Meta ads for health, beauty and wellness
Meta automated the targeting. The creative is the job now.
I run the account and make the two things the algorithm does not: the creative, and the page the click lands on.
For brands already spending 5,000 euro a month or more on Meta. Spending less? The build stands on its own, with no monthly fee.
2.24x to 8.63x on the same 15 euro a day
The ads were already earning the click. The product page was losing the sale. I put an advertorial between the two and rebuilt the creative around one angle.
Control
27 Mar to 26 Apr 20262.24x
Ads straight to the product page
- Spend
- €376.92
- Revenue
- €843.07
- Worst campaign
- 0.98x
Variant
Advertorial campaign, to 28 Jun 20268.63x
Ads to an advertorial, then the store
- Spend
- €788.28
- Purchases
- 213
- Cost per purchase
- €3.70
What changed
One account, one product, one daily budget. The only thing that changed is what sits between the ad and the store.
turskakozmetika. Meta Ads Manager and Shopify, May to June 2026.
8.63x
return on ad spend, up from 2.24x
213
purchases from 788 euro of spend
€3.70
per purchase, on 15 euro a day
+38%
store conversion, month on month
turskakozmetika. Meta Ads Manager and Shopify, May to June 2026.
Read the case→Checked by other people
Three things you can verify without asking me
600+
Sites judged at the national web awards
Main jury member, reviewing UX, accessibility and performance across every industry in the country. The same eye goes over a landing page before a euro is spent on it.
47
Ads written, made and shipped
Across six briefs in health, beauty and wellness, every one of them on the page below and every angle carried across a dozen executions.
7
Advertorials live and reachable
Not mockups and not a deck. Seven pages deployed and still up, each one linked so you can read the whole argument before you call.
“A mutual friend pointed us in the right direction and it was the best advice we got. Clean, efficient, no confusion. Completely satisfied with the quality and the results.”
8.63x
return on ad spend, up from 2.24x
On testimonials
One quote, because one client has written one. The rest of this page is the account itself, including the ad that spent 71 cents and sold nothing.
Why the click is lost
A product page is written for someone who already wants it.
The person who tapped your ad thirty seconds ago does not. They have a problem, not a shortlist. They land on a price before they have a reason, and they leave.
The ad
Earns the click. Its job ends there.
The page in between
Explains the problem, the mechanism and the proof, before anyone sees a price.
The product page
Meets a visitor who already wants what is on it.
How it works
Every number, largest first
I diagnose for free and never build for free. The ceiling is at the top of this list rather than hidden at the bottom of a proposal, so you know the worst case before the first call.
The usual way to buy this is two people
Agencies quote 2,500 to 5,000 euro a month for media buying alone, before a single creative is made. Creative is a second retainer on top, and the two rarely speak to each other.
This is both jobs, one person, and one number that does not move when your budget does.
The retainer
€4,000
Per month, starts this week
New ads into test every week, each one run against whatever is currently winning. The fee does not move with your budget, so scaling the account costs you nothing extra.
- New ad creative into test every week
- Every ad run against the control that is winning
- Losers cut, winners scaled, written down
- The page those ads land on, iterated with them
- A dashboard joining your store's revenue to the ad spend
The funnel build
€2,500
Three days
Fifteen native ads across two or three competing angles, and the advertorial they point at, delivered in three days. Paid upfront, before any monthly work starts.
- Fifteen native ads, ready to run
- Two or three angles to test against each other, from customer research
- The advertorial those ads land on
- Tracking, checked before the first euro is spent
The audit
Free
20 minutes, on a call
We get on a call and I open your ad library while you watch, then the page your ads point at. You get the answers live and you can argue with them, which is the part a recording sent to your inbox cannot do.
- Your best and worst ads, named
- Why the winner wins and the rest do not
- Where the click is lost after the ad
- Three ads to test this week
- The recording, yours to keep either way
Included with the retainer
Your store and your ad account, on one screen
Meta reports its own return, on its own attribution window, which is Meta marking its own homework. This puts the spend beside what your store actually recorded, over the same window, so the number is one you can reconcile against your own books.
From Meta
- Spend
- €788.28
- Cost per purchase
- €3.70
From your store
- Orders
- 213
- Window
- The same one
Reconciled
8.63x
Return measured against orders your store recorded, not against Meta's attribution.
turskakozmetika. Meta Ads Manager and Shopify, May to June 2026.
- Spend out, revenue in
- What Meta took, beside what your store actually banked.
- Every creative tested
- The running count, what is live, what is paused, and the control each is tested against.
- What each ad really did
- Per creative, down to the orders it produced in the store.
The actual order
Listed largest first. You start at the bottom of it: book the call, we do the audit on it, and if the build and the retainer make sense we agree them there. Nothing above the audit is something you buy from a page.
Next step
Book the call and we do the audit on it.
Twenty minutes, your account open on the screen, and you keep the recording whether or not we work together.
