AG1 ads: testing cadence, angles and landing pages

Testing cadence: how often new creative goes live

44 launched in the last 7 days, 174 in 30, 217 in 90; the median active ad is 13 days old and 2% have run 90 days or more. Sampled by reach, so brand-new ads that have not built reach yet are likely under-counted.

AG1 refreshes fast: 78% of the sample started in the last 30 days and the median ad is 13 days old, with a big recent step up (77 launches 7 to 13 days ago, 44 in the latest week). Almost nothing is older than 90 days (2%). The two exceptions are credibility creatives that have run 99 to 123 days, one built on a doctor and one on a military-discount offer, which suggests the brand keeps its trust-builders on while rotating everything else around them.

Creative mix: format, copy length, placements

• Video47% (104)
• Carousel29% (64)
• Image24% (54)

Median copy length 572 characters (20 under 100, 32 of 100 to 300, 156 over 300, 14 with no body text). Placements: Facebook 100%, Instagram 100%, Threads 98%, Whatsapp 73%, Messenger 25%. Buttons: Shop now (180), Get offer (18), Learn more (15), See details (9).

Variant check: the 222 ads share only 56 distinct pieces of copy. 28 copy groups run in 3 or more versions (182 ads), the biggest in 23. Many versions of one message is the signature of a winner being scaled or an angle being tested across creatives.

Messaging and who the copy talks to

• Proof and numbers26% (58)
• Offer or discount15% (34)
• Mentions "new" or AI13% (28)
• Problem or question hook9% (19)
• Testimonial or quote3% (6)

Share of sampled ads whose copy leads with each angle (keyword-matched, one dominant angle per ad). Ads with no clear angle are not shown.

• “I'm doing everything right, why do I still feel like something's missing?” video ad, 123 days running, 6 versions
• “Your potential is capped by your foundation.” image ad, 1 days running, 18 versions
• “Military and First Responders get 25% off AG1” video ad, 99 days running

Audience cues in the copy: health goals (76%), fitness and athletes (20%), busy people (12%), beginners (9%). Angles and audience cues are keyword-matched, so read them as a guide, not a count of record.

Proof is the dominant frame (58 ads lead with it, against 34 that lead with an offer): "clinically backed", a 90-day habit, a doctor's recommendation. The problem hook is aspirational, not painful: "Your potential is capped by your foundation" speaks to high performers, which matches 45 ads with fitness or athlete cues and 26 with busy-person cues. Offers are segmented rather than blanket: 25% off for military and first responders via ID.me, and a free $68 immune bundle with a first AG1 Pro subscription. The biggest copy group (23 versions) is the AG1 Pro launch line "Sold out after launch."

Landing page strategy: where the clicks go

• other page43% (96)
• dedicated landing page34% (75)
• product page11% (24)
• homepage9% (21)
• collection or shop3% (6)

222 ads in the sample carry a link and point at 33 distinct pages across 2 hosts (drinkag1.com 209, try.drinkag1.com 13). The library shows destination links without UTM tags.

AG1 does not use one funnel. Of 222 ads: 96 go to campaign or other pages, 75 to dedicated landing pages, 24 to product pages and 21 to the homepage. Campaign paths are localized by market (/en-eu/campaign/immunity-v5 with 33 ads, /en-uk/ with 18), a countdown-style parameter (ag1_timer) appears on the top page, and 13 ads use a separate try.drinkag1.com host. That is a market-by-market campaign page system, not one landing page tested against another. Our fetch of the AG1 pages was rate-limited, so we could not read page titles.