Library/beauty· US

OllieSmile

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All OllieSmile ads & funnels →Meta Ad Library

Days running

272 days

Funnel score

66/100

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 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: You've got 10% off your first order!

Full landing page teardown →Visit landing page →

66/ 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 landing page effectively captures the core ad message with a fluoride-free positioning and clear discount offer (10% off). The message match is strong, and mobile optimization appears solid. However, the page suffers from critical performance issues (PageSpeed 40), which will significantly harm conversion rates. The popup strategy is aggressive but clear. Social proof elements are mentioned but not prominently displayed. The long-form ad copy about hydroxyapatite is educational but may overwhelm mobile users. Trust signals could be strengthened with visible customer reviews and security indicators.

What this funnel does right. Steal these.

Call to action: Clear 'CONFIRM' button in popup with discount incentive is prominent and action-oriented, though 'Shop now' in ad could be more specific
Mobile experience: Popup modal is well-formatted for mobile, text is readable, CTA button is appropriately sized and tappable
Message match: Strong alignment between ad messaging (fluoride-free, cavity protection) and landing page content (hydroxyapatite benefits, no fluoride)
Headline: Strong headline 'Fluoride Free Cavity Protection' matches ad and resonates with target audience, though could emphasize the unique hydroxyapatite angle more
Offer clarity: 10% off first order is clear in popup, but the primary value proposition (hydroxyapatite benefits) could be more concise on landing page

Where it's weak

Page speed: PageSpeed score of 40 is poor; slow loading will increase bounce rate and reduce conversions significantly
Social proof: Mentions 'Dentist-Approved' and references NASA/Japanese usage, but lacks customer reviews, ratings, or testimonials visible in screenshot

Full breakdown

Call to action8/10

Clear 'CONFIRM' button in popup with discount incentive is prominent and action-oriented, though 'Shop now' in ad could be more specific

Page speed4/10

PageSpeed score of 40 is poor; slow loading will increase bounce rate and reduce conversions significantly

Trust signals6/10

References to NASA, Japan, and dentist approval build credibility, but lacks visible security badges, return policy, or customer testimonials in screenshot

Mobile experience8/10

Popup modal is well-formatted for mobile, text is readable, CTA button is appropriately sized and tappable

Headline7/10

Strong headline 'Fluoride Free Cavity Protection' matches ad and resonates with target audience, though could emphasize the unique hydroxyapatite angle more

Social proof5/10

Mentions 'Dentist-Approved' and references NASA/Japanese usage, but lacks customer reviews, ratings, or testimonials visible in screenshot

Message match8/10

Strong alignment between ad messaging (fluoride-free, cavity protection) and landing page content (hydroxyapatite benefits, no fluoride)

Offer clarity7/10

10% off first order is clear in popup, but the primary value proposition (hydroxyapatite benefits) could be more concise on landing page