If you think winning on Meta is about finding one killer ad and scaling it, Elavate will make you question that.

They are running roughly 2,100 active ads right now. Not two winners with a hundred variations. Thousands of genuinely different creatives. Skits, testimonials, celebrity spots, fake podcasts, week-by-week transformations.

And underneath all of them sit just two ideas.

No new promise. No secret ingredient. No miracle.

Just one belief, built into a hundred different doors. And it works. Elavate does 1.4 million visits a month, and their tracked Google spend alone went from 45,000 pounds in January to 910,000 by July.

We just broke down Elavate’s entire funnel inside the Funnel of the Week Members Area. Every ad angle, the aggressive email popup, the offer stack, and the post purchase flow that has no upsells at all.

Here are five moves worth studying.

Most supplement ads promise a miracle. Elavate does the opposite. Nearly every ad opens by agreeing with a woman who already bought collagen, hated it, and gave up. Yes, that tub in your cupboard was a waste of money. Here is why.

The two beliefs they hammer everywhere: collagen needs vitamin C to absorb, and single source collagen is incomplete. Every time they explain why collagen works, they are also explaining why the last one failed her. The mechanism and the attack are the same sentence.

For an audience that has been burned, honesty converts better than a bigger promise. You are not the eighth brand shouting louder. You are the first one that agreed with her.

The part that should change how you think about creative is this. Elavate took those two ideas and wrapped them in every format imaginable. A nurse talking about back pain on a 12-hour shift.

A husband confronting a rival brand for ripping off his wife.
A fake podcast with a nutritionist.
A woman returning 400 pounds of failed collagen to Holland and Barrett, where the cashier is the one who recommends Elavate.

Atria counts 99 plus distinct hooks, and nearly 90% of the library is video. One flagship headline, The Secret To Glowing Skin After 40, has been running for 528 days straight.

Volume of angles beats volume of claims. 

No matter what a woman over 40 is worried about, hair, joints, skin, weight, there is an ad built for that exact fear.

The sharpest ads in the whole library attach collagen to something the avatar is already living. If you are taking skinny jabs, this is why collagen is a must, warning that rapid weight loss on GLP-1 medications depletes collagen and leaves skin sagging. 

Another speaks only to women already on HRT who are still thinning and still aching.

You are not interrupting a trend, you are riding one your customer already cares about. Find the conversation already happening in your avatar's life and attach your product to it.

Everyone rushes to scale in the US. Elavate built an eight figure collagen business almost entirely inside the UK. 61.79% of their traffic is British.

A smaller English speaking market with high buying power and a sophisticated audience means you are not educating from scratch. Sometimes the untapped market is not a new country, it is going deeper in the one everyone else overlooks.

The biggest surprise is what comes next. For a funnel this aggressive, there are zero post purchase upsells. No OTO, no order bump stacking. Instead, the moment you buy, they hit you with a sequence of belief pages. Congratulations, you made a great decision. Watch this video on how to get the most out of Elavate. Then the science behind the formula.

Then a referral program, get 40 pounds give 10, and a survey asking how you first heard about them, listing every celebrity and mum page they run. Refunds and churn come from doubt, so they spend the post purchase moment removing doubt and teaching usage, which protects the subscription they just started.

The winner page is an advertorial wearing a product page's clothes, a countdown timer, a 12-week study, a collagen decline chart, an ancestral story, and a wall of reviews.

The email popup is a gamified scratch card that hides its close button until you hand over your email.

The offer defaults to a subscription and only unlocks the free gift stack at two bags or more. And the same real women creatives run across Meta, YouTube, and Google, because native content does not burn out.

Elavate proves that a winning brand is not one perfect ad. It is one clear belief, expressed through more doors than your competitors have the patience to build. If you are still hunting for a single magic creative, you are playing a smaller game than they are.

And if you sell to an audience that has been burned before, stop promising more. Start by agreeing with them, then show them why this time is different.

Inside the Funnel of the Week Members Area, we broke down:

👉 Already a Funnel of the Week member? Go here to see it inside the Members Area

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Have a great week!

The Funnel of the Week Team

Funnel of the Week has been live just one month now, and if you haven’t logged in for a bit, here’s what you’ve been missing:

We continue to stack full funnel breakdowns each and every week inside the Members Area:

We’ve got: 

…And we add new funnel breakdowns & swipes each week.

So if you have a funnel you want us to break down?

(Including all the landing pages, order bumps, upsells, downsells, email/sms followup & more…)

Just let us know and we’ll add it to our Funnel of the Week “next up” list. 

We’ll go through the funnel, document all the funnel steps, email/sms followups, etc. as we become a real customer (we don’t ask for refunds), and document the whole process so you have it at your fingertips.

If you’re not yet inside the Members Area? Go here to learn more about Funnel of the Week & get access.

The big idea of Funnel of the Week is this:

We break down a new DTC funnel (including ads, front end offer, upsells, post-purchase emails/sms/etc.), each and every week.

Here’s a quick Google doc walking through what we at Funnel of the Week has got in store for you, each and every week:

Check it out. We’re doing a special “early bird” price for access for a limited time.

And if you want great funnel insights delivered to your email inbox, multiple times per week? Go here to sign up for our Funnel of the Week email newsletter (it’s free) funneloftheweek.com