Every active Good Bacteria ad in the Meta Ad Library, the brand's own statics and its whitelisted creator videos, mapped by format, angle, awareness, channel and destination, with the full library browsable below.
Source: Meta Ad Library (public)Captured: June 25, 202622 active ads9 static · 13 video
Snapshot
22
active ads
13 / 9
creator video vs brand static
1
editorial page, fed only by video
73%
of ads route to the product page
The read
What the library is telling us
Good Bacteria's paid engine is creator-video-first. 13 of the 22 active ads are whitelisted creator videos (Amanda Li-Paige, Balance By Lea, Shylah May); the brand itself runs only 9 statics.
The static lane is a single creative. All 9 brand statics share one message, the rotation-plus-full-benefit-list pitch, all brand-direct, all pointed at the product page. There is no static angle, awareness or format testing underway.
They did launch an editorial page (the 5 reasons Good Bacteria is replacing the static probiotic listicle), the first funnel step beyond the PDP. But it is fed by exactly one creator's video and nothing else: no static, no second creator, no brand-direct ad points at it.
73% of every ad routes straight to the product page and the other 27% to that one listicle. There is no homepage play, no quiz, no problem page and no comparison funnel.
The strongest story they have, why a rotating synbiotic beats a static single-strain probiotic, currently lives only inside disappearing creator video. Nothing durable or re-targetable carries it.
Read longevity gently here: the library is only about three weeks into paid, so the 23-day brand statics signal early commitment, not proven durability.
Format split
This is a creator-video-first library
Of 22 active ads, 13 are creator videos (whitelisted partner pages) and only 9 are brand, direct statics. The paid engine is built on borrowed creator faces, not on a static testing program.
Video
13 (59%)
Static
9 (41%)
Angle landscape
What they run, by angle
All 22 active ads by angle. One message, the all, in, one synbiotic pitch, carries most of the volume.
Rotation / weekly variety / gut diversity
11
Switched from a static probiotic / vs capsule
9
Category creation (first rotating probiotic)
2
What lasts
Longevity is a channel story
Longevity = how long an ad has stayed continuously live (median days, and the share still live 7+ days). We can't see spend or budgets (not public), so read longevity as commitment, not a performance score: lower-budget ads can also linger, and partner placements cost more to produce, so brands naturally run fewer and keep them longer. Measured per channel, the split is stark.
The whole library is roughly three weeks old, so treat longevity as an early commitment signal, not a durability score. The only ads past two weeks are brand statics; every creator video is still inside its first eight days.
Longevity by channel
Each bar = % of that channel's own statics still live 7+ days, with the raw count (a per-channel rate, not a share, so they don't sum to 100). Brand-direct, creator and doctor ads tend to skew newer, so a low rate is often recency more than failure.
Creator/Athlete (n=13)
69% (9/13)
Brand-direct (n=9)
56% (5/9)
The creator/athlete partners behind that 69%
Every creator/athlete ad runs through a named partner's Meta page (labelled "[Partner] with Good Bacteria" in the ad library). These are the actual partners and how long their ads have stayed live, verifiable on any card in the feed below via "see full ad".
Partner
Ads
Median live
Longest
7+ days
Shylah May
3
8d
8d
3 / 3
Amanda Li-Paige
6
7d
7d
6 / 6
Balance By Lea
4
1d
1d
0 / 4
Longest-running individual statics with a creative (deduped by angle & channel):
23 days live
Rotation / weekly variety / gut diversity
Good Bacteria · brand-direct
/products/rotating-synbiotic
23 days live
Rotation / weekly variety / gut diversity
Good Bacteria · brand-direct
/products/rotating-synbiotic
17 days live
Rotation / weekly variety / gut diversity
Good Bacteria · brand-direct
/products/rotating-synbiotic
8 days live
Rotation / weekly variety / gut diversity
Good Bacteria · brand-direct
/products/rotating-synbiotic
8 days live
Rotation / weekly variety / gut diversity
Good Bacteria · brand-direct
/products/rotating-synbiotic
5 days live
Rotation / weekly variety / gut diversity
Good Bacteria · brand-direct
/products/rotating-synbiotic
Note what the longest-lived creatives are: the brand's own rotation statics, the single concept they keep re-running. The creator videos are newer and higher-volume, but none has yet had time to prove it lasts.
Where the clicks go
The funnel behind the ads
Two destinations carry everything. 16 ads (73%) go straight to the product page and 6 (27%) to the new listicle. Every one of the 9 statics goes to the PDP; the brand has never sent a static to its own editorial page.
