Hims & Hers is growing at an incredible pace, fueled by one of the most aggressive digital marketing investments in recent memory. Today, we’re going to break down the exact digital marketing playbook that Hims and Hers is using to generate such insane digital marketing growth.
Breaking Down the Numbers
At the time of filming this, the last quarter from which they published results showed revenue at $41 million, translating to a run rate of around $1.2 billion a year in sales. But the most incredible thing about Hims and Hers is that the business is growing profitably—up almost 80% year on year.
This is a business doing $400 million a quarter and growing at 77% per year. What’s even more incredible is that they’re doing this profitably. They made $76 million in profit that quarter.
How Are They Doing It?
The secret: they’re investing almost half of their revenue in marketing. Not just half of their profit—half of their revenue.
In the quarter where they generated $400 million in revenue, they spent $182 million on marketing. A year prior, they spent more than half of their revenue on marketing.
You might think, “If our business spent half of our revenue on marketing, we wouldn’t be profitable.” So, how is Hims and Hers doing it?
Because their marketing activity is profitable. They put money in and get more money out, allowing them to scale marketing aggressively, knowing their revenue will expand.
This wasn’t always the case—they were heavily investing in prior years, leading to a loss. But that investment is now paying off, as customers they acquired back then are now repeat purchasers.
Their marketing spend is vast, but it’s working. So, let’s break down exactly what they’re doing across four key areas:
- Website and value proposition
- Search strategy
- Paid search
- Paid social and video
At the end, we’ll also highlight some things they aren’t doing very well, just so we can all feel a little better about ourselves.
1. The Hims & Hers Website
If you’re driving $2 million of traffic per day to a website, it better be good. This is where all that marketing spend gets funneled—where it either turns to money or turns to dust. Hims and Hers’ website is simple. In fact, simpler than what would typically be recommended for a business that doesn’t have Hims’ level of visibility.
They use credibility triggers like:
“Trusted by over 1 million subscribers”
But they don’t do much selling on the homepage. Why? Because their audience already knows the Hims proposition. They spend $2 million a day on marketing, so people landing on the site are already familiar with them. Instead of selling, they go straight into treatments. It’s a bold approach, but it works because of brand awareness.
The Conversion Funnel
- The treatment sections lead visitors into a consultation process rather than forcing them to make an upfront decision.
- The form delays the lead capture until the end, so users are already invested, making them less likely to bounce.
- Product category pages guide visitors to individual treatment pages, encouraging them to “Get Started” or “See if a treatment is right for me.”
Mobile-First Design
This site is clearly built for mobile first.
- Desktop images are huge, making navigation unwieldy.
- When scaled down to mobile, it makes a lot more sense.
We’ll come back to why this matters in their Google Ads strategy.
2. The Blog
Hims also has a blog called Good Health, which covers health topics related to their treatments.
This blog drives 1 million visitors per month and ranks for:
- Treatment names
- Competitor comparisons
- Bottom-of-the-funnel queries
Blog Posts That Sell
Each post is:
- Reviewed and written by medical professionals
- SEO-optimized with clear, structured content
- Shareable with built-in social links
- Embedded with CTAs that let users start consultations right from the blog
They also have long-form guides categorized by treatments, with CTAs seamlessly integrated.
This strategy follows the topic cluster approach, where they create a high-level topic (e.g., hair loss) and then build subtopics around it (e.g., Widow’s Peak, thinning hair).
Backlinks: A Huge SEO Booster
To rank well, they need tons of backlinks.
Using SEMrush, we see that Hims has:
- Links from Apple for their Hims app
- Health-based links discussing their telehealth impact
- Financial site links (e.g., CNN) about their business growth
- Affiliate links from Healthline, which ranks for terms like “How to get Viagra in 2024” and sends traffic to Hims in exchange for commissions
Organic search is a huge traffic driver for them.
3. Paid Search: $500K+ Per Month on Google Ads
Hims spends around $500,000 per month in the U.S. on Google Ads (desktop). A lot of this budget goes to branded search terms. Why? Because if a competitor bids on their brand name, they could steal that customer at the last second.
Interestingly, they barely run ads on mobile search—only a few times in March and December 2024. Given how much they spend overall, it suggests that mobile search traffic doesn’t convert well for them.
Benefit-Focused Ad Copy
Hims’ search ads highlight:
- Speed: “Complete an online hair loss appointment faster than driving to a doctor’s office.”
- Hope: “Going bald can now be optional.”
- Credibility: “Award-winning for regrowth.”
Their search strategy is precise, data-driven, and aggressive.
4. Social & Video Ads
One of the most fascinating aspects of Hims’ marketing is their social and video ad strategy.
Using AdClarity in SEMrush, we can see:
- How much they spend on meta ads
- Their video ad budgets
- Their landing pages
- How their campaigns evolve over time
Meta’s Ad Library lets you see someone’s ads. AdClarity lets you see how much they’re spending.
It’s game-changing.
Conclusion
Hims and Hers’ success is not an accident.
They:
- Invest almost half of their revenue in marketing
- Use hyper-focused paid ads to capture high-intent customers
- Leverage organic search through a powerful content strategy
- Prioritize mobile-first design
- Make every landing page convert
They’re not just spending big—they’re spending smart.
If you’re looking to scale aggressively, this is the kind of playbook you need. Ready to Scale Fast? At ViralOmega, we turn clicks into customers with high-converting ads and lead generation strategies.
Hims & Hers attracts price-sensitive consumers with a direct-to-consumer model, competitive pricing, and adaptability, helping sustain long-term growth in the weight-loss drug market.
The target price varies based on market analysis, investor reports, and company performance.
Yes, Hims & Hers recently became profitable, reporting $43 million in operating income with improved margins from -42.3% in 2021 to 3.5% today.
