0%
of Meta auction outcomes can be attributed to the creative.
Meta, Agency Summit 2024 ↗ For supplement & wellness brands on Meta
Your next winning ad is hiding in your reviews.
I dig through your reviews, competitors and customer conversations, find the angles nobody in your category is using, and turn them into scroll-stopping Meta ads. Every month.
- No calls, ever
- No Meta access needed
- Delivered in 3 business days
Not an agency. An operator. I run Meta ads for my own supplement brand Coapetit and my beauty salon Olea Beauty Bar. I know what creative fatigue costs, because I pay for it too.
Why creative
Your targeting isn’t the problem anymore. Your creative is.
Meta’s algorithm now does the targeting. What it can’t do is give people a reason to stop scrolling. That part is the ad, and the data says it’s the biggest lever you have.
0%
of an ad’s sales lift comes from creative quality, more than reach, targeting and recency combined.
Nielsen, ~500 campaigns ↗0%
of a video ad’s value is delivered in the first 3 seconds. The hook decides almost everything.
Facebook research ↗Sound familiar?
- Your best ad has been running for months, and it’s slowly getting more expensive.
- New creatives are the same message in a new color.
- Your team is out of angles. Or out of time.
- You’re spending more just to stand still.
That’s creative fatigue. The fix isn’t more ads. It’s different ads, built on reasons your customers already gave you.
Same ad, week after week → cost per purchase creeps upFresh angle → reset
Why supplements are harder
Supplement ads are a minefield. I know where the mines are.
One wrong word gets an ad rejected. A few too many can get an ad account restricted. Most designers don’t know the rules, so you end up rewriting their work. I write around them from the first draft.
Policy checkScanning…3 issues foundRewritten ✓
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Meta Advertising StandardsFTCASA / CAPEU 1924/2006
Rejected for one word: “you”
Meta doesn’t allow ads that assert or imply a viewer’s personal attributes, including medical conditions. “Struggling with bloating?” can get rejected.
How I handle itI write hooks about the moment (“3pm bloat”), not the person.
Claims rules change by market
In the EU and UK, supplements can only use authorised health claims. In the US, the FTC expects competent and reliable scientific evidence behind every health claim.
How I handle itCopy is written for each market, with authorised wording, and every claim is flagged for your sign-off.
Body image is a red line
Weight-loss and dietary products must target adults 18+. Ads can’t make statements of inferiority about someone’s appearance, and before/after shots are tightly limited.
How I handle itAspiration, routine and social proof instead of shame. Same pull, no rejections.
Less tracking than other brands
Since 2025 Meta restricts data for brands it treats as health & wellness: some conversion events, custom conversions and audiences are limited or disabled.
How I handle itWhen targeting data gets weaker, creative does the targeting. More distinct angles let the algorithm find buyers.
Everyone says “clinically studied”
Open the Ad Library for any category: the same bottle shot, the same ingredient list, the same promise. Buyers can’t tell brands apart.
How I handle itAngles built from your customers’ own words, which no competitor can copy.
Winners die faster
Supplement buyers scroll past the same ad fast. Frequency climbs, CPA follows, and the team runs out of new ideas.
How I handle it12–15 genuinely different concepts every month, planned as tests, not variations.
Based on Meta Advertising Standards, the FTC Health Products Compliance Guidance, the UK CAP Code and EU Regulation 1924/2006. Rules change; this isn’t legal advice, and you always approve final claims.
What research-led creative looks like
Same product. A reason to care.
Most supplement ads say what the product is. The ones that win say what the customer feels. Tap a category.
Typical category ad
Not attached to problems people have. Looks like every competitor. Easy to scroll past.
Research-led
Why it works: Reviews keep mentioning waking up at night, not falling asleep.
Typical category ad
Looks confusing, people are not encouraged to make a purchase decision.
Research-led
Why it works: Customers have a common problem, we're creating a solution that's easy to understand.
