The Brief

A UK-based peptide brand came to us generating around £8,000/month in revenue from paid social. Their ad account had been restricted twice. Their ROAS was sitting at a 1.8× blended — barely profitable. They had good products but no scalable acquisition system.

The Problem: Why They Kept Getting Restricted

After auditing their account, the answer was immediately clear: their ad copy contained direct efficacy claims ("burn fat faster", "improve muscle recovery") alongside landing pages that made implied medical statements. Meta's policy enforcement flagged these within days of launch.

The second issue was structural — they were running a single CBO campaign with all creatives bundled together. No creative testing framework. No retargeting separation. No audience temperature segmentation. The algorithm had nowhere to optimise.

The Compliance Architecture We Built

Before touching a single campaign, we audited every piece of copy — ads, landing pages, checkout flows — against current Meta advertising policies for regulated supplements. We replaced direct claims with compliant experience-based language, removed all before/after framing, and restructured landing pages to lead with lifestyle positioning rather than outcome promises.

Result: zero ad account restrictions since launch.

The Campaign Structure

We rebuilt the account from scratch with a 4-layer campaign architecture:

• Scale CBO (Cold Traffic): Broad + interest targeting with winning creatives. Daily budget £241. Responsible for top-of-funnel volume.
• Testing ABO (Creative Iteration): Ad-set level budgets of £20–£40 to isolate new hooks and angles before graduating them to the CBO.
• Dynamic Product Ads (DPA): Catalog retargeting against all site visitors and product viewers. This became our highest ROAS campaign at 6.8× in isolation.
• Warm Remarketing (Sales): Custom audience of 30-day visitors, cart adders, and checkout initiators. CPA here dropped to £15.90 — the lowest in the account.

The Creative Framework

We deployed a 3-hook creative testing system: Problem-Agitate-Solve (PAS), social proof-led, and curiosity-gap hooks. Each new creative was tested for 72 hours at £20/day. Only creatives achieving below £28 CPA were graduated to the scale CBO.

Within 6 weeks, we identified 4 winning creatives that collectively drove 73% of all attributed conversions.

The Results (Period Summary: 11 Active Campaigns)

After 90 days, the account reached a 5.46× blended ROAS with £49,795.96 in ad spend generating £271,850+ in attributed revenue. Customer acquisition cost dropped from £39.20 to £21.90. Zero ad account restrictions across the entire engagement period.

The Situation

A bioactive supplement brand with a strong product line had never run Google Ads. All their revenue came from organic word-of-mouth and a small Meta campaign. They wanted to add a second acquisition channel that wouldn't compete with their existing social media presence.

The Keyword Strategy

We started with extensive keyword research using Google's Keyword Planner and SEMrush to identify high-intent, compliant search terms. The key insight: most generic supplement keywords had extremely high CPCs (£3–£8) and poor buyer intent. Instead, we focused on long-tail, problem-aware keywords: "buy [product type] UK", "best [ingredient] supplement", "[specific compound] for research".

We built a comprehensive negative keyword list from day one — filtering out informational queries, competitor brand searches that didn't convert, and any terms with ambiguous regulatory standing.

Campaign Architecture

We launched 3 campaign types simultaneously:

• Google Shopping: Product feed optimised with detailed titles, descriptions, and custom labels. This delivered the highest volume at the lowest CPC.
• Search Campaigns: SKAG (Single Keyword Ad Groups) structure for top 20 buying-intent keywords. Tight match types, 3 ad variants per group.
• Performance Max: Launched in week 4 after accumulating conversion data. Fed with all winning creative assets from Meta for cross-channel efficiency.

Bidding Framework

We launched with Manual CPC to gather clean data for the first 3 weeks. Once each campaign had 30+ conversions, we switched to Target ROAS bidding. This transition alone improved ROAS by 1.1× across all campaigns within 2 weeks.

CPC Reduction Tactics

The 41% CPC reduction came from 4 specific actions: improved Quality Scores through tighter ad-to-keyword relevance, landing page speed optimisation (from 4.2s to 1.8s load time), negative keyword refinement in weeks 2 and 4, and geographic bid adjustments to focus spend on highest-LTV postcodes.

The Results After 90 Days

£22,380 in total ad spend generated £94,000+ in attributed revenue — a 4.2× blended ROAS. Average CPC dropped from £2.84 to £1.67. The brand now has a fully operational Google Ads channel running alongside their Meta campaigns, with both platforms feeding into a unified attribution dashboard.

The Problem

Our client was sending 4,000+ visitors/month to their Shopify store but converting at just 1.1%. Their cost-per-purchase was £48 despite having a strong product. The issue wasn't the ads — it was everything that happened after the click.

The 7-Step Overhaul Process

1. Heatmap & Session Recording Audit: We used Hotjar to identify where users dropped off. 67% of mobile users abandoned at the product description section.
2. Mobile-First Redesign: Rebuilt the page layout for mobile, moving the CTA above the fold, simplifying the hero image, and reducing scroll depth to purchase.
3. Offer Reframing: Changed from feature-led copy ("Contains 10mg of...") to benefit-led, compliant language ("Formulated for research-grade purity").
4. Trust Signals: Added verified reviews, lab report badges, and a money-back guarantee banner in the checkout flow.
5. Page Speed: Compressed all images, deferred non-critical scripts, moved to a CDN. Load time dropped from 4.2s to 1.8s — alone responsible for ~18% conversion improvement.
6. Upsell Architecture: Implemented a post-purchase upsell sequence with complementary products. AOV increased from £41 to £54.
7. A/B Testing: Ran 4 simultaneous tests over 3 weeks. Winning variants on headline, CTA colour, and social proof placement were implemented permanently.

