Nootropics & Cognitive.
Supplement · DTC · Cognitive Enhancement · Focus
A DTC nootropics brand (racetam-adjacent stack, lion's mane + bacopa + alpha-GPC formulations) competing against established players like Onnit, Mind Lab Pro, and Qualia. $130k/month on Meta and Google Shopping. Five months. 8.1× ROAS against a category where most brands struggle to hit 3×.
Geo
USA + Canada
Source
Meta + Google Shopping
Period
5 months · 2024
Tier
Supplement · Nootropics
The Setup
What we were working with.
The Problem
Cognitive enhancement creative faces aggressive review on Meta — any language implying medical benefit triggers policy flags. Google Shopping requires LegitScript. The smart-drug community is sophisticated and ad-blind to generic supplement creative.
The Audience
High-achieving professionals and students 22–45, biohacking interest, productivity community, gamers. Google: high-intent "best nootropics", "lion's mane supplement", "focus supplement stack" keyword capture.
Our Solution
Creative framing around outcomes (productivity, deep work, flow state) rather than mechanisms. Science-backed ingredient callouts that pass policy but resonate with a knowledgeable audience. Google Shopping LegitScript certified — opened 4× cheaper CPC than brand competitors without certification.
The Mechanics
What drove the numbers.
What We Learned
The takeaways that repeat.
Outcome framing vs ingredient framing — 3.2× ROAS difference
"Clinically studied ingredients for cognitive support" converted at 2.8× ROAS. "Deep work in 20 minutes. No crash." converted at 8.1×. The sophisticated nootropics buyer knows the ingredients — they buy the outcome promise.
Google Shopping at $0.29 CPC unlocked high-intent buyers at scale
LegitScript certification in the cognitive supplement category opened $0.29 CPC Google Shopping inventory that brand competitors couldn't access without certification. High-intent supplement searchers converted at 6.2× the rate of Meta cold traffic.
Stack bundle at $148 drove 41% of revenue at 2.1× the margin
A "starter stack" bundle (primary formula + lion's mane + omega-3) priced at $148 converted at 34% of purchasers and drove 41% of total revenue at margins 2.1× better than single-unit sales. Bundle strategy is non-negotiable in nootropics.
41% subscription rate compounded the unit economics month-over-month
By month 3, subscription revenue covered 48% of monthly ad spend. The acquisition cost of $11.61 per customer becomes effectively $0 when that customer auto-ships for 12 months at $94/order.
