Supplement Ads Cheatsheet: Benchmarks, Angles and Claim Limits
Observed supplement-ad CPM, CTR, CPA and AOV bands, the angles that survive review, claim limits, hybrid shot mix and seasonality — plus the kill rules for miracle hooks.
Supplements are a claims business wearing a UGC costume. This sheet is the vertical-specific numbers we see, the angles that still hook after you strip the miracle, and the claim limits that keep the account alive. Conservative scripts plus real pack footage beat a generated patient story every time we have measured it.
Why supplement auctions do not look like gadget auctions
Wellness is crowded, restricted, and trained to click on miracles it will later refund. That shows up in the numbers: CPMs sit above general ecom on US Purchase, outbound CTR on pack-true hooks is quieter than fashion, and CPA only means something after you load refunds and subscription reality into the allowable. A 40% hook on a 'day-30 body' line is not a win if the file is one report from a restriction. Read hook and CTR first, CPA after more conversions, in one attribution window. Do not import a kitchen-gadget CPM target into this vertical and then decide the platform is broken. The auction is doing what a claims-heavy category does.
The angles that survive are specific and boring on purpose
Routine ('this is the part of my morning'), format and taste, sceptic-to-habit without a miracle, stacking with coffee or a gym bag, and a named ingredient without a disease. Objection hooks ('I hate pills') work if the payoff is the format, not a cure. Founder or formulator stories work when the person is real and the line is pack-true. What dies: borrowed medical TikToks, white-coat stock faces, generated after-bodies, 'clinically proven' with no file. Show the pack in the first two seconds. A talking head promising a feeling with no bottle looks like a scam — and the pack is the proof the avatar cannot be.
Hybrid is the default, not a nice-to-have
Do not ask a generated hand to pinch a capsule. A practical 30-second shape is a short avatar hook, real scoop/mix/pack in the middle, avatar CTA. Pure talking-head can still test a hook cheaply; do not scale a pure-head winner that never shows the product — it fatigues into every other wellness ad in the feed. Film three phone clips today: pack, pour or scoop, the actual format in a kitchen or car. Klip Kanvas will cut those clips against a claims-safe script and a 3 hooks × 2 everyday avatars grid so you are iterating lines, not waiting on a studio. If the only hooks you can write are medical, pause paid social and fix the claims sheet first.
How to read the bands below
All ranges are our observed supplement accounts on cold US Meta Purchase unless labelled otherwise — not a third-party 'industry average', not a promise. Skincare, apparel and kitchen sit in their own files with their own numbers; do not paste these CPMs, CTRs or CPAs across verticals. Kill rules at the bottom are the point of the sheet: a miracle hook that clears 3-second view and then refunds is a claims problem wearing a performance costume, not a creative you scale.
6 vertical tables: observed supplement CPM/CTR/CPA/AOV bands, angles that survive review, claim limits, hybrid shot mix, seasonality, and kill rules — numbers are not reused from other vertical files.
Unlock the full cheatsheet
Enter your email and we'll instantly unlock the complete cheatsheet — plus send you fresh ad playbooks every month.
No spam. Unsubscribe anytime.
Ready to put this into practice?
Create your first AI UGC video ad in minutes — no filming, no actors, no editing.
Try Klip Kanvas freeMore in this section
Win/Loss Creative Readout Sheet
A scoring sheet for creative tests: sample-size floors, win/loss/inconclusive bands by metric, what to scale vs kill vs iterate, and the one-page readout the next sprint actually uses.
TikTok Spark Ads Cheatsheet
Spark Ads as a lookup sheet: authorization codes, post-first rules, inherited social proof, CTA overlay, expiry bands and QA versus cold in-feed uploads.
Ready to make ads like these?
Paste a product link and Klip Kanvas writes the script, casts the creator and renders the ad — no filming, no actors, no editing.