Nobody keeps feeding a landing page that isn't converting. Where they're actively feeding creative right now is where the money is working. (The homepage takes the most volume, that's broad brand/retargeting traffic; the angle pages below it are the intent-specific bets.)
Two of the four awareness stages (problem-aware and most-aware) are completely empty, and most angles never appear in a static. The static grid is mostly whitespace; the brand has barely begun mapping it.
Each ad mapped to awareness stage (inferred from how the copy opens). Deep green = saturated, pale = whitespace.
Problem-aware
Solution-aware
Product-aware
Most-aware
Rotation / weekly variety / gut diversity
11
Switched from a static probiotic / vs capsule
9
Category creation (first rotating probiotic)
2
whitespacesaturatedawareness inferred from copy, directional
Channel mix (all ads)
Creator/Athlete
13
Brand-direct
9
Patterns
What the cross-tabs reveal
A few that surfaced this run. The engine re-mines every angle, awareness stage, channel and lander on each refresh, so new patterns surface as the library shifts.
Pattern
What we see
The editorial page is real, but single-sourced
All 6 ads feeding the new /5-reasons listicle are the same creator (Amanda Li-Paige) and all are video. No static, no second creator and no brand-direct ad points at it. The funnel innovation exists, but it rests on one person's face.
The static lane is one creative, not a test
All 9 brand statics carry the same rotation-plus-benefit-list copy, sit in one angle and one awareness stage, and all route to the PDP. What looks like a 100% winning angle is really the absence of any second concept to compare it against.
Creators carry the volume, the brand carries the longevity
13 of 22 ads are creator video, but the only creatives still live past 14 days are brand statics (23 days). The brand's own creative is the durable layer; the creator layer is fast-churning volume (one partner's four ads are all a single day old).
Everything aims at two URLs
73% PDP, 27% the one listicle, nothing else. No homepage, quiz, problem page or comparison page absorbs traffic, so every angle a creator raises in-caption is discarded at the click.
Opportunity map
Where fresh creative could move fastest
Not a critique of what's running. It's working. These are the under-built cells, each a testable hypothesis.
1
Feed the editorial page you already built
The /5-reasons listicle is fed only by one creator's video, so the moment that video pauses, the page goes dark. Hypothesis: pointing problem-aware and solution-aware statics (plus two or three more matching editorial pages) at it turns a single-creator test into a compounding funnel layer. They proved the model works; it just needs supply.
static batch + matching advertorials behind each angle
2
Open the problem-aware lane (it is empty)
Not one ad opens on a symptom, bloating, irregularity, a gut wrecked after antibiotics, skin or mood, before naming the product. Everything is already-convinced language. Hypothesis: problem-aware statics reach the far larger audience that does not yet know it wants a rotating probiotic, expanding the top of funnel beyond creator audiences.
10 to 15 statics across the empty heatmap cells
3
Make the category-creation story durable
Their sharpest argument, why a rotating synbiotic beats a static single-strain probiotic, lives only in creator video that disappears when the buy stops. Hypothesis: a static comparison creative plus a dedicated why rotating advertorial captures that narrative in a form that can be re-targeted and scaled, not rented one creator at a time.
comparison statics + a why-rotating editorial page
4
Give the static lane more than one idea
Nine statics, one concept. Hypothesis: three or four distinct static formats (a founder note, a review screenshot, the four-phase explainer, a vs-capsule comparison) outperform re-running the same benefit-list card, and finally create something to A/B against.
a diversified static set built off the existing brand assets
The library
Browse all 22 active ads
Filter by format, channel, awareness or angle. Statics show the creative, videos are listed as metadata (no library still exists). Sorted by days live.
The intelligence layer
From snapshot to live signal
This page is a single snapshot. Our always-on creative-intelligence layer turns each read into a live signal, so you act on shifts the day they happen, not a month later.
Watch the listicle's supplyIf the /5-reasons page is still fed by a single creator's video next month, the funnel innovation has stalled. That is the first thing to fix and the easiest to win.
Watch for the first problem-aware adThe day Good Bacteria runs a symptom-led creative is the day they start fishing in a bigger pond. As of this capture, it has not happened.
The funnel is one creator deep.
Good Bacteria has the harder half solved: a genuinely differentiated product and creators who can sell it. What is missing is the layer that makes it compound, statics that test angles, problem-aware creative that reaches past the already-convinced, and editorial pages (fed by both static and video) behind each angle. That is a creative-volume problem, and it is exactly what we build.
Creative Intelligence