Typical category ad
Feature-led. Looks like every competitor. Easy to scroll past.
Research-led
Why it works: The proof customers trust most is someone else noticing. Plus the creative is more vibrant, and more scroll-stopping.
Example concepts to show the thinking, not client work. Your free audit includes 2 real redesigns of your own live ads.
Copy teardown
Every word has a job. Here’s the red pen.
The image stops the scroll. The words make the sale, and in this category they also decide whether the ad gets approved. Here’s how I rewrite typical supplement copy, line by line.
Before
Struggling with insomnia?Personal attribute Our clinically provenUnproven claim magnesium formula cures sleepless nightsDisease claim. Premium ingredients.Says nothing 30% off today only!Fake urgency
After
3am wake-ups1 are more common than people admit. Ours is magnesium glycinate with L-theanine2, and magnesium contributes to a reduction of tiredness and fatigue3. “Easiest habit I’ve kept all year.” – Ana, verified buyer4 Try 30 nights. Don’t love it? Full refund.5
-
1
Moment, not diagnosis
Talks about the 3am moment instead of telling the viewer they have insomnia, which Meta’s personal-attributes rule doesn’t allow.
-
2
Specific beats premium
Buyers in this category know what glycinate is. Naming the form builds more trust than “premium”.
-
3
Authorised wording
An approved EU/UK health claim for magnesium instead of “cures”, which no supplement can say.
-
4
Customer voice
A real buyer’s words do the persuading, without promising a medical result.
-
5
Risk reversal
A guarantee replaces fake urgency. It lowers the risk of buying instead of adding pressure.
Before
Are you tired, bloated and overweight?Personal attribute Our superfood greens detox your bodyUnsupported claim and boost your immune systemUnauthorised wording. Lose weight fast!Weight-loss red flag Shop now.
After
One scoop. 75 ingredients. 30 seconds.1 The green habit that replaced my 4pm coffee2, with vitamin C, which contributes to the normal function of the immune system3. Tastes like pineapple, not lawn clippings.4 Start with a 30-day pouch.5
-
1
Concrete, not hype
Numbers people can picture beat “superfood”.
-
2
A routine they recognise
Written the way customers describe it in reviews: a habit, not a cure.
-
3
The compliant version
“Boosts immunity” isn’t an authorised claim. This wording is, because of the vitamin C.
-
4
Kills the objection
Taste is one of the most common complaints in greens reviews. Answer it before they scroll.
-
5
Small first step
A low-commitment entry offer instead of a hard sell.
Before
Ladies over 40!Personal attribute Hate your wrinkles and thinning hair?Negative self-image Our collagen reverses aging in 7 daysUnrealistic claim. The best collagen on the market.Unprovable superlative
After
“My hairdresser noticed before I did.”1 Week 6 of a 10g scoop that disappears into morning coffee2. With vitamin C, which contributes to normal collagen formation for the normal function of skin3. No taste. No clumps. Nothing new to remember.4
-
1
Proof from outside
Someone else noticing is the proof buyers trust most, and it isn’t a medical claim.
-
2
Easy routine
Shows exactly how it fits into a day that already exists.
-
3
Authorised wording
The approved way to connect a collagen product to skin in the EU and UK.
-
4
Removes effort
Answers “will I actually keep taking it?” before it becomes a reason not to buy.
Illustrative examples. Which claims you can use depends on your product, market and evidence. You always approve final copy.
100% asyncBriefs, ads and reports by email
How it works
Four steps. Zero calls.
- 1
Send your website
Two fields. Takes 20 seconds.
- 2
Get your free audit + 2 ads
Within 3 business days: 5 written findings and 2 of your live ads redesigned. Yours to keep.
- 3
Pick a plan, if you like it
Try a one-off Sprint or go monthly. Fill a 10-minute brief, pay the invoice, done.
- 4
New ads land in your inbox
Researched angles, finished creatives and a testing plan, ready for your media buyer.
