B2C · fitness and weight-loss app

How BetterMe grows

3 tactics from 2 interviews.

BetterMe is a fitness and wellness app that, as guests describe it, grew mainly through paid ads. The tactics point to plain, product-first creatives tested until one sharply lowered costs, with ad clicks sent to a web quiz that builds a personal plan before the user downloads the app. None of the accounts include figures.

BetterMe ran an unpolished illustrated belly-fat ad that showed the product and the pain in the first second, and a guest said it kept running for years, though no numbers were given.BetterMe
A guest said BetterMe treated steady ad costs and a thin positive margin as a warning sign and kept testing new concepts until one creative cut acquisition cost sharply.BetterMe
BetterMe was cited as the typical web-to-app funnel: ads land on a web quiz asking age and weight, which generates a personal plan and then sends the user to download the app.BetterMe

Summary written 2026-10-09 from the tactics below. Figures are as founders stated them.

About BetterMe

What it is: Fitness/weight-loss app, performance-marketing heavy

As described in the interviews, not independently verified.

BetterMe's 3 tactics

BetterMe · B2C · fitness and weight-loss app

Run ugly ads that show the product and the pain in the first second

One ran for years; called 'the best ad ever'; no numbers

Unpolished ads that explain the product and the pain in the first second rather than pretty brand spots; e.g. BetterMe's illustrated 'belly fat' ad showing fat hanging off the front. Avoid 15-second polished brand creatives (and AI assistants' advice to make them). Lead with the product/pain as in launching a new product category.

Workedpaid-social

Sub Club by RevenueCat · 2026-07-22

BetterMe · B2C · fitness and diet app

Send ad clicks to a web quiz that builds a plan, then to the app

Called the typical web-to-app example; no numbers

Ads land on a web page instead of the store. The page is a questionnaire/quiz (age, weight, etc.); after collecting the answers it generates a personal plan or recipe, and to see more the user is directed to download the app.

Unknownweb-to-apponboarding

App Masters · 2026-04-04

BetterMe · B2C · fitness and weight-loss app

Keep testing new ads until one sharply cuts costs, even if current ads work

Treat steady CPMs/CPAs and a modest positive margin as a warning sign, not a reason to scale. Early creatives shouldn't be good; keep testing concepts until one creative produces a step change (CPA drops sharply, purchases triple in a day). Presented as what made BetterMe special.

Unknownpaid-socialexperimentation

Sub Club by RevenueCat · 2026-07-22

Topics

Ad creative and creative testing2 Hooks for short-form video ads and posts1 Web-to-app funnels and web checkout1 Meta ads for apps (Facebook and Instagram)1 A/B testing for apps1 App onboarding1

Interviews

Make Ugly Ads to Grow Your App – Yuliya Lennox (Solid Starts) · Sub Club by RevenueCat · 2026-07-22
AI Apps & $6B Trends: What’s REALLY Working in 2026 · App Masters · 2026-04-04