Every vertical has its own maths, its own policy traps and its own definition of a good result. Here is what running Meta Ads for a eCommerce brand in this space actually involves.
Supplements are a subscription business dressed as eCommerce. Acquisition frequently loses money on the first order by design. What matters is how many buyers reach their third month. Without cohort reporting you cannot tell a good campaign from a bad one.
What I report on: Subscription retention and cost per acquisition against 90-day value.
This is the most policy-restricted category on both platforms. Health claims, before-and-after imagery, personal attributes and implied outcomes all trigger rejections and account restrictions. Many brands lose accounts here rather than losing money.
Same vertical, different costs and rules depending on the market you sell into.
Benchmarks in USD, plus what CCPA and CPRA in California, with a growing patchwork of state privacy laws in Virginia, Colorado, Connecticut, Utah and Texas means for your tracking.
Benchmarks in GBP, plus what UK GDPR and the Privacy and Electronic Communications Regulations means for your tracking.
Benchmarks in AUD, plus what the Privacy Act 1988 and the Australian Privacy Principles means for your tracking.
Every market is listed on the Meta Ads hub, or see how Google Ads works for Supplements.
Health claims and personal attribute targeting are the usual causes. Building creative to the policy standard from the start avoids the review cycle and the account risk.
Often yes, deliberately. Supplement economics live in retention, so acquisition targets should be set against 90-day value, not first order.
Carefully. Testimonials implying health outcomes are restricted. Experience-led rather than outcome-led framing is safer and usually performs comparably.
Account restriction, not wasted spend. A restricted ad account stops everything, which is why compliance comes before optimisation here.
Bring your numbers. I will tell you what I would change first, whether or not you end up working with me.
Book a free strategy call →Or switch platform: Google Ads. Full index on the sitemap.