A Google Ads and Meta Ads system for a research-peptides brand going direct-to-consumer for the first time — with a live payment processor, an existing base of B2B researcher customers, and a catalogue that needs to be handled carefully to stay off Google's radar.
01 / The Situation
The business model is shifting from B2B to direct checkout. Sales have historically run through B2B researcher and lab relationships, built on trust and repeat orders. The new site opens that same catalogue up to direct-to-consumer purchases for the first time, with existing customers migrating over on their own pricing.
Not every product can run on Google. Flagship SKUs including BPC-157 and blended products like the BPC + TB-500 stack fall outside what Google currently allows to advertise. Meta is comparatively more workable for these, so it carries the early volume while the Google-eligible catalogue is built out.
Product pages are missing the trust signals both networks and buyers look for. Several listings currently show no chromatogram, no mass spec data, and zero reviews. That needs to be filled in before Google will treat the site as compliant, and it directly affects conversion rate either way.
A fresh account has zero trust to lean on. Google typically needs about three weeks to seed enough data before real optimization can start, and Meta accounts in this category are realistically suspended roughly once every couple of months — both need to be planned for, not treated as failures when they happen.
02 / Channel Strategy
Meta and Google are run in parallel, but they don't start at the same time or carry the same job. Meta is softer on policy and can absorb the full catalogue sooner; Google needs the site cleaned up first, then becomes the more efficient, higher-intent channel once it's live.
Phase 1
Meta campaigns go live first across the full 21-SKU catalogue, including the products Google won't yet allow. In parallel, we audit the product pages and hand over the exact list of what needs chromatogram, mass spec, and review content added before Google review.
Phase 2
Google Search campaigns launch once the compliant version of the catalogue passes review, restricted to eligible SKUs. Spend ramps gradually over roughly three weeks as Google builds confidence in the new account.
Phase 3
As both accounts build history, spend scales toward the $1M revenue target. Backup Meta accounts stay pre-warmed for suspensions, and Shopping / Performance Max layer onto Google once more of the catalogue is merchant-approved.
03 / Install & Funnel
Meta carries reach and top-of-funnel volume, Google Search captures people already looking for a specific compound, and retargeting brings back anyone — B2B or B2C — who didn't finish checkout the first time.
We confirm conversion tracking fires correctly with a test purchase via a discount coupon code on the live payment processor, before a single dollar goes to media on either network.
Static creative sets built around the full 21-SKU line, including BPC-157 and the BPC + TB-500 blend that can't yet run on Google. Backup accounts stay pre-warmed so a suspension — expected roughly every couple of months in this category — doesn't stall spend.
Message"Now shipping direct — same catalogue, new checkout."
AudienceLookalikes built from the existing B2B researcher base, expanded toward independent researchers and lab buyers.
Exact and phrase-match campaigns built around the search terms that already convert in this category, restricted to the SKUs cleared for Google, with a negative keyword list carried over from prior peptide accounts to keep spend off low-intent clicks.
Message"Looking for [compound]? Check current stock and specs."
AudienceHigh-intent branded and category search terms, geo-targeted to where the brand currently ships.
Display and Search retargeting reaches visitors who reached the site but didn't convert, segmented by product page viewed and whether they look like a bulk B2B buyer or a smaller first-time order.
Message"Still deciding? Your saved products are in stock."
AudienceSite visitors from the last 30 days, segmented by product viewed and cart-abandon status.
04 / What's Included
Full management on Meta and Google, plus the compliance and account-resilience work this category specifically requires.
05 / Available Add-Ons
Additional Meta Creative Sets
The base fee includes one set of static creatives. Additional sets, or unlimited creative briefs your own team executes, are available for an extra fee per set as the catalogue grows.
Amazon & TikTok Ads
Once Meta and Google are stable, spend can diversify further into Amazon and TikTok ads, so no single network's policy shifts can stall revenue on their own.
SEO & AI-Search Visibility
Content and press placements aimed at ranking in both classic search and AI answer engines — the same approach that brought this proposal to you.
06 / Timeline
Conversion tracking verified with a test purchase, Meta campaigns built and launched across the full catalogue, and the Google compliance checklist delivered for the product pages.
Search campaigns launch on the eligible SKUs once the compliant product pages are confirmed live and the account passes Google's review for regulated products.
Early weeks are about volume and signal on both channels, not just ROAS. Google needs roughly three weeks to seed data before real optimization starts, while Meta is actively tested and refined.
Both accounts mature, Shopping and Performance Max layer onto Google as more SKUs clear review, and combined spend scales toward the pace needed to hit $1M in revenue within the year.
07 / Investment
One flat fee per platform, no surprises as spend grows. Recommended starting budget is $5,000/month per platform — $10,000/month combined — with room to scale as both accounts build trust.
Ready when you are — text or email me and we'll get started.
→ sveta@oney.studio08 / Case Studies
Google Ads · Peptides · NDA
A U.S. peptides brand scaled its Google Ads spend to roughly $120,000 a month, almost entirely on BPC-157-style demand, reaching close to $300,000 in monthly revenue within six months. Every line of ad copy was rewritten for policy compliance from the ground up, keeping the account live and scaling through a period when Google's enforcement was tightening month over month.
→ Read the full case studyGoogle Ads · Recovery Peptides
A brand built around the same BPC-157 and BPC + TB-500 recovery stack Icarus Peptides is launching with. Meta carried the full catalogue through several routine suspensions on pre-warmed backup accounts, while Google Search stayed restricted to compliant SKUs — the exact split proposed here.
→ Read the full case studyGoogle Ads · Supplements
The same structure-first, compliance-before-scale approach applied to a supplements brand: proactive policy review kept disapprovals minimal and the account flag-free through the entire scaling period.
→ Read the full case studyReady when you are
Meta launches almost immediately. Google follows once the site's compliant.
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