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OllieSmile

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All OllieSmile ads & funnels →Meta Ad Library

Days running

251 days

Funnel score

73/100

Page speed

42/100

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 question with credibility building (NASA/Japan references)Format: Image ad with educational carousel or single image with text overlay

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The funnel behind it

Offer: Premium fluoride-free toothpaste with 10% nano-hydroxyapatite formula for cavity protection, sensitivity relief, and natural enamel repair

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.

Ollie's landing page effectively converts the ad's educational angle about hydroxyapatite into a comprehensive product page. Strengths include excellent social proof (high ratings, customer testimonials with photos), clear product differentiation (fluoride-free, 10% nano-hydroxyapatite), and strong trust signals (dentist approval, Japanese heritage, NASA connection). The page structure logically progresses from product showcase → benefits → detailed explanations → customer reviews → discount incentive. Message match between ad and page is strong. However, the critical weakness is the PageSpeed score of 42, which severely impacts mobile experience and conversion potential. The page also has multiple CTAs but could benefit from more prominent above-the-fold conversion opportunities. The popup discount offer (10% off) is a good engagement tactic. Overall, this is a well-designed product page undermined by technical performance issues.

What this funnel does right. Steal these.

Trust signals: Multiple trust signals: 5-star ratings, 312+ reviews, 50,000+ Happy Smiles, dentist-approved badge, kid-safe claim, 30 years of use in Japan, NASA heritage story, clean ingredient list (11 ingredients, no SLS/artificial dyes). Transparent about formula composition.
Mobile experience: Mobile layout appears responsive and well-organized. Text is readable, images scale appropriately, CTAs are accessible. Popup modal for discount offer displays properly. No obvious mobile usability issues detected.
Social proof: Strong social proof: 5.0 rating (312 reviews), 50,000+ Happy Smiles metric, multiple verified buyer reviews with photos/videos. Customer testimonials show real results. Dentist-approved claim included.
Message match: Strong alignment between ad and landing page. Ad emphasizes hydroxyapatite, fluoride-free, cavity protection—all prominently featured on page. Page expands on ad's educational angle about hydroxyapatite vs fluoride. Mint flavor mentioned in both.
Offer clarity: Clear value proposition: fluoride-free toothpaste with 10% nano-hydroxyapatite. Product benefits are well-articulated (cavity protection, sensitivity relief, enamel repair). Specific formula details provided.
Call to action: Multiple 'Shop Now' CTAs visible throughout page (at least 2-3 instances). Teal/turquoise color stands out. However, CTAs could be more prominent above-the-fold and use more urgency language. 10% discount popup offer adds incentive.
Headline: Headline 'The Toothpaste That Repairs Your Smile—Naturally' is compelling and benefit-focused. Matches ad headline intent but page headline emphasizes 'naturally' more than 'fluoride-free' angle from ad.

Where it's weak

Page speed: PageSpeed score of 42 is poor. This significantly impacts user experience, especially on mobile. Slow load times increase bounce risk and reduce conversion likelihood. Major CRO concern.

Full breakdown

Call to action7/10

Multiple 'Shop Now' CTAs visible throughout page (at least 2-3 instances). Teal/turquoise color stands out. However, CTAs could be more prominent above-the-fold and use more urgency language. 10% discount popup offer adds incentive.

Page speed4/10

PageSpeed score of 42 is poor. This significantly impacts user experience, especially on mobile. Slow load times increase bounce risk and reduce conversion likelihood. Major CRO concern.

Trust signals8/10

Multiple trust signals: 5-star ratings, 312+ reviews, 50,000+ Happy Smiles, dentist-approved badge, kid-safe claim, 30 years of use in Japan, NASA heritage story, clean ingredient list (11 ingredients, no SLS/artificial dyes). Transparent about formula composition.

Mobile experience8/10

Mobile layout appears responsive and well-organized. Text is readable, images scale appropriately, CTAs are accessible. Popup modal for discount offer displays properly. No obvious mobile usability issues detected.

Headline7/10

Headline 'The Toothpaste That Repairs Your Smile—Naturally' is compelling and benefit-focused. Matches ad headline intent but page headline emphasizes 'naturally' more than 'fluoride-free' angle from ad.

Social proof8/10

Strong social proof: 5.0 rating (312 reviews), 50,000+ Happy Smiles metric, multiple verified buyer reviews with photos/videos. Customer testimonials show real results. Dentist-approved claim included.

Message match8/10

Strong alignment between ad and landing page. Ad emphasizes hydroxyapatite, fluoride-free, cavity protection—all prominently featured on page. Page expands on ad's educational angle about hydroxyapatite vs fluoride. Mint flavor mentioned in both.

Offer clarity8/10

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