23 DTC Ad Examples With the Spend and Reach Attached
See 23 DTC ads with the numbers attached: what each one spent, how many people it reached, how long it ran and the page it sent the click to.
Every other list of DTC ad examples shows you the picture and then tells you why it works. None of them can tell you what it cost, because the writer never had that number.
These 23 can. Every ad below carries what its advertiser actually spent, how many people it actually reached, how many days it actually ran and the page it sent the click to, taken from Meta's EU Ad Repository, where advertisers running in the EU and UK are required to disclose spend and reach. Together the 23 account for €1,922,941 of disclosed spend and 203.5 million people reached.
That changes what you can learn from a swipe file. A pretty ad tells you what a design team liked. An ad someone funded for 955 straight days tells you what a finance team kept approving.
The 23 DTC ads
Ranked by the number of people the ad reached in the EU and UK. Spend and reach are the advertiser's own disclosures, not estimates.
| # | Brand | Sells | EU reach | EU spend | Days run |
|---|---|---|---|---|---|
| 1 | MANSCAPED | Grooming | 25.8M | €209,781 | 23 |
| 2 | prepmymeal | Meal delivery | 12.8M | €127,543 | 517 |
| 3 | Nutrition Geeks | Supplements | 12.1M | €138,612 | 214 |
| 4 | DOONAILS | Press-on nails | 10.6M | €105,502 | 273 |
| 5 | Cabaia | Bags | 10.5M | €84,560 | 72 |
| 6 | Nothing | Phones | 9.7M | €78,247 | 3 |
| 7 | BÉIS | Travel bags | 9.4M | €75,104 | 955 |
| 8 | Comfrt | Loungewear | 9.1M | €104,940 | 98 |
| 9 | AYBL | Gymwear | 9.1M | €92,255 | 15 |
| 10 | SKIMS | Shapewear | 8.7M | €79,664 | 118 |
| 11 | Tarte | Makeup | 8.3M | €70,264 | 6 |
| 12 | Rains | Rainwear | 7.8M | €64,554 | 14 |
| 13 | Giesswein | Wool shoes | 7.7M | €76,225 | 119 |
| 14 | ICRUSH | Jewellery | 7.5M | €75,625 | 306 |
| 15 | ARMEDANGELS | Organic clothing | 7.5M | €75,331 | 14 |
| 16 | Huel | Meal replacement | 7.4M | €85,470 | 64 |
| 17 | Typology | Skincare | 6.7M | €53,980 | 211 |
| 18 | Dossier | Fragrance | 6.6M | €75,461 | 17 |
| 19 | Fahlo | Bracelets | 6.1M | €70,165 | 80 |
| 20 | ESN | Sports nutrition | 5.5M | €54,725 | 39 |
| 21 | Ridge | Wallets | 5.1M | €41,732 | 166 |
| 22 | Omnilux | LED devices | 4.9M | €39,739 | 153 |
| 23 | Wonderskin | Lip colour | 4.6M | €43,460 | 564 |
How to read the numbers
Four things worth knowing before you scroll.
Spend and reach are EU and UK only. European rules make advertisers disclose both for ads shown there. Nothing equivalent exists in the United States, so a US brand's real global spend on these creatives is higher, sometimes much higher. The European slice is simply the part that is checkable.
Days run is the ad's whole life, from the first day it was served to the last. A 955-day ad is not one campaign. It is a creative a brand kept funding across three years.
The rank badge in each screenshot is per advertiser. "Top 1% of 1.4k active ads" means the ad sat in the top one percent of that brand's own account, not of Meta. It is the closest public proxy for the thing the brand can see and you cannot.
Every ad here has finished its run. These are completed campaigns with final totals, which is the only way a spend figure means anything. An ad still running has a number that changes tomorrow.
1. MANSCAPED
MANSCAPED spent €209,781 in 23 days on a single static image and reached 25.8 million people with it, the cheapest reach on this entire list at €8.12 per thousand. The line is "If they're smooth, you're smooth", the body is "Do it for the boys", and the button says Learn More rather than Shop Now.
The interesting part is the restraint. This is a brand with an average order around $30 and roughly $4.4M a month in revenue, and its biggest ad of the year is one image with six words on it, pointed at a landing page rather than a product. No demo, no founder, no UGC. Just a claim a man can repeat to a friend.
