TSD Hair Serum — NB Search Strategy

1

Executive Summary

💡

The GLP-1 hair-loss search universe is a cheap-intent whitespace pool that no major brand is currently bidding on. Drug-anchored queries total ~30K monthly searches across Ozempic / Wegovy / Zepbound / Mounjaro / Tirzepatide / Semaglutide — mostly LOW competition, CPCs $0.05–$2.50. TSD already owns the right product and LP. Zero NB hair history means this is a true cold launch.

⚠

4 LP compliance edits must ship before launch. Current LP text contains regrowth/treatment-style language that violates cosmetic-claim guardrails. One Google Ads complaint triggers campaign disapproval. See Section 8.

Recommended build: 1 campaign · 3 ad groups (AG3 held) · Manual CPC · $50/day · Exact + Phrase only · Brand negatives mandatory.

2

Campaign Architecture

Campaign name: SR_US_NB_SpaDr_HairSerum_GLP1

Standalone from existing NB campaigns (Reviews, Shopping NB) for clean signal and isolated budget. Follows TSD naming convention — _nb_ token confirms non-brand, isolated from brand reporting.

Parameter	Value	Reason
Type	Search	Solution-aware query capture
Network	Google Search only	Disable Search Partners + Display — signal contamination
Geography	United States	TSD ships US only
Language	English	LP is English-only
Bidding	Maximize Clicks (max CPC cap $2.00)	Removes manual bid-guessing on cold start; cap prevents overspend on expensive keywords
Daily budget	$50/day	Maximize Clicks paces automatically to budget; room to scale to $100 once Tier 1 proves
Devices	All · mobile bid –10%	LP mobile hero is image-heavy; price+CTA below fold on mobile
Ad rotation	Optimize	Default
Conversion goal	Purchase (primary) only	Exclude ATC, lead, view-content from Smart Bidding signal
Brand exclusions	Apply shared brand negatives list	CLAUDE.md hard rule — non-negotiable

3

Ad Group Structure

Three ad groups ordered by intent strength and LP message-match precision.

P0 — Launch Immediately

GLP1_Symptom

User names the drug. Highest intent + tightest LP message match.

Match: Exact onlyKWs: 12

P1 — Launch Alongside AG1

WeightLoss_Shedding

GLP-1 audience that doesn't search by drug name. Mechanism-aware.

Match: Exact + PhraseKWs: 8

P2 — HOLD · Awaits Non-GLP-1 LP

Peptide_Scalp_Serum

Category buyers with weak message match to current GLP-1-anchored LP.

Match: Phrase onlyKWs: 9

AG1: GLP1_Symptom — Keywords

Source: KeywordPlanIdeaService · 3,939 ideas pulled · 5 seed clusters + URL seed · run 2026-05-27

Keyword (Exact)	Avg Vol/mo	Competition	CPC Range	Starting Max CPC
[ozempic hair loss]	3,600	LOW	$0.05–$2.54	$1.50
[does ozempic cause hair loss]	9,900	LOW	$0.04–$0.92	$1.20
[wegovy hair loss]	1,900	LOW	$0.04–$4.43	$1.50
[zepbound hair loss]	3,600	LOW	$0.42–$4.25	$1.80
[mounjaro hair loss]	1,900	MED	$0.25–$4.00	$1.80
[tirzepatide hair loss]	2,400	MED	$0.86–$7.00	$2.00
[semaglutide hair loss]	2,900	LOW	$0.18–$4.92	$1.50
[glp 1 hair loss]	8,100	HIGH	$1.07–$8.25	$2.50
[ozempic hair shedding]	~200	LOW	est $0.20	$1.20
[ozempic hair thinning]	260	LOW	$0.07–$1.80	$1.20
[how to prevent hair loss on ozempic]	~500	LOW	est $0.40	$1.50
[hair loss on ozempic]	260	LOW	$0.05–$2.04	$1.20

📊

Total AG1 addressable volume: ~35,500 monthly searches. Expected Impression Share at $50/day across all AGs: 35–50% initially. Scale budget when QS > 7.

AG2: WeightLoss_Shedding — Keywords

GLP-1 audience that doesn't search by drug name. Same LP, same message match (LP explains TE + rapid weight loss). Kept separate from AG1 to read CPA per intent tier independently.

