Same Brand, Opposite Strategy. I Scraped 400 More RYZE Ads on Google.

Last week I went through RYZE’s 400 Meta ads. One product, one price point, 94% “Shop Now” CTAs. A machine built for one thing.

Then I pulled their Google ads. And it felt like a different company.

I scraped 400 ads from Google’s Ad Transparency Center for RYZE, LLC. Unlike Meta - where all 400 were active - the Google dataset is mostly historical. Only 28 of the 400 ads are currently active. The other 372 are ads that ran and got killed - some within days, some after months. The data spans from May 2025 through March 2026.

This gives us something the Meta data didn’t: a window into what RYZE tested and abandoned, not just what survived.

A note on this dataset - Google’s Transparency Center gives us less copy data than Meta’s Ad Library. Additionally, this company has invested more in Video Ads. Hence the dataset has only limited ad copy to find patterns in and we derive our messaging patterns from there.

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On Meta, RYZE Sells One Product. On Google, They Sell Five.

This is the sharpest contrast between the two platforms.

On Meta, 86% of the 400 ads drive traffic to one product - mushroom coffee. Matcha, cocoa, chai, overnight oats: zero dedicated ads for any of them.

On Google, the picture is completely different. Across the 22 text ads with readable copy, RYZE is running campaigns for five distinct product lines:

1. Mushroom Coffee - 12 ads
2. Matcha - 4 ads
3. Hot Cocoa - 2 ads
4. Mushroom Chai - 2 ads
5. Overnight Oats - 2 ads

Each product gets its own landing page:

• Coffee → /mushroom/coffee
• Cocoa → /mushroom/cocoa
• Chai → /ryze/mushroom_chai
• Matcha and Oats → homepage with product-specific ad copy

And each product gets its own messaging angle -

Mushroom Coffee

“Morning Ritual,” “Mental and Physical Health,” “half the caffeine” - positioned as the daily driver.

Hot Cocoa

“Naturally Sweet, No Added Sugar,” “Sleepy Time Treat, Guilt-free” - positioned as an evening/nighttime product.

Mushroom Chai

“Nourishing ritual that fuels your mind and body,” “Warming Ayurvedic spices” - premium wellness positioning.

Matcha

“Calm Focus, Relaxed Alertness, Elevated Energy,” “Ceremonial Matcha,” “Matcha Magic” - functional calm angle.

Overnight Oats

“New Morning Ritual” - extending the morning positioning to a non-beverage product.

The cocoa and chai positioning stood out to me - they’re carving out specific occasions (nighttime for cocoa, cozy ritual for chai) instead of competing with coffee for the morning slot.

The format split on Google is also the inverse of Meta:

• Video: 344 ads (86%)
• Text (Search/Display): 48 ads (12%)
• Image: 8 ads (2%)

Meta is 55% image, 44% video. Google is 86% video. RYZE uses Google primarily as a YouTube machine and a search capture tool.

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Meta Gets 25% Off. Google Gets 40% Off.

On Meta, the standard offer is 25% off at $0.90 per cup. The per-cup price anchor does a lot of heavy lifting - it reframes a subscription mushroom coffee as cheaper than any coffee shop.

On Google, the standard offer jumps to 40% off + Free Gifts. No per-cup price anchoring. Just the discount and the extras.

Out of the 22 text ads with readable copy:

1. 11 mention “40% Off” in the headline
2. 12 mention “Free Gifts” in the description
3. 9 use urgency language - “Don’t Miss,” “Save Big,” “Hurry”
4. Zero mention $0.90 per cup

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The headline formulas break into distinct patterns -

Pattern A - Brand Authority (8 ads)

“RYZE Superfoods™ Official - [Benefit/Product]”

Uses the ™ trademark symbol in 9 ads. Descriptions lean on social proof: “See Why Thousands Of People Have Made Ryze Their New Morning Ritual.”

