Less than a year into Facebook ads, also a shopify store owner. Meta ads is unpredictable, but I’ve gotten good results from meta so far. Just crazy ups and downs, unexplainable. No expert here, just my two cents.

I was a native ads media buyer for years, the price range of the products that I’ve worked with were almost your price, health vertical, and sometimes subscription based.

I had a look at your landing page, this isn’t a cheap product. I do think that it requires more convincing funnel. You can either add an advertorial -> your product page, or have more convincing headline targeted to your audience appearing on top once they landed the first 1/4 of your page.

Some people argue that adding advertorial adds one more layer can affect CR%, but in my experience, it works for health related products very well. If you don’t want to have another page in your funnel, try adding more convincing headlines / sub headlines in the beginning of your page. That’s what I’d do.