2. prepmymeal
This German meal-delivery brand kept one video alive for 517 days, spending €127,543 at an average of €247 a day. The hook, "Leckere Gerichte für deine Ziele", translates as "tasty meals for your goals", and the body promises food ready in minutes with no added sugar.
The daily figure is the lesson. €247 a day is not an aggressive test budget, it is a standing order. Where MANSCAPED spent €9,121 a day for three weeks, prepmymeal spent under 3% of that rate and ran it for seventeen months, reaching half as many people in the end. Both approaches are on this list and both worked.
3. Nutrition Geeks
The highest spend on the list after MANSCAPED, €138,612 across 214 days, and the creative is a founder holding a pouch and talking to camera. The overlay caption reads "Three premium magnesium, a glycinate, malate and citrate", which is a supplement formulation detail, on a video, in an ad.
The offer carries it: "Get 30% Off Your First Order + Free Delivery", with a five-star customer quote as the body copy. Nutrition Geeks positions the whole brand on price transparency, describing itself as supplements "without the brand tax", and the ad sends traffic straight to the product page rather than a landing page. At a $25 average order value with 871 ads live, this is a volume business that found one creative worth seven months of budget.
The same brand's opening lines, ranked by how many ads use each
Nutrition Geeks runs 26 distinct opening lines across the 902 ads we scanned, and the ranking tells you what it believes. The most-used opener is not a sentence at all, it is a row of five stars, on 267 ads. Then "Want youthful skin?" on 234, "Feeling bloated or sluggish after meals?" on 160, "Restless sleep?" on 76 and "Struggling with energy, strength, or brain fog?" on 67.
Four of the top five are symptoms phrased as questions. The brand is not segmenting by product, it is segmenting by complaint, and the same supplements sit behind every one of them. Pull any competitor's opening lines, ranked the same way.
4. DOONAILS
273 days, €105,502. The hook is a straight offer, "Nur für kurze Zeit: 1 kaufen & 1 gratis sichern", buy one get one free, framed as "for a limited time only" on an ad that then ran for nine months.
That contradiction is worth sitting with, because it is everywhere in this dataset. Urgency copy is not a statement about the calendar, it is a statement about the moment the viewer sees it. The product claim underneath does the real work: salon nails in seven minutes, no appointment.
5. Cabaia
Cabaia's biggest ad is a video about one product line getting two new sizes: "Le Crossbody, désormais disponible en taille S et L." It ran 72 days for €84,560 and reached 10.5 million people at €8.05 per thousand, the joint-cheapest reach on the list.
The French brand runs 2,282 live ads across a 2,000-product catalogue, and the click goes to a collection page rather than a single product. When the news is "this comes in two sizes now", a collection page is the honest destination, because the ad has not told the viewer which one they want.
6. Nothing
The shortest and most intense buy on the list: 3 days, €78,247, €26,082 a day. That is nearly three times MANSCAPED's daily rate and over 330 times BÉIS's. It reached 9.7 million people in 72 hours.
This is what a hardware launch looks like in ad data. Nothing keeps only 31 ads live at a time against more than 5,000 tracked, the opposite of the pattern at Comfrt or Cabaia: a small number of expensive, scheduled moments rather than continuous testing. The creative sends traffic to the homepage, because at launch the homepage is the product page.
7. BÉIS
The longest-running creative here by a wide margin: 955 days, from August 2023 to March 2026, on €75,104 of disclosed spend. That is €79 a day, sustained for two and a half years.
Look closely and the headline says "The Water Bottle Sling in Beige$54" while the image is a black tote. That is not an error, it is a catalogue ad: Meta fills the product, image and price per viewer from the brand's feed. Which is exactly why it could run for 955 days without going stale. The creative never had to stay relevant, because it was never the same creative twice.
What a €75k ad actually bought
The spend panel is where the number gets specific: €75.1k of EU and UK spend, 9.4M reach, €79 average daily, shown to all genders aged 18 to 65 across 21 countries. Italy took 13% of it, Spain 11%, Poland 9%.
