How Would You Market a Vitamins & Supplements Brand to a 45+ Audience in the US?

Hi everyone! I could really use some advice.

I have a client based in Florida who sells vitamins and supplements. Her target audience is men and women aged 45+, and I've been handling her digital marketing. We've already run paid ads, but unfortunately, we haven't generated any sales yet. We did get over 500 website visits, though, so people are definitely checking out the site.

I'm also trying to grow her social media organically through content creation, with the goal of increasing followers and eventually driving more sales.

I have a few questions:

What's an ideal daily ad budget when targeting a 45+ audience in the US?
What type of content has worked best for you in this niche? Educational, testimonials, product-focused, lifestyle, etc.?
Should I focus mainly on Reels/Shorts, or is it better to have a mix of Reels, carousel posts, and static graphics?
For those managing international clients, especially in the health and wellness space, what strategies have worked well for growing both engagement and sales?

I'd really appreciate any recommendations, insights, or lessons you've learned. Thanks in advance!

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