Most supplement accounts live off brand searches and a few product terms. We've spent millions of dollars on supplement clicks, so we know how to win everyone above that as well, from people searching for magnesium glycinate to people who just typed "can't sleep", without getting your Merchant Center suspended.
For brands doing $50k+ a month. On the 30-minute call we go through your account together, so share read-only access beforehand if you can.
Supplement brands we've worked with
Supplement searches come in layers. At the bottom, people type your name. Above them are people who know the exact product they want, then people comparing options, and at the top, people who only know their problem. Each layer is bigger than the one below it, and each one needs its own campaigns, ads and pages.
The cheapest sales in the account, as long as they stay cheap. Brand gets its own campaign at around 90% impression share, because the last few percent is where the cost per click explodes, and we report it separately so it never makes the rest look better than it is.
They've picked the ingredient and are now picking a brand, so Shopping does most of the work here. The feed decides whether your listing gets the click, and the product page decides whether that click turns into a sale.
More searches, more competitors and higher click prices. We build Search around each goal and category, write ads that answer the questions people compare on, and send them to pages that do the comparing for them, like listicles.
The biggest layer, and the one almost nobody runs well, because most of these people don't know yet that a supplement could help. They need an advertorial or a guide before a product page, and every claim along the way has to stay inside Google's healthcare policy.
In every layer, a competitor is already buying those clicks. We look at who shows up next to you, where their listings and pages are weaker, and which of their searches are worth bidding on, so a good part of the growth comes out of their share.
Book a call with MarcoMost supplement ads are either so careful that nobody clicks, or so bold that products get disapproved. In the worst case, Google suspends the whole Merchant Center account for misrepresentation, and Shopping makes no sales until an appeal goes through, which can take weeks.
We've run supplement accounts for years, so we know which claims Google accepts, which ingredients it restricts in which countries, and how to write an ad that still makes people want to click. Before we scale anything, we check the feed, the ads and the landing pages against Google's healthcare policy.
On Shopping, people compare supplements in about a second: the ingredient, the form, the dose, the count and the price per serving. If your title and image don't show those at a glance, the click goes to the listing next to yours, even when your product is better.
So we rewrite titles and descriptions around what people actually search for, choose images that show the product and the dose, and group products by margin and bestseller status, so the budget goes where it pays back. Then we keep testing, because the title that wins this month doesn't always win next quarter.
Nobody searches for a formula they've never heard of. So the ads sell the problem it solves and why your blend is the better answer, mostly in the upper layers with advertorials, problem searches and video, and we keep brand separate to see how many of the buyers are actually new.
Plain vitamin D, magnesium or ashwagandha means dozens of brands and Amazon bidding on the same searches, so it comes down to what you pay per click. The ads pre-qualify with dose, form and price, negatives cut out the window shoppers, and we keep testing until your clicks cost less than theirs and convert better.
We've sent millions of clicks to supplement pages, so we've seen what makes people buy and what makes them leave. Once the ads work, the page decides how far an account can scale, so we look at your product pages and collections as closely as at the campaigns. Four things belong above the fold.
People in the upper layers think in problems, so collections like sleep, stress or joints usually make better landing pages than a list of ingredients.
For the problem your supplement solves best, we propose the angle and the structure, and we can write and design the advertorial ourselves.
For searches like best sleep supplement, a page that compares the options honestly and makes the case for yours.
+345%
revenue in 2.5 months, with ROAS up 15%
One of the bigger keto brands, in a market where every search is contested. We rebuilt Search from the sitemap up, made dozens of image assets in-house to test creative angles fast, and gave the hero products their own Performance Max campaign. Brand stayed under 6% of revenue, so nearly all of the growth came from new customers.
+150%
conversions in 4 months, with ROAS up 80%
Brand pulled out of Performance Max, asset groups rebuilt to test several angles at once, then cold traffic sent to advertorials.
"Helped us get cold traffic conversions when our account was almost all branded traffic. His insights have really helped the account grow."
"A significant increase in non-brand revenue, especially from first-time customers. They took the time to understand our business and tailored their approach."
"Marco has managed ads for my two stores for almost two years. The business has generated 8 figures in revenue, and his expertise has been an important part of that."
I started cartlift in 2016, and supplements have become one of our biggest categories, from keto and collagen to shilajit and sleep gummies. I still do the first call with every brand myself. We go through your account together, I tell you what I'd change first, and honestly, if I don't think we can beat your current setup, I'll tell you that as well.
If we end up working together, you'll talk to Thomas, Moritz or me, and that's also who makes the changes in your account.
MarcoFounder of cartlift
Before we start, we agree on KPI targets with you. If we miss them within 90 days, we keep working for free until we hit them.
Whoever works on your account walks you through what happened, why, and what's next. You can message them directly any time, and you'll never get an AI-written PDF.
Supplement accounts collect a lot of searches from people who only want information, like side effects or dosage questions. Our own AI goes through every search term every day and flags the ones worth excluding, and one of us decides and makes the change. The AI has read access only.
Anything else, ask Marco on the call.
We'll look at it together on the call. In supplements, suspensions mostly come down to claims on the product pages, in the feed or elsewhere on the site, and we'll tell you honestly what it would take to fix them before anything goes live again.
No. Google doesn't allow some ingredients at all and restricts others by country. We check your range before the first campaign goes live, so you know upfront which products can run.
Google heavily restricts remarketing based on health topics, so most of the growth has to come from reaching new people. That's a big reason we put so much work into the upper layers of the funnel.
Where the numbers support it, on what a customer is worth over the first months. First-order ROAS makes campaigns that bring in subscribers look worse than they are.
Yes. We propose the angle and the structure for the problem your supplement solves, and we can write and design the page ourselves or brief your team. Google-specific image and feed assets are made in-house too, and for video we brief your team in detail.
Yes, but it's a different game. It comes down to the lowest cost per click for the right buyer, so the ads pre-qualify, the feed has to beat the listings around it, and the testing keeps going after launch.
Marco, Thomas or Moritz. The person on your calls is the person making the changes, so nothing gets passed on to someone you've never talked to.
A flat monthly fee based on the size and complexity of the account, plus a performance fee tied to incremental revenue growth. Both are agreed before we start. There's no setup fee, and the fee doesn't grow with your ad spend.
No. Month to month with 30 days notice, and no setup fee. Some clients have been with us for over four years.
Yes. We agree on KPI targets with you before we start. If we miss them within 90 days, we keep working for free until we hit them.
We work best with brands doing $50k+ a month online, with a product that already sells. Below that, our YouTube channel has 400+ free videos for that stage.
No. We work with online stores in a lot of categories, and supplements are one of the biggest. The rest is on our homepage.
Please reply to our proposal on Upwork and we'll set up the call there.
On a 30-minute call, Marco goes through your account with you, layer by layer, and tells you honestly whether we'd do better than your current setup, including when the answer is no.
Book a call with Marco30 minutes, video call
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