

Well Gummies

Refuel your brain

Sports Research

Keto + ACV spotlight

Rheal

Start feeling good, period.

Cymbiotika

Glowing skin daily

Supplements FAQ

Questions Supplements marketers ask.

Claims matrix with substantiation documented per ingredient. Every ad script reviewed against the matrix before filming. Appeals to Meta when auto-rejections are wrong — we win about 60% of appeals.

Depends on category and offer construction. Greens and focus supplements can hit 45–55%. Single-SKU collagen closer to 35–45%. We optimize creative toward subscribe rate, not just CTR.

Yes, with creator-native formats and substantiation. We don't ship first-person efficacy claims. We ship ingredient education and user testimonials with appropriate disclaimers.

Under-priced relative to Meta for most supplement brands. We typically ramp to 15–25% of portfolio within 90 days for accounts over $500k/mo.

Not GLP-1. Certain weight management products, yes — strict claims review and brand-health gate-keeping.

Ready when you are

Let's rebuild your supplement CAC model.

Bring your subscribe rate by channel and your last 90 days of spend. We'll show you the audiences you're under-scaling and the claims you're leaving on the table.

More industries we run paid ads for

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