Define the actual business
Write a plain description of the business, the specific products in scope and the people it intends to serve. Distinguish a research supplier from a clinical service or a consumer supplement business. A broad label such as “peptides” is not enough to establish which advertising rules apply. Keep the product list and destination pages beside the brief.
Establish channel eligibility
Google restricts some healthcare advertising by product, location and advertiser status, and prohibits certain substances. Meta also applies category-specific restrictions. Our working approach is to review current primary rules before planning delivery. A research-use disclaimer is not a substitute for that review. If the campaign is ineligible, changing the label or hiding the destination is not an acceptable solution.
Choose a question the budget can answer
Avoid launching a large matrix of audiences and ads on a small budget. Start with a limited question: which of two visual directions communicates the same eligible message more clearly? Agree what stays consistent, what changes and when the account will be reviewed. Set expectations for uncertainty when purchase volume is low.
Connect the ad to the business outcome
Document the conversion event, purchase value, currency and reporting window before launch. Then put the media result beside business costs. A useful review asks whether traffic reached the intended page, whether the event was recorded correctly and whether acquired orders make commercial sense. It does not treat an attractive ROAS screenshot as the whole business.
Put it into practice
Prepare a brief with product scope, market, channel, destination, conversion event and the first test question.
Primary references
The workflow above is our practical approach. Review current requirements for the specific offer and market.