Chapter 12 of 14

Part 3 · The launch plan

Chapter 12 of 14

Meta launch

Cream on an arm

The question

How should Plantd start advertising on Meta?

The answer

One broad campaign, three buyer types, the 10 finished ads, and the patience to read them properly.

Key number

10

ads finished and ready

Cream on an arm

What we found swipe

  1. One campaign, one broad US audience, Facebook and Instagram only. 4–6 ads across three buyer types, each sending people to a page that opens on the same problem.
  2. $100–150 a day for four weeks. PROPOSED, and set in advance as an accepted test cost.
  3. An ad is paused at about 3× its target cost with no sale. Before that, even a good ad often shows zero.

What it means for Plantd

The first month buys learning: which buyer type converts, at what cost, on which page. Shopify orders decide, not Meta's own count.

The evidence

A good ad can show zero sales for a while.For an ad that is truly on target, the chance it still has no purchase
37%chance of zero sales after spending 1× the target cost per sale
14%after 2×
5%after 3×

↑ That is why an ad is paused at 3× its target cost with no sale (about $90 at a $30 target), never on day two.

Source: Poisson arithmetic in our Meta method.

Data as a table
Spend vs targetChance of 0 sales
1×37%
2×14%
3×5%

Do this first

In this chapter

The 10 ads

Ten finished ads, each naming one problem and selling one real Plantd jar. All ad art is AI-generated pitch material matched to the real jars. Tap one for its full text.

Plantd ad: Your shins have tried every tub. Still scratching through dinner? Discovery Set of six 2 oz hand & body creamsYour shins have tried every tub. Still scratching through dinner?Plantd ad: Your lotion says gentle. Your shins still sting? Nude unscented hand & body cream, 8 ozYour lotion says gentle. Your shins still sting?Plantd ad: You slept all night. Why does your face look exhausted? Renewal Night Cream, 60 mLYou slept all night. Why does your face look exhausted?Plantd ad: Your shins want butter. Your sheets don't. 8 oz Best Sellers trio: Vacay, Love, NudeYour shins want butter. Your sheets don't.Plantd ad: Your dry arms look older than the rest of you? Calm lavender hand & body cream, 8 ozYour dry arms look older than the rest of you?Plantd ad: Your shins aren't dusty. That's your dry skin flaking. Nude unscented hand & body cream, 8 ozYour shins aren't dusty. That's your dry skin flaking.Plantd ad: Your cleanser takes off makeup. And leaves your face tight? Lipid Rich Cleansing Balm, 60 mLYour cleanser takes off makeup. And leaves your face tight?Plantd ad: If your knuckles crack by lunchtime, read this. Spa eucalyptus hand & body cream, 2 ozIf your knuckles crack by lunchtime, read this.Plantd ad: Your cream is expensive. Are your elbows still rough? Ritual sandalwood hand & body cream, 8 ozYour cream is expensive. Are your elbows still rough?Plantd ad: Your hands need richness. Your phone doesn't need fingerprints. three 2 oz hand & body creams (Calm, Nude, Spa)Your hands need richness. Your phone doesn't need fingerprints.

Go deeper

Full detail: Meta account method, landing views and the 10 ads with copy

The operator layer behind this chapter. Inside:

  • The account set-up, budget, stop and scale rules
  • The landing page for each ad
  • All 10 ads with their full text
Open the full detail