1️⃣ Campaign Overview & Initial Approach

The Health & Wellness industry is highly competitive, with consumers looking for products that promise natural solutions and self-care benefits. The initial strategy was designed around increasing trust and showcasing the health benefits of the products offered.

• The goal was to drive purchases while maintaining high-quality brand perception.
  
• Research focused on building an emotional connection with customers, emphasizing the wellness journey and product effectiveness.
  
  

2️⃣ Audience Targeting Strategy

Because health and wellness products tend to appeal to specific health-conscious individuals, I created a detailed targeting framework to identify and engage the ideal audience:

• Interests: Health & wellness, organic products, fitness enthusiasts, mindfulness, supplements, yoga, and natural healing
  
• Behaviors: Online shoppers in health & wellness, fitness tracking, supplements buyers, frequent health product purchasers
  
• Custom Audiences: Users who had visited the website, engaged with social media content, or added products to the cart but didn’t purchase
  
• Lookalikes: Created lookalike audiences from high-value purchasers, ensuring the reach was to individuals most likely to convert
  
  

3️⃣ Creative Strategy & Ad Formats

To engage the audience effectively, video content was used to create deeper connections. The ad creatives were designed to align with the holistic wellness theme, and focused on product efficacy and the self-care journey.

• Ad Types Used:
  
  
  • Testimonial videos featuring satisfied customers sharing their wellness journey
    
  • Explainer videos demonstrating product benefits
    
  • Carousel ads showcasing a variety of products and their unique health benefits
    
  • Static image ads highlighting the natural ingredients and quality of the products
    
    
• Ad Copy Themes:
  
  
  • “Nurture your body with natural wellness products.”
    
  • “Transform your routine with holistic care.”
    
  • “Reclaim your energy and well-being today!”
    
    

4️⃣ Funnel Structure & Conversion Flow

The funnel was structured to guide users from initial awareness through to conversion:

• Top of Funnel (TOF): Engaged cold audiences with awareness ads about the benefits of health & wellness products, such as “Natural Ingredients for Total Wellness”
  
• Middle of Funnel (MOF): Retargeted interested users with product demos, educational content, and discounts to encourage consideration
  
• Bottom of Funnel (BOF): Focused on high-intent customers using cart abandonment retargeting and time-limited offers to push for conversion
  
  

Dynamic Product Ads (DPA) were implemented for personalized retargeting.

5️⃣ Optimization & Performance Monitoring

Despite a low ROAS, ongoing optimization was key to learning and fine-tuning the campaign:

• Creative Testing: Ran multiple variations of video vs. static, headline vs. description focus, and product usage examples
  
• Audience Refinement: Adjusted targeting by narrowing down to more specific health conditions, fitness goals, and age groups to reach a more qualified audience
  
• Budget Adjustments: Reallocated budget to best-performing ad sets and adjusted bid strategy to focus on cost-per-click and cost-per-action (CPA)
  
  

6️⃣ Challenges & Lessons Learned

• Low ROI: While the ROAS didn’t hit the desired level, the campaign provided valuable insights into the health & wellness market and potential gaps in targeting or product appeal.
  
• Competitive Market: The health space is very competitive, and conversion cycles are often longer, requiring more nurturing and trust-building before conversions happen.
  
• Learning Opportunity: Focused on audience segmentation and product-market fit to gather data for future campaigns with refined targeting and messaging.
  
  

✅ Final Outcome & Conclusion

While the results didn’t meet initial goals, the campaign provided critical data on user behavior and preferences:

• Total Ad Spend: $11,283.45
  
• Revenue Generated: $295
  
• ROAS: Low, with areas identified for optimization
  
  

Key Takeaway: More testing on product appeal, adjusted audience targeting, and longer nurture cycles are needed for better results in the health & wellness niche.