No single market took more than an eighth. A brand does not spread a creative that thinly across a continent unless the creative works everywhere, which is the other reason a catalogue ad survives: the product changes per viewer, so one ad can serve twenty-one countries without being written for any of them. Check the market split behind any competitor's ad.
8. Comfrt
Comfrt is the largest advertiser on this list by ad count, with 5,281 live, and by revenue, at an estimated $41.9M a month. Its biggest single creative ran 98 days for €104,940, and it is a feature walkthrough: the Airplane Mode Hoodie, with a built-in contoured eyemask, hidden passport pockets and wrinkle-resistant fabric.
The headline is "Your Travel Essential ✈️" but the body is a specification list. For a $50 hoodie, that is the whole argument, because the buyer is not choosing between hoodies, they are choosing between a hoodie and a travel pillow.
180 opening lines, and the product argument wins
Comfrt runs 180 distinct opening lines across 1,370 scanned ads. The single most-used, on 155 ads, is a claim about the brand rather than the product: "The Most Viral Hoodie Brand Online!" Everything under it is the opposite. "The hoodie built for every kind of day" on 81 ads, "The blanket made for the moment you stop" on 77, the Airplane Mode Travel Hoodie pitch on 76, and "Built-in contoured eye mask" on 53.
That last one matters. The eye mask is one feature of the hoodie in the ad above, and it has been promoted into an opening line of its own on 53 ads. When a brand tests at this volume, features stop being supporting detail and start being hooks in their own right. See which lines a brand repeats most.
9. AYBL
15 days, €92,255, €6,150 a day. AYBL bought hard and briefly around a sale: "AYBL Summer Sale! Shop up to 60% off for a limited time only", on a static image titled with the exact product and colourway, "Core Leggings - Lavender Mist".
This is the second pattern in the data after continuous testing: the concentrated seasonal burst. The click goes to the homepage, not the product, because during a sitewide sale the homepage is the offer. Tarte at number 11 runs the same play even harder.
10. SKIMS
SKIMS reached 8.7 million people over 118 days for €79,664, and the ad is one product on a plain grey background with the product name as the headline: "Fits Everybody Triangle Bralette". The body is eleven words.
SKIMS is a $28.7M-a-month brand with 1,411 ads live, and its top-ranked creative has no model styling, no set, no motion and no offer. The name of the product line is the promise. Fits Everybody is an argument about sizing anxiety, and the ad trusts it to land without explanation.
Where a thousand ads actually send people
SKIMS has 232 tracked landing pages, and the ranking is brutally top-heavy. Its number one, /collections/lightweight-cotton, has 1.3k ads and €1.2M of disclosed spend pointed at it. Number two, /collections/nikeskims, has the same 1.3k ads behind only €207k. Number three, /collections/bras, carries 887 ads and €409k.
Two pages with an identical ad count and a six-fold difference in money behind them is the clearest picture of prioritisation you will get from outside a company. It also answers a question the creative cannot: a brand this size runs its paid traffic into a handful of collection pages, not into hundreds of products. Pull any competitor's landing pages, ranked by the ads pointing at them.
11. Tarte
The most concentrated spend per day of any ad here apart from Nothing's launch: €70,264 in six days, or €11,711 a day. The creative is a sale announcement, "7 Full-Size Items For Up To 67% Off*", with a body of four words: "BIGGEST SALE OF THE YEAR".
Tarte keeps only 28 ads live. It does not run a testing machine, it runs a calendar. When the sale arrives, one creative absorbs the entire budget for a week and then stops. The asterisk on the headline is doing its own quiet work.
12. Rains
Rains put €64,554 into 14 days over the new year, at €4,611 a day, on a 30% offer across selected essentials. What makes the copy unusual is the body, which is a bulleted list of use cases rather than benefits: waterproof icons, everyday rainwear, dog-walking layers, versatile knits, travel bags.
At a $186 average order value, the Danish brand is not competing on price even while discounting. It is listing the occasions you would own the thing for, which is how a considered purchase gets justified.
13. Giesswein
119 days, €76,225, at €641 a day, for an Austrian brand most people outside German-speaking Europe have never heard of. The headline is "Wool Peak mit Energy Return Sohle" and the body is a materials spec: a high-performance running shoe made from merino wool, with an energy-return sole, extra light. The image carries two lines of German and a button, "energy back with every step" and "order now".
