B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
2
2 -- roas for Health & Beauty UGC on Meta video ads (H2 2025)
In H2 2025, Health & Beauty Meta video ads achieved an average ROAS of 2.12.
- Represents the benchmark average across authentic and scripted ads in Billo's Health & Beauty CI category
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Lighthouse Research Team
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Source verified
Evidence graded
Value
2
Unit
Multiple
Data Vintage
H2 2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Billo
Primary
Tier A
https://billo.app/blog/ugc-for-health-wellness/ ↗
Source Article
UGC for health & wellness brands: why authenticity wins
UGC for health & wellness brands: why authenticity wins where polished ads don’t
If your UGC for health and wellness CPAs are climbing while your hook metrics hold steady, you’re looking at the wrong part of the funnel. Billo’s data across 80,000+ Meta video ads shows Health & Beauty hook rates at 2…
Original Research
Billo
· Original study ↗
Methodology
Billo’s data across 80,000+ Meta video ads
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Health & Beauty UGC on Meta video ads: 2 roas. Source: Billo (H2 2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/health-wellness-roas
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<blockquote cite="https://lighthousedata.io/data/health-wellness-roas" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>2</strong> -- roas for Health & Beauty UGC on Meta video ads<br><small>Source: Billo (H2 2025) · <a href="https://lighthousedata.io/data/health-wellness-roas" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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