Keyword	Match	Avg Vol/mo	Competition	Starting Max CPC
[hair loss after weight loss]	Exact	~1,900	LOW	$1.50
[rapid weight loss hair loss]	Exact	~1,000	LOW	$1.50
[weight loss hair thinning]	Exact	2,900	LOW	$1.50
[hair thinning from weight loss]	Exact	2,900	LOW	$1.50
"hair loss from weight loss"	Phrase	—	—	$1.30
"losing weight and losing hair"	Phrase	—	—	$1.30
"weight loss causing hair loss"	Phrase	—	—	$1.30
"hair shedding after weight loss"	Phrase	—	—	$1.30

AG3: Peptide_Scalp_Serum — HOLD

🚫

Do not launch AG3 until a non-GLP-1 LP exists. Category buyers searching "peptide hair serum" or "scalp serum for thinning hair" will land on a GLP-1-specific LP — message mismatch will kill QS and CVR. Re-evaluate when: (a) a generic hair serum LP ships, OR (b) AG1 CVR is proven >1.5%.

Keyword	Match	Avg Vol/mo	Competition	Starting Max CPC
"peptide hair serum"	Phrase	~1,000	MED	$1.00
"scalp serum for thinning hair"	Phrase	2,900	HIGH	$1.50
"scalp serum for hair loss"	Phrase	2,900	HIGH	$1.50
"hair serum for hair density"	Phrase	1,600	LOW	$1.20
"hair density serum"	Phrase	74,000	HIGH	$1.50
"hair growth serum for thinning hair"	Phrase	1,900	LOW	$1.20
"peptide for hair growth"	Phrase	2,900	HIGH	$1.30
"topical hair serum for shedding"	Phrase	—	—	$1.20
"doctor recommended hair serum"	Phrase	—	—	$1.20

Excluded Keywords — Do Not Add

Cluster	Reason
`telogen effluvium` (~60K/mo)	Pure informational. No buying intent. Route to organic SEO.
`minoxidil for women` (~90K/mo)	Drug comparison · FDA risk · brand mismatch.
`hair loss treatment for women` (~49K/mo)	Drug-claim space · competitive with Hims/Keeps/Nutrafol · will tank QS.
`the ordinary hair serum` (~12K/mo)	Competitor brand · off-positioning.
`hair regrowth` family	Drug-claim language · LP cannot legally support · pre-emptive negative.
`ozempic lawsuit / class action`	Legal seekers, not buyers. Negative.
`buy ozempic / ozempic coupon`	Drug-buying intent. Negative.

4

RSA Ad Copy

1 RSA per ad group. All copy follows cosmetic-claim guardrails. Headline 1 pinned to position; rest unpinned for Google to optimize combinations.

AG1 — RSA_GLP1_Symptom_Compliant

thespadr.com › Hair-Serum › GLP-1

Pin: Headline 1 only · No other pins

15 Headlines

#1 PIN H1
Hair Shedding On Ozempic?25
#2
GLP-1 Hair Loss Support23
#3
Stop Weight-Loss Shedding25
#4
Doctor-Formulated Hair Serum28
#5
Peptides For Thinning Hair27
#6
Visibly Less Shedding 30d25
#7
94% Saw Less Shedding*22
#8
97% Saw Fuller-Looking Hair*28
#9
Buy 2 Get 1 Free + Free Ship29
#10
300,000+ Customers Trust Us27
#11
Clean, Drug-Free Formula24
#12
30-Day Money-Back Guarantee27
#13
Safe With Ozempic & Wegovy26
#14
Designed By A Naturopathic Dr.30
#15
See Less Shedding Or It's Free30

4 Descriptions

D1Rapid weight loss on GLP-1 can trigger telogen effluvium. Our peptide serum supports the scalp where shedding starts. Clean, drug-free, doctor-formulated.
D294% saw visibly less shedding. 97% reported fuller-looking hair.* Apply 2–3 drops daily. Try risk-free with our 30-day guarantee.
D3Safe to use alongside Ozempic, Wegovy, Mounjaro & Zepbound. Drug-free, fragrance-free, topical. Buy 2 Get 1 Free today.
D4Designed by a naturopathic doctor for women on the rapid-weight-loss journey. Over 300,000 customers. 4.6 stars, 17,700+ reviews.