The Result

Conversion rate moved from 1.1% to 1.85% — a 68% lift. Combined with the AOV increase, effective revenue per visitor improved by 124%. The client's ROAS from existing Meta campaigns improved by 1.7× without any changes to the ad account.

The Gap We Found

Our client had 12,000 email subscribers and was sending one broadcast per week — a newsletter that nobody read. They had no welcome sequence, no abandoned cart flow, no post-purchase sequence. They were leaving £20,000+/month on the table.

The Flow Architecture We Built

We designed 6 automated flows using Klaviyo:

• Welcome Sequence (5 emails, 7 days): Brand story, product education, social proof, then first offer. Open rate: 52% on email 1.
• Abandoned Cart (3 emails, 48 hours): Reminder, objection handling, urgency. Recovery rate: 18% of abandoned carts.
• Browse Abandonment (2 emails, 24 hours): Soft re-engagement for product page visitors. Low friction, high ROI.
• Post-Purchase (4 emails, 14 days): Thank you, usage guide, complementary product recommendation, review request.
• Winback (3 emails, 90 days inactive): Re-engagement offer for lapsed customers. Recovered 11% of dormant subscribers.
• VIP Loyalty (Ongoing): Segment-based early access, exclusive offers, referral incentives for top 10% buyers.

The Copy Framework

All email copy was written to be compliant — no direct health claims, no outcome guarantees. Instead, we used educational positioning, social proof, and product quality storytelling. Subject lines were tested across 4 variants for the first 3 sends of each flow.

The Result

Within 60 days, email revenue went from £1,200/month to £23,400/month. Average open rate settled at 38.4%. Unsubscribe rate remained below 0.3%. The email channel now accounts for 28% of total monthly revenue — at zero ongoing ad spend cost.

The Pattern We See Every Time

After auditing over 50 banned or restricted ad accounts in the peptide and specialty supplement space, we've identified 5 root causes that account for 94% of all restrictions. Every single one is preventable.

The 5 Root Causes of Peptide Ad Bans

1. Direct Efficacy Claims in Ad Copy: "Lose weight", "build muscle", "improve recovery" are all flagged phrases. Meta's AI now scans for synonyms and contextual language. Replace with: "formulated for", "designed to support", "used by researchers".
2. Before/After Imagery: Any image implying physical transformation is a policy violation. Use lifestyle imagery, product shots, or abstract visual metaphors instead.
3. Landing Page Mismatch: The single biggest underrated cause. Your ad might be compliant but if your landing page makes medical claims, your entire account gets flagged. Meta reviews landing page content, not just the ad.
4. Checkout Page Red Flags: Subscription terms buried in fine print, auto-renewal language that's hard to find, and missing cancellation information are compliance violations that escalate to payment processor reports — which then trigger ad account reviews.
5. Retargeting Audiences Built From Restricted Content: If you built custom audiences from a campaign that was later restricted, those audiences carry a compliance risk flag. They should be rebuilt from scratch.

Our Compliance Framework

Before any campaign goes live, every piece of client-facing content goes through our 3-layer compliance check: (1) Ad copy review against current Meta policies, (2) Landing page review for prohibited claims, (3) Checkout and post-purchase flow review for consumer protection compliance.

We also maintain a constantly updated internal database of flagged phrases, competitor restrictions, and policy change notifications from Meta's Business Help Centre.

What Happens When You Do Get Restricted

Speed is everything. The first 24 hours determine whether you recover the account or lose it permanently. Our protocol: immediate ad pausing, policy violation identification, content remediation, and a structured appeal with clear policy references. We've recovered 87% of restricted accounts we've been brought in to handle.

The Problem After iOS 14

When Apple introduced App Tracking Transparency in iOS 14.5, pixel-based tracking immediately broke for a significant portion of traffic. Our clients were seeing 40–60% of their actual conversions go untracked. Meta's algorithm was optimising on incomplete data — meaning it was making poor bidding decisions, showing ads to the wrong people, and scaling inefficiently.

What Server-Side CAPI Does Differently

Instead of firing a tracking pixel in the user's browser (which is blocked by iOS privacy settings, ad blockers, and browser restrictions), CAPI sends conversion data directly from the website server to Meta's servers. The event happens server-to-server — completely bypassing any client-side blocking.

The Implementation

We implemented server-side CAPI using Vercel serverless functions connected directly to each client's CRM and order management system. Every purchase, lead, and key micro-conversion event is captured at the server level with full hashed user data (email, name, IP) for maximum match quality.

We also implemented event deduplication using unique event IDs — firing both the browser pixel and the server-side event simultaneously, then using the deduplication key to ensure Meta only counts each conversion once.

The Results

Across 8 client accounts where we implemented CAPI:

• Average attribution recovery: +88% more events tracked vs pixel-only
• Reported CPA dropped by an average of 31% (same actual CPA, just now accurately measured)
• Event Match Quality scores improved from 4.2/10 to 8.7/10
• Algorithm performance improved measurably within 2–3 weeks of full CAPI data accumulation

One client discovered they had been pausing profitable campaigns because the reported ROAS looked too low. After CAPI implementation, the true ROAS was 2.3× higher than what the pixel was reporting.