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Client case study
Advanced Food Intolerance Labs: growing an at-home testing brand within strict health advertising rules
Health-adjacent products face tight ad policies and a long journey from order to results. We made the ads policy-safe, built education content, and automated the steps between purchase and results.
Results
Approved
ads and landing pages after policy rewrite
Faster
sample returns with reminder flows
Simpler
mobile checkout with express pay
The challenge
Selling at-home intolerance tests means working under Google and Meta personal health policies, where copy that implies a reader has a condition gets disapproved and audience targeting is limited. After purchase, customers had to collect and return a sample before receiving results, and many delayed, which slowed results and increased support requests.
Why it was complex
- Ad and landing page disapprovals under personal health policies, which throttled paid acquisition
- Delays between kit delivery and sample return, leading to slow results and refund requests
- High mobile checkout abandonment with unclear shipping and too many form fields
- Educational content needed to rank for symptom searches without making medical claims
How we fixed it
Policy-safe advertising
Rewrote ads and landing pages around the product and the process instead of the reader's health, rebuilt campaigns by intent, and restored approvals across Google and Meta.
Education content hub
Published guides on common food sensitivity questions, written to avoid diagnostic claims, structured with FAQ schema, and linked to the relevant test.
Post-purchase automation
Built email and SMS flows triggered by order and shipping events: kit on the way, how-to video on arrival, sample return reminders, results ready, and a retest offer later.
Checkout optimization
Added express payment options, showed shipping and turnaround up front, and removed non-essential fields on mobile.