Ledisa 360° Audit · Demand Gen & YouTube

01The Evidence

Demand creation already drives this brand — through one network.

Who manufactures Ledisa's brand demand today

Daily AppLovin spend (left) vs daily brand-search impressions on Google (right) · 90 days · correlation r = 0.68 in levels, 0.29 in day-over-day changes · correlation, not proven causation

Mechanism

People see ads elsewhere, then search the brand

AppLovin's daily spend moves together with next-day brand searches on Google, which the brand campaigns and PMax then convert at $3.88–6.77 CPA. The mechanism a YouTube investment would exploit is already working — just owned by a single network today.

Risk

One network is 77% of all spend

Any AppLovin shock — CPM inflation, inventory policy change, attribution change — hits three quarters of acquisition at once. A second demand channel is insurance for the whole business, not an experiment for its own sake.

Whitespace

YouTube is near-empty for direct rivals

Among the direct GLP-1/berberine patch competitors, the YouTube layer is almost entirely affiliate "scam or legit" reviews — only Kind Patches (the category's social leader) runs brand-owned channels with sponsored Shorts. No competitor was confirmed running paid YouTube/Demand Gen video ad campaigns. That is real, defensible whitespace for owned demand creation. Details →

How we verified the YouTube picture (and what's still open)

We checked each competitor for a brand-owned YouTube channel and for organic/affiliate video presence via search. Confirmed: Purisaki, Lipovia, Ozempatch, Gentle and Patched have no brand-owned channel — their YouTube layer is third-party reviews and skeptic content; Kind Patches is the exception (US + UK brand channels). Adjacent wellness-patch brands (The Good Patch, Barrière, Nutri-Patch, Klova) do run brand channels. Still open and worth a manual check before launch: whether any competitor runs paid Google Ads Demand Gen / YouTube video campaigns — that requires the Google Ads Transparency Center (adstransparency.google.com) per domain, which we recommend reviewing as a pre-launch step. Net: the video-ad lane looks open, but treat "clear air" as probable, not proven.

02Proposal A · Demand Gen — Images, Prospecting

Campaign 1: image prospecting, one audience per ad group.

DG_IMG_PROSPECTING_US

Structure — each ad group = one audience (clean reads, separate bids)

Ad group	Audience	Landing (already built — reused from Search)	Creative angle
AG_InMarket_WeightLoss	In-market: weight loss & supplements	Feel Full Sooner advertorial	Appetite science: "feel full sooner"
AG_Custom_GLP1_Searchers	Custom segment: people who searched GLP-1 / Ozempic-alternative terms	Top 5 Berberine advertorial	"Patch vs pill" ingredient science
AG_Affinity_Wellness40	Health & wellness affinity, women 35–60	Weight Gain After 40 advertorial	Routine/lifestyle, problem-first story
AG_Lookalike_Purchasers	Lookalike of the purchaser customer list	Store (ledisa.com PDP / bundle page)	Social proof + bundle offer

Every advertorial here is the same page already built for Search (see the Landing Library) — one build, two channels. No separate Demand Gen creative needed.

Settings

Budget $250–400/day · Maximize Conversions to start, switch to Target CPA at the new-customer benchmark (~$115, see Summary page) once ≥50 conversions.
Creative: 3–5 statics per ad group from the advertorial design system (1:1 + 4:5 + 9:16); compliant claims only — no drug names, no before/after, no "lose X lbs".
Mixed landing test is deliberate: advertorial vs store per audience temperature — judged on Triple Whale CPA per ad group.

03Proposal B · Demand Gen — Images, Remarketing

Campaign 2: image remarketing, laddered by intent depth.

