FOR HEALTH & WELLNESS BRANDS

Wellness marketing that turns a first order into a routine.

We grow health and wellness brands on Shopify. Soul Comfort, a wellness brand, grew from $21K to $105K a month in four months once its ads, landing pages and email and SMS worked toward the same goal. In wellness the profit is in the customer who keeps the routine going, so we build the ads, pages and reminders around that habit. If Meta limits the purchase data your store can send, we set up tracking within its rules and judge every campaign by your Shopify orders.

30-minute call with Dair
The founder, not a sales rep.
A glass mug of herbal tea with fresh mint leaves
BRANDS WE'VE WORKED WITH
  • Soul Comfort
  • Tuff Crowd
  • Rüfüs Du Sol
  • Haven Sleep Co
  • Amourprints
  • Boss Dog & Boss Cat

Including Soul Comfort, the wellness brand in our case studies. Read our reviews on Shopify (opens in a new tab).

IN SHORT

Health and wellness marketing is how a wellness brand wins a careful first-time buyer and keeps the routine, and the reorders, going. We make ads that show the product in daily use, build product pages that answer what a first-time buyer asks, and time email and SMS to how long each product lasts. When Meta limits the data a health store can send, we set up tracking within its rules and judge results by your Shopify orders.

HOW PEOPLE BUY
Carefully. First-time buyers read what's in it, how to use it and what real customers say, because they have seen products overpromise.
WHEN IT SELLS
January, when people start new routines, then all year as customers reorder, with Black Friday and holiday gifting at the end of the year.
WHAT WINS THE SALE
Ads that show the product in daily use, pages that answer a first-time buyer, and reminders that keep the habit going.
WHY WELLNESS IS DIFFERENT

Wellness sells on trust, and pays on the reorder.

Most of the profit in wellness comes from customers who keep the routine going. These four problems get in the way.

Not sure where your store loses sales? Ask Dair →

Ads that name the problem get rejected

Meta won't approve an ad that suggests the viewer has a health condition, such as a headline asking if they struggle with anxiety. Repeated rejections can get the whole ad account restricted.

HOW WE FIX IT Ads built around what you can say

Meta can stop seeing your sales

Meta limits the purchase data it accepts from stores it puts in health categories. Campaigns then have fewer sales to learn from, and Ads Manager shows fewer of them than Shopify does.

HOW WE FIX IT Tracking set up for it, results judged by Shopify orders

New customers are wary of wellness promises

Shoppers have seen too many products that overpromise. Before they try something new, they want to know what's in it, how to use it and what real customers say.

HOW WE FIX IT Product pages built on proof

Routines lapse after the first order

Many wellness products are part of a daily habit. When the habit fades, the reorder doesn't come, and the customer drifts away without a word.

HOW WE FIX IT Emails and texts that keep the habit going
INSIDE THE WORK

How wellness brands win a careful buyer and keep the habit.

Wellness shoppers are careful, and Meta treats health stores differently from other stores. Both shape how the ads, pages and emails are built.

ADS THAT GET APPROVED

Wellness ads written to pass review.

The quickest way to lose a week on Meta is a headline about the viewer's health. Meta's standards don't allow ads that assert or imply personal attributes, and physical and mental health are on that list. Meta's own examples: 'New diabetes treatment available' is allowed, while 'Do you have diabetes?' is not. So 'Struggling with anxiety?' gets rejected, however good the product is, and repeated rejections can restrict the whole ad account.

So we write around the product instead of the viewer: what it is, how it fits into a day and what customers say about using it. Those ads get approved, and they tend to read as more honest too. Creators get a brief on what they can and can't say, the landing page says what the ad says, and every claim comes from a list you've signed off.

  • Copy about the product, never the viewer's health
  • Creator briefs, with paid posts labeled
  • Every claim from a list you signed off
The checks every wellness ad goes through before it runs: the wording, the claims, the creator disclosure and the page it sends people to.
PRODUCT PAGES

A first-time buyer wants to see what's in it.

Wellness shoppers have seen plenty of products promise too much, so a new brand starts out with a trust gap. Before they try something, they want the full ingredient list, how to use it, how long one pack lasts, who it suits and who should ask a doctor first, and what people who use it every day actually say about it.

We build product pages that answer those questions in the order people ask them, close to the add-to-cart button. Photos show the product in daily use. Reviews describe real experiences, and the ones we feature make no medical claims. And every page an ad sends people to keeps the ad's promise, one of the changes behind Soul Comfort's growth.

