Case Study · Funnel Map · 2026-05-10

97 ads. ~83% to pages with no Add to Cart button.

Most brands send Meta traffic straight to a PDP. AG1 deliberately adds a step between the ad and checkout — education first, purchase second. Below: the 5 active funnel types they spend on right now.

Scope: US Meta Ad Library, active ads only, May 2026. 97 brand ads scraped; 17 routed to Target retail PDPs, the rest to drinkag1.com presells.

Funnel 01 · Branded Listicle

"Get Your $72 Free Welcome Kit"

11 ads · 11% of all AG1 spend. Listicle hook framed as a "best of" offer comparison. Catches research-mode shoppers comparing AG1 vs. competitors. Education-density mid — sits between minimalist celebrity and footnoted benefits walkthrough.

AG1 by Athletic Greens ad — **Their ads**5 of 5 · scroll inside

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advertorial screenshot — **Branded Listicle · best-green-powder-offers**presell · drinkag1.com/best-green-powder-offers

Funnel 02 · Campaign presell

Immune-support angle

10 ads · 10% of spend. Design-heavy campaign page targeting the immunity-curious. Jobs-to-be-done framing — illness-prevention narrative wrapped around the same SKU. Same template, different angle.

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Funnel 03 · Benefits page presell

"Stay One Scoop Ahead"

10 ads · 10% of spend. Educational walkthrough — focus, energy, digestion, immunity each with footnoted claims. Reads like a branded explainer, not editorial content. CTA at bottom only. Highest education density of any drinkag1.com presell.

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Funnel 04 · Campaign presell

Women's-health angle

6 ads · 6% of spend. Demographic-specific campaign page (likely US-targeted; renders inconsistently from EU). Same template as immune-support, different audience cohort. The pattern: one campaign template, many demographic skins.

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Funnel 05 · Offer LP (not a true presell)

"Get started with your AG1 Welcome Kit"

22 ads · 23% of spend — highest volume. Seasonal offer page that routes straight to a size-picker, not advertorial content. Included as the highest-volume entry point in the account, but worth noting it's an offer LP, not a true presell in AG1's broader playbook.

Stacy Sullivan FL with AG1 by Athletic Greens ad — **Their ads**8 of 10 · scroll inside

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Five funnel types. Five different ways to earn the click before asking for the sale. Branded listicle, two campaign presells, one benefits-walkthrough presell, one offer LP. AG1 doesn't choose between angles. They run all of them in parallel and let the algorithm sort.

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