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Startup DTC supplement and at home test struggling to find an audience on Meta.
Posted by on May 24, 2026 at 2:33 pmW're a D2C health brand, think hormone test kits and supplement bundles. Six months in looking for customers cold on Meta we've burned through about 30k and gotten only 56 orders. What can we do different? We've upgraded our creative, our LPs, or PDPs, changed how we set up campaigns, spent more, spent less, tweaked, left alone, kind of everything and the kitchen sink.
I guess i'm ok to be paying to learn how to do this, but in the last 30 days I can't tell you what I know now that I didn't know a month ago. We've tested our Pixel over and over in any and every scenario and seems to be fine.
90 days (Mar 1 – May 24):
Meta spend $31,310 Total sales $4,428 Orders 56 ROAS 0.14 Sessions 30,552 ATC rate 1.86% Sessions reached CO 1.35% Sessions completed CO 0.11% Reached → Completed CO 8.0% Creative trend:
Mar Apr May Spend $3.5K $12.2K Hook rate 1.9% 31.4% Hang rate 31.7% 32.8% CTR 0.68% 2.76% Purchases 10 4 CAC $350 $3,044 Hook went 1.9% → 33% after we upgraded the editing style on the UGC. Hang dropped in May because we tested longer cuts (2-min vs 30-45s). CAC blew up as we scaled spend.
Funnel vs what we think are benchmark:
Step Sage D2C supp benchmark LPV → ATC 0.44% 5–10% ATC → IC 67.6% 50–70% IC → Purchase 4.0% 30–50% ATC→IC is the only step that looks normal.
What we've tried: ABO ($50/day per ad set, one creative per set), CBO, ASC, Foundation campaign for warm. Currently optimizing for Purchase only — dabbled in IC and ATC, got those events fine, didn't get purchases. Broad 30-60, broad by gender, lookalikes off purchasers, retargeting. Single SKUs, $199 bundles, combined optimization kit. 140 unique ads across 31 ad sets in 90 days. ~30 LP/PDP iterations. Tried higher daily budgets ($700/day winner set burned $4.6K in 8 days for 0 purchases), lower budgets, leaving things alone for 7-14 days. Pixel + CAPI, deduped, GTM-managed, tested clean.
NEM Home Test: https://www.sagehealthspan.com/products/at-home-nutrient-energy-markers-test
Hormone Op Kit: https://www.sagehealthspan.com/products/male-hormone-optimization-kit
Where would you start?
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1 Reply
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With hormone test kits and supplements Meta is probably flagging you at the account level not just the ad level, which is why changing creatives isn’t moving the needle. The account itself might be seen as risky regardless of what you run. That was our issue too before we moved to agency ad account
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Your LPV to ATC rate at 0.44% versus the 5-10% benchmark is catastrophically broken and no amount of creative testing fixes a product page that fails to convert cold health traffic.
Hormone tests and supplement bundles targeting cold audiences require a quiz funnel not a product page… supplement brands using quiz funnels in 2025 data showed dramatically better conversion flows because they qualify intent before the purchase ask.
Your creative metrics improved massively but you sent warmer traffic to the same broken destination. Meta’s healthcare category also has significant retargeting and tracking restrictions since 2025 that silently limit your pixel signal quality regardless of CAPI setup… your 56 purchases spread across 90 days means the algorithm has essentially zero purchase signal to optimize toward.
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