Scaling Epetōme's Facebook Ads from Launch to High-Volume Growth.

The Results At A Glance....

3,160%

Increase in monthly purchases

40%+

Below target CPA in the first month

0 → High Volume

Scaled from a brand-new Facebook Ads account

How Do You Use Facebook Ads To Launch And Scale A Completely New Gut Health Brand?

Epetōme entered the competitive gut health and wellness market in 2024 with no previous paid social performance data and an ambition to turn Meta advertising into a profitable customer acquisition channel.

KIS Advertising developed and managed Epetōme's Facebook Ads strategy, taking the account from zero purchases to high-volume customer acquisition while maintaining a strong focus on CPA and profitability.

This Facebook Ads case study looks at the strategy used to launch the account, develop its creative approach and scale advertising spend as performance data grew. The Challenge.

Epetōme launched in 2024 as a new e-commerce brand with no previous ad account data. Before working with Claire at KIS Advertising, the team had attempted to run Facebook ads themselves but had not generated any purchases.

As Epetōme were a brand-new advertiser, the Facebook ad account also faced initial spend restrictions, limiting how much could be invested during the early stages. Despite this, the objective was to build a profitable acquisition channel from launch, with a target cost per result set at a defined benchmark that ensured profitable acquisition.

The Approach.

From the outset, the focus was on building a strong foundation rather than forcing scale too quickly. The account was structured to prioritise clean data, efficient learning, and long-term scalability.

Early activity focused on establishing purchase data and identifying messaging and creative angles that resonated with Epetōme’s audience. As Facebook gradually lifted spend limits on the account, budgets were increased carefully to maintain efficiency while growing volume. With gut health advertising, simply showing the product isn't enough. Creative needs to speak to the different reasons customers are considering a gut health product in the first place.

The creative strategy therefore focused on testing different customer personas, pain points, motivations and messaging angles rather than relying on one generic message.

We tested a diverse mix of creative formats and concepts, using performance data to understand which combinations of message, persona and format were driving purchases most efficiently.

Performance Highlights.

• Target CPA: Set to a benchmark aligned with the brand’s profitability targets

• Achieved CPA in first month: Reduced by over 40% versus the target benchmark

• 3,160% increase in monthly purchases from the first month with KIS Advertising to the best-performing month in summer 2025, before the brand sold out of stock

Long-Term Results.

In September 2024, Epetōme chose to move their Facebook advertising to a larger agency. However, in February 2025 they returned to KIS Advertising and have continued working together since.

This return allowed for continued optimisation, stronger creative testing, and more confident scaling during key periods. By August 2025, paid social had become a major growth driver for the brand, contributing to their strongest month of sales to date.

The Outcome.

For Epetōme, Facebook ads went from generating no purchases at all to delivering scalable, high-volume growth. This case study reflects Claire at KIS Advertising’s ability to launch, stabilise, and scale accounts, even under early platform limitations, while maintaining strong efficiency.

What Makes Facebook Ads for Gut Health Brands Different?

Gut health advertising presents an interesting challenge because customers can be at very different stages of awareness.

Some are actively looking for a solution, while others may be experiencing problems without knowing which products could help them.

That means Facebook Ads can play two roles: capturing existing demand and using educational creative to introduce the problem, solution and brand to people earlier in their buying journey.

Looking to Scale Your Facebook Ads?

If you're running an ecommerce, health or wellness brand and want to understand where the opportunities are in your Facebook Ads account, please get in touch.

When you work with KIS Advertising, you work directly with Claire... from the initial strategy through to the day-to-day management and optimisation of your account.