Pattern B - Discount-Led (8 ads)

“[Discount] - [Sale Event] [Product]”

Examples: “40% Off RYZE This Week - RYZE Halloween Offer Deals” and “RYZE Mushroom Coffee 40% Off - Halloween Offer RYZE Coffee”

Pattern C - Action-Led (4 ads)

“[Product] - Shop/Order [Product Name]”

Examples: “Organic Overnight Oats - Order RYZE Overnight Oats” and “Ryze Chai - Shop Ryze Mushroom Chai”

…

The description messaging leans heavily on a few frameworks:

1. Free Gifts/Offers - 12 ads
2. Urgency/FOMO (“Don’t Miss,” “Save Big”) - 9 ads
3. Morning Ritual positioning - 6 ads
4. Direct Action CTA (“Order Online Now”) - 4 ads
5. Social Proof - “Thousands of People” (3 ads) and star ratings (3 ads)
6. Premium/Artisanal (“Ceremonial,” “Ayurvedic”) - 3 ads

Two ads display review ratings directly in the ad text:

• 4.9 stars (8,015 reviews) - on a Mushroom Coffee search ad
• 5.0 stars (7,861 reviews) - on the “Heal Your Body And Mind” search ad

The landing page domains tell their own story. On Google, 82% of text ads point to www.ryzesuperfoods.com - the brand site. On Meta, 91.5% point to shop.ryzesuperfoods.com - the shop subdomain.

Different domains for different funnel stages. My hunch is that Google traffic goes to the brand site for education first, while Meta traffic goes straight to the shop for conversion.

The ad copy itself reflects this. Google descriptions average 22 words. Meta body copy averages 68 words. Three times the length on Meta - because Meta has the space to do the full pitch, while Google’s format constraints force brevity.

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344 YouTube Ads. 98% Are Dead.

This is where the Google data gets interesting - not for what’s running, but for what got killed.

Of the 344 video ads in the dataset, only 8 are currently active (last shown in March 2026). The other 336 are dead - stopped showing at various points between May 2025 and January 2026.

The survival breakdown:

1. Still active (last 7 days) - 8 ads (2%)
2. Killed 1–3 months ago - 172 ads (50%)
3. Killed 3–6 months ago - 28 ads (8%)
4. Killed 6+ months ago - 136 ads (40%)

Half the video ads were killed in the last 1–3 months - that’s the January 2026 wave, which I’ll get to.

The batch-kill pattern

RYZE doesn’t gradually wind down video ads. They kill in batches:

• January 19, 2026 - 49 videos stopped in one day
• January 12, 2026 - 44 videos stopped
• January 21, 2026 - 29 videos stopped
• January 17, 2026 - 28 videos stopped
• May 14, 2025 - 28 videos stopped
• May 20, 2025 - 27 videos stopped

The pattern: launch in large batches → measure fast → kill underperformers in bulk → keep only the rare survivors.

The six campaign waves

The video ad activity clusters into distinct waves:

1. Wave 1 (May 14–27, 2025) - 86 videos launched and killed within 2 weeks
2. Wave 2 (Jul 23–31, 2025) - 35 videos
3. Wave 3 (Sep 25, 2025) - 7 videos, single day
4. Wave 4 (Oct 10, 2025) - 9 videos, single day
5. Wave 5 (Dec 1, 2025) - 9 videos, single day
6. Wave 6 (Jan 12–23, 2026) - 156 videos - the biggest wave by far

Wave 6 is massive. 156 video ads launched in under two weeks in January 2026, nearly all of which were killed by the end of the month. Only 8 video ads across the entire dataset survived into March.

For comparison, on Meta the average ad has been running 50 days and the median is 26. On Google’s YouTube side, most video ads appear to live days to weeks, not months. A completely different velocity.

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Halloween Sale Ads. Still Running. In March.

This one is hard to miss once you see it.

