A month testing paid ads tactics in nutra: what I learned
Guilherme Rocha · 2026-10-07
Results
Initial strategy: budget and goals
I started by setting a monthly budget of R$ 5.000, allocating 50% to Facebook and Instagram ads, 30% to Google Ads, and 20% to TikTok. The goals were clear: generate 2x the investment in sales, focusing on higher-margin products, with an average order value of R$ 150. The idea was to run an initial 15-day test, adjust based on the results, and reinvest in what worked.
Creative testing: what worked
For the creatives, I used three different approaches:
- Short videos (15 seconds) featuring customer testimonials. They resulted in a click-through rate (CTR) of 3,5%.
- Static images with direct copy, which performed poorly, with a CTR of 1,2%.
- Carousels with quick tips, which drove high engagement and a CTR of 4,1%.
What didn’t work were generic creatives that weren’t personalized for the audience. Proper targeting was key.
Weekday analysis: the impact of timing
Over the course of the month, I noticed that:
- Monday and Tuesday: low sales, about 15% of the total.
- Wednesday and Thursday: peak sales, 50% of the total.
- Friday: moderate sales, 20%.
- Saturday and Sunday: even lower sales, 15%.
The best times were between 19h and 21h. I adjusted the ad schedule to focus on these windows, increasing revenue by 30% in the second half of the month.
Customer feedback: improving performance
I received both positive and negative feedback. We took constructive criticism seriously, such as the need for more product information and slow delivery times. We added an FAQ section and optimized the logistics process. The result was a drop in the refund rate from 10% to 5% and an increase in customer satisfaction, leading to a higher repeat purchase rate.
Overall results
The sales growth chart showed a gradual increase:
- Week one: R$ 800.
- Week two: R$ 1.200.
- Week three: R$ 2.000.
- Week four: R$ 3.000.
By the end of the month, I reached R$ 4.000 in sales, which represents 80% of the initial goal of 2x. It was a positive experience, and the data I collected will help me plan for next month.
What results did you get from your latest paid ads tests? Share the numbers!