How a winner is found
Anyone can generate an image. Knowing which one to run is the job.
Three ads from one ad set. Same offer, same audience, same week. Meta put 93 percent of the budget behind one of them, and it was not the one that looks most like an ad.
Mirror, no caption
Killed by the algorithm in seven days
€0.71 spent · 0 purchases
Sticky note on a kitchen table
Best click rate, never got the budget
€6.15 spent · 2 purchases
Handwritten cardboard sign
The winner, and where the money went
€87.23 spent · 24 purchases at 9.80x
The winner was not luck. It was written down.
Generated creative looks cheap when nothing governs it. Before anything is produced there is a document saying what the frame must and must not contain.
- She is the age of the woman watching, not ten years younger.
- Natural window light. No studio, no ring light, nothing styled.
- Real cardboard, real handwriting, lines that are not quite straight.
- Not smiling. She is stating a fact, not performing an emotion.
Creative, by brief
Six briefs. 47 ads. Two or three angles each.
Each brief carries two or three competing angles, and each angle several executions. The angle is the thing actually being tested; the executions are how you tell whether it was the angle or the picture that did the work.
Tiredness that survives a full night of sleep is a deficiency, not a character flaw.
Magnesium gummies · Trial package, nine creatives and a test plan
13 ads
These are pitch and trial packages, built on spec to win the account rather than delivered under a retainer. Two of these brands went on to say no. The creative is mine either way, and it is the same process the paid work runs on.
The page in between
Where those ads actually land
Not a product page. A long-form article that makes the argument first, so the reader arrives at the price already knowing why the thing exists. Each one is written, designed and shipped as a live page.
7
advertorials written and built
14.1k
words of long-form copy
2,012
words in the average piece
My doctor told me why I could not lose weight after 40, and the answer shocked me
A first-person account of a consultation, which names the mechanism long before it names the tea.
2.24x to 8.63x on the same 15 euro a day
turskakozmetika. The only page here with an ad account behind it.
2336 words · 18 screens
Read the live page
Why am I tired all the time?
Builds the case that persistent tiredness is a magnesium gap before it names a product.
- Length
- 2283 words
- Scroll depth
- 17 screens
Your skin is not ageing. It is hungry.
Reframes dull skin after thirty as a nutrient gap rather than a question of age.
- Length
- 1811 words
- Scroll depth
- 16 screens
Why your skin suddenly reacts to everything, and why it was never simply sensitive
Takes the reader through barrier damage and the microbiome before offering the serum.
- Length
- 2356 words
- Scroll depth
- 13 screens
The real reason your stomach swells in the evening
Separates bloating from metabolism and willpower, and puts the cause in the gut.
- Length
- 2167 words
- Scroll depth
- 13 screens
The Bulgarian secret for good skin that the big brands swapped for chemistry
Uses origin and adulteration as the wedge, so the product arrives as the authentic version.
- Length
- 2030 words
- Scroll depth
- 13 screens
Why you drink water all day and still feel bloated, heavy and drained
Argues that water without electrolytes is the reason hydration never lands.
- Length
- 1102 words
- Scroll depth
- 10 screens
All seven are written in Bulgarian, so the headline above each is the English of it. Every one carries an advertising label above the masthead, before a reader meets a word of the copy, which is where the UK, US and EU rules all say it belongs and where most advertorials do not put it. Six of the seven were built as pitch packages rather than delivered under a retainer, and two of those brands went on to say no.
Qualification
Who this is for
A good fit
- You sell supplements, skincare or wellness products, and you spend €5,000 a month or more on Meta.
- Your return has stalled, or it swings from week to week and you cannot say why.
- Creative wears out faster than you can replace it.
- You have real customers, and reviews or messages I can read.
Not a fit
- You spend less than €5,000 a month on ads. Buy the build on its own instead: you keep everything and there is no monthly fee.
- You have not sold the product yet. Ads amplify demand, they do not invent it.
- You want claims the product cannot support. I will not write them.
- You want someone to run the account and be sent the creative. The creative is the job.
The build is €2,500 once, paid upfront. After that the retainer is €4,000 a month, flat. It does not move with your ad spend and there is no percentage anywhere in it.
The guarantee
A creative that beats your best ad on click-through rate, within 60 days.
Tested against your current winner as the control. If I do not find one, month three is free, and I keep producing and testing at no charge for up to 60 more days until I do.
I will not guarantee return on ad spend, and you should be wary of anyone who does. Return depends on your product, your pricing, your checkout and your margins. Click-through rate measures one thing: whether the creative stops the scroll. That part is entirely mine.
What it asks of you
- Ad account access within three business days of signing
- Creative approvals within three business days of delivery
- No change to the offer, pricing or landing page during a live test
- At least €5,000 of monthly ad spend maintained
Those four are the whole of it. Meet them and the promise holds, whatever the account does.