Client project · Paid advertising and CRO
Earthline Naturals
Meta media buying, creative testing and conversion work for a wellness brand, as an agency-assigned client.
Live sites change. What's there today may differ from the work described here.
- Role
- Media buyer and growth operator
- Project type
- Paid advertising and CRO
Overview
Earthline Naturals sells molecular hydrogen tablets online. I worked on the brand in 2026 as an assigned client while at an e-commerce growth agency, which I am not naming here. Unlike HEALR and Time Biotech, this was not a client I brought in myself.
My remit covered Meta media buying, campaign optimisation, creative testing, conversion-rate optimisation, landing pages and the day-to-day growth operations around them.
Challenge
Paid acquisition for a supplement brand depends on the match between the ad, the landing page and the offer. Creative wears out quickly, so there has to be a steady pipeline of new angles, and every page the traffic lands on has to keep the promise the ad made.
As an assigned client I was working inside the agency's process and the brand's existing constraints, not from a blank page. The job was to make the existing machine run better.
What I worked on
Meta media buying
- Ran the Meta Ads campaigns day to day: account structure, budgets, audiences and bidding.
- Monitored acquisition performance and adjusted campaigns based on what the results showed.
Creative testing
- Planned and ran creative tests across hooks, angles and formats, retiring what faded and scaling what held up.
- Fed what the tests showed back into briefs for the next round of creative.
CRO and landing pages
- Built and optimised landing pages for paid traffic, including advertorial-style pages for cold audiences.
- Worked on product pages and the purchase journey so the page matched the ad that brought the visitor.
- Worked on international localisation so offers read naturally in other markets.
Growth operations
- Kept offers, creative and pages in sync, and reported progress back to the team.
Implementation details
The campaign work ran as a loop: hypothesis, test, read, adjust. One variable at a time where possible, so a result could be attributed to a change rather than guessed at.
Landing pages were treated as part of the ad, not separate from it. The message a person clicks on should be the message they land on.
Decisions were made on account data, not instinct. Figures stay with the brand and the agency.
Tools
- Meta Ads Manager
- Shopify
- Landing pages
- Creative testing
- CRO
Outcomes
Spend, revenue, ROAS and CPA for Earthline Naturals are confidential to the brand and the agency, so none of it is published here. I'm happy to talk through the approach and what I learned. If the details matter for your decision, email me and I'll walk you through what I can share.