How Function Health advertises
396 public ads run by Function Health, with 396 still live. Mostly about Preventive healthcare.
Jul 29, 2025 → still running· Meta ad library
Key learnings
Read from Function Health's own figures against the other 6 Healthcare, Clinics & Diagnostics brands here.
One product carries the library.
Function appears in 127 creatives, 32% of everything Function Health ran, ahead of Function Health (99), Function MRI (17).
It sells the category, not a deal.
94% of its classified creative leads on value and only 1% on a discount. What discounting there is: Charged annually at $365 (11), $1 /day (10).
Most of the library is still live.
396 of 396 ads (100%) were still running when this was built, so it reads as what the brand is doing now.
Creator pages carry a real share of the spend.
37% of its ads ran through a creator's page rather than its own. The source names no creator, so only the share is shown.
How concentrated its messaging is.
Its top 3 opening lines account for 22 of 74 classified hooks, led by “No more guessing. See inside your body.”.
Every figure is a count from the analysed creatives, not an estimate.
What it makes
Function Health runs 56% video against 44% static, above the 47% category average across the 198 brands in this library.
Creative category
What the ad is fundamentally doing: leading on the category's value, on a discount, or on a story.
Based on the 100% of 396 ads that carried this field.
Format
Video against static, across everything it has run.
222 video · 174 static · 37% via a creator page
How much it ships
New ads first seen each month. Output rose in the most recent month on record.
New ads per month
Ads counted in the month they were first seen, so a spike is new work rather than continued spend.
Of those, still running
How much of each month's output is still in market. A rising tail means recent work survived.
How long an ad lasts
No Function Health ad in this library has come down yet, so there is no completed run length to report. The distribution below is how long each ad has been up so far. Longevity is how creative fatigue shows up in public data: neither it nor reuse is a performance metric.
Run length
How long each ad stayed up, from first to last sighting. Short runs mean fast creative turnover.
- Under a week396
1 shown · 396 ads across them
Based on the 0% of 396 ads that carried this field.
Reuse
A creative that ran under more than one ad. The source reports no spend, so this is the only signal of conviction in it.
539 ad variants across 396 creatives
What it says
Its most repeated opening line is "No more guessing. See inside your body.", used on 9 ads. These are the hooks it keeps coming back to.
Opening lines
The hook the creative leads with, most repeated first.
- No more guessing. See inside your body.9
- You didn’t choose your genetics. You can choose what happens next.8
- I lost my mom to cancer when I was 27. She had no idea anything was wrong until it was too late.5
- Function found a 3 cm tumor early. Function saved my life.5
- When you do a cold plunge, within seconds of hitting the water, your body goes into a cold shock response.5
- You track sleep.5
- the friend whos been "just tired" for 3 years and hasnt checked their cortisol, thyroid, or iron once5
- What Function tests.4
8 shown · 46 ads across them
Offers
The deal being put in front of the buyer.
- Charged annually at $36511
- $1 /day10
- $50 credit toward your $365 a year membership5
- $365 a year5
- $899 as a member5
- $1 per day4
6 shown · 40 ads across them
Based on the 100% of 396 ads that carried this field.
Messaging angle
The primary approach the ad takes.
- Testimonial-driven trust-building9
- Highlighting advanced diagnostic technology9
- Empowerment through proactive health choices8
- Problem-awareness for health diagnostics7
- Problem-awareness for thyroid health7
- Emotional storytelling combined with problem-solution and value proposition (affordability, speed, comprehensi…5
6 shown · 45 ads across them
Emotional appeal
Model-assigned, not a platform field.
- Curiosity45
- Concern for health37
- Self-awareness29
- Empowerment17
- Aspiration for health optimization13
- Trust in expertise12
6 shown · 153 ads across them
Based on the 44% of 396 ads that carried this field.
Hook type
How the opening earns the next second.
- Problem-Solution214
- Benefit / Value84
- Curiosity68
- Feature / Product21
- Offer / Price4
- Social Proof3
6 shown · 394 ads across them
Based on the 100% of 396 ads that carried this field.
What it sells
The ask is almost always "Sign up".
Product categories
The kind of thing being advertised, as classified on each creative.
- Preventive healthcare266
- Health optimization266
- Biomarker testing242
- Health screening208
- Personalized health204
- Preventive diagnostics184
- Comprehensive blood testing134
7 shown · 1,504 ads across them
Named products
The specific things it puts in the ad.
- Function127
- Function Health99
- Function MRI17
- Function biomarker testing6
- Function's baseline MRI5
- Function app4
- Ezra4
7 shown · 262 ads across them
Call to action
The button the ad ends on — the single clearest statement of what it wants.
- Sign up271
- Learn more90
- Book now30
- Check your health.2
- Get your scan today1
5 shown · 394 ads across them
Where it sends the click
Destination host, with tracking parameters stripped.
- functionhealth.com374
- ezra.com17
2 shown · 391 ads across them
What it is trying to do
The source carries no funnel stage. It does carry a coarser read on each ad's intent, and only on some of them.
Performance against brand
Whether the ad chases a conversion or builds awareness. Model-assigned, and only on the ads that carried it.
Based on the 100% of 396 ads that carried this field.
The work
The 12 ads Function Health reused most, deduplicated by content hash so the same artwork never appears twice. The most-reused creative is the only signal of consequence the source carries: nothing here is a performance ranking, because no spend, impression or click data exists in a public ad library.
Top video creatives (8)
Top static creatives (4)
How the rest of Healthcare, Clinics & Diagnostics advertises
The biggest advertisers in this category on the same measures. Every one has its own page.
| Brand | Ads | Live | Video | Reused | Typical run |
|---|---|---|---|---|---|
| VLCC | 6,893 | 19% | 19% | 65% | 167d |
| Kolorshealthcare | 850 | 89% | 38% | 52% | 30d |
| Healthians | 764 | 56% | 18% | 54% | 70d |
| Elevate Now | 605 | 67% | 87% | 48% | 13d |
| Function Health | 396 | 100% | 56% | 17% | — |
| Orange Health | 317 | 84% | 68% | 32% | 116d |
| HealthifyMe | 203 | 96% | 95% | 29% | 24d |
This is a slice of what Hawky sees
This page is built from public ad-library records alone. Hawky's Competitor Analysis runs the same read across every advertiser in a category, refreshed continuously, alongside the account's own performance, which is the half no public library contains.
How this was built
Counted from 396 public Meta ad-library records for Function Health, first seen Jul 29, 2025 and still running, so the library carries no last-sighting date for them yet. Counts include dynamic product, dynamic creative and catalogue ads, so a filtered dashboard view will report fewer.
There is no spend, impression, click or conversion data here, because public ad libraries do not carry any and none can be inferred. Creative category, hook type, emotional appeal and intent are model-assigned classifications, not fields the platform reports. Where a classification covers only part of the library, the share is stated next to the chart.
“Reused” counts a creative that ran under more than one ad. Run length is the gap between an ad's first and last sighting, over the 0% of records carrying both dates. Paid collaboration is counted from the presence of a creator page on the ad; no creator is named.
Every comparison here is computed against the 7 Healthcare, Clinics & Diagnostics brands in this library, not an external benchmark.
