Solved: Meta Ads Strategy for New Health Product

Hi there,

Thanks for reaching out!

Happy to give you some initial thoughts on your Meta ads strategy for the new health and wellness product. It's great you've got so much video content ready to go, but the approach you're thinking about, comparing it to TikTok's high-volume posting, is probably the quickest way to burn through your budget with very little to show for it. The real issue isn't about how many videos to post or how often; it's about building a proper testing system to figure out what actually works.

Meta isn't a content treadmill like TikTok. It's a sophisticated matching engine. Your job isn't to feed it endless content, but to give it the right signals so it can find your future customers. Dumping all 70 videos at once will just create a massive amount of noise, split your budget too thin, and leave you with data that's impossible to make any real decisions from. We need to be way more strategic than that.

So, let's forget the TikTok mindset and build a machine that finds customers profitably. I'll walk you through how I'd approach this.

We'll need to look at your ICP, not just your target market...

Right, first things first. Before we even think about touching Ads Manager, we have to get this bit right, otherwise everything else is pointless. Most people start by thinking about demographics. "My product is for women aged 25-45 who are interested in health and wellness." Honestly, that's completely useless. It describes millions of people, most of whom will never buy from you. It leads to generic ads that speak to no one.

You need to forget demographics and define your customer by their specific, urgent, and expensive problem. Your ICP isn’t a person; it’s a pain state. Your product doesn't just "promote wellness"; it solves a nightmare. What is that nightmare?

• Is it the professional woman who's constantly exhausted by 3pm and can't focus on her work, fearing she's falling behind in her career?
• Is it the new mum who can't shift the baby weight no matter what she tries, and feels like she's lost her own identity?
• Is it the fitness enthusiast who suffers from constant bloating and digestive issues that sabotage their training and confidence?

See the difference? We're not selling a "health product". We're selling focus to the tired professional, confidence to the new mum, and relief to the frustrated athlete. When you know the *specific* pain, you know exactly what to say in your videos, what hooks to use, and what message to put on your landing page. Every decision becomes easier.

You have 70 videos with different hooks. Which hooks are they? Are they generic hooks like "Want to feel healthier?" or are they specific like "If you're still bloated after eating clean, you need to see this..."? The second one will outperform the first one every single time, because it speaks directly to a specific nightmare.

This process of defining your customer by their problem is the absolute foundation. Do this work first, or you have no business spending a single pound on ads. It's the difference between shouting into a crowd and having a quiet, persuasive conversation with your perfect customer.

I'd say you need a proper testing framework, not a content dump...

Okay, so let's assume you've nailed your pain-point ICP. Now we can talk about the videos. That "post 3 a day" advice for TikTok comes from the platform's nature—it's a content discovery engine where volume and trend-chasing can work. Meta is different. It's an auction-based system that needs to learn. If you give it 70 variables (your videos) to test at once across multiple audiences, it'll never learn anything efficiently. The budget gets spread so thinly across each ad that none of them get enough data to exit the "learning phase." You'll be left guessing.

We need to be methodical. The goal is to isolate variables. We test ONE thing at a time: first audience, then creative. Here’s how I would structure it:

Phase 1: Audience Discovery (Weeks 1-2)

Your goal here is NOT to test all 70 videos. Your goal is to find which groups of people are most responsive to your core message. To do this, you need to pick your best 3-5 videos. These will be your "control" creatives. Choose the ones you believe most clearly communicate the pain point and your product's solution.

Then, you'll set up a single campaign using the 'Sales' objective (more on this later). Inside that campaign, you'll create multiple ad sets. Each ad set will target a *different* audience. For example:

• Ad Set 1: Broad Targeting (if your pixel has some history)
• Ad Set 2: Interest Group A (e.g., People who follow specific nutritionists or health authors)
• Ad Set 3: Interest Group B (e.g., People interested in high-end organic food brands)
• Ad Set 4: Competitor Audience (e.g., People who like the Facebook pages of your main competitors)

In each of these ad sets, you'll run the SAME 3-5 videos. This is crucial. By keeping the creative consistent, you can be sure that any difference in performance is due to the audience, not the ad. After a few days, you'll start to see which ad sets are getting you the lowest cost per purchase. Those are your winning audiences.

Phase 2: Creative Testing (Weeks 3-4)

Once you've identified 1-3 winning audiences, you pause the losing ones. Now, you flip the script. You'll create a new campaign (or duplicate the winning ad sets) targeting ONLY your proven audiences. But this time, you'll start testing your videos. You can now introduce more of your 70 videos into these ad sets to see which hooks, angles, and formats perform best *within a responsive audience*. You might test:

• Different hooks for the same core video.
• User-generated style vs. polished studio style.
• Problem-focused vs. solution-focused videos.

This systematic approach turns a guessing game into a scientific process. You first find the 'who' (audience), and then you find the 'what' (creative). Trying to do both at once is a classic mistake.

I usually prioritise audiences based on their "temperature" or how close they are to making a purchase. This is often called a funnel approach. For a new e-commerce store, the start is all at the "Top of Funnel" (ToFu), finding cold audiences. But as soon as you get traffic, you must build out your "Middle of Funnel" (MoFu) and "Bottom of Funnel" (BoFu) audiences. These are your retargeting audiences, and they are almost always your most profitable.