Giesswein sells merino shoes and slippers at a $120 average order value and keeps 189 ads live. Its markets row is the narrowest on this list, Germany 79% and Austria 21%, and the click goes to one product page for the women's model. It is the least fashionable ad here and it outreached SKIMS.
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306 days at €247 a day, total €75,625, for a German jewellery brand with an $18 average order value. The headline is the brand name and a discount, "ICRUSH | bis zu 70% Rabatt", and the body is written in the stylised unicode script that social feeds are full of.
A permanent "up to 70% off" is a pricing architecture, not a promotion. At this order value the ad has to do its job in one glance, and the number is the glance. The click goes to the homepage.
15. ARMEDANGELS
Fourteen days, €75,331, €5,381 a day, on a one-word hook: "DETOXDENIM". The body is "Denim never felt this good. Detox your everything with DetoxDenim by ARMEDANGELS."
This is the only ad in the 23 whose headline is a coined product name with no explanation attached, and it works because the name carries the claim. The German brand sells organic cotton and recycled materials at an $88 average order value, and "detox" compresses the entire sustainability argument into a word a shopper already understands from another category.
16. Huel
Huel's biggest creative is a number and a time: "40g of protein. Ready in seconds." It ran 64 days for €85,470 and reached 7.4 million people.
The body opens with the objection rather than the product, "Not getting enough protein? 😩", then names the specific SKU, Huel Black Edition, as the answer. That structure, problem first and named product second, is the most repeated shape across every high-spend ad in this dataset, and Huel executes it in two sentences before the link.
17. Typology
The French skincare brand ran this video for 211 days on €53,980, reaching 6.7 million people at €8.05 per thousand, tied for the cheapest reach here. The headline is a spec, "99% d'origine naturelle", and the body is a correction: "Ceci n'est pas un fond de teint. C'est un sérum teinté à la vitamine C & aloe vera."
"This is not a foundation. It is a tinted serum." Telling the viewer what the product is not is a device almost nobody uses, and it is doing category placement: the buyer already knows what a foundation is, so the fastest route to understanding a new thing is to name the old thing and reject it.
18. Dossier
Dossier spent €75,461 in 17 days at €4,439 a day on an ad whose entire message is a distribution change: "Now Available at Boots".
A direct-to-consumer brand buying paid social to announce that it is now in a chain of physical shops is the most strategically revealing ad in this list. The Grasse-made fragrance brand runs 658 ads and sells at a $37 average order value, and the biggest of those ads spends its budget on credibility by association rather than on a discount or a product claim.
19. Fahlo
"Every Bracelet Tracks an Animal." 80 days, €70,165. The body explains the mechanism plainly: every bracelet unlocks a real animal's path on an interactive 3D map, with conservation partners behind it.
This is the clearest product-mechanism ad in the 23. Fahlo sells a $31 bracelet and the ad spends every word on the one feature that makes it not a bracelet. Only 154 ads live against 768 tracked, so this is not a volume-testing account either, it is a single strong idea funded properly.
The ad sells one thing. The catalogue sells the rest.
The ad is about bracelets. Fahlo's 75-product catalogue, ranked by best seller, opens with a limited-edition Roam T-Shirt at $34.99 that has only existed for three weeks, then the Roam Bracelet at $19.95, then a Megalodon Plush at $180.
A $180 plush sitting third in a catalogue whose advertising is built on a $19.95 bracelet is the whole business model in one row. The ad buys someone into the animal-tracking idea at the cheapest possible entry price, and the catalogue is where the margin lives.
20. ESN
The German sports nutrition brand put €54,725 into 39 days across new year, on a hook that dates itself deliberately: "2025 wird unser Jahr 🚀", 2025 will be our year. The body is "Werde jeden Tag 1% besser", get 1% better every day.
ESN is an estimated $17.6M a month with a $17 average order value, which means volume is everything and the January resolution window is the single biggest buying moment of its year. An ad with a year printed in it cannot run forever, and this one was never meant to.
21. Ridge
166 days, €41,732, the lowest total spend on this list and still a top-ranked ad inside a $16.9M-a-month account. The hook is "BREAK THE MOLD" and the body sells a drop: patterns inspired by kintsugi, the Japanese art of repairing pottery with gold, applied to wallets and key cases.
