Health & Fitness · by Noom, Inc.
Noom Weight Loss, Food Tracker Meta Ads & Creative Strategy
Every long-running ad Noom Weight Loss, Food Tracker runs on Facebook & Instagram — pulled from the public Meta Ad Library, x-rayed by the same system that runs ad accounts autonomously.
Active ads
706
Winning set
219
30+ days live
Longest live
543d
App rating
4.70★
872K ratings
Brand palette
The short version
Key facts
- As of September 14, 2026, Noom Weight Loss, Food Tracker runs 706 active ads in Meta's Ad Library across Facebook and Instagram; 219 of them have survived 30 or more days of continuous delivery.
- Its longest-running ad has been live for 543 days.
- The winning set splits 38% video, 41% static, 21% carousel.
- The most common message angle is diagnostic assessment tool, carried by 46% of the winning set.
- All winning copy runs in English.
- In App Store reviews, the loudest praise goes to Weight Loss Results (12% of mentions) and the loudest complaint is Customer Support (16%).
- The App Store listing holds 4.7 stars across 871,737 ratings.
The winning set
Live Meta ads gallery
219 ads have survived 30+ days of continuous delivery, out of 706 currently active. Below: 30 creatives picked to span every angle and buyer the account runs; the ×N badge counts the ads running each one. Tap any card for its Meta Ad Library record. Sorted by longest live: the account's most proven creatives lead, podium first.
543d video EN
There is no way I'm going back to my high weight after THIS
542d image EN
I'm Darin and I lost 70 lbs with Noom
496d video EN
These small daily choices could cause weight gain.
454d dco EN
15 MONTHS ON NOOM AND I’M DOWN NEARLY 90 POUNDS. COMPLETELY CHANGED MY LIFE!
404d video EN
This is why you're not losing weight
404d video EN
My 63 y.o. mom did NOT believe THIS about her fitness routine
404d video EN
Tap your goal weight
272d image EN
TO EVERY WOMAN STRUGGLING WITH HER WEIGHT-LOSS JOURNEY
266d image EN
She had no idea THIS was why she wasn't losing weight
241d image EN
Menopausal weight gain?
221d video EN
Noom's Aging & Metabolism course pack sets you up to lose 15 lbs in 15 weeks!
206d image EN
Tap your goal weight
152d dco EN
How long does it actually take to reach your goal weight without medication?
152d video EN
You wouldn't expect THIS to be the reason you gain weight
152d image EN
The easy and affordable way to lose 15 lbs in 15 weeks
152d video ×2 ads EN
152d video EN
152d image EN
151d dco EN
148d video EN
144d video EN
144d video EN
137d video EN
133d video EN
122d dco EN
122d dco EN
122d carousel EN
122d video EN
122d video ×2 ads EN
113d video EN
+179 more winning creatives in the full set, with every hook and persona call — free with a Google account.
Browse the full set ↗ or claim the Noom Weight Loss, Food Tracker workspace
The x-ray — every winner analyzed frame by frame
What the winning set is actually doing
Language distribution — where the winning set actually runs
Share of the winning set per copy language. Translation is a deliberate spend decision: a language earning survivors is a market the money already believes in.
English
100% · 219 ads
Format split — statics vs video in the winning set
What survives 30+ days by medium.
video 84 ads · 38%
static 90 ads · 41%
carousel 45 ads · 21%
Angle mix — what the money says works
Every winner tagged with the message angle it leads with, and the languages it runs in — longevity under spend is the only public vote that counts.
diagnostic assessment tool
46% · 101 ads
value proposition
16% · 35 ads
unclassified
11% · 24 ads
social proof
8% · 18 ads
wrong fix warning
5% · 11 ads
problem callout
4% · 9 ads
personal life use cases
2% · 5 ads
authority claim
2% · 4 ads
common mistake callout
1% · 3 ads
feature reveal
1% · 2 ads
comparison superiority claim
1% · 2 ads
contrarian reverse hook
1% · 2 ads
hype discovery hook
1% · 2 ads
hidden risk callout
0% · 1 ads
The winning set, read from the creatives themselves — the top 15 analyzed winners, hook by hook.
