How Do I Launch a New Product With Meta Ads?

Build awareness first, then sell to the people who watched. Running conversion ads to an audience that has never encountered the product means paying to introduce and to convert in the same impression, which is the most expensive way to do both.

For a MyFoods product launch, Web to Spec ran a video campaign that generated 38,454 ThruPlay views before any purchase advertising, then retargeted that audience with direct product messaging.

The sequence Web to Spec uses

• A top-of-funnel video campaign to establish what the product is and who it is for.
• Retargeting of engaged viewers rather than broad conversion targeting.
• Messaging built around the specific need the product answers.
• Budget scaled into the launch only after purchase data appears.

Why going straight to sales ads fails

The launch sat inside a wider restructure. Across six months Web to Spec grew MyFoods' average monthly orders by 492% and average monthly revenue by 218%, with growth distributed across several product lines rather than concentrated in one.

Peak performance came in the fourth month, and the account remained well above its starting level after that peak — the pattern that distinguishes a scaled account from a successful campaign.