  • Every ingredient, in plain words
  • How to use it, and how long a pack lasts
  • Reviews about real use, without medical claims
An example product page for an herbal blend, with the answers a first-time wellness buyer looks for before trying something new.
THE WELLNESS YEAR

A few moments each year bring a wave of fresh starts.

Wellness sells all year, but a few moments bring a wave of people looking to start something new. January is the best known, when many people set new routines. Spring and back to school bring fresh starts of their own. Then Black Friday and the holidays bring gift buyers and deal seekers.

So the year is planned around those moments. Ads and emails build up in the weeks before, landing pages are ready for the new-routine shopper, and every campaign works to a profit target. Between the peaks, the work keeps existing customers' habits going: how-to-use emails, reorder reminders timed to how long each product lasts, and win-backs for people who stopped. See what a customer is worth with the lifetime value calculator.

  • Campaigns that build up before each peak
  • Reorder reminders timed to how long each product lasts
  • Win-back emails for routines that lapsed
An example wellness year: ads and emails build up before each fresh start (blue), then the peak itself (purple), with reorder flows running all year.
WHAT'S INCLUDED

Ads, pages and email built around the routine.

Each campaign works to a profit target set from what a customer spends over several orders.

  1. Ads that sell the benefit

    Video, photo and creator ads that show the product in daily use and leave out the claims that get ads rejected.

  2. Creator briefs

    Clear briefs on what creators can and can't say. Paid posts are labeled as ads.

  3. Tracking that fits the restrictions

    We check whether Meta has restricted your store, set up tracking that stays within its rules and measure every campaign against your Shopify orders.

  4. Product pages that earn trust

    Answers to what a first-time buyer asks: what's in it, how to use it, who it suits and what customers say.

  5. Landing pages that match the ad

    A page for each main ad that keeps the ad's promise. It was one of the changes behind Soul Comfort's growth.

  6. Habit and reorder flows

    Welcome, how-to-use, reorder and win-back emails and texts. Each one is timed to how long the product lasts.

CLIENT RESULTS

Results from our clients.

All case studies →
$21K to $105K per month

Five times the monthly revenue in four months, by getting their ads and their email and SMS working toward the same goal.

Amourprints case study

Personalized wall art
$2M to $11M

Every dollar spent on Meta ads brought back $5.50 in revenue on average, for twelve months straight.

WHAT WE DO

Where we help wellness brands grow.

Each one is planned around your margins and how often your customers reorder.

Facebook and Instagram ads that find new buyers, with budgets set by your margins.

FacebookInstagram

New ad ideas every week, tested with real budget. Winners get scaled, losers get switched off fast.

UGCStaticVideo

Tracking that gets your sales to Meta, Google, TikTok and GA4, checked against your Shopify orders.

GA4Conversions APIEnhanced conversionsServer-side

Product and landing pages redesigned to turn visitors into buyers, then tested to prove which version makes more money.

A/B testingHeatmaps

Automated emails and texts that bring past customers back to buy again, without paying for more ads.

EmailSMSKlaviyoOmnisend

Shopping and search ads that reach people already looking for what you sell, managed for profit.

ShoppingPerformance MaxSearch
FREE TOOLS

Find your break-even point.

Find the ROAS where your ads start making money, work out a customer's lifetime value and test what a higher conversion rate is worth.

FAQ

Questions from health and wellness brands.

Don't see your question? Ask Dair directly on the call.

Dair Rose
Still have a question?
Email or call. Dair replies personally.
Book a strategy call →

Use ads that sell the benefit without the claims platforms reject, and send shoppers to pages that show what's in the product and how to use it. Then use email and texts to keep customers' routines, and their reorders, going.

Usually because the ad suggests something about the viewer's health, like a headline asking if they struggle with anxiety, or because it promises a result Meta sees as unlikely. We rewrite the angle around the benefit and keep a record of what Meta has approved for your account.

If Meta classifies your store as health-related, it can limit how it uses the purchase data your store sends. Campaigns then have less to learn from, and Ads Manager can show fewer sales than Shopify. We check your store's status in Events Manager, keep tracking within the rules and judge results by your Shopify orders.

Yes, but in the US the FTC treats a claim in a review or creator video as if you made it yourself, and paid creators must say they're paid. We brief creators on what they can say and choose reviews that describe real experiences without medical claims.

In January, when many people start new routines, with smaller waves in spring and at back to school, then Black Friday and the holidays for gifts. Between those peaks the money comes from reorders, so the reminders get planned as carefully as the launches.

Running a wellness brand?

Bring your reorder rate and what you pay for a new customer to a free 30-minute call with Dair. You'll see where routines lapse and what he'd fix first.