| Days live | Ads | Lang | Angle | Persona | Opening hook | On-screen headline | Length |
|---|---|---|---|---|---|---|---|
| 543d | ×1 | en | diagnostic assessment tool | weight_management_seeker | There is no way I'm going back to my high weight after THIS | This 5-minute quiz can tell you what your body actually needs to lose weight | 18s |
| 496d | ×1 | en | social proof | weight_management_seeker | These small daily choices could cause weight gain. | THESE small daily choices could cause weight gain | 75s |
| 404d | ×1 | en | common mistake callout | midlife_woman | This is why you're not losing weight | This is why you're not losing weight | 35s |
| 404d | ×1 | en | social proof | midlife_woman | My 63 y.o. mom did NOT believe THIS about her fitness routine | My 63 y.o. mom did NOT believe THIS about her fitness routine | 122s |
| 404d | ×1 | en | diagnostic assessment tool | weight_management_seeker | Tap your goal weight | Tap your goal weight | 10s |
| 221d | ×1 | en | value proposition | midlife_woman | Noom's Aging & Metabolism course pack sets you up to lose 15 lbs in 15 weeks! | Noom's Aging & Metabolism course pack sets you up to lose 15 lbs in 15 weeks! | 8s |
| 152d | ×2 | en | social proof | weight_management_seeker | You wouldn't expect THIS to be the reason you gain weight | You wouldn't expect THIS to be the reason you gain weight | 73s |
+194 more winners, hook by hook, with per-ad angle and persona calls — free with a Google account. Browse the full set ↗ or claim the workspace
Creative strategy
The dissection
Noom's winning set shrank to 271 ads (35 retired since July 27, 14 new joined), and the top angle is now menopause reset timeline at 46 ads: a silent ~7-second video with zero on-camera talent. Yet the x-ray's most-cast face is still female 25-34 (23 castings) versus just 8 for female 45-54, the exact demographic that angle targets, and one ad in the set has run 501 days.
The 46-Ad Silent Timeline Formula
The account's single biggest angle is menopause reset timeline: 46 of 271 surviving ads (41 x-rayed creatives) run as a ~7-second video with no on-camera talent, just app screens narrating a hormonal weight-loss timeline. It edges out menopause pain callout (35 ads, ~12s image) and goal weight quiz (31 ads, ~10s image), all three sharing the same no-people, product-only formula that now defines Noom's Meta presence.
Young Faces, Midlife Message
Menopause reset timeline plus menopause pain callout together drive 81 of 271 winning ads, aimed at women in hormonal transition, yet the most-cast talent in the x-ray is female 25-34 (23 appearances) and male 25-34 (15), while female 45-54 shows up just 8 times. On-camera presenters appear in only 29% of 212 x-rayed creatives; the other 71% skip people entirely, which is likely why the casting mismatch keeps surviving.
One Script, 133 Ads
Across just 17 unique primary texts, one body about the Aging & Metabolism coursepack ('Learn how your journey is affected by: Muscle Loss, Hor...') powers 133 of 271 ads, more than three times the next-largest text (37 ads on 'THIS completely changed the way I eat forever'). The FREE 5-minute quiz text sits at 34 ads and GLP-1 microdosing at just 9, both still minority bets against the coursepack script that dominates the account.
Quiz Sells Speed, Reviews Flag Billing
The goal weight quiz angle (31 ads) and hooks like 'Tap your goal weight' (362 days live) promise instant clarity, but across 5,594 reviews the loudest complaints are pricing (87 mentions), customer support (58) and billing fraud (50), including reports that cancellation 'doesn't always stop billing.' Lifetime rating holds at 4.70 stars, yet the speed-to-clarity promise doesn't match the friction reviewers describe at checkout.
Short, Blunt, Mostly Silent Video
Format mix stays simple: image 56%, video 30%, dco 13%, carousel just 2%. Among 212 x-rayed creatives, 48 videos run under 15 seconds versus only 6 past 60 seconds, and hook mechanics lean toward pattern interrupt (24) and question-based hooks (23) over testimonials (7). This week added 14 new winners and retired 35, all within that same fast, no-frills format.
What we'd test next
- Silent ~7s app-screen video with a question-based hook (mirroring 'This is why you're not losing weight'), applied to the metabolism plateau reveal angle for the Midlife Metabolism Plateau Seeker persona (23 ads today), extending the proven menopause-reset formula to a fresh angle.
- Static ~10s image with no on-camera talent and a direct-address hook, running the goal weight quiz formula for the Long-Term Dieter Wanting Permanent Change persona (32 ads today), untested against this exact still-frame length and casting-free style.
- Carousel format (just 2% of the current mix) turning the FREE 5-minute quiz into a swipeable multi-screen result reveal, using an interactive-style prompt hook under the goal weight quiz angle for the Curious Quick-Answer Explorer persona (42 ads).
- Spanish-language static image mirroring the proven no-people, ~12s formula, with a direct-address hook on the menopause pain callout angle for the Menopausal Woman Fighting Hormonal Weight Gain persona (86 ads today, all running in English).
The HyperScale batch
New ad concepts, generated for Noom Weight Loss, Food Tracker
HyperScale agents are producing an original round of ad concepts for Noom Weight Loss, Food Tracker, built from the winning angles above, the brand's real App Store assets, and what reviewers actually say. This page updates when the batch drops.
