Paid Media - Flex Documentation

The fastest way to see results is to add Flex messaging to campaigns that are already working, not to build new ones from scratch. HSA/FSA acceptance is a conversion lever, not a new campaign type. These sections cover how to apply it across search, social, and retargeting.

Paid Search

Paid Social

Retargeting

Best Practices

For compliance-approved language and savings messaging guardrails, see the Brand & Messaging Hub.

1. Paid Search

Goal: Capture high-intent shoppers actively searching for HSA/FSA eligible products. These users already know what they want. Your job is to surface at the right moment with the right message.

Keyword strategy

Target HSA/FSA + product or category terms. These searches signal a buyer who is ready to spend their benefits. They’re looking for a place that accepts them. Do bid on:

Keyword type	Examples
Category + eligibility	”HSA eligible skincare”, “FSA approved sunscreen”, “HSA fitness equipment”
Intent + category	”use HSA for wellness products”, “FSA eligible home health”
Brand + eligibility	”[Your brand] HSA”, “[Your brand] FSA eligible”
Year-end urgency	”use FSA before it expires”, “FSA spend down [year]”

Do not bid on “Flex” as a keyword. Flex is the payment provider. Bidding on their brand term is not an effective use of budget and may create compliance issues. Focus spend on your own brand, product, and category terms paired with HSA/FSA intent signals.

Responsive search ad (RSA) headlines

Mix and match these across your ad groups. Aim for at least 3 HSA/FSA-focused headlines per RSA so Google can test combinations.

Headlines (30 char max each):
- Now Accepts HSA/FSA
- Pay With Your HSA or FSA
- Use Pre-Tax Dollars Here
- HSA/FSA Eligible Products
- Save With Pre-Tax Savings
- FSA Eligible - Shop Now
- Use Your Benefits Today
 
Descriptions (90 char max):
- Use your HSA or FSA card at checkout with Flex. Pre-tax savings on eligible products.
- Did you know [BRAND] accepts HSA/FSA? Use pre-tax dollars and save up to 30–40%.
- Your FSA resets soon. Shop eligible [PRODUCT CATEGORY] and make the most of your benefits.

Compliance note

Keep ad copy focused on the payment method, not medical outcomes. “Pay with your HSA/FSA” and “HSA/FSA eligible” are safe. Claims like “treats”, “cures”, or “medically recommended” are not. Save those for your LMN flow, not your ad copy.

Paid social ad example - BedJet x Omnilux

Goal: Layer HSA/FSA messaging into your best-performing ad sets across Meta, TikTok, Pinterest, and Reddit. Don’t build new campaigns. Add a Flex angle to what’s already converting.

Two angles to test

Start with one creative variant per angle and let performance guide where to invest further.

Awareness angle
Conversion angle

Best for: top of funnelThe message is simple: we accept HSA/FSA. This works especially well for audiences who may not know your brand but are actively managing their health benefits.Ad copy examples:

Headline: Now Accepting HSA/FSA
Body: [BRAND NAME] has partnered with Flex so you can use your pre-tax
health dollars on eligible products. No extra steps, just select Flex
at checkout.

CTA: Shop HSA/FSA Eligible →

Headline: Your HSA/FSA Works Here
Body: Use the funds you've already set aside. [BRAND NAME] now accepts
HSA and FSA payments through Flex, making it easier to invest
in your health.

CTA: See Eligible Products →

Best for: retargeting, seasonal pushesLead with the savings benefit. This works best when the customer already knows your brand and just needs a reason to complete the purchase.Ad copy examples:

Headline: Save Up to 30–40% With Pre-Tax Dollars
Body: If you have an HSA or FSA, your eligible [PRODUCT] purchase could
cost you significantly less. Select Flex at checkout to pay with
pre-tax funds.

CTA: Shop Now →

Headline: Use Your FSA Before It Expires
Body: Don't let your FSA dollars go to waste. [BRAND NAME] accepts
HSA/FSA payments. Use your pre-tax savings on eligible products today.

CTA: Use My FSA →

Creative guidelines

Include the Flex badge or “Pay with HSA/FSA” lock-up in your ad creative. Visual recognition reinforces the message without needing more copy
Show the checkout experience in video ads. The Flex selection screen removes uncertainty for first-time buyers
Test co-branded creative ([Your Brand] + Flex) especially for high-ticket items where pre-tax savings are most meaningful
Add on-screen text for video. Most social video is watched without sound

3. Retargeting

Goal: Re-engage high-intent audiences who visited but didn’t convert. HSA/FSA messaging gives them a new reason to come back, especially if price was the hesitation.

Priority audiences

Audience	Message angle
Cart abandoners	Remind them the item may be HSA/FSA eligible. Price friction solved
Product page visitors	”This item may be eligible for HSA/FSA payment”
Email subscribers (non-purchasers)	Mirror your email abandoned cart copy in-feed
Past purchasers	”Did you know your next order may be HSA/FSA eligible?”

Retargeting copy examples

Cart abandoner:
Headline: Still Thinking It Over?
Body: Don't forget, you can use your HSA or FSA to complete
this purchase. Pre-tax dollars go further than you think.
CTA: Complete Your Order →

Product page visitor:
Headline: This May Be HSA/FSA Eligible
Body: [PRODUCT NAME] may qualify for HSA/FSA payment through Flex.
Use your pre-tax health dollars and save up to 30–40%.
CTA: Check Eligibility →

Year-end urgency:
Headline: Your FSA Resets Soon
Body: Use your remaining FSA balance before the year ends.
[BRAND NAME] accepts HSA/FSA. Select Flex at checkout.
CTA: Shop Before It Expires →

Best practices

Layer, don’t launch. Add Flex messaging to your top 3 performing ad sets before creating anything new. Test the lift, then scale.
Test co-branded creative. Ads featuring both your brand and the Flex badge consistently outperform standalone brand creative for HSA/FSA messaging.
Prioritize Q4 and Open Enrollment. November–December is peak FSA spend-down season. Increase budget and urgency messaging during this window.
CPC benchmarks to watch: Target under $1.25; investigate if over$ 2.50. A paid conversion rate above 1.5% is a healthy signal.

​1. Paid Search

​Keyword strategy

​Responsive search ad (RSA) headlines

​Compliance note

​2. Paid Social

​Two angles to test

​Creative guidelines

​3. Retargeting

​Priority audiences

​Retargeting copy examples

​Best practices

1. Paid Search

Keyword strategy

Responsive search ad (RSA) headlines

Compliance note

2. Paid Social

Two angles to test

Creative guidelines

3. Retargeting

Priority audiences

Retargeting copy examples

Best practices