AG2 — RSA_WeightLoss_Shedding_Compliant

thespadr.com › Hair-Serum › Hair-Loss

Pin: Headline 1 only · No other pins · Headlines 1–4 pivot off "weight loss"; Headlines 5–15 share benefit/proof/CTA with AG1

15 Headlines

#1 PIN H1
Losing Weight, Losing Hair?27
#2
Stop Weight-Loss Hair Shedding30
#3
Rapid Weight Loss Hair Support30
#4
Telogen Effluvium Hair Care27
#5
Doctor-Formulated Hair Serum28
#6
Peptides For Thinning Hair27
#7
Visibly Less Shedding 30d25
#8
94% Saw Less Shedding*22
#9
97% Saw Fuller-Looking Hair*28
#10
Buy 2 Get 1 Free + Free Ship29
#11
300,000+ Customers Trust Us27
#12
Clean, Drug-Free Formula24
#13
30-Day Money-Back Guarantee27
#14
Designed By A Naturopathic Dr.30
#15
See Less Shedding Or It's Free30

4 Descriptions

D1Rapid weight loss can trigger telogen effluvium. Our peptide serum supports the scalp where shedding starts. Clean, drug-free, doctor-formulated.
D294% saw visibly less shedding. 97% reported fuller-looking hair.* Apply 2–3 drops daily. Try risk-free with our 30-day guarantee.
D3Safe to use alongside Ozempic, Wegovy, Mounjaro & Zepbound. Drug-free, fragrance-free, topical. Buy 2 Get 1 Free today.
D4Designed by a naturopathic doctor for women on the rapid-weight-loss journey. Over 300,000 customers. 4.6 stars, 17,700+ reviews.

Ad Extensions

Type	Title	Description 1	Description 2
Sitelink	Why Hair Falls On GLP-1	Telogen effluvium explained	Doctors weigh in
Sitelink	90-Day Clinical Results	94% saw less shedding*	97% saw fuller hair*
Sitelink	What's In The Bottle	Peptides + pea sprout + red clover	Drug-free formula
Sitelink	Try Risk-Free 30 Days	Money-back guarantee	Free shipping today
Callouts (5)	"Doctor-Formulated" · "Clean, Drug-Free" · "300,000+ Customers" · "Free Shipping" · "30-Day Guarantee"
Structured Snippet	Featured: "Peptide Serum", "Pea Sprout Extract", "Red Clover", "Centella Asiatica", "Niacinamide"

Compliance Guardrails (Mandatory)

❌

Never use: "regrow", "cure", "treat", "stop hair loss", "FDA-approved", "clinically proven to increase thickness"

✅

Always use: "supports", "visibly", "may help", "appears", "looks". Append * to all stat claims — LP disclaimer already present.

5–6

Negative Keywords

Brand Negatives — Shared List (TSD_Brand_Negatives)

the spa dr (broad) "the spa dr" (phrase) [the spa dr] (exact) spa dr (broad) spa doctor (broad) "spa doctor" (phrase) thespadr (broad) thespadr.com dr trevor cates

Campaign-Level Negatives (specific to GLP-1 campaign)

Drug-purchase / Rx intent

buy ozempicozempic couponozempic priceozempic savings cardprescriptionrxpharmacycompounded ozempicozempic for saleozempic cost

Legal seekers

lawsuitclass actionattorneylawyersettlementozempic lawsuitwegovy lawsuit

Drug comparisons (FDA risk)

minoxidilrogainefinasteridepropecianutrafolviviscalhimskeepshershims and hers

Drug claim language (LP cannot support)

curetreattreatment forregrowregrowthstop hair loss permanentlypermanent hair loss

Wrong product type

shampooconditionerpillssupplementvitaminbiotingummiestabletscapsulesoilmaskdyecolor

Wrong audience

menmalemale patternandrogeneticchildteenboys

Free / DIY seekers

freehome remedynatural remedydiy

🔄

Phase 2 (after day 30): Mine search terms weekly using the existing TSD pipeline pattern (shp_tsd_nb_negative_miner.py) adapted for Search NB Hair campaign.