As of March 5–6, 2026, these text ads were actively showing:

1. “RYZE Mushroom Coffee 40% Off - Halloween Offer RYZE Coffee”
2. “RYZE Superfoods™ Official - RYZE Mushroom Coffee 40% Off” (description mentions Halloween Sale)
3. “40% Off RYZE This Week - RYZE Halloween Offer Deals”
4. “RYZE Mushroom Matcha 40% Off - 40% Off RYZE - Halloween Sale”
5. “Hurry, 40% Off RYZE Matcha - Claim Free Gifts +” (description mentions Halloween Sale)
6. “40% Off RYZE This Week - RYZE Labor Day Sale”
7. “Ryze Mushroom Chai Sale - RYZE Chai 40% Off Today” (description mentions Early Labor Day Sale)
8. “RYZE Superfoods™ Official - Shop RYZE Cocoa & Save” (description mentions Labor Day Sale)

Five Halloween ads and three Labor Day ads - still actively showing impressions in March 2026.

On Meta, there are almost zero seasonal hooks. The ads are evergreen - no holiday references, no limited-time seasonal framing. On Google, it’s the opposite.

This could be intentional - urgency-framing (“40% Off Halloween Sale”) might perform well on Search regardless of whether Halloween already passed. Or it could be operational - nobody updated the headlines. The data doesn’t tell me which one, but the fact that these ads are still accumulating impressions suggests they haven’t been flagged as underperforming.

The targeting underneath

Only 10 of the 400 Google ads disclosed detailed targeting data:

1. 9 ads use contextual signal targeting with both inclusion and exclusion - they’re targeting specific topics while blocking others
2. 10 ads use demographic targeting (inclusion)
3. 10 ads use location targeting (inclusion)
4. 1 ad uses customer list exclusion - excluding existing customers from prospecting
5. 1 image ad uses customer list inclusion - remarketing to existing customers

The customer list exclusion is a small but notable detail. At least one campaign is specifically set up to avoid showing ads to people who’ve already bought.

The text ad testing

16 ads have multiple variants - Google’s responsive ad format where different headlines and descriptions get tested in combinations. The largest variant sets have 2 alternatives each.

The ad type distribution across the 22 readable text ads:

1. Search Ads - 10
2. Display Ads - 8
3. Shopping Ads (PLAs) - 4

Shopping ads are used specifically for non-coffee products: Cocoa (1), Matcha (2), Oats (1). The products that get zero Meta ads are getting Google Shopping placements.

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One Ad. 28 Countries. Three Years. Still Running.

The oldest ad in the dataset is a text ad with this headline:

“RYZE Superfoods™ Official - Heal Your Body And Mind”

Description: “Our Mushroom Coffee Is The Best Morning Ritual For Ultimate Mental And Physical Health.”

It displays a 5.0 rating with 7,861 reviews.

The regional data shows it’s been running since June 24, 2023 - nearly three years. And it’s active in 28 countries:

US, UK, Canada, Mexico, Germany, France, Spain, Italy, Belgium, Netherlands, Portugal, Ireland, Austria, Sweden, Norway, Poland, Czechia, Romania, Hungary, Greece, Bulgaria, Iceland, Croatia, Slovakia, Philippines, Pakistan, Dominican Republic, Puerto Rico.

The impression data that’s available:

1. Google Search - 4,000–5,000 impressions
2. YouTube - 0–1,000 impressions
3. Google Shopping - 0–1,000 impressions

It runs across Search, YouTube, and Shopping simultaneously - the only ad in the dataset using all three surfaces.

International impressions are small (0–1,000 per country). This isn’t a scaled international push - it’s more like a low-spend branded search defense across markets where someone might Google “RYZE mushroom coffee.”

A few other ads also show international reach:

• “RYZE Mushroom Coffee 40% Off” - active in 6 countries (Germany, Italy, Spain, France, Mexico, US)
• “Get Started Today” - active in 2 countries (US, Germany) since October 2023
• “Matcha Green Tea Powder” - active in 2 countries (Spain, US) since July 2023

On Meta, international targeting looks different - 15% of ads target Spanish speakers with dedicated translations and landing pages. On Google, RYZE runs the same English ads across 28 countries at minimal spend.

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Same Brand. Opposite Playbook.

Here’s where it all comes together. Running the same analysis across both platforms reveals a pattern: RYZE uses Meta and Google for fundamentally different jobs.

Products

• Meta: 86% of ads push one product - mushroom coffee. Zero ads for matcha, cocoa, chai, oats.
• Google: Five products advertised. Each with its own messaging angle and landing page. Shopping ads specifically for non-coffee products.