This analysis lives in a ready-made HyperScale workspace. If you work on Noom Weight Loss, Food Tracker, it's yours: we hand it over personally, usually within a day.
Customer voice — 3005 recent reviews analyzed
What reviewers actually say
Objections the ads must pre-empt
- Free trial often leads to unexpected large charges
- Cancelling doesn't always stop billing
- Customer support is slow or bot-like, refunds hard to get
- App has bugs, crashes, and lost data/history
- Some features (food logging, scanning) get removed or restricted after paying
Review-theme mix
Share of analyzed review mentions per theme — ＋ praise, − complaint, ~ mixed. Themes, not individual reviews.
− Billing & Fraud
14% · 50
~ Pricing
25% · 87
+ Weight Loss Results
12% · 44
− Customer Support
16% · 58
− App Stability & Bugs
8% · 28
+ Motivation & Behavior Change
8% · 29
~ Food Database & Logging
9% · 32
− Localization
7% · 26
“I lost 30 pounds and I've kept it off for two years!”
“I have now lost 45kgs and counting, and will NEVER go back to my old lifestyle”
“I reached my ideal goal weight!!! I lost over 70lbs. I hadn't been this weight in over 40 years”
“I was very successful with my first Noom experience. I had lost 40 lbs”
“After a whole two years of NOOM I've lost 14kgs and maintained that for six months now”
“I have lost 6 1/2 kg (14 pounds) and I now feel confident that I will continue to lose whatever weight I need to”
“Since starting Noom I have lost almost 4 kg in 5 weeks , never hungry and lost my sweet tooth.”
“Habe in 5 Monaten (Kurs dauert gesamt ca. 16 Wochen) all meine Ziele erreicht”
“The psychology behind this program will 1000% make such a huge impact on your weight loss details”
“The 20 small changes over time has been much easier to incorporate than trying them all at once or with an all-or-nothing mindset”
“I have learned so much. I have already lost 7 pounds in a month solely by eating mindfully”
“Tras una vida de 40 años de dieta, nunca tuve un apoyo tan eficiente para lograr cambio de hábitos y paradigmas”
“I followed the program daily, logged, read, exercised , started biking after 19 + yrs”
“I have spent the better half of 2 years building my data on noom - progress, custom recipes etc. Today I logged in and it was all gone.”
“Last update broke the weight tracking graph for me, if I log my weight the app crashes”
“Love the app but since I updated 5 days ago, it no longer recognizes my Fitbit data”
“They charged 90$ on January 9th then 251.80$ on February 3rd, not email, not explanation, nothing.”
“I deleted this app off my phone and cancelled my subscription over 6 months ago. They have now charged me $149 and will not reply to my emails.”
“they took another $219 without warning or email”
“it charges $231.64 even after deactivating your free trial, deleting your account, and deleting the app itself”
“Signed up for free trial and was charged $175 for 3 month subscription”
“At A$179 for 5 months I thought I'd get more. You can get articles, community support and the ability to log and analyse your food from MyFitnessPal for $130 a year (premium)”
“On the website the cost varies insanely from the app price (147 to pay according to their website, 247 to the app for same datas!)”
“The 1-1 coach sounds like a bot and does not give you any worthy advice, just generalities”
“Customer service lied, obfuscated and dodged. Mostly AI.”
“Being so USA centric means that outside America this app doesn't work out of the box”
“Mit Yazio habe ich in 3 Monaten 12 Kilo verloren. Mit Noom habe ich 2 kg zugenommen”
“None of my foods can be scanned. They are not recognized and they are common foods!”
The market around it
Brands competing for the same feed
Keep exploring the radar
More Meta ads teardowns
More Health & Fitness advertisers on the radar
Also winning with the diagnostic assessment tool angle
Browse all 87 apps on the radar · All Health & Fitness teardowns
Quick answers
FAQ
How many ads is Noom running on Meta right now?
867 active ads total in the Meta Ad Library, with 271 classified as winners (30+ day survivors) and the longest-running ad at 501 days. This week added 14 new winners and retired 35.
Which languages and angles dominate Noom's winning ads?
All 271 winning ads run in English. Top angles are menopause reset timeline (46 ads), menopause pain callout (35), goal weight quiz (31) and metabolism plateau reveal (19), with 57 ads still unclassified.
What creative pattern is actually working for Noom?
A silent ~7-second video with no on-camera talent, just app screens, driving the menopause reset timeline angle (46 ads, 41 x-rayed creatives). Product/app-only footage dominates: only 29% of 212 x-rayed creatives use an on-camera presenter.
What do Noom reviewers say versus what the ads promise?
Ads push instant clarity via a 5-minute quiz ('Tap your goal weight,' 362 days live), but across 5,594 reviews the top complaints are pricing (87 mentions), customer support (58) and billing fraud (50). Lifetime rating stays at 4.70 stars.