The Background
This was an adult supplement brand with just one core product.
Before launch, we had already run lead generation ads for 2 months but were barely breaking even. A large segment of the audience showed interest but weren’t ready to buy immediately.
In the background, work on the website and landing page was underway, aiming to create a high-conversion setup before going full D2C.
Offer Strategy We knew that in supplements, bundling offers tend to work better for both AOV and trust.
- Buy 1 at full price
- Buy 2 at 10% off
- Buy 3 at 20% off + Free doctor consultation
This wasn’t just about discounting. It was about justifying volume purchase for a new product by adding social proof (doctor consult).
Tactical Foundation
- We reused the targeting that was already working for lead gen, to test new creatives
- The customer list from lead gen was excluded from all ad sets to focus on fresh CAC
- Supplements is a high-skepticism category, so:
- Increased frequency (to build familiarity)
- Collaborated with doctor (for HALO effect)
Campaign Structure Simple always wins.
- 1 testing campaign for creatives
- 1 scaling campaign for winners
- 3-5 ad sets per campaign
- 3-5 ads per ad set
This kept decision-making clean and data interpretation fast.
Creative Strategy Phase 1: We mapped every lead ad to the kind of leads it delivered (quality wise). Then filtered and reused only the best angles:
- Review-based ads
- Doctor testimonial
- Pain-solution focused
Phase 2: We expanded ad types:
- Customer testimonial (video + static)
- Hook + product benefit breakdown
- Carousel with before/after or with/without
- Education-led formats
All assets were produced in vernacular versions as well.
Creative Testing
- Every creative tested in 2 ad sets minimum
- One ad set = broad targeting
- Creatives that didn’t spend were noted (learning = platform de-prioritized it)
- Retested losers after 2-3 weeks
Targeting Approach
- Used location-specific creatives for regional targeting
- Focused on indirect interests (disease targeting not allowed)
- Lookalikes of lead gen lists
Landing Page Playbook
- Main emotion: “Happy family moments made possible by good health”
- Below hero section:
- Added research-backed content
- 100+ doctors mentioned on landing page (with credibility)
- WhatsApp reviews showcased directly
Results
- Day 1 to Day 12: 0 to 100+ orders/day
- ROAS improved week-on-week
- No compromise on CAC quality despite scale
The success didn’t come from hacks. It came from:
- Pre-launch learning (via lead gen)
- Offer logic
- Simple campaign structure
- Angle-focused creative testing
- High trust-building on LP
If you’re a D2C health brand struggling to scale orders post-launch, this case study is proof that the right playbook can change the game.
