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All Brooklinen ads & funnels →Meta Ad Library

Days running

5 days

Funnel score

73/100

Page speed

33/100

The ad

Invest in your best rest when you use your pre-tax HSA/FSA dollars on our Pillows now.

Check out with Truemed to use your pre-tax dollars with us

Shop now

Angle: Financial incentive / Tax savings benefitHook: Value proposition with urgencyFormat: Video

View this ad in Meta Ad Library →

The funnel behind it

Offer: Invest in your best rest when you use your pre-tax HSA/FSA dollars on our Pillows and bedding products

Visit landing page →

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.

This HSA/FSA landing page demonstrates strong strategic alignment and messaging but is severely hampered by poor technical performance. The page effectively communicates the offer (use pre-tax dollars on bedding), provides clear instructions via Truemed integration, and showcases eligible products with social proof. Message-to-ad match is excellent. However, a PageSpeed score of 33 is a critical failure that likely causes significant abandonment before users even see the compelling content. The page needs urgent performance optimization—image compression, lazy loading, code minification, and server-side improvements are essential. Trust elements are solid with Truemed partnership and transparent disclosures. CTAs could be more prominent and consolidated. The FAQ section is valuable but appears late in the funnel. Overall, this is a well-conceived page undermined by technical debt.

What this funnel does right. Steal these.

Message match: Excellent alignment between ad and landing page. Ad promises HSA/FSA dollar usage, page delivers exactly that with Truemed integration, eligible products, and step-by-step instructions. No disconnect.
Trust signals: Strong trust signals: Truemed partnership (with disclosure), product reviews, clear compliance language ('Truemed is for qualified customers'), FAQ section, privacy policy link. Brooklinen brand recognition helps. Disclosure about tax savings variation is transparent.
Mobile experience: Responsive design evident across all image slices. Touch-friendly buttons, readable text hierarchy, proper spacing. Product carousel works on mobile. Minor: some text could be slightly larger for elderly users (HSA/FSA demographic).
Headline: Strong primary headline 'Use Your HSA/FSA Dollars with Brooklinen' directly matches ad intent. Subheading reinforces benefit ('invest in your best rest'). Clear and benefit-driven.
Offer clarity: Clear value proposition: use pre-tax HSA/FSA dollars on bedding products. Specific eligible products shown (pillows, sheets). Process is well-documented with 3 clear steps.
Call to action: Multiple CTAs present: 'Shop All' button, product add-to-cart buttons, and implicit 'Select Truemed at Checkout' instruction. Primary CTA is clear but could be more prominent. Secondary CTAs are somewhat scattered.
Social proof: Product ratings visible (4,187 reviews on sheet set, 4,442 on pillow). Truemed partnership adds credibility. However, limited customer testimonials or case studies about HSA/FSA usage specifically. Could be stronger.

Where it's weak

Page speed: PageSpeed score of 33 is critically poor. This severely impacts conversion rates, especially on mobile. Likely high bounce rate before page fully loads. Major CRO liability.

Full breakdown

Call to action7/10

Multiple CTAs present: 'Shop All' button, product add-to-cart buttons, and implicit 'Select Truemed at Checkout' instruction. Primary CTA is clear but could be more prominent. Secondary CTAs are somewhat scattered.

Page speed3/10

PageSpeed score of 33 is critically poor. This severely impacts conversion rates, especially on mobile. Likely high bounce rate before page fully loads. Major CRO liability.

Trust signals8/10

Strong trust signals: Truemed partnership (with disclosure), product reviews, clear compliance language ('Truemed is for qualified customers'), FAQ section, privacy policy link. Brooklinen brand recognition helps. Disclosure about tax savings variation is transparent.

Mobile experience8/10

Responsive design evident across all image slices. Touch-friendly buttons, readable text hierarchy, proper spacing. Product carousel works on mobile. Minor: some text could be slightly larger for elderly users (HSA/FSA demographic).

Headline8/10

Strong primary headline 'Use Your HSA/FSA Dollars with Brooklinen' directly matches ad intent. Subheading reinforces benefit ('invest in your best rest'). Clear and benefit-driven.

Social proof7/10

Product ratings visible (4,187 reviews on sheet set, 4,442 on pillow). Truemed partnership adds credibility. However, limited customer testimonials or case studies about HSA/FSA usage specifically. Could be stronger.

Message match9/10

Excellent alignment between ad and landing page. Ad promises HSA/FSA dollar usage, page delivers exactly that with Truemed integration, eligible products, and step-by-step instructions. No disconnect.

Offer clarity8/10

Clear value proposition: use pre-tax HSA/FSA dollars on bedding products. Specific eligible products shown (pillows, sheets). Process is well-documented with 3 clear steps.