#marketing-paid

Definitely don’t do interest targeting here. Go broad.

With $100/day, you want as little friction as possible for the algo. I’d run one single CBO campaign for your bestseller (honestly just one campaign total at this spend) and let Meta do its thing.

Skip “audience testing”. That's an outdated tactic. Also no retargeting campaigns (you run product aware/most aware ads creatives instead). The creative does the targeting not the audience you select in ads manager.

Put all your effort into creatives instead.

I’d launch with 6–10 ads, each hitting a different awareness level or market desire.

Drop them all into that one campaign and leave it alone for 7–14 days. While it’s running, you’re already working on the next batch of creatives.

Meta will naturally push spend toward whatever ad it likes most. Your job isn’t to force it, your job is to keep feeding it new ads so it can find something it wants to spend on at a better CPA than your previous highest spender.

That’s how you get to target CPA. Once you hit that you can scale by 20% every 24 hours (as long as it remains stable, otherwise reduce by 20%).

This is the exact approach we use across all our clients. We recently took a brand from $10k to $50k/month doing precisely this.

P.S. this works for new brands too if you're worried about the pixel not being seasoned enough

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Wow, thanks for the epic value add and gameplan @Laurent Maas, I'll be following that when we launch. Thank you so much!

<@U08GA578WCD> do you have a maximum number of ads in that ad set?
For example, if I launch 12 ads and 5 of them clearly bomb out. Can I just add another 12 new ads, so there's 19 live ads in the ad set?

Also, what's the verdict on allowing Meta to do all the enhancements and ad copy variants that it wants?

Should this be reserved only for once we have winning ads, or does Meta know best and we should give it free rein from the start, even with a low budget?

<@U09KB376KV3> gotcha, I'll take that same approach too.

> "the brain power should be in creatives"
Really valuable point. I see so many ppl using tools to take designs from other brands and just use AI to switch in the next and product image.
But what you say makes sense...spend extra time on crafting the message and creative. Quality over quantity in a sense.

What's a realistic outcome from Meta ads for a health supplement brand advertising in the USA?
I understand that there are a bazillion variables like product, offer, creative, AOV, LTV etc.

But do most supplement brands at least break even?
Or are most brands first order negative and then hope to build profit with repeat purchases?

We would be ok with hitting break even, just wondering if that's a reasonable expectation these days on meta ads for supplements.

<@U09KB376KV3> no funding here so we need to be a bit careful at our stage of business, but hopefully we can get close to break even with some level of scale after testing and optimization.
Whenever I see webinars or youtube videos that show screenshots, everyone is profitable on Meta.
But my gut feel is that only the best performing accounts are cherrypicked for these videos, and first order profitability is not the usual result for supplements where CPMs are often in the $50-150 range.

Kind of similar to you, if I could go back in time, I'd keep my job for financial stability because I didn't realize how cash intensive and slow this business can be before reaching profitability. Glad I pushed through and got there eventually.

I like your realistic perspective, many agency people don't have a full appreciation of what it takes to get a business profitable and sustainable. Many suggest "high budget for 2 weeks to let the algo learn" and if it results in massive financial losses "oh well". I had one agency spend $5k/day on our ads with this thinking, which burned a $2.5k hole in our bank account daily. Big mistake for us.

Everything that @Laurent Maas said. We spent $30k per day during Q4 using very similar structure. Broad targeting, very few campaigns (x1 per product category) and we also did 1 adset per campaign. Best performance we’ve ever had