Ridge sells at a $163 average order value, the second highest here, and the ad is the only one in the 23 that leads with an art-historical reference. At that price the buyer is purchasing taste, and the click goes to the collection so they can choose which version of it they want.
Not every brand sends ads to a shop page
Ridge has 187 tracked landing pages and the top three show a completely different strategy from SKIMS. Number one is a collection, /collections/mens-rings, with 1.1k ads. But number two is /pages/edc-smart-wallet-5rlp with 919 ads, and it is not a shop page at all: it is a long-form advertorial headed "6 reasons to get the smartest wallet", with numbered sections on patented slim design and 2.0 features.
Number three, /pages/tech-MKBHD-6RLP, has 301 ads behind it and is built around one reviewer's endorsement, headlined "Validated by tech's toughest critic". The reviewer's name is in the URL slug. Two of Ridge's three biggest paid destinations are pages written to be read before anything is sold, which is what selling a $163 wallet requires.
22. Omnilux
At a $404 average order value, Omnilux is the most expensive product in this list by a factor of two, and its top ad ran 153 days for €39,739. The headline handles the price head-on: "The skincare device you won't regret investing in."
"Investing" and "won't regret" are both objection words. The body then reaches for the only proof that works at four hundred dollars, which is evidence: FDA-cleared, 40-plus peer-reviewed studies, collagen production. High-ticket DTC ads in this dataset all look like this, spending their words on risk rather than desire.
23. Wonderskin
The second-longest run on the list, 564 days for €43,460, at €77 a day. The hook is a question, "Want lip color that lasts all day?", and the entire body is a customer quote: "So easy to put on and the color lasts all day long. No smudging or unevenness. I'm absolutely obsessed."
A question as the headline and a review as the body, running for a year and a half on €77 a day. Wonderskin has 1,518 ads live and this is the one it never switched off. The mechanism it is selling, Wonder Blading, never appears in the copy at all, because the promise is the outcome and the outcome is the whole ad.
149 ways to say one thing
Wonderskin's 149 opening lines across 1,158 ads are almost all the same promise in different clothes. The most-used, on 163 ads, is the ad above rewritten as a scene rather than a question: "Glide on at 9AM, still flawless at midnight." Then the origin story on 134 ads, "the lip stain that started it all", then "No painful needles" on 65.
That third one is the interesting one, because it is not about lips lasting. It is positioning against cosmetic injectables, from a brand that sells a $47 lip product. One promise, restated 149 ways, with the occasional line aimed at a completely different budget.
What the 23 have in common
Five patterns hold across the whole set.
Nobody buys attention meaningfully cheaper than anybody else. Cost per thousand people reached runs from €8.03 to €11.52 across all 23 ads, a spread of 1.43x. Across seven home markets, two formats, product prices from $17 to $404 and brands from $2.1M to $41.9M a month, the price of reach barely moves. The lever is not media efficiency. It is what the creative does with attention that everyone pays the same for.
Video wins on count, image wins at the top. Fifteen of the 23 are video, but the single biggest ad on the list is a static image, and images take four of the top ten places. Image ads also dominate the shortest, most intense buys.
Long-running ads are plain; expensive-per-day ads are events. The seven ads that ran 180 days or more are built on a price, an offer or a plain product claim, and average €277 a day. The six that ran under 20 days average €9,729 a day and every one of them is a launch or a sale. These are two different jobs, not two levels of skill.
Most of the budget goes somewhere other than a product page. Eight of the 23 land on a purpose-built landing page, seven on a product page, four on a collection, three on the homepage and one on a retail stockist. The brands sending traffic to a product page are almost all naming a single SKU in the ad itself.
The headline names the thing. Eleven of the 23 hooks contain the product name, its price or its offer outright, and most of the rest name a symptom. The swipe-file idea that great DTC ads are built on curiosity does not survive contact with the ads that actually carried the spend.
What a large account looks like from outside
Gymshark is not in the list above, because its highest-reach European ads sit on a regional record we could not open to verify. Its account is still the clearest picture of the volume pattern: over 3,000 ads live at once, and a scatter that plots each one's rank against how long it ran.
