First attempt at the Philippine market on a diabetes-focused nutra offer (Diabextan) via Facebook — $28,968 spent, $88,536 back, 205% ROI, $59,568 net.
The task
The advertiser came to us with a funnel that already worked but had hit a volume ceiling. Needed to enter the Philippine market for the first time with a diabetes-focused nutra offer (Diabextan) via Facebook and assess the payback of the first launch.
We worked the "Nutra" vertical in the Philippines market. Payment model — CPA per confirmed order, main sources — Facebook Ads.
How we did it
We built the buy around four decisions.
- Chose the Philippines for its high diabetes prevalence, cheap Facebook CPCs, and an audience that responds strongly to native creative with local faces instead of stock imagery.
- Used a classic structure — one campaign, one ad set, one creative — with budget and optimization as the main levers.
- Built a pre-lander featuring a well-known local figure.
- Shifted the tone over the course of the campaign from a hard medical pitch to something softer and more inspiring.
What went wrong
Not everything went according to plan. The bulk of the traffic ran through unlimited "trending" accounts, but those weren't the ones producing the cheapest leads — the cheapest leads actually came from $50-limit accounts, which didn't match the initial scaling expectations.
Adjusted scaling to account for $50-limit accounts producing cheaper leads than unlimited "trending" ones, and carried that pattern into the campaign's further growth.
The result
Once stabilized, the campaign held the following numbers. Over the 2025: roi — 205%, spend — $28,968, revenue — $88,536, net profit — $59,568.
The campaign brought in $88,536 in revenue on $28,968 spent — 205% ROI and $59,568 net profit; static native images consistently beat video, and the pre-lander with the local figure was later reused across other verticals, including anti-aging.
What we took away
- Budget-limited accounts don't always produce more expensive leads than unlimited "trending" ones — worth re-checking the pattern on every new launch.
- Static native images can consistently outperform video even where video is normally treated as the default preferred format.
- Softening the tone from a hard medical pitch to an inspiring one can hold conversion steady while lowering CPL.
These numbers belong to one specific setup, geo, and buying period. Economics will differ on another offer or in another season — we always recalculate them before launch.