Study: Effectiveness of Health Ads on Facebook After Policy Changes in Brazil

FreeSpy · 2026-10-07

Performance analysis before and after the new rules

In 2023, Facebook implemented new rules for health-related ads, directly impacting campaign performance. Before the changes, the average conversion rate for health ads was around 3% to 5%. After the changes, it dropped to a range of 1.5% to 3%. Targeting became stricter, making it harder to reach the target audience and consequently affecting performance.

Comparison of conversion rates across different categories

The health ad categories most affected include nutritional supplements, cosmetic treatments, and wellness products. The table below summarizes the conversion rates:

• Nutritional Supplements: Before - 4%, After - 2.5%
• Cosmetic Treatments: Before - 3.5%, After - 1.8%
• Wellness Products: Before - 5%, After - 2%

These drops reflect the need to adapt marketing strategies to comply with the new policies.

Impact on ad spend for businesses in the industry

With the new rules, many businesses in the health industry had to reallocate their budgets. Average spend dropped from R$ 10.000,00 per month to R$ 6.000,00, as many chose to reduce the number of active campaigns due to lower effectiveness. Businesses that maintained a solid budget, focusing on targeting and high-quality creatives, managed to minimize the drop in conversions.

Success and failure case studies

One success story is a supplement company that shifted its focus to consumer education through informative content. As a result, it increased its conversion rate to 3.2% after adapting to the new rules. On the other hand, an aesthetics clinic that didn't adjust its strategies saw its conversion rate drop to 1.5%, resulting in a significant increase in cost per acquisition (CPA).

Recommendations for optimizing future campaigns

1. Refined Targeting: Use custom audiences and lookalikes to reach qualified prospects.
2. Informative Creatives: Invest in content that educates consumers, building trust and increasing conversions.
3. A/B Testing: Continuously test ads to identify which creatives and calls to action perform best.
4. Ongoing Monitoring: Use tools like FreeSpy to track ad performance and adapt strategies quickly.
5. Channel Diversification: Don't rely on Facebook alone; explore other platforms, like Instagram and TikTok, to complement your campaigns.

How have you been adjusting your campaigns after the policy changes on Facebook? What results have you seen in the numbers?