Solved: No Sales on Facebook Ads for Medical Product

Hi there,

Thanks for reaching out.

I had a look at your situation, and it's a really common problem. The idea that what works on TikTok will automatically work on Facebook is a bit of a myth, tbh. They're completely different beasts. I'm happy to give you some of my initial thoughts and a bit of a roadmap for how you might want to tackle this. It usually comes down to understanding the different audience mindset on each platform and then adjusting your whole approach to match it.

You've Hit the Classic TikTok-to-Facebook Wall...

Alright, let's get straight into it. You're seeing success on TikTok, which is great. It means you have a product people want. But you're finding that success doesn't copy-paste over to Facebook, and that's leaving you stumped. This is something I see all the time. Founders assume that an ad is an ad, and a platform is a platform. It's just not true.

The core of your problem is almost certainly a mismatch between your TikTok strategy and the Facebook user's mindset. On TikTok, people are in a state of rapid-fire discovery and entertainment. Their guard is down. An ad that looks like a native, interesting video can grab their attention and lead to an impulse buy. The algorithm is so powerful that it does most of the heavy lifting, finding pockets of people who will resonate with your product almost instantly.

Facebook is a different world. People are there to connect with friends and family, or to browse groups they have an interest in. They are far more skeptical of ads. An ad on Facebook feels more like an interruption. To succeed, you have to work much harder to earn their trust and attention. A raw, unpolished TikTok ad can sometimes look out of place or even untrustworthy in a Facebook feed. What works there often needs a complete rethink here, not just a simple upload.

So, the first thing to accept is that you're not just moving an ad from one place to another; you're starting a completely new marketing effort on a different channel that requires its own strategy. Let's break down what that strategy should look like.

I'd say you need to diagnose the funnel drop-off, not just look at 'good metrics'...

You mentioned your metrics are "still good". This is one of the most dangerous phrases in paid advertising. What does "good" mean? Good CTR? Low CPC? These are vanity metrics if they don't lead to sales. You can have a fantastic CTR because your ad is clickbaity, but if none of those clicks convert, you're just efficiently wasting money. We need to be brutally honest and look at the entire funnel, step-by-step, to find the leak.

This is how you diagnose it:

1. Ad Performance (The Hook): Look at your Click-Through Rate (CTR). A low CTR (say, under 1%) on Facebook usually means your ad creative or copy isn't resonating. It's not stopping the scroll. Either the image/video isn't compelling, or the headline doesn't speak to a real pain point for the Facebook audience. It could be that your TikTok-style creative is just not working here. You need to test more polished images, videos with clear text overlays, and headlines that directly address a problem.

2. Landing Page Engagement (The Bridge): If your CTR is decent (1%+) but you're not getting sales, the next leak is often the bridge between the ad and the store. How many people who click the ad actually land on your product page and stay there? Check your bounce rate in your website analytics. A high bounce rate means there's a disconnect. Does the landing page look professional and trustworthy? Does it load quickly? Does it deliver on the promise made in the ad? For a medical product, this is even more critical. If the site looks cheap or unprofessional, people will leave instantly, assuming it's a scam.

3. Product Page Conversion (The Offer): Okay, so people are clicking the ad and staying on the page. The next question is, are they adding the product to their cart? If you have lots of product page views but very few 'Add to Carts', the problem lies with your offer. This could be:

• -> Pricing: Is it too high for a first-time purchase from an unknown brand? Maybe an introductory offer is needed.
• -> Product Photos/Videos: Are they clear and professional? Do they show the product in use and demonstrate its benefits?
• -> Product Description: Is it persuasive? Does it overcome objections and answer questions? For a medical product, you need to be very clear about what it does, how it works, and why it's safe.
• -> Lack of Trust: This is huge for medical products. Where are the customer reviews? Testimonials? Any certifications or "as seen on" badges? Without social proof, the default assumption is that it doesn't work.

4. Checkout Process (The Close): If people are adding to cart but not completing the purchase, your checkout process is the problem. Is it too long and complicated? Are there unexpected shipping costs that appear at the last minute? This is the easiest leak to fix but often overlooked.

To make this more practical for you, I've built a small calculator. Plug in your numbers, and it will help you visualise where your biggest problem is. This moves you from "my metrics are good" to "I have a 95% drop-off between my landing page and add to cart". Now that's a problem you can actually solve.

You'll need a proper campaign structure, not just random tests...

You mentioned running "a few campaigns". This tells me you're probably not using a structured approach. On Facebook, you can't just throw a few ads out there and hope for the best. You need to build a machine that guides people through the buying process. This is often called a funnel, and it has three main stages:

1. Top of Funnel (ToFu) - Cold Audiences: This is where you find new people who have never heard of you. Your goal here isn't necessarily an immediate sale, but to introduce your product and the problem it solves. You'd use detailed targeting to reach people interested in related medical topics, competing products, or health publications. The ad creative should be educational or problem-focused.

2. Middle of Funnel (MoFu) - Warm Audiences: These are people who have shown some interest. They've watched your videos, visited your website, or engaged with your ads. Now you retarget them with different ads. These ads should be focused on building trust and overcoming objections. Show them customer testimonials, before-and-afters, or detailed explanations of how the product works.

3. Bottom of Funnel (BoFu) - Hot Audiences: This is your smallest but most valuable audience. These are people who have added your product to their cart but didn't buy. You retarget them with a sense of urgency. Remind them about their abandoned cart, maybe offer a small discount or free shipping to get them over the line. Its a very simple setup that works well.

The mistake most people make is they only run ToFu campaigns and then wonder why strangers aren't buying immediately. For a considered purchase like a medical product, you have to warm people up. You have to build that relationship and trust over multiple touchpoints. One single ad is rarely enough.

And here's a critical point: for all of these campaigns, you must optimise for conversions (Purchases). Don't use "Reach" or "Traffic" objectives. You're telling Facebook's algorithm that you just want cheap clicks, and it will happily find you people who love to click but never buy. You have to tell the algorithm your real goal. By optimising for purchases, you're commanding it to find users within your target audience who have a history of buying things. This is the single most important setting in your campaign.

My main advice for you...

It's easy to get lost in the data and feel overwhelmed. If you focus on a few key areas, you'll start to see progress. You don't need to do everything at once. Work through the funnel logically, fix the biggest leak first, and then move on to the next. The fact your product works on TikTok is a massive advantage – it proves there is demand. Now you just need to learn how to unlock that demand on a different platform.

I've detailed my main recommendations for you below in a table to give you a clear, actionable plan to follow.

This is obviously a lot to take in, and implementing it correctly takes time and experience. You've got a validated product, which is the hardest part. The rest is process and optimisation. Going from running a few ads to building a predictable sales machine is a big leap, and it's where a lot of businesses get stuck and burn through their budget.

This is where expert help can make a huge difference. Instead of spending months and thousands of pounds on trial and error, we can help you implement this structure correctly from the start. I remember one client selling cleaning products—a niche that also requires building significant trust. They were struggling on Meta Ads, but by applying this exact structured approach, we achieved a 633% return for them and a 190% increase in revenue. We know the patterns to look for and the levers to pull to get things working.

If you'd like, we can hop on a quick, free 20-minute call. We can share screens, I can have a direct look at your campaigns and website, and give you some specific, personalised advice that goes beyond what I can write here. There's no obligation at all, of course. It's often just helpful to get a second pair of expert eyes on things.

Let me know if that's something you'd be interested in.

Regards,

Team @ Lukas Holschuh