The Creative ROAS Divide Why Amazon and Meta Ads Need Different Assets

Episode 41 of Performance Marketing with Fexingo tackles a costly but overlooked mistake: running the same ad creative on Amazon and Meta. Lucas and Luna break down why an asset that crushes on Facebook can tank ROAS on Amazon, and vice versa. Using a real case from a DTC supplement brand that spent $40k on identical video creatives across both platforms, they trace how platform behavior — scroll intent vs. purchase intent, vertical vs. square formats, sound-on vs. sound-off defaults — rewrites the rules for engagement. Lucas walks through three structural differences: the zero-click problem on Amazon, the attention-tax of carousel ads on Meta, and why a brand's 'hero story' doesn't fit a product detail page. Luna pushes back on the common instinct to reuse top-performing assets, and they land on a practical framework: separate creative briefs per platform, even if the core offer is the same. Listeners get a concrete checklist to audit their current creative library for platform misfits. #PerformanceMarketing #AmazonAds #MetaAds #FacebookAds #ROAS #AdCreative #CreativeStrategy #DirectResponse #BrandStory #ProductDetailPage #VideoAds #CarouselAds #ScrollIntent #PurchaseIntent #DTCBrands #DigitalMarketing #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo