Six months ago IM8 ran a pure ambassador architecture: Sabalenka, Beckham, Dr. London, Tavi Castro. Today 9 of 12 active funnels are "N reasons" listicles. Giannis, Dr. James, GLP-1, menopause, gut, skin, brand explainer, Pro tier upgrade. Same template, different demographic skins.
36 ads routing to 2 quiz destinations (get.im8health.com/quiz and pages/welcome-quiz). Biggest spend bucket in the account. Three steps: ABOUT YOU, LIFESTYLE, HEALTH. The quiz captures buyer intent before pricing or product, then funnels into a personalized recommendation. Surface the desire, qualify the buyer, ship a curated offer.
29 ads going straight to the Essentials product page across 3 URL variant(s). No presell mediation. Ads route to the PDP and let the page do the conversion work. Essentials is IM8's entry-level SKU - the hero product. Assumes warm/aware buyers or relies on retargeting to convert.
28 ads to 5 third-party dietitian/RD review sites (Jaclyn Savage RD, Amy MD Wellness, Mona Sharma). Pure borrowed-trust play - IM8 pays for the editorial placement, reader sees what looks like independent dietitian review with IM8 ranked #1. Each site reads as editorial but routes back to IM8 with a discount. The biggest active third-party editorial play in the supplement category.
17 ads to the "7 reasons Essentials Pro" brand listicle. The brand-explainer wearing listicle clothes. Same comparison-driven, NSF-certified, science-led pitch as a traditional brand page, but structured as numbered reasons. Reads as editorial. Converts like a presell.
16 ads to Giannis Antetokounmpo's "Why I'm With IM8" page. 2x NBA MVP, Finals MVP, world's biggest basketball star. The "why" framing is a confession format - editorial first-person testimony rather than endorsement. Lives on the get.im8health.com subdomain, signaling this is built for conversion not brand-awareness.
12 ads to Dr. James DiNicolantonio across 1 URL(s). Cardiovascular research scientist, bestselling author (The Salt Fix, Superfuel). The page reads as a doctor recommendation: "Hand-picked by Dr. James DiNicolantonio... over 300 peer-reviewed papers." Authority architecture done right - the doctor anchors the page, the brand provides the product.
12 ads to science/research pages (for/research, pages/science, pages/proof). Pure authority play - reads like a research-backed credentialing page. Lists clinical studies, NSF Certified, peer-reviewed papers. For the skeptical buyer who needs the science before the social proof.
11 ads to a menopause-targeted landing page. Demographic-specific symptom funnel - addresses peri/menopause symptoms (hormone shifts, fatigue, brain fog) and positions IM8 as a daily supplement for the transition. Targets a high-intent buyer cohort (women 40-55) with explicit symptom language.
10 ads to a gut-health symptom landing page. The biggest single symptom angle in supplements right now. Gut/microbiome content prints traffic. IM8's gut page bundles their daily reds + greens around gut-specific outcomes (bloating, digestion, regularity) without needing a probiotic SKU.
10 ads explicitly targeting GLP-1 users (Ozempic, Wegovy, Mounjaro). Most aggressive demographic play in the account. Positions IM8 as the daily supplement for people on weight-loss meds who lose nutrient absorption. Rare for a greens brand to lean into GLP-1 this directly - most stay vague. IM8 names it.
7 ads to an "8 reasons why" Pro tier upgrade listicle. IM8 has Essentials (entry) and Pro (premium). Even the tier upsell is built as a listicle. They don't leave it to email or in-product upsell - they spend Meta dollars on a dedicated listicle funnel for the upgrade conversion.
7 ads to a skin-health symptom page. Positions IM8 as a beauty-from-within supplement. Targets the collagen/glow audience without a dedicated SKU - leans on the same Essentials/Longevity products framed for skin outcomes. Same product, multiple symptom doors.
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