56 orders from 30k Meta spend - help

budgetburner

Six months, thirty grand, fifty-six orders. That's the score. D2C health brand - hormone test kits and supplement bundles. We've thrown everything at Meta: creative refreshes, landing page iterations, campaign structures, budgets high and low, leaving things alone for weeks. Nothing sticks. The only thing that's changed is the money we've burned.

Last thirty days? Can't tell you one thing I know now that I didn't know a month ago. Pixel's clean, CAPI's set up, deduped. Fine. But the numbers tell a different story. LPV to ATC is 0.44%. Benchmark is 5-10%. That's not a creative problem - that's a funnel that's been dead on arrival since day one.

Creative hook rate went from 2% to 33% after we fixed the editing style. Hang rate held around 32%. CTR jumped. But purchases? Four in April. Ten in March. May got worse as we scaled spend - CAC hit three grand per order. You can't optimise for purchase when the algorithm only sees fifty-six signals in ninety days. It has no idea who to target.

We ran ABO, CBO, ASC, foundation campaigns, broad by gender, lookalikes off purchasers, retargeting, single SKUs, bundles, different budgets, even a winner ad set that burned $4.6K in eight days for zero orders. 140 unique ads. 31 ad sets. Thirty LP iterations. All that testing and the only thing that improved was our ability to waste money faster.

I'd bet the account itself is flagged. Health products on Meta - hormone tests, supplements - they get silently throttled at the account level, not just the ad level. Changing creatives won't fix that. Plus the tracking restrictions in the healthcare category since 2025 limit pixel signal regardless of how clean your CAPI setup is.

The LPV→ATC rate is the real killer. Cold health traffic doesn't buy from a product page. You need a quiz funnel to qualify intent before the purchase ask. Supplement brands that used that approach in 2025 dramatically outperformed anyone sending people straight to a PDP. But if your account is already penalised, even that might not save you.

Where would you start? Because right now we're just throwing good money after bad.

24fire

That LPV to ATC rate-under half a percent against the typical 5 to 10%-isn't a creative problem, it's a structural one. no amount of new ad copy or imagery will fix a destination that bleeds cold health traffic.

For hormone tests and supplement bundles, a quiz funnel isn't optional, it's the only sensible route. The data I've seen from supplement brands using them in 2025 shows conversion rates that dwarf flat product pages, because you qualify intent before you ask for the sale. You're essentially sending warmer interest to the same broken landing page-like filling a sieve, then wondering why the bucket stays empty.

Meta's healthcare category has quietly made retargeting and tracking a nightmare since the start of the year. Even with CAPI, the pixel signal quality takes a silent hit. And with only around 56 purchases spread over three months, the algorithm has almost no purchase signal to optimise toward. It's flying blind.

You've fixed the top of the funnel, but the bottom is still a hole

zoecreative

hormone test kits and supplements-Meta almost certainly flags you at the account level, not just per-ad. That's why swapping creatives feels like rearranging deck chairs on a sinking ship. The whole account gets tagged as high-risk regardless of what you run. Had the exact same problem until we shifted to an agency-managed ad account.

24fire

This isn't a pixel or campaign-structure problem. The clicks are coming, but when people land on the site, they don't trust or understand the offer enough to pull the trigger. That's a product-market-message gap, not a media buying issue.

The fix is brutal simplicity: stop testing a dozen angles at once. Start with one clear pain-based funnel: ad → a short quiz or education page that validates their concern → a recommended test or bundle. Meanwhile, audit the checkout for trust killers: privacy anxiety, lab process opacity, subscription scare, refund murkiness, and total silence on what happens post-purchase.

You're burning cash trying to optimise a funnel that hasn't been built properly. Hire someone who's already run this playbook in supplements or diagnostics. A specialist will pay for themselves in a week.

splittester

Your creative's probably underwhelming - it happens. The imagery might feel too polished, lacking that raw, organic pulse that makes a scroll stop. Try Reels ads instead. That format breathes, it's alive with movement and rhythm. Much better fit for a wellness brand telling a deeper story.

roichaser

Honestly, you're throwing money at cold traffic and blaming Meta when your funnel is the problem. £559 CPA on a £79 AOV? That's seven times the order value before you even touch product cost or shipping. Anyone with a calculator can see that's a death spiral.

The real issue isn't the ads-it's the leaky bucket. Break it down: click to qualified visit, visit to cart, cart to paid order. Your last gate is flashing red: 30k sessions and 56 orders is a 0.18% conversion rate. That's not a targeting problem, that's a UX disaster. For a hormone test, stop cranking out new creatives and fix the path first. One focused journey-education or quiz, single starter offer, checkout with privacy and lab details upfront. Run session recordings before you even think about another batch of ads. Better creative just buys more people into the same broken pipe.

masoncollab

56 orders for $30k in spend? That's about $535 CAC, which on an $80-150 AOV means you're losing nearly $400 per sale. I've seen the "tried everything" pattern a lot - usually means too many variables tested at once with no clean signal, broken tracking, or the offer just doesn't work for cold Meta traffic.

The biggest lever I've found for hormone kits is swapping the product for a free quiz or symptom checker as the front-end offer. cold audiences on Meta won't drop $100 on a test kit first touch, but they'll happily fill out a quiz, drop an email, and you convert them through Klaviyo later. That alone drops CPA by 40-60% in my experience.

What's your funnel actually looking like top to bottom? Ad → landing page → checkout - any chance tracking's clean or is there a leak somewhere?

weekendhustle

i've been seeing the same thing - a lot of people just don't feel the need for the product. The ads might be the issue, they need to feel more authentic, like someone actually testing it. If you want, I'm happy to share what's worked for me. Dropped you a little message 😊 Hope it helps!!