Angles worth testing
Ingredient source and quality
Hypothesis: Naming where ingredients come from and how they are tested will convert sceptical buyers better than benefit-led ads.
- Ashwagandha root extract, sourced from Rajasthan farms. Test report on our site.
- Each batch is tested by a third-party lab. Here is the latest report.
- Our full label, ingredient by ingredient, in 30 seconds.
Daily ritual
Hypothesis: Showing the product as part of a calm daily routine will perform better than problem-led copy and stay within policy.
- A warm cup before bed, part of a slower evening routine.
- Morning ritual: warm water, a spoon of chyawanprash, ten minutes of stretching.
- Two capsules with breakfast. That is the whole routine.
Tradition with clarity
Hypothesis: Explaining a traditional ingredient's history in plain terms, without health claims, will appeal to buyers who value ayurveda but distrust hype.
- Why turmeric and black pepper are often paired in Indian kitchens.
- Triphala has been used in Indian households for generations. Here is what is in ours.
- The difference between whole herb powder and extract, explained simply.
Format convenience
Hypothesis: Highlighting format (gummies, effervescent tablets, sachets) will attract buyers who dropped earlier supplements because of taste or habit.
- Gummies that taste like amla, not like medicine.
- One sachet in water. No capsules to swallow.
- Pocket-sized strips for office drawers and travel bags.
Expert explains ingredients
Hypothesis: A qualified nutritionist or ayurvedic practitioner explaining ingredients, without claims to treat, will lift trust and conversion.
- A nutritionist explains what magnesium glycinate is.
- Our ayurvedic consultant on how to take this with food.
- Who should check with a doctor before taking this, explained.
Formats
- Ritual video (9:16)
- Shows how the product fits into a day without making health claims.
- Label and lab report static
- Answers the trust question directly and supports any claims you make.
- Expert explainer
- Builds credibility. The expert must also avoid treatment claims, and paid experts need disclosure.
- Bundle carousel
- Raises AOV for routines that combine two or three products.
Policy watch-outs
Treatment and cure claims
The Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954 prohibits ads claiming to diagnose, cure, mitigate, treat or prevent the diseases and conditions listed in its schedule. Avoid naming conditions as things your product addresses.
Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954Health personal attributes
Meta does not allow ads that assert or imply the viewer's health condition, including mental health. Asking whether someone is anxious or has a thyroid condition is a typical rejection.
Meta Advertising Standards: personal attributesRestricted health products on Meta
Meta's health and wellness standards restrict ads for weight loss products, cosmetic procedures and some supplements, including age targeting requirements. Check the standard for your product type.
Meta Advertising Standards: health and wellnessGoogle healthcare restrictions
If you also run Google Ads, Google's healthcare and medicines policy restricts certain supplements and unapproved substances and may require certification for some products.
Google Ads policy: healthcare and medicinesSubstantiation of benefits
The ASCI Code requires evidence for any benefit claim. Keep studies or test reports that match the exact claim, dose and format you advertise.
ASCI Code for Self-Regulation of Advertising Content
Seasonal calendar
| When | Moment | Ad idea |
|---|---|---|
| January | New Year resolutions | Routine-building messaging and starter bundles. Avoid promises of results. |
| March to May | Summer | Hydration, electrolytes and cooling ingredients like kokum and sattu, described by ingredient not effect. |
| June 21 | International Day of Yoga | Morning ritual content with yoga teachers and simple routines. |
| July to September | Monsoon | Warm drinks and kadha blends as part of a seasonal routine, without claims about immunity or illness. |
| October to November | Diwali | Wellness gift hampers with clear contents for family and corporate gifting. |
A testing plan
- Write a hypothesis per ad, and run each through a claim check before launch: no condition names, no treatment language, no viewer health attributes.
- Keep a claims file that maps each claim in your ads to the document that supports it. Do not launch a claim that is not in the file.
- Launch concepts that differ in angle or format: ritual video, ingredient-source static, expert explainer, format convenience. Avoid testing riskier claims as a variable.
- Give each concept 2× target CPA and 3 days. Kill ads with zero purchases at 2× target CPA. Iterate winners one variable at a time.
- Judge on contribution after COD, RTO and GST, and track repeat purchase by acquisition ad, since wellness products depend on reorders.
Worked example: breakeven ROAS
Illustrative assumptions, not benchmarks. Replace with your own numbers. 18% GST is used as a general rate for nutraceuticals and supplements. Ayurvedic medicines and some personal care items were moved to 5% in the September 2025 GST changes, so check your HSN code.
Breakeven ROAS in Ads Manager
2.42×
Below this, every order the platform reports costs you money. Breakeven cost per purchase: ₹372.
- Target ROAS for 10% margin
- 2.97×
- Target cost per purchase
- ₹303
- Shortcut “1 ÷ margin”
- 1.67×
- Orders actually delivered
- 90.0%
Where an order’s money goes
- Product cost₹203
- Shipping + packaging₹85
- RTO losses₹6
- COD + gateway fees₹21
- Left for ads and profit₹372
- Per order placed, out of ₹686 realised revenue after GST and RTO.
Questions
- Can I say my product helps with sleep or stress?
- Be cautious. Implying the viewer has a mental health condition breaches Meta's personal attributes rule, and condition claims need strong evidence under the ASCI Code. Describe the ritual and ingredients instead, and get legal review for any functional claim.
- Are ayurvedic products treated differently?
- Ayurvedic medicines are regulated under AYUSH rules and the Drugs and Magic Remedies Act still applies to disease claims. Ayurvedic cosmetics and foods have their own rules. Check which category your product falls in.
- Why do my wellness ads keep getting rejected?
- The usual causes are naming a condition, asking the viewer about their health, before and after imagery, or a landing page with stronger claims than the ad. Meta reviews the landing page too.
- Which languages suit wellness brands?
- Hindi and English reach most buyers. Ayurveda and traditional remedies have strong followings in Kerala, Karnataka and Maharashtra, so test Malayalam, Kannada and Marathi copy there.