Building a premium CBD brand
in one of Meta's most
restricted categories.
Silber CBD+ is a sports performance CBD brand founded by Joe Silber, a qualified sports therapist from North London. This case study documents the full brand infrastructure build — new website, Meta ad strategy and compliance framework — ahead of stock arrival and campaign launch.
A credible product held back
by a brand that did not reflect it.
Silber CBD+ was developed by Joe Silber — a qualified sports therapist running Peak Performance Wellness Centre in North London — after finding that existing CBD products on the market lacked the clinical quality his clients deserved. The product was genuine. The brand was not doing it justice.
The existing website was basic — white background, minimal design, generic copy, no social proof architecture and no trust system capable of converting visitors to buyers in a category where trust is everything.
Compounding this was the advertising challenge. CBD is one of Meta's most restricted advertising categories. Standard performance marketing approaches do not work. Every ad angle, every piece of copy and every creative asset must be built within a strict compliance framework — or campaigns get rejected before they spend a penny.
The brief from Foundry's perspective was clear — build everything that needs to exist before a single pound of ad spend is committed:
A premium Shopify store that reflects the clinical credibility of the founder and the quality of the botanical formulations.
A compliant Meta ad strategy — researched, documented and built to work within CBD advertising restrictions, not around them.
A testing framework of campaign angles designed to identify which emotional trigger converts best across three distinct audience demographics — older active adults, middle-aged recreational exercisers, and younger performance-focused athletes.
The brand transformation —
old site vs new build.
A complete Shopify rebuild
built around credibility and conversion.
6 campaigns. 4 angles.
Built to find what converts.
Audience strategy: three demographic targets tested simultaneously — younger performance athletes, middle-aged recreational exercisers and older active adults. Each demographic has different emotional triggers and different relationships with recovery and pain. The campaign structure is designed to identify which converts most efficiently before scaling.
Compliance framework: a full research document was prepared for the client covering Meta's CBD advertising policies, prohibited language, permitted claims and creative requirements. The campaigns were built within this framework from the ground up — not retrofitted after rejection.
Infrastructure built.
Campaigns ready.
Results incoming.
Stock is arriving and campaigns are ready to activate. Revenue, ROAS and conversion data will be published here as results come in. This page updates in real time as the brand scales.
Revenue figures, ROAS, CPC, conversion rate and add to cart data will be added to this case study once campaigns are live. Check back as the brand launches.