DG_IMG_REMARKETING_US

Ad group	Audience	Message / offer
AG_RMK_SiteVisitors_30d	ledisa.com + tryledisa.com visitors, 30d, non-buyers	Reminder + strongest social proof; store landing
AG_RMK_CartAbandoners_14d	Add-to-cart / begin-checkout, 14d, non-buyers	Offer completion + guarantee emphasis ("90-day, no questions")
AG_RMK_AdvertorialReaders_14d	myhealthyshape.com advertorial readers who never reached the store	"Still comparing?" — comparison recap + discount; requires the Google tag/audience on the advertorial domain (small setup task, big list)
AG_RMK_PastBuyers_CrossSell	Purchasers 30–180d	Cross-sell the catalog (Sleep / NAD+ / Energy patches) — feeds the repeat-revenue engine (52% of orders are returning customers)

Settings

Budget $100–150/day · frequency caps tight (this list is warm — don't burn it) · exclude the last 7-day purchasers everywhere.
Health-vertical caveat flagged honestly: Google restricts personalized-audience targeting for weight-loss products, so some remarketing lists may be limited for the GLP-1 SKU. The cross-sell and advertorial-reader groups (wellness framing, non-weight-loss SKUs) are the policy-safe core of this campaign.

04Proposal C · Demand Gen — YouTube Only

Campaign 3: YouTube video for demand creation.

DG_YT_DEMANDCREATION_US

Structure — audiences per ad group, angles and formats mapped

Ad group	Audience	Communication angle	Click-through landing	Formats
AG_YT_InMarket_WL	In-market weight loss & supplements	"The needle-free routine" — what a patch morning looks like; comparison energy without drug claims	Feel Full Sooner	30s in-stream + 15s Shorts
AG_YT_Custom_Alternatives	Custom segment: GLP-1 / Ozempic-alternative searchers	"How transdermal works" — absorption science explainer, ingredient transparency	Top 5 Berberine	45–60s explainer + 6s bumpers
AG_YT_Affinity_Women40	Wellness affinity women 35–60 + life events	"After 40, it's different" — hormonal-change story, day-in-the-life UGC	Weight Gain After 40	30s UGC + 15s Shorts
AG_YT_ChannelPlacements	Placement targeting: wellness/menopause/health YouTube channels	Soft education — "what we put in the patch and why" founder-style	Store + Reviews	30s + 6s bumper

Same recycling principle: each YouTube ad group drives to a landing already built for Search (see the Landing Library). Video creates the demand; the matching advertorial closes it.

Creative production rules (compliance-first)

Structure/function language only ("supports appetite control", "part of a balanced routine") — never disease, drug, or "no diet needed" claims; no before/after bodies.
UGC-style, native pacing for Shorts; branded end-card with the 90-day guarantee — the credibility asset competitors can't copy.

Budget & measurement (decided before launch)

$30–50K/month for 6–8 weeks, US only.
Primary success metric: brand-search lift — daily brand impressions vs the pre-period baseline model (the AppLovin correlation on this page gives us the expected baseline). Secondary: Triple Whale first-click revenue to video; blended customer-acquisition cost stays flat.
Scale rule: brand-demand lift ≥15% with flat blended CAC → scale. Kill rule: no measurable lift after 6 weeks at full budget → stop with confidence.
Sequencing: launch only after the tracking repair (Search page) — a video test on broken measurement burns twice.

05Demand Gen & YouTube · Action Plan

This page's actions.

1Prerequisites: tracking repair + Google tag/audience on the advertorial domain + customer-list uploadMakes the tests readable0–30d

MeasureAudience lists populating; conversion capture ≥75%.

2Produce the creative kit: statics (3 angles) + 6/15/30/60s video set, compliance-checkedShared with the PMax asset test30–60d

MeasureCreative pre-cleared against Google healthcare & weight-loss policy before upload.

3Launch DG Prospecting + DG Remarketing (images)2nd demand channel30–60d

MeasureTriple Whale CPA per ad group vs the $115 new-customer benchmark; remarketing CPA vs brand CPA.

4Launch the YouTube demand-creation campaign with pre-registered lift measurementDiversifies the 77%60–90d

MeasureBrand-search lift ≥15% at flat blended CAC → scale; no lift in 6 weeks → kill.