Health & Wellness Marketing
Growth that passes
the compliance check.
Paid social, search, creative and CRM for health, wellness and health-tech brands. Health is one of the hardest categories to advertise in: platforms restrict the data you can share and the claims you can make, and buyers need more proof before they trust you. We plan campaigns, creative and tracking around those rules from day one.
What's included
Everything you need
to perform.
Paid social within the rules
Meta and TikTok campaigns built for health ad policies: claim-safe copy, neutrally named audiences, and account setups that keep optimising under Meta's restrictions on health and wellness data.
Search and Shopping for health products
Google Search, Shopping and Performance Max, with Merchant Center feeds and product page wording checked against Google's healthcare and medical claims policies before anything goes live.
Creative that earns trust
Messaging pillars built on proof: credentials, real customer stories and clear outcomes, not miracle claims. Formats tested for the audiences you sell to, including older buyers.
Measurement under restrictions
Tracking built on standard, registered events that platforms still accept for health advertisers, backed by your CRM and order data so you can see what is actually working.
CRM and retention
Klaviyo flows for subscriptions and repeat purchase, and lifecycle messaging for health apps, using RFM segmentation to bring users back before they lapse.
Policy checks before launch
Every ad and landing page is reviewed against platform policy before it ships, and we handle disapprovals and appeals. We work alongside your regulatory or legal team, not instead of it.
The process
How we work
together.
Account and policy audit
We review your ad accounts, disapproval history, tracking setup and how the platforms have categorised your brand, so we know which restrictions apply before planning anything.
Claims and messaging map
We map what you can and can't say on each platform, then build personas and messaging pillars that persuade within those limits.
Build and launch
Campaigns, feeds and tracking set up to work under the restrictions that apply to you, with every asset checked against policy before it goes live.
Test and scale
Structured creative tests, budget moved towards what converts, and weekly written and video reports so you always know what your spend is doing.
Retain and grow
CRM flows and lifecycle messaging that turn first purchases and sign-ups into repeat customers and active users.
The numbers
Results that
speak for themselves.
$1M/mo
Revenue for Ezra
Doubled acquisition revenue in 6 months for an AI-powered health screening company
−50%
CAC for Goodnick
Cut customer acquisition cost in 3 months for a fitness programme for women 60+
+20%
Daily users for Five Lives
Raised daily active users of a brain health app with RFM segmentation and automated notifications
Case studies
Brands we've
done this for.
$1M/month
Ezra
Doubled revenue to $1M/month in 6 months for a high-ticket AI-powered health screening company.
−50% CAC
Goodnick
Reducing customer acquisition cost by 50% in 3 months through restructured campaigns and a creative testing framework.
+20% Daily Users
Five Lives
Increasing daily active users with smart segmentation and automated engagement flows for a brain health app.
Pricing
How pricing works
We work on flat fees, agreed upfront: a monthly fee for paid media and CRM management, and a monthly Toco Tokens allocation for creative. Fees are set by scope and never move with your ad spend.
- Never a percentage of your ad spend
- Rolling monthly contracts
- Your ad accounts, data and creative stay yours
Further reading
Common questions
FAQ
Can you advertise supplements on Facebook and Instagram?
Yes, within Meta's advertising standards. Ads can't claim to prevent, cure or treat a condition, and they can't imply they know a viewer's health situation. In the UK, claims also need to follow the CAP Code and the GB register of authorised health claims. We check copy, creative and landing pages against these rules before launch.
What are Meta's health and wellness data restrictions?
If Meta puts your website or app in its Health and Wellness category, it can apply one of three restrictions. Core setup stops custom parameters and the parts of URLs after the domain from being shared, and blocks custom events until you confirm them. A stronger restriction limits certain mid- and lower-funnel events, and full restrictions stop Meta's business tools being used for ads. We build tracking on the events that are still shared, so campaigns keep optimising.
Why does Google Merchant Center disapprove health products?
Usually because product titles, descriptions or the product page read as claims to prevent, cure or treat a disease, or reference personal health struggles. Google's checks read the landing page as well as the feed, and feed changes can trigger a fresh review. Fixing it means cleaning the wording in both places.
Do you work with health tech and apps as well as consumer wellness brands?
Yes. Our work includes a premium health screening company (Ezra), a brain health app for the over-50s (Five Lives) and a fitness programme for women 60+ (Goodnick), alongside wellness e-commerce brands.
Are you a regulatory consultancy?
No. We know the platform policies well and flag risk early, but we work alongside your regulatory or legal team on claims sign-off rather than replacing it.
How is pricing structured?
Flat fees agreed upfront: a monthly fee for paid media and CRM management and a monthly Toco Tokens allocation for creative. Never a percentage of your ad spend.