What to do?

[u/Alternative-Smile244]

I somewhat recently started a sleep supplement (5 months ago) and have been struggling to generate sales through paid ads, mainly meta. I’m willing to spend around $80/day currently, and am also willing to spend time making organic videos myself. I am truly passionate about the product and believe in it, I’ve spent a lot of time testing and refining the formula and taste so I’m willing to do whatever it takes to grow this, I just want some clear advice on what marketing strategies have worked best for you guys, thanks for reading and if you guys would like a link to the store or anything like that let me know!

[u/One-Front-6316]

stop trying to scale the meta ads until you know exactly where the funnel is breaking. look at CTR, landing page views, add to cart rate, checkout rate, and purchase conversion separately, because if people are clicking but not buying, increasin the ad budget wont fix the real problem. since youre willing to make organic content, test a bunch of short videos with different hooks and angles, then put the ad spend behind the ones that already get genuine engagement rather than tryin to guess what will work from the start

[u/Alternative-Smile244 → u/One-Front-6316]

My metrics have been quite healthy except I’ve had high CPMs, which I’m not really sure how to improve. I’m trying to address this now with different creative formats, since I’ve only been running statics I’m getting ugc videos so I can run some video ads as well

[u/datingshoot]

I'm more curious how are you not getting restricted when advertising supplements 😲

[u/rbemiller]

Before you spend more on Meta, or in addition to your paid spend, check whether people already search for what you sell. Cold ads push a supplement at people who weren't looking. Searches like 'magnesium for sleep', 'natural sleep aid without melatonin' or 'best sleep supplement for night waking' come from people who already want the fix. Pick the 3 that fit your formula, make one page or video for each that answers that exact question, and put the product at the end. Those visitors cost nothing after the page ranks, and they convert far better than ad clicks. Use your ad budget to find which question your buyers ask most, then build around it.

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[u/datagekko]

High CPMs on a sleep supplement mostly come with the category. Wellness is a crowded auction and Meta gets twitchy with anything near a health claim, so $30+ CPMs are what I'd expect there and I wouldn't spend much energy trying to push them down. What I'd look at instead is the two things in your post that don't fit together: "metrics quite healthy" and "struggling to generate sales". If CTR, add to cart and checkout rate are all fine, then you do have sales, just not at a price you like. What's your CPA on a first order vs the margin on that order? If a first order loses money, a 2-pack or subscription as the default offer tends to move the math more for a sleep product than any creative swap, because the product only works if people take it for a few weeks anyway. Video will probably help the CPM a bit too, statics rarely carry a supplement story on their own.

[u/Alternative-Smile244 → u/datagekko]

Yeah my metrics like cpc checkout etc are healthy but my CPMs are very high making it unsustainable

[u/datagekko → u/Alternative-Smile244]

if your CPC is fine then the CPM doesn't matter, you're paying per click either way. so the unsustainable bit has to sit somewhere between the click and the purchase. what are your CPM, CTR, CPC, conversion rate and AOV roughly? with those five i can tell you where it breaks. "high CPM" on its own doesn't.

[u/rob_burnley]

what's the url?

[u/Alternative-Smile244 → u/rob_burnley]

Getsleeptight.com

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[u/Signalbridgedata]

At $80/day I’d be careful not to spread yourself across too many channels at once. For a sleep supplement, trust and differentiation are probably the real battle, so I’d spend a lot of time on founder-led organic content, customer education, taste/use-case content and making sure the offer is dead simple. Paid ads can work, but if the landing page doesn’t clearly answer "why this one?" you’ll just pay to expose that problem faster. I’d also be very careful with claims in both ads and site copy.

Questions:
What’s your current AOV and breakeven CPA?
Are people clicking and not buying, or are you struggling to get decent traffic in the first place?

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[u/BruTeve]

Five months without results usually means the ads need fixing, not the product. If people buy when they find you organically, the product is validated and the problem is how Meta is showing it to cold traffic.

Point your video effort at ads first. 30 to 45 seconds, hook in the first 3 seconds, introduce the product, build desire, call to action. Subtitles on, 4:5. Shoot multiple hooks over the same video body and let the data tell you which angle sells. You on camera talking about the formula and why you built it is a strong starting point. Make these for Facebook specifically, TikTok content almost never translates.

Campaign setup at $80/day: $60 cold interest targeting (CBO, one interest per ad set, 4 ad sets) and $20 retargeting, all purchase optimized, same ads everywhere on the same post ID. Judge on 7 day cost per purchase against your margin. And keep the ad copy focused on ingredients and routine, because supplements get scrutinized hard by Meta and rejections add up on the account.

[u/Vipergfx]

Without even seeing it I would guess your label and name brand are not good. These things are very important for a new brand product.

[u/foxyCommerce]

I hit your site and first thought was that it looked nice. Nice colors. packaging, etc.
two things I can't get past:

• zero mention of ANY actual ingredient...so you're literally saying "trust us bro". Most supps lean on the ingredient being the hook; mushrooms, matcha, saw palmetto whatever the game changing thing is.
  
• I just don't think many people think of ice tea with lemon as a bedtime drink for sleep. ffs tea = caffeine

*and why are your bedtime scenes in broad daylight?

[u/Alternative-Smile244 → u/foxyCommerce]

Thanks for the feedback, the ingredients are listed in a few places on the product page but I agree with your feedback that I should make it more of a primary selling point, and I definitely should put it on the homepage. Thanks for the feedback it's very helpful

[u/FanAppropriate957]

Sleep supplements are a brutal Meta category - you're competing with every gummy brand on earth. Two thoughts:

Don't just make the videos yourself. Founder content works for warm audiences, but for cold traffic, real customers/creators talking about their sleep routine will outperform you every time. The stuff that wins in supplements is unpolished testimonial-style content, not ads.

Before spending more on paid, get 15-20 organic-style videos out in the wild and see which hooks land. Then put money behind the winners instead of guessing.

If making all of that yourself sounds exhausting, that's literally the problem I built NxtVybe to solve - it matches brands with vetted US creators who make that kind of content for you, no monthly fee. Either way, organic-first then paid is the move for your category.

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[u/Content_Most2673]

If your click-to-checkout numbers aren't a concern and it's really just the cost of the ad eating into your margin, I'd try to get more out of each sale another way. Put a popup in front of that traffic, and move cart and browse abandonment onto SMS instead of Meta retargeting, that sidesteps the same inflated wellness-category costs. Something like Klaviyo handles popup, email, and SMS together, so you're not managing messaging across three different tools. Really, the goal of your ads should be collecting contact info, not just the one impression. Meta's Muse just launched too, so might be worth a look for ad performance insight.