Pricing
Start free. Scale when it works.
Clear prices. No retainers you can’t leave. No account access.
Free Audit
See the thinking before you spend.
$0delivered in 3 business days
- 5 written findings on your ads, offer & page
- 2 of your live ads redesigned
- The first test I’d run
- Yours to keep, no strings
Creative Growth Sprint
One focused week to refresh your ads.
$1,000one-time · 7 days
- Competitor & customer-language research
- 5 new angles + 20 hooks
- 8 finished ads (statics + video edits)
- 30-day testing roadmap
3 founding spots left
Creative Partner
Fresh winners, every single month.
$1,200/month $2,000
- 12–15 new ads every month
- Statics, video re-edits & AI UGC
- Monthly angle & hook research
- Testing plan + written monthly report
- Month-to-month. Cancel anytime.
Founding price locked for 3 months, in exchange for a case study.
The first-batch guarantee
If you don’t like your first batch of ads, I redo it, free. Still not happy? You get your money back for that month. You’re risking nothing but a few minutes.
Paid by invoice before work starts · SEPA transfer (EU) · Payoneer (US & worldwide)
The honest comparison
Why brands choose a creative partner
| Typical agency | Freelance designer | Be Mario | |
|---|---|---|---|
| Research-led angles | Sometimes | Rarely | Every batch |
| Runs his own DTC ads | — | — | Yes |
| Calls & meetings | Weekly | Some | None |
| Who does the work | Junior team | Designer | Me, directly |
| Contract | 3–12 months | Per project | Month-to-month |
| Free work before you pay | — | — | Audit + 2 ads |
Who you’ll work with
I’m Mario. I build and market my own products.
I’ve been running Meta ads for my own businesses for years: a supplement brand, a busy beauty salon in Skopje whose ads I run, content sites and AI apps I built myself. I design, edit video and write hooks myself, so you work with the person who actually does the work.
I’m taking on a small number of supplement brands so every account gets real research, not templates.
- Meta ads
- Photoshop & Illustrator
- Video editing
- Hooks & copy
- Landing pages
- AI UGC
Is the free audit really free?
Yes. You get 5 written findings and 2 of your live ads redesigned within 3 business days. You keep both, even if we never work together. I do it because it's the fastest way for you to judge my work.
Do we need to get on a call?
No. Everything is async: email (or Slack once we work together). You get written briefs, clear deliverables and a monthly written report. That's also how I keep prices lower than an agency.
Do you need access to our Meta ad account?
No. I work from your public ads, site, reviews and the numbers you choose to share. You or your media buyer launch the ads. Your account stays yours.
We already have an agency or media buyer. Does this still make sense?
Often, yes. Media buyers need a steady flow of new, genuinely different creatives to test. I become your second creative source, built on research they usually don't have time for.
Do you guarantee ROAS?
No honest creative partner can: results depend on your offer, product, budget and buying. What I guarantee is the work: if you don't like the first batch, you get a full free revision. Still not happy? You get your money back for that month.
Is this just AI-generated creative?
No. AI helps with speed (some images, AI UGC when it suits), but the research, angles, hooks, design decisions and quality control are done by me. Every ad is built on a reason, not a prompt.
What about supplement claims?
I write claim-safe copy by default and flag anything risky (disease claims, unsupported health claims). You always approve the final copy, since you know your substantiation best.
Who owns the ads?
You do. Every file, every source file, every concept. Use them however you like.
Can we cancel the monthly plan?
Yes, any month, before the next invoice. No minimum term.
How do we pay?
By invoice before work starts: SEPA bank transfer for EU brands, Payoneer (card or bank) for US and other brands.
Free audit + 2 redesigned ads
Send your website. I’ll show you what you’re missing.
- 01One competitor gap nobody is using
- 02One customer pain your ads ignore
- 03One hook & creative opportunity
- 04One offer or landing-page fix
- 05The first test I’d run
- +2Two of your live ads, redesigned