7

Bid & Budget Logic

🎯

Bidding: Maximize Clicks with max CPC cap $2.00. Removes manual bid-guessing on a cold start. The keyword set is tight (exact + phrase, drug-anchored) so Google has limited room to chase cheap low-intent clicks. Risk to watch: if IS is concentrated on cheapest keywords while high-volume [glp 1 hair loss] gets no impressions, raise cap to $2.50 or set Manual CPC on that keyword only.

Variable	Value	Notes
Target CPA	$90	TSD NB target
Bidding strategy	Maximize Clicks	Auto-paces to $50/day budget; simpler than manual on cold launch
Max CPC cap	$2.00	Covers all keywords except `[glp 1 hair loss]` ($8.25 high est.) — flag if that KW gets no IS
Daily budget	$50/day	$1,500/mo · ~3% of $50K Q3 marketing spend · safe test

Review Cadence

Week	Action
Week 1	Monitor only. No changes.
Week 2	Pull search terms, add negatives. Kill keywords with $30+ spend / 0 conv (Bleeding Rule tightened to 0.33×). Check IS distribution — if `[glp 1 hair loss]` has near-zero IS, raise max CPC cap to $2.50.
Week 4	Review CPC actuals vs cap. If avg CPC is well below $2.00, cap is not constraining — leave it. If Google is ignoring high-intent keywords, raise cap selectively.
Week 6	If 30+ conversions → switch to Maximize Conversions w/ tCPA $90.

Scale Rules

Trigger	Action
ROAS ≥ 0.5x for 2 consecutive weeks	+50% budget
CPA ≤ $90 with 30+ conv	Switch to Smart Bidding · add AG3
CPA > $135 (1.5× target) at week 4	Pause AG3 first · then re-evaluate keyword set

8

LP Compliance Fixes Required Before Launch

🚨

Current LP text contains regrowth/treatment-style language that violates Google Ads cosmetic-claim policies. One disapproval report takes the entire campaign offline. These edits are ~30 minutes of Shopify Liquid work.

Location	Current Text (remove)	Replace With
H1 (hero heading)	"5 Benefits GLP-1 Users Love About The Spa Dr. Hair Serum (Besides the Regrowth)"	"5 Things GLP-1 Users Love About The Spa Dr. Hair Serum (Besides the Visibly Fuller Hair)"
H2 #1	"Stops the Shedding (Seriously)"	"Visibly Reduces Shedding (Seriously)"
Mid-page heading	"Clinically proven to increase hair thickness"	"Clinically tested for visibly fuller-looking hair"
Reason 5 body	"…have used The Spa Dr. Hair Serum to stop GLP-1-related shedding"	"…have used The Spa Dr. Hair Serum to help visibly reduce GLP-1-related shedding"

🗓

Housekeeping (not a blocker): Mother's Day Sale banner still live as of May 27 (Mother's Day was May 11). Update to Memorial Day / evergreen offer before May 28.

9

Tracking & Launch Checklist

LP fires Purchase conversion on /thank-you only (verify with Tag Assistant)
No duplicate conversion firing (Shopify repeat rate < 1.10)
Enhanced Conversions for Web enabled with hashed email
GA4 ecommerce events validated for the /pages/hairserum/lp1-offer-glp1 path
Brand negatives shared list applied
Campaign-level negatives loaded (all 7 groups from Section 6)
Geo: USA only · Language: English
Conversion: Purchase = Primary · ATC/Lead = Secondary or off
Daily budget $50 · Maximize Clicks · max CPC cap $2.00 · Search-only (no Search Partners, no Display)
LP compliance edits shipped (Section 8 — 4 text changes)

10

Forecast & Success Criteria

Month 1 Conservative Estimate

Spend

$1,500

$50/day × 30d

Clicks

~1,000

avg CPC ~$1.50

CTR

5–8%

drug queries emotionally charged

Conversions

~12

1.25% CVR cold

CPA

~$125

above target M1 — expected

Revenue

~$828

AOV $69

ROAS

0.55x

above NB target

🎯

Goal of Month 1: Reach 30+ conversions to unlock Smart Bidding. CPA above target is expected for any cold launch on Manual CPC. Goal of Month 2 (Smart Bidding tCPA $90): pull CPA into the $90 target band.

