Facebook ads for a sea moss supplement brand

A sea moss importer was doing about $12,000 a month and had just come off a marketing company that nearly cost her the business. Her best month since is $59,000.

Cynthia, Supplements. Recorded November 2021.

Cynthia imports sea moss from St Lucia and Ireland and sells it retail and wholesale. Before we started, her ad accounts were a mess — creatives getting rejected, budget going out, and no clear picture of what was working. She had already paid a marketing company a lot of money for results that never came.

The first job was getting the account clean and compliant so ads could actually run, then building campaigns around the products that carried real margin. Revenue moved from roughly $12,000 a month to a peak month of $59,000.

The part she raises unprompted is the margin work. Nobody had shown her how to read her own numbers, so she had been scaling on revenue rather than profit. Knowing what actually lands in her pocket changed how the budget gets spent.

Rejected creative is its own category of problem in supplements. Health claims trip Meta’s review process constantly, and most brands respond by softening the message until the ads stop selling. The work here was finding language that stayed inside the rules and still gave someone a reason to buy.

Cynthia’s advice for other owners was pointed. She thinks this works best for a business already turning over a few thousand a month — something with a product, some customers, and a reason to believe demand exists. Starting from zero is a different job, and she is right that ads are a poor substitute for product-market fit.

If you sell supplements or any health product and your ad account is a graveyard of rejections, the constraint is usually compliance rather than creative. Fixing that first is what makes scaling possible at all.

In Cynthia’s words