Oralieve is a specialised health & beauty brand focused on oral care solutions for dry mouth and sensitive oral conditions. Operating within a niche health category, Oralieve needed to scale its Meta presence beyond a narrow product focus while maintaining profitability and efficiency.
With only two core products driving the majority of advertising performance, the challenge was clear: how do you broaden reach, educate a cold audience, and diversify product coverage without compromising return on ad spend?
The Challenge
Oralieve's Meta advertising had hit a ceiling. While performance was strong, growth was limited by an over-reliance on two hero products. This presented several interconnected challenges:
- Narrow product focus
Campaigns were heavily weighted towards two bestselling products, restricting warm audience reach and limiting repeat purchase opportunities across the wider catalogue. - Limited cold prospecting effectiveness
In a niche health & beauty category, prospecting audiences lacked awareness and understanding of the brand and its solutions, resulting in weak engagement and low conversion rates. - Unclear creative direction
Without an established messaging framework, it was difficult to build credibility and educate cold audiences on the unique benefits of Oralieve's specialist products. - Scale plateau
The account was constrained by budget and audience size. Any increase in spend risked eroding efficiency, while standing still meant missing growth opportunities.
Our Approach
We developed a dual-funnel strategy that balanced efficiency with expansion, supported by creative testing and audience development.
Strategic Budget Scaling with ROAS Protection
Rather than aggressive spending increases, we took a measured approach, scaling investment by approximately 10% incrementally while closely monitoring return on ad spend. This allowed us to test new audiences and creative angles without jeopardising profitability.
Expanding Cold Reach with Lookalike Audiences
We shifted away from narrow interest-based targeting and introduced lookalike audiences built from high-value customer segments. This broadened reach significantly while maintaining relevance, allowing us to connect with users who shared characteristics with Oralieve's best customers.
Education-Led Creative for Prospecting
To address low awareness in the niche category, we developed a new creative angle focused on statistics and educational messaging. By highlighting the prevalence and impact of dry mouth conditions, we positioned Oralieve as a credible, specialist solution. This built trust and relevance with cold audiences who may not have been aware they needed the product.
USP-Focused Messaging for Warm Audiences
For users already familiar with the brand, we tested creatives that showcased the specific solutions each product offered. These ads emphasised unique selling points, relief, comfort, clinically tested formulas, tailored to different customer needs and pain points.
Format and Copy Optimisation
Through iterative testing, we identified that Collection ads and Dynamic Product Ads (DPA) paired with longer, informational copy drove the highest purchase volume. This combination allowed us to showcase product range while providing the detail and reassurance required in a health-focused category.
Diversifying Product Coverage
To reduce reliance on hero products, we created a dedicated campaign to promote the rest of the product range. We applied the insights from our warm audience testing, using the same USP-driven creative approach and ad formats, to successfully drive conversions across previously underperforming SKUs.
The Results
Over a 12-month period (March 2025 – February 2026 vs March 2024 – February 2025), the strategy delivered significant efficiency gains and volume growth:
Efficiency & Profitability:
- ROAS increased by 82%, demonstrating that we scaled spend while improving return on investment.
Revenue Growth:
- Conversion value grew by 104%, more than doubling revenue generated through Meta.
Volume Growth:
- Purchases increased by 126%, reflecting both stronger performance from existing products and successful expansion into the wider catalogue.
Audience & Product Expansion:
- Lookalike audiences extended reach beyond previous targeting constraints, connecting Oralieve with new, high-intent customers.
- The broader product range became viable for paid promotion, reducing dependency on hero SKUs and creating a more sustainable, diversified advertising strategy.
Conclusion
This campaign demonstrated that scaling in niche health & beauty isn't just about increasing budget, it's about strategic audience development, tailored creative, and education at every stage of the funnel.
By broadening targeting, refining messaging for cold and warm audiences, and pairing the right ad formats with informative copy, we helped Oralieve achieve both efficiency and volume growth. The results proved that even within constrained categories, thoughtful expansion and creative iteration can unlock significant performance improvements.
For brands operating in specialist sectors, the lesson is clear: understand your funnel, educate your audience, and diversify with intention.
