About 40 orders in 14 days | Every ad sent cold traffic to one advertorial.

1. 01Built the buyer profile and the offer brief before writing a word.
2. 02Placed the market: buyers already knew magnesium, and many had tried a pill or a powder.
3. 03Found the doubt to answer: not what magnesium does, but why the last one did nothing.
4. 04Set the big idea: stress burns through magnesium, and low magnesium makes stress harder to handle.

A buyer who has tried magnesium does not need it explained. They need a reason this one is different.

That let the advertorial and every ad start mid-conversation, at the doubt.

1. 01Opened on the tiredness the reader already feels: "Why am I tired all the time?"
2. 02Walked through what they had likely tried: melatonin, sleep aids, magnesium oxide pills, magnesium powders.
3. 03Named the cycle: stress uses up magnesium, and low magnesium makes stress worse.
4. 04Explained the form: magnesium glycinate and citrate, with L-theanine alongside.
5. 05Brought in the gummy last.

By the time the product appears, the reader has an answer to the question that stopped them buying the last time.

1. 01Waking up tired after eight hours of sleep.
2. 02Tried magnesium and felt nothing.
3. 03Eating well, moving, and still running on empty.
4. 04Stop masking the tiredness.
5. 05If your body could talk.
6. 06A hidden deficiency in women.
7. 07The myth that successful people just push through.
8. 08A slow metabolism that looks like a lack of willpower.
9. 09Three things linked to one mineral.

Every ad was built to look like a post, not an ad. Every one sent people to the advertorial, not the product page.

One angle per ad, so the campaign could show which doubt moved people.

1. 01Launched the nine ads across two separate ad sets, each with a broad audience.
2. 02No retargeting and no customer lists: cold traffic only.
3. 03Ran it for 14 days.

A broad audience lets Meta find who each angle speaks to, instead of us guessing the audience up front.