Meta ads and advertorials for health, beauty and wellness brands
Convert the 98% of cold e-com traffic that isn’t ready to buy yet.
We design the pre-sale editorial funnels and run the native ad campaigns that turn cold, skeptical scrollers into high-intent buyers.
The work
Our ads.
The problem
Unpredictable results.
Good weeks, then dead ones, and nobody can tell you why. So every budget increase is a gamble.
The dip
Return slid over three weeks. Nothing in the account changed.
The quiet loss
One campaign has run under 1x for a fortnight and nobody noticed.
The ceiling
The budget has not moved in months, because moving it is a guess.
It's not your targeting. Your ads only talk to people who were already going to buy.
The mechanism
The other 98%.
98 of every 100 visitors leave without buying. Most brands spend everything on the other two. We build for the 98.
2
Ready to buy
Retargeting, search and the product page all compete for these two. That is where most budgets go.
98
Not ready yet - who we build for
They have the problem but have not started shopping. An advertorial gives them the reason before the price.
Average e-commerce conversion is about 2%, and 2.02% for health and wellness. Triple Whale benchmark, September 2024 to August 2025.
The bridge
The missing step.
Cold traffic needs a reason before it sees a price. Nobody is giving them one.
Why cold traffic does not buy
The ad
Someone who has never heard of you clicks
The gap
No reason to buy yet
The purchase
Never gets here
Someone who has never heard of you clicks, lands on a price, and leaves.
What we do
One team.
The ads, the advertorial and the campaign, from the same people. Nothing gets lost between three vendors.
- 01
The ads
Native ads for people who have never heard of you. Fifteen at launch, new ones every week.
- 02
The advertorial
The page between the ad and your store. It gives the reason before the price.
- 03
Running it
We launch it, test new ads against the winner every week, and move budget to what sells.
Native ads we have made
The usual way to buy this is three people
One team, one fee, and nobody else to blame.
- Who makes the ads
- A creative studio
- Us
- Who writes the page
- A copywriter, if anyone
- Us
- Who runs the account
- A media buyer
- Us
- Owns the result
- Nobody, end to end
- Us
The advertorials
Pages that pre‑sell.
They sell the reason before the product. Seven of them, translated from Bulgarian, in full.
Pages
7
advertorials written and built
Total
14.5k
words of long-form copy
Average
2,066
words in the average piece
My doctor revealed why I can't 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.
What it did
2.24x to 8.63x on the same 15 euro a day
turskakozmetika. The only page here with an ad account behind it.
Why am I tired all the time?
Builds the case that persistent tiredness is a magnesium gap before it names a product.
- Length
- 2318 words
- Scroll depth
- 16 screens
Your skin isn't ageing. It's hungry.
Reframes dull skin after thirty as a nutrient gap rather than a question of age.
- Length
- 1767 words
- Scroll depth
- 15 screens
Why your skin suddenly reacts to everything, and why it was never just sensitive
Takes the reader through barrier damage and the microbiome before offering the serum.
- Length
- 2358 words
- Scroll depth
- 13 screens
The real reason your stomach bloats in the evening
Separates bloating from metabolism and willpower, and puts the cause in the gut.
- Length
- 2319 words
- Scroll depth
- 13 screens
The Bulgarian secret to beautiful skin that the big brands quietly replaced with chemistry
Uses origin and adulteration as the wedge, so the product arrives as the authentic version.
- Length
- 2076 words
- Scroll depth
- 12 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
- 1191 words
- Scroll depth
- 9 screens
After the click
We find the leaks.
We watch real visits and call real customers. Then we fix the step where people leave.
01
Session recordings
Real visits, from the ad to checkout. We see exactly where people stop.
02
Customer calls
We call buyers and the people who nearly bought, and ask what got in the way.
03
Fixed right away
What we find goes straight into the next ads and the advertorial.
How we run it
Test, then scale.
Four ads, one ad set, one week. One of them took 78 of the 100 purchases.
Native winner
WinnerReal cardboard, real handwriting, natural window light, and she is not smiling.
€214.50 · 78 purchases · 12.12x
The ad set, every ad in it
Ad
Spend
Buys
Cost
Native winner
€214.50
78
€2.75
Testimonial
€30.03
11
€2.73
BOF winner
€19.26
6
€3.21
BA | Direct to website
€26.80
5
€5.36
Four ads
€290.59
100
€2.91
The frame is the only variable. A purchase cost €2.75 on the ad that won and €5.36 on the one that came last.
The brief
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.
Proof
2.24x to 8.63x.
Same store, same €15 a day. We added one advertorial and rebuilt the ads around one angle.
Return on ad spend
8.63x
return on ad spend, up from 2.24x
Purchases
213
purchases from €788 of spend
Cost per purchase
€3.70
per purchase, on €15 a day
Store conversion
+38%
store conversion, month on month
The results stopped swinging, so raising the budget became a decision, not a gamble.
turskakozmetika. Meta Ads Manager and Shopify, May to June 2026.
Read the case→“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.”
Return on ad spend
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.
More of our ads
Several angles each.
Five briefs. 36 ads. Two or three angles each.
Tiredness that survives a full night of sleep is a deficiency, not a character flaw.
Magnesium gummies · Nine creatives, three competing angles
9 ads
How we start
On the house.
Your campaign, built and running for 14 days. Judge us on your numbers, not our pitch.
01
A 20-minute call
We open your ads and your store together and agree what to test.
02
We build it
The native ads, and the advertorial they point to.
03
We run it for 14 days
On your ad account and budget. Then we read the numbers together.
What we need from you
- Ad account access within three days
- Creative approved within three days
- No change to your offer or price during the test
- A steady daily budget, so the test means something
Is this you
Sound familiar?
What you can count on
- Our full attention
- We take five clients at a time, so your account never gets the leftovers.
- A straight answer
- If ads are not your bottleneck, we will tell you on the call.
- A safe account
- Only claims your product can back, so nothing gets restricted.
- One team on it
- The ads and the page come from the same people, so they say the same thing.
We start with 14 days on the house. After that, a monthly fee based on your ad spend, with a minimum. You get the numbers on the call.