Decision Gates

Window	Pass Criteria	Fail Criteria
Week 2	Conv ≥ 4 · CTR ≥ 4% · no Bleeding keywords	Conv = 0 and spend ≥ $300 → kill AG2 · audit AG1 negatives
Week 4	Conv ≥ 12 · CPA ≤ $135	CPA > $180 → pause campaign · redesign keyword set
Week 8	CPA ≤ $90 with 30+ conv	CPA > $90 + QS < 6 → LP issue · if QS ≥ 7 → keyword mix issue

11

Why This Beats the Alternatives

Alternative	Why Rejected
Single ad group, all keywords mixed	Loses CPA visibility per intent tier · cannot optimize drug-name vs weight-loss clusters independently.
4 ad groups split by drug name (Ozempic/Wegovy/Zepbound/Mounjaro)	Each AG too small to learn from · sub-volume kills statistical signal in 30 days.
Add the broader "hair loss treatment for women" cluster	Drug-claim search space · QS will land ≤ 4 · CPC $5+ · LP doesn't match intent.
Use Target CPA from day 1	Per Echelonn / skill: never start Smart Bidding with <30 conv. Maximize Clicks is the right cold-start strategy; switch to tCPA $90 once 30+ conversions are in.
Launch without LP compliance fixes	Disapproval risk · one Google complaint and the entire campaign goes offline.
Launch AG3 now (peptide/scalp category)	Correct to skip in Phase 1. Message mismatch with GLP-1 LP → kills CVR and QS. Re-evaluate when non-GLP-1 LP exists or AG1 CVR is proven.

12

Next Actions (In Order)

✓

Carlos approves this plan

Strategy reviewed · approved to proceed to build.
2

LP team ships 4 compliance edits

~30 min Shopify Liquid work. Specific text replacements in Section 8. Must ship before campaign enables.
3

Build campaign + AG1 + AG2 via Google Ads API (dry-run first)

Campaign SR_US_NB_SpaDr_HairSerum_GLP1 · AG1 (12 exact keywords) · AG2 (8 keywords) · RSAs · extensions. AG3 not created yet.
4

Apply brand negatives shared list + campaign-level negatives

All 7 negative groups from Section 6 loaded at campaign level before enabling.
5

Verify tracking via Tag Assistant on live LP

Confirm Purchase fires on /thank-you · no duplicate tags · Enhanced Conversions enabled.
6

Enable campaign at $50/day — Maximize Clicks, max CPC cap $2.00

Go live. Search-only, USA, English. Mobile bid –10%.
7

Log to Notion changelog

New campaign + 2 new ad groups + RSAs + all negatives. Per CLAUDE.md mandatory rule.
8

Set weekly review cadence (Mondays)

Pull search terms · add negatives · monitor CPA trend · apply Bleeding Rule ($30 spend / 0 conv for cold launch).
9

Week 4 decision point

Scale · hold · or kill based on Section 10 thresholds. If 30+ conv → switch to Smart Bidding tCPA $90 · add AG3.

A

Appendix — Data Sources

Source	Details
Keyword volumes / CPCs	Google Ads Keyword Planner via `KeywordPlanIdeaService` · 3,939 unique ideas across 5 seed clusters + URL seed · run 2026-05-27 · full set at `/tmp/tsd_glp1_keywords.json`
Existing TSD search terms	GAQL `search_term_view` · 2026-02-26 → 2026-05-26 · 81 hair-relevant terms pulled · all branded · confirms cold start
Strategy thesis	https://tsd-glp1-strategy.pages.dev — audience, JAAD 26% finding, competitive whitespace analysis
LP audit	Playwright snapshot of live LP try.thespadr.com/pages/hairserum/lp1-offer-glp1 · 2026-05-27
TSD account context	`client-context/trafilea/thespadr-context.md` — CPA $90, AOV $57, NB history
Build framework	`~/.claude/skills/nb-search-agent/references/create.md` — Echelonn structure, bidding ladder, compliance checks

TSD Hair Serum — GLP-1 Audience