The best-ranked creatives are not the oldest. They cluster between 30 and 60 days, with a second group out past 120, and the long tail of short-lived tests sits underneath. The summary above the chart reads the same way: of the four best ads by rank, three are static, three are bottom-of-funnel, four target people who already know the product, and all four point at the same product page.
How this list was built
Every figure comes from one place, and it is worth being exact about what it is and is not.
Meta publishes spend and reach for ads shown in the EU and UK. Brandsearch indexes that repository alongside store-level data. The pull that produced this list ran on 12 September 2026 against 120.6 million tracked Meta ads and filtered for:
- Shopify stores classified as DTC brands
- at least $2M in estimated monthly revenue and 800,000 monthly visits
- ads ranked in the top three of their own advertiser's account by reach
- a disclosed EU spend figure present, which excludes every US-only campaign
That produced 239 qualifying brands. The 23 here were then chosen by reach, with a hand pass to keep the list from becoming ten activewear brands. Brands were dropped for being retailers rather than DTC, for duplicating a niche already represented, or for appearing in an earlier article. Three more were dropped for a duller reason: their top ads sit on regional domains that could not be opened to check the figures against the screenshot, and an unverified number does not get published.
What the numbers are: the advertiser's own disclosures for Europe. What they are not: global spend, revenue, return on ad spend, or any claim that a high-spend ad was profitable. Spend and longevity are evidence that a brand kept choosing to fund something. That is the strongest public signal available, and it is not the same as a conversion rate.
Estimated monthly revenue and visit figures are Brandsearch estimates, stated in US dollars for every brand regardless of the store's own currency.
Every screenshot here is the live Brandsearch product, captured on 12 September 2026, showing each ad exactly as it appears in the app. Look up any brand's ads yourself.
Pulling this yourself, without the interface
Everything above came out of one endpoint. The whole list is a single filtered call against the tracked Meta ads index, sorted by reach:
curl -G https://api.brandsearch.co/v1/meta-ads/search -H "X-API-Key: $BRANDSEARCH_API_KEY" -d platform=shopify -d brand_type="dtc brand" -d min_revenue_min=2000000 -d reach_rank_max=3 -d sort_by=eu_total_reach -d sort_order=desc
Each row comes back with eu_total_spend, eu_total_reach, start_date, end_date, funnel_type and the creative's own copy, which is every column in the table at the top of this page. The same data is available over MCP, so Claude, Cursor or ChatGPT can query it directly and build the list for your category instead of ours. Get an API key.
Frequently asked questions
What are DTC ads?
DTC ads are advertisements run by direct-to-consumer brands, which sell their own products on their own website rather than through retailers. In practice that usually means paid social on Meta and TikTok, pointed at a product, collection or landing page the brand fully controls.
What are examples of DTC marketing?
The 23 campaigns above are paid-social examples with their real spend attached, from MANSCAPED's €209,781 image ad to BÉIS's 955-day catalogue ad. Beyond paid ads, DTC marketing also covers email and SMS, founder-led organic social, affiliate and creator programmes, and referral schemes, all of which share the same trait of owning the customer relationship directly.
What is an example of a DTC brand?
SKIMS, Huel, Ridge, Comfrt and Rains are all on this list. Each designs its own products and sells them primarily through its own site. Some, like Dossier at number 18, later add retail distribution without stopping being DTC.
Can you give me 10 examples of advertisements?
The first ten entries above are exactly that, with the numbers included: MANSCAPED, prepmymeal, Nutrition Geeks, DOONAILS, Cabaia, Nothing, BÉIS, Comfrt, AYBL and SKIMS. Between them they account for over €1M of disclosed European ad spend.
How much do DTC brands spend on ads?
On the evidence here, a single successful creative attracts anywhere from €39,739 to €209,781 in disclosed European spend across its life. Daily rates vary far more than totals: from €77 a day on a year-and-a-half-old Wonderskin ad to €26,082 a day on Nothing's three-day phone launch.
Where can I find DTC ads to swipe?
Meta's Ad Library is free and shows you creatives, but it does not rank them, does not show spend outside the European disclosure fields, and does not tell you which ad in an account is actually carrying the budget. That last part is the whole job, and it is what the screenshots in this article show.
