Herbonic E-Commerce Store

The Challenge

Herbonic sold quality herbal wellness products online, but ad spend was leaking. Broad targeting showed the same static product shots to everyone, cart abandoners were never followed up, and iOS tracking loss meant Meta was optimising blind.

The Strategy — Advantage+ With Guardrails

I moved prospecting to Meta Advantage+ Shopping Campaigns — letting Meta's algorithm find buyers across the whole catalog — but with strict guardrails: a clean product feed, capped existing-customer budget share, and creative that educated instead of just showing a bottle.

Around that automation core, I built custom retargeting flows by intent level: product viewers within 24 hours saw benefit-led ads, cart abandoners saw urgency and reviews, and past buyers saw cross-sell bundles.

• Advantage+ Shopping as the prospecting engine
• Clean, fully-optimised product catalog feed
• Intent-tiered retargeting: viewers → carts → buyers
• Existing-customer caps to protect new-customer growth

The Creative Approach

Wellness buyers purchase trust. Creative led with the problem ('tired of low energy?'), showed the product in real-life use, and closed with proof — ingredient callouts and customer results. We tested UGC-style selfie videos against polished studio shots; UGC consistently delivered cheaper purchases, so it became the core format.

Catalog ads pulled lifestyle imagery instead of plain packshots, lifting click-through on dynamic product ads significantly.

• Problem → product-in-use → proof creative structure
• UGC-style video as the primary purchase driver
• Lifestyle imagery injected into dynamic catalog ads
• Weekly creative testing inside Advantage+

Tracking & Measurement

Conversions API closed the iOS attribution gap, sending server-side purchase events back to Meta. GA4 plus a custom dashboard tracked blended ROAS, so decisions were made on real revenue — not platform-flattered numbers.