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Advertorial funnel examples from real DTC brands

An ad sends shoppers to an article-style page that tells a story, then links to the offer. Here are four brands running one now, from the ad's words to the offer.

Over 3,500 active Meta ads link to advertorials. Brands below are ordered by the ads linked to each page.

  1. Overtone

    Hair color

    1. 1 · The ad

      “How brunettes go from 'my hair is so dull' to getting their shine back.”

      Video adButton: Shop now

      The hook quotes the reader's own complaint before naming any product.

      See the ad in the Meta Ad Library

    2. 2 · The page

      Overtone's article on a phone: the headline “Somewhere between 35 and 39, I became a woman with plain hair” over a first-person story

      “I became a woman with plain hair”: over 50 Meta ads linked here.

      A first-person headline with an age range lets the right reader see herself in line one.

    3. 3 · The offer

      15% off the first order

      A first-order discount turns one woman's story into a low-risk first try.

  2. Tempo

    Home fitness

    1. 1 · The ad

      “Too busy to workout? Think again.”

      Video adButton: Learn more

      The hook argues with the viewer's excuse, then lists what the membership includes.

      See the ad in the Meta Ad Library

    2. 2 · The page

      A Women's Fitness Lab review on a phone, in partnership with Tempo: “I'm shocked! I actually stuck to a fitness routine” over a photo of a woman training with dumbbells

      Women's Fitness Lab review: over 40 Meta ads linked here.

      It reads as a fitness site's review, with a byline, a star rating and a partnership label.

    3. 3 · The offer

      Membership from $39 a month

      A monthly price puts home training next to a gym membership, not a big purchase.

  3. Frøya Organics

    Skincare

    1. 1 · The ad

      “The honest version of why I didn't get Botox”

      Carousel adButton: Shop now

      It runs from the creator's own account, so it reads as her post, not an ad.

      See the ad in the Meta Ad Library

    2. 2 · The page

      Frøya Organics' story page on a phone: Christina Milian holding a box of balms, the headline “The honest version of why I didn't get Botox” and a “Save 40%” button

      Christina Milian story page: over 20 Meta ads linked here.

      The page repeats the ad's line as its headline under her photo, so the story continues.

    3. 3 · The offer

      40% off, with a 60-day money-back guarantee

      Save 40% sits in the first button, with the guarantee right under it.

  4. Chirp

    Back pain relief

    1. 1 · The ad

      “You can stretch your back forever and never fix your sciatica.”

      Video adButton: Shop now

      The hook says the usual fix won't work, which is exactly what sufferers suspect.

      See the ad in the Meta Ad Library

    2. 2 · The page

      Chirp's article on a phone: “5 ways the RPM can help relieve sciatic nerve pain” over a woman using a foam roller

      5 ways the RPM can help relieve sciatic nerve pain: over 10 Meta ads linked here.

      The headline names the pain and the product, then explains the cause before selling.

    3. 3 · The offer

      Free shipping over $75 and free returns

      Free returns lower the risk of buying a device for pain you've had for years.

What all four have in common

  • An article, not a store

    The page opens like a story or an explainer, not a product page.

  • The problem before the product

    The product appears after the reader recognizes the problem.

  • The same problem as the ad

    The page picks up the problem the ad named, so the click feels continuous.

Build an advertorial funnel on your store

  1. Pick one story

    Choose the customer moment your best ads already describe.

  2. Write the article

    Problem, what didn't work, the switch, then proof and the product.

  3. End on the offer

    Close with one button to the offer, and repeat it mid-article.

Build an advertorial

Advertorial funnel questions

What is an advertorial funnel?
An advertorial funnel sends ad traffic to a page written like an article or a personal story, not a product page. The story names the problem first, introduces the product as the answer, then links to an offer.
Do advertorials still work on Meta?
Yes. Thousands of active Meta ads link to advertorials, and brands keep running them for products that need explaining. They work best when the headline repeats the ad's hook and the page discloses that it's from the brand.
How long should an advertorial be?
Long enough to tell one story and answer the main objections, usually 600 to 1,200 words. Put a button to the offer partway down for readers who are sold early, and another at the end.
Can I build an advertorial on my own store?
Yes. Describe the story to Replo and it builds the advertorial on your own domain, with your products and your Shopify cart and checkout behind the offer button. Read what an advertorial is for the format.

Other funnel types

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