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OllieSmile

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All OllieSmile ads & funnels →Meta Ad Library

Days running

181 days

Funnel score

73/100

Page speed

40/100

The ad

Have you ever heard of hydroxyapatite? Hydroxyapatite is the essential ingredient that makes up the human bone, including our teeth. It is known for its ability to protect the enamel covering our teeth, rebuild decayed enamel, and prevent demineralization. When most people think of toothpaste, they think of fluoride as being a critical ingredient. That it needs to be included in their dental routine to maintain healthy teeth. After all, fluoride has been scientifically proven to help teeth become stronger in resisting bacteria and fighting tooth decay. Plus, it helps balance the levels of mineralization in our mouth. This to ensure that your tooth’s enamel does not fall prey to dental caries (cavities). However, what most individuals do not know about hydroxyapatite is that it is the hardest substance in our body. It has a significant ability to improve dental hygiene. Much like fluoride, hydroxyapatite can help restore demineralized enamel effectively. And it is a natural alternative to fluoride which is fortified into toothpaste. While hydroxyapatite is still a relatively untapped market in the United States, the Japanese have been relying on it to prevent cavities for the last 30 years and it is the gold standard ingredient for toothpastes in Japan. Nasa pioneered the use of Hydroxyapatite in the 70’s to help replace mineral loss when astronauts were in outer space. A Japanese company later acquired patents from NASA for use in the dental field. My favorite toothpaste with hydroxyapatite is Ollie Clean Mint Toothpaste. It has a 10% Hydroxyapatite formula, potassium nitrate (for sensitivity) and no fluoride. this is actually the only toothpaste I have found that has a true 10% hydroxyapatite formula! So if you are ready to upgrade your oral health, give Ollie a try. 🦷 ✨ Strengthen your enamel and oral health ✨ Non-sensitive formula ✨ All natural ingredients ✨ Dentist-Approved Toothpaste

Fluoride Free Cavity Protection 🦷

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Angle: Natural alternative superiority - positioning hydroxyapatite as a scientifically-backed, fluoride-free solution used globally for decadesHook: Educational curiosity - opens with a question about an unfamiliar ingredient to establish knowledge gapFormat: Image ad with educational carousel or single image showcasing product

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The funnel behind it

Offer: Premium toothpaste with 10% nano-hydroxyapatite formula, fluoride-free, reduces sensitivity, repairs enamel naturally. 50,000+ Happy Smiles. 5.0 rating (312 reviews).

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73/ 100

Funnel score

8-point CRO breakdown

How well the landing page behind the ad is built to convert, scored across 8 factors: offer, copy, speed, trust, mobile, message-match, CTA, and social proof.

Ollie's landing page effectively converts the ad's hydroxyapatite narrative into a compelling product story with strong social proof and clear benefits. The page successfully addresses the fluoride-free positioning and emphasizes natural, science-backed ingredients. Key strengths include abundant customer testimonials with visual proof, specific product claims (10% hydroxyapatite formula), and multiple conversion opportunities. The early-stage popup discount offer is strategically placed. However, the page is significantly hampered by poor PageSpeed performance (40/100), which will negatively impact mobile conversions and user experience. The page layout is mobile-friendly, but slow load times undermine this advantage. CTAs are present but could be more visually prominent. Overall, this is a well-structured product page with excellent messaging alignment and social proof, but technical performance issues prevent it from being a top-tier converter.

What this funnel does right. Steal these.

Trust signals: Multiple trust signals: 5-star ratings, verified buyer badges, customer photos/testimonials, dentist approval, 30-year Japanese usage history, NASA heritage story, clean ingredient list (11 ingredients, no artificial additives). Transparent about formula composition.
Mobile experience: Page appears well-optimized for mobile with readable text, proper spacing, and accessible CTAs. Vertical layout works well for mobile viewing. Popup overlay is appropriately sized for mobile screens.
Social proof: Strong social proof elements: 5.0 star rating (312 reviews), 50,000+ Happy Smiles metric, multiple verified buyer reviews with photos/videos, customer testimonials showing real results. Dentist-approved claim adds credibility.
Message match: Excellent alignment between ad and landing page. Ad emphasizes hydroxyapatite benefits, fluoride-free formula, and natural ingredients—all prominently featured on page. Product-specific messaging matches ad copy well.
Offer clarity: Clear value proposition: fluoride-free toothpaste with 10% hydroxyapatite. Product benefits are well-articulated (cavity protection, sensitivity relief, enamel repair). Specific formula details provided.
Call to action: Multiple 'Shop Now' CTAs present throughout page (at least 3 visible). Clear and action-oriented. However, CTAs could be more prominent/contrasting. Early popup offering 10% discount is good conversion incentive but may interrupt user flow.
Headline: Headline 'Fluoride Free Cavity Protection' is clear and benefit-driven, matching ad copy. However, it's somewhat generic and doesn't emphasize the unique hydroxyapatite angle strongly enough for differentiation.

Where it's weak

Page speed: PageSpeed score of 40 is poor. Significant performance issues will impact user experience, bounce rates, and conversion. Page likely has unoptimized images, render-blocking resources, or other technical debt.

Full breakdown

Call to action7/10

Multiple 'Shop Now' CTAs present throughout page (at least 3 visible). Clear and action-oriented. However, CTAs could be more prominent/contrasting. Early popup offering 10% discount is good conversion incentive but may interrupt user flow.

Page speed4/10

PageSpeed score of 40 is poor. Significant performance issues will impact user experience, bounce rates, and conversion. Page likely has unoptimized images, render-blocking resources, or other technical debt.

Trust signals8/10

Multiple trust signals: 5-star ratings, verified buyer badges, customer photos/testimonials, dentist approval, 30-year Japanese usage history, NASA heritage story, clean ingredient list (11 ingredients, no artificial additives). Transparent about formula composition.

Mobile experience8/10

Page appears well-optimized for mobile with readable text, proper spacing, and accessible CTAs. Vertical layout works well for mobile viewing. Popup overlay is appropriately sized for mobile screens.

Headline7/10

Headline 'Fluoride Free Cavity Protection' is clear and benefit-driven, matching ad copy. However, it's somewhat generic and doesn't emphasize the unique hydroxyapatite angle strongly enough for differentiation.

Social proof8/10

Strong social proof elements: 5.0 star rating (312 reviews), 50,000+ Happy Smiles metric, multiple verified buyer reviews with photos/videos, customer testimonials showing real results. Dentist-approved claim adds credibility.

Message match8/10

Excellent alignment between ad and landing page. Ad emphasizes hydroxyapatite benefits, fluoride-free formula, and natural ingredients—all prominently featured on page. Product-specific messaging matches ad copy well.

Offer clarity8/10

Clear value proposition: fluoride-free toothpaste with 10% hydroxyapatite. Product benefits are well-articulated (cavity protection, sensitivity relief, enamel repair). Specific formula details provided.