Format

• Meta: 55% image, 44% video
• Google: 86% video, 12% text, 2% image

An almost perfect inversion.

Discount

• Meta: 25% off, anchored at $0.90 per cup. “Cancel anytime.”
• Google: 40% off + Free Gifts. No per-cup anchoring. Urgency language (“Don’t Miss,” “Hurry”).

Google gets the bigger discount. My hunch - they’re willing to pay more to convert high-intent searchers who are already looking for mushroom coffee or wellness products.

Landing Pages

• Meta: 91.5% goes to shop.ryzesuperfoods.com - the DTC shop subdomain
• Google: 82% goes to www.ryzesuperfoods.com - the brand site

Different domains. Different funnel stages.

Creative Lifecycle

• Meta: Average ad running 50 days. Median 26 days. Oldest: 265 days.
• Google: Video ads survive days to weeks. 98% kill rate. Batch kills of 40–50 ads in a single day.

Meta is steady accumulation. Google is high-velocity test-and-kill.

Seasonal Strategy

• Meta: Almost zero seasonal hooks. Evergreen copy only.
• Google: Heavy seasonal framing - Halloween, Labor Day, Cyber Monday. Some still running months after the holiday.

Messaging Tone

• Meta: Ingredient-led. Educational. Values-driven. “No BS,” “sustainably,” “organic.”
• Google: Urgency-led. Deal-driven. Social-proof-heavy. “40% Off,” “Don’t Miss,” “8,015 reviews.”

International

• Meta: US + Spanish-speaking markets with 61 dedicated translated ads (15%)
• Google: One evergreen ad running across 28 countries since 2023. Minimal spend.

Automation

• Meta: Zero Advantage+ eligible. 107 manual collation test groups. Human-directed.
• Google: 9 ads with contextual inclusion + exclusion targeting. 1 customer list exclusion (negative remarketing).

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What I Found: Summary

Here’s a skimmable version of the patterns from 400 RYZE Google ads, spanning May 2025 through March 2026:

1. Only 28 of 400 scraped Google ads are currently active. The other 372 are historical - ads that ran and got killed. The Google dataset is a window into what RYZE tested and abandoned.

2. On Meta, one product. On Google, five. Mushroom Coffee, Matcha, Cocoa, Chai, and Overnight Oats each get their own Google ads with product-specific messaging and landing pages. Matcha, cocoa, chai, and oats get zero Meta ads.

3. Google gets 40% off. Meta gets 25%. Google ads lead with urgency and free gifts. Meta leads with per-cup pricing and ingredient storytelling. Different conversion strategies for different intent levels.

4. 86% of Google ads are video. Meta is 55% image. An almost perfect format inversion across the two platforms.

5. 344 YouTube ads. 2% survival rate. RYZE launches video in massive batches and kills underperformers within days. 49 videos killed in a single day (January 19, 2026). 156 videos launched and killed in a two-week January wave.

6. Halloween sale ads are still running in March 2026. Five holiday-themed search ads (Halloween, Labor Day) actively showing impressions months after the holiday passed.

7. One search ad has been running across 28 countries since June 2023. “Heal Your Body And Mind” - nearly three years old. 4,000–5,000 impressions on Google Search. Uses Search + YouTube + Shopping simultaneously.

8. Google traffic goes to the brand site. Meta traffic goes to the shop. 82% of Google ads point to www.ryzesuperfoods.com. 91.5% of Meta ads point to shop.ryzesuperfoods.com. Different domains, different funnel stages.

9. Google descriptions average 22 words. Meta body copy averages 68. The format dictates the pitch - Google is compressed urgency, Meta is expanded storytelling.

10. Review ratings displayed in search ads: 4.9 stars (8,015 reviews) and 5.0 stars (7,861 reviews). Social proof is a key conversion lever on Search.

11. Shopping ads are used specifically for non-coffee products - Matcha, Cocoa, Oats. The products that get zero Meta ads get Google Shopping placements instead.

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I’m tearing down a few D2C brands every week. If there’s a brand you want me to break down, DM me on X.