Inside The Ordinary's Facebook ad strategy (2026): 16 live ads analyzed
The Ordinary relies on image ads and gift-with-purchase incentives to drive Facebook conversions, with campaigns running for extended periods.
- 16
- Live ads tracked
- 62 days
- Longest-running ad
- 45
- Median days running
- 66/100
- Funnel score
Format Strategy: All-In on Static Images
The Ordinary's Facebook advertising relies exclusively on static image ads rather than video content. This format choice suggests the brand prioritizes simplicity and cost efficiency, allowing it to test multiple creative variations across its product range without the production overhead of video.
Campaign Duration and Longevity
The brand's ads run for extended periods, with some campaigns persisting for many weeks. The longest-running ad focuses on UV protection, indicating The Ordinary tests endurance over rapid iteration. Most campaigns maintain active status for a moderate duration, suggesting the brand balances consistency with periodic creative refreshes.
Dominant Messaging Angles
The Ordinary splits its creative focus between two primary angles: limited-time gift-with-purchase incentives and solution-oriented messaging targeting specific skin concerns. These approaches appear equally in the active ad set, with additional emphasis on product benefits and skin compatibility. This dual strategy allows the brand to appeal to both deal-seekers and consumers researching targeted skincare solutions.
Funnel Performance and Scoring
The majority of ads in the dataset received conversion funnel assessments using an 8-point CRO rubric. Most ads scored in the mid-range on a 0 to 100 scale, indicating room for optimization in landing page experience, messaging clarity, or call-to-action strength. The highest-scoring ads suggest The Ordinary has identified effective patterns worth replicating across future campaigns.
| Format | Ads |
|---|---|
| Video | 0 |
| Image | 16 |
| Angle | Ads |
|---|---|
| Limited-time gift with purchase incentive | 5 |
| Solution-oriented skincare targeting specific skin concerns | 5 |
| Product benefits and skin compatibility | 4 |
| Democratization of quality skincare through affordability | 1 |
| Solution-focused skincare targeting specific skin concerns | 1 |
Key takeaways
- Consolidate video production resources and lean into image ads, which allow faster testing and lower production costs for a broad product catalog
- Test gift-with-purchase mechanics alongside solution-focused copy to capture both price-sensitive and research-driven audiences
- Extend campaign duration beyond typical DTC benchmarks to maximize learning from each creative before rotation
- Audit landing page experience and CTA clarity for mid-scoring ads, as funnel performance suggests conversion friction exists post-click
Frequently asked
Why does The Ordinary avoid video ads on Facebook?
The data shows no video ads in the active set, suggesting the brand prioritizes image-based creative. This may reflect cost efficiency, faster iteration cycles, or better historical performance with static creative for skincare products where product shots and ingredient callouts drive conversions.
What is The Ordinary's primary conversion hook?
The brand splits focus between limited-time gift incentives and problem-solution messaging. Both angles appear equally in the ad set, indicating The Ordinary tests multiple psychological triggers rather than relying on a single conversion driver.
How long should I expect a campaign to run before rotating creative?
The Ordinary's campaigns run for a moderate duration on average, with some extending much longer. This suggests testing each creative thoroughly before replacement, rather than weekly or bi-weekly rotations common in some DTC brands.
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Every figure in this study is computed from the real Meta ads and landing pages Funnelens tracks; no data is estimated or invented. Ad data from the public Meta Ad Library. See data sources.