This is the format you would receive in the trial. To show it with real depth I used a fictional brand: Waldkern, a Berlin based mushroom supplement brand selling capsules with Lion's Mane, Cordyceps and Reishi on Meta in Germany and Austria.
Fictional brand, illustrative numbers, synthesised research. No client data used.Research first, then angles that test different reasons to buy, then a test that decides with purchase data. Every line is checked against EU and German rules for food supplement advertising.
Last 30 days, read only access. Facts first, then what they cost, then the fix.
I read what buyers write when no brand is listening, then sort it into doubts, desires and objections. The words in the chips are the language the ads borrow. In the trial every finding links to the original review or thread.
Their words
Their words
Their words
Grouped by mechanism, so a test tells us which reason to buy works, not just which sentence. Each concept below is tested with three of these openings on the same body.
We send every batch to an independent lab. Here is the file.
Why: Shows instead of claims. Sceptics from Reddit asked for exactly this.
Batch WK 2611: every number on one page.
Why: A specific batch number feels checkable and real.
Mushroom powder. What is actually in the jar?
Why: Opens the most repeated question in the category, answered in the body.
Read the label before you buy: fruiting body or grain?
Why: Teaches a buying rule that favours the brand without attacking anyone.
Why our jar costs more than the one with 3x the powder.
Why: Turns the price objection into the story of extraction.
Four reasons it lives next to the coffee machine.
Why: Multi reason frame, none of the reasons is a health promise.
Two capsules. No taste. No mixing.
Why: Answers the "tastes like soil" complaint from reviews.
He asked for the lab file before he said yes.
Why: Ambassador angle built on his real process. Needs his approval and partnership label.
10:1 means ten kilos of mushroom for one kilo of extract.
Why: Makes a spec tangible; works as a static too.
No hype. Just a certificate.
Why: For the "another hype product" sceptics from TikTok comments.
Not three versions of the control: proof, objection handling and a multi reason frame. Each comes with an animated mock up for the editor, full direct response copy in English and German, and why it should beat the control.
Turns the unused batch certificate into the ad itself. The scroll stops on a document people are not used to seeing in a supplement ad, and every line can be verified on the product page.
Primary text
Every Waldkern batch goes to an independent lab before it ships. Fruiting body only, extracted 10:1, beta glucans measured, heavy metals tested. The full certificate for your batch number is online, so you can check it before you buy.
German version: Jede Waldkern Charge geht vor dem Versand in ein unabhängiges Labor. Nur Fruchtkörper, Extrakt 10:1, Beta Glucane gemessen, auf Schwermetalle geprüft. Das Zertifikat zu deiner Chargennummer findest du online.
Headlines
Answers the category's most repeated doubt with a side by side the viewer can understand in two seconds. Factual and verifiable: it explains what mycelium on grain can contain, it does not name or attack anyone.
Primary text
Mycelium grown on grain can include the grain it grew on. That is why we only use the fruiting body, the mushroom itself, and print it on the label. Before you buy any mushroom supplement, check one line: fruiting body or mycelium on grain?
German version: Myzel, das auf Getreide wächst, kann das Getreide mit enthalten. Deshalb verwenden wir nur den Fruchtkörper, also den Pilz selbst, und schreiben es aufs Etikett. Prüf vor dem Kauf eine Zeile: Fruchtkörper oder Myzel auf Getreide?
Headlines
Four small reasons instead of one big promise. Only one tile carries a health claim, and it is an authorised EU claim for the added vitamin B12, with the mandatory footnote.
Primary text
Two capsules with your morning coffee. Lion's Mane, Cordyceps and Reishi from the fruiting body, plus vitamin B12, which contributes to the reduction of tiredness and fatigue. No taste, no mixing, no grain filler. Food supplements are not a substitute for a varied, balanced diet and a healthy lifestyle.
German version: Zwei Kapseln zum Morgenkaffee. Lion's Mane, Cordyceps und Reishi aus dem Fruchtkörper, dazu Vitamin B12, das zur Verringerung von Müdigkeit und Ermüdung beiträgt. Kein Geschmack, kein Anrühren, kein Getreide als Füllstoff. Nahrungsergänzungsmittel sind kein Ersatz für eine abwechslungsreiche, ausgewogene Ernährung und eine gesunde Lebensweise.
Headlines
Supplement ads in the EU are judged by the Health Claims Regulation (EC) 1924/2006. Mushroom extracts have no authorised health claims, so the ads sell proof, sourcing and convenience, and the only health claim used is an authorised one for an added vitamin.
Before launch, every final ad goes through your legal or regulatory contact; I prepare a one page claim sheet with the source for every statement.
The control keeps running untouched. Challengers get their own budget, one mechanism per ad set, three hooks on the same body, so the result is readable after one week.
Meta · 500 € a day
| Days | What runs | Judge by |
|---|---|---|
| Day 0 | Pixel and Conversions API check, purchase as the only optimisation event | Meta purchases within 10 % of shop orders |
| Days 1 to 4 | 9 challenger ads (3 concepts × 3 hooks) next to the control | Hook rate, link CTR. No cost per purchase judgement yet |
| Days 5 to 10 | Best hook per concept stays, others off. Budget follows cost per add to cart | CTR, conversion rate, cost per add to cart |
| Days 11 to 14 | Best challenger vs control on equal budget | Cost per purchase, conversion rate |
Delivered within 5 working days after read only access. Strategy and creative direction only, no media buying, exactly as in your brief.
I use AI to speed up research and first drafts, which is why you get more tested angles for this budget. Every angle, line and number is checked by me before it reaches you. I work from Austria, remotely, in Central European business hours.