You probably should optimise for sales, not vanity metrics...

This might be the most important piece of advice I can give you, and it's where I see so many new advertisers go wrong. They hear about "building brand awareness" and select "Reach" or "Brand Awareness" as their campaign objective. This is a catastrophic mistake. I've written about this before, but it bears repeating.

When you tell Meta's algorithm to get you "Reach," you are giving it one simple command: "Find me the cheapest eyeballs possible within my target audience." The algorithm is brilliant at this. It will go out and find all the people who passively scroll, never click, never engage, and certainly never buy anything. Why? Because their attention is not in demand by other advertisers, so it's cheap. You are literally paying Facebook to find you the worst possible prospects for your business.

You MUST start with the "Sales" campaign objective from day one, optimising for the 'Purchase' event. Even with a brand new pixel and no data. I know it sounds counter-intuitive. You might think, "But the algorithm doesn't know who my customers are yet!" That's precisely the point. By choosing "Sales", you are telling the algorithm: "Your only job is to go and find people who will perform this specific action." The algorithm will then begin the process of learning, testing, and finding pockets of users who exhibit behaviours similar to people who buy things online.

Your cost per purchase will be high at first. That's normal. But you are feeding the machine the most valuable data possible—purchase data. Every sale teaches it more about who your ideal customer is, making it smarter and more efficient over time. Awareness is a byproduct of making sales to happy customers, not a prerequisite for making your first sale. We've seen this work for countless e-commerce clients. One of our subscription box clients achieved a 1000% Return On Ad Spend by focusing relentlessly on a sales objective from the very beginning. They didn't spend a penny on "awareness."

Don't fall into the trap of vanity metrics like reach or impressions. The only metric that pays the bills is a sale. Optimise for what you want.

You'll need to know your numbers to scale profitably...

This is where most businesses flying blind fall apart. They get some initial sales, but they have no idea if they're actually profitable or not. They get scared when they see a £25 Cost Per Purchase, without knowing if they can actually afford to spend £50. The real question isn't "How low can my Cost Per Purchase go?" but "How high can I afford for it to be and still build a profitable business?"

The answer lies in knowing your Customer Lifetime Value (LTV). LTV tells you how much gross profit a customer will generate for you over their entire relationship with your business. Once you know this, advertising becomes a simple maths problem, not an emotional rollercoaster.

Let's break it down with an example for a health product that might be a one-off purchase or a subscription.

Average Revenue Per Account (ARPA): What's the average order value? Let's say your product is £50. If customers buy on average 1.5 times a year, your annual ARPA is £75. Let's work on a monthly basis. If 20% of customers subscribe for £40/month, and 80% make a one-off £50 purchase, your blended first-month ARPA might be around £58. (This is a simplification, but you get the idea). Let's just use Average Order Value for a start, so £50.
Gross Margin %: After the cost of goods, shipping, payment processing etc., what's your profit margin? Let's say it's 70%.
Monthly Churn Rate %: If you have a subscription, what percentage of customers cancel each month? If not, what is your repurchase rate? Let's assume for this model that you have a subscription and a monthly churn of 10% (which is quite high, but we'll be conservative).

The calculation is:

LTV = (ARPA * Gross Margin %) / Monthly Churn Rate

In our example: LTV = (£40 * 0.70) / 0.10 = £280.

This means, on average, each new subscription customer is worth £280 in gross margin to your business over their lifetime. A healthy business model often aims for a 3:1 LTV to Customer Acquisition Cost (CAC) ratio. This means you can afford to spend up to £280 / 3 = ~£93 to acquire a new customer and still have a very healthy, scalable business. Suddenly that £25 cost per purchase doesn't look so scary, does it? It looks like a money-printing machine.

Knowing this number changes everything. It gives you the confidence to invest in ad spend, to wait for campaigns to optimise, and to make intelligent decisions about scaling. Without it, you're just gambling.

Here's a calculator so you can play with your own numbers.

You'll need a simple plan to follow...

Alright, that was a lot of theory. Let's pull it all together into a practical, actionable plan. This isn't about complexity; it's about doing a few things right in the correct order. Forget the 70 videos for now. We start small, we get data, we prove the model, and then we scale.

Here is a simplified structure that we'd use to launch a new e-commerce product on Meta. This is designed to get you from zero to a proven, scalable campaign structure as efficiently as possible.

This whole process is about shifting your mindset. You're not a content publisher trying to fill a feed. You're an investor allocating capital to find profitable pockets of customers. It requires discipline and a focus on data, not just creativity. It's easy to get lost in the weeds with this stuff, especially when you're also trying to run the rest of your business. The mistakes made in the first few weeks can cost you thousands and set you back months.

Working with someone who's navigated this process hundreds of times can obviously make a huge difference, not just in getting better results, but in getting them faster and avoiding those costly early missteps.

I hope this detailed breakdown has been helpful and gives you a much clearer path forward than simply dumping videos into Ads Manager. If you'd like to chat through your specific product and how this framework could be applied, we offer a free initial consultation where we can look at things together.

Regards,

Team @ Lukas Holschuh