Meta Ads: Under the Hood

"Until you test, it's just a guess." You've probably heard Megan say it a hundred times — but most small businesses are still testing their meta ads the wrong way, which means they're not really testing at all. They're just guessing with extra steps. In this episode, Megan breaks down the 5 most common testing mistakes she sees, and what to do instead so your data actually tells you something useful. In this episode, Megan covers these mistakes: Testing without a strategy behind it — Throwing AI-generated creative into ads just to "see what happens" without checking it aligns with your brand and offer first. Testing rubbish still gives you rubbish. Trusting the Meta dashboard as the source of truth — Why every platform wants to claim credit for the same sale, and why your website and sales numbers matter more than what Meta tells you. Not checking that the pixel is actually tracking correctly — A real example of a client whose purchase pixel was triple-firing, making an $18 cost per purchase look like $6. Testing too many things at once — Why changing your creative, landing page, and offer all at the same time makes it impossible to know what actually worked. Panicking and adding more instead of reading the data — When results dip, the instinct is to create more. Often the real answer is hiding in the data already — like the account that was losing money until the data pointed straight to a landing page fix. Plus, two real case studies: an account that started losing money (and what the data tells us to do about it), and a client who set a target of 100 memberships, tested the plan, and sold 104 while spending 20% less. Learn more about working with us: The next 8-week mentoring program where you'll learn to run Meta ads like a pro is opening soon. Apply now. Hire us to run your ads. Learn more. Learn how to run your own ads. Click here. Learn more about your host: Megan Winter is a meta ads expert, an experienced ADMA and AMI-awarded marketer and founder of Lume Marketing. As an early-adopter of digital marketing and social media advertising, she has consulted to global brands owned by Heineken and Lexus, has taught hundreds of small business owners at The Facebook Ads Academy, and presented on digital marketing at Bond University. Now, her passion is helping ethical, purpose-led brands achieve more income and impact with high-performing meta ads. Connect with Megan on Instagram @meganwinter or LinkedIn

This week Megan welcomes Lume Marketing account manager Britt Brown for her very first podcast appearance. Britt manages a rotation of Lume clients and brings 20+ years of marketing experience to the chat, including running her own family business. The pair dive into one of their favourite team-meeting topics: marketing tactics. In this episode they discuss the Labubu craze, and what it can teach small business owners about the psychology behind why we buy. From there they unpack how the same tactics show up again and again throughout marketing history, from Prime energy drinks to the 1950s diamond ring campaigns that convinced the world "a diamond is forever." In this episode Megan and Britt cover: How Labubu's blind box format created mystery and anticipation Why manufactured scarcity (and real scarcity) drives FOMO, and how FOMO is really just anticipated regret The role influencers played in turning a toy into a cult object What happened to demand once Pop Mart scaled production from 50,000 to millions a month Social proof in action, from bootleg resellers to a packed restaurant with a line out the door How Prime drink used the same playbook, targeted at kids, and why that's a whole ethics conversation on its own Why consumers aren't as easily fooled as brands think, and the difference between a genuine limited drop and a "fake" one How small businesses can borrow these tactics authentically, without needing Pop Mart's budget or scale Real examples: Mecca's loyalty program and reward emails, Britt's Cardera Coffee subscribe-and-save, and the power of a great "About Us" page Why brand story and community will always outlast a discount code, and why tactics are "the gravy, not the meat and potatoes" People and brands mentioned in this episode:  Rebecca Sparrow -- Lume client and how Britt found Megan Welds and Wood -- small business Megan purchases a floating shelf from Cardera Coffee — Lume client subscribe-and-save coffee brand, cited as an example of community/social proof driving a sale Labubu / Pop Mart — the toy craze that anchors the episode's discussion of scarcity, blind boxes, and hype Prime (energy drink) — co-founded by founded by Logan Paul and KSI (in the episode Megan says "Logan brothers or whoever it was".) Aldi — mentioned re: their toy/collectible packet promotions and kids trading them at school Coles — mentioned alongside Aldi re: bonus ticket promotions Mecca (beauty retailer) — used as an example of loyalty programs, birthday freebies, and purchase-triggered incentives Shein — mentioned twice: once re: knockoff Labubu dolls, once re: fast fashion ethics/pricing Chanel — mentioned as an example of a luxury bag Labubus were being attached to Showpo — fast fashion brand founded by Jane Lu, used as an example of selling "the vibe" not the product Learn more about working with us: The next 8-week mentoring program where you'll learn to run Meta ads like a pro is opening soon. Apply now. Hire us to run your ads. Learn more. Learn how to run your own ads. Click here. Learn more about your host: Megan Winter is a meta ads expert, an experienced ADMA and AMI-awarded marketer and founder of Lume Marketing. As an early-adopter of digital marketing and social media advertising, she has consulted to global brands owned by Heineken and Lexus, has taught hundreds of small business owners at The Facebook Ads Academy, and presented on digital marketing at Bond University. Now, her passion is helping ethical, purpose-led brands achieve more income and impact with high-performing meta ads. Connect with Megan on Instagram @meganwinter or LinkedIn

Everyone talks about ROAS like it's the holy grail of ad performance. But according to chartered accountant and business strategist Fi Johnston, it might be one of the most misleading metrics in your business. In this episode, Megan sits down with Fi Johnston — founder of Peach Business, host of the Money Secrets podcast, and a business and finance strategist with 16 years in business — for a refreshingly honest conversation about what actually happens when businesses turn on meta ads, and why the number on your ads dashboard rarely tells the full story. Plus, Fi shares exactly how she turned a $900 ad spend into $18,000 in revenue. Fi has a unique vantage point: she works both with agencies running meta ads and with the business owners spending the money, which means she sees the front end of the ads and the back end of the balance sheet. Her take? A lot of businesses reach for ads to fix a problem ads were never going to solve. In this episode, Megan and Fi cover: Why "my ads look great but my bank account doesn't" is more common than you'd think Why ROAS in isolation can be a dangerous, misleading metric — and what to look at instead How fixing your website or landing page can outperform "fixing" your ads Why meta ads should amplify a good business, not rescue a broken one The relay race analogy: how ads, website, email and customer service all have to run their leg properly How Fi overcame her dislike of meta's business ethics to use ads as a tool she controls, rather than one that controls her The real story behind Fee's $900 ad spend that generated $18,000 in revenue — including the landing page overhaul and the "meat and potatoes" video that halved her cost per lead Why simpler is almost always better: Fee's "shit or get off the pot" landing page redesign How to know if you're ready for ads (hint: you need to already know how to get people to take action organically first) Why treating your organic content like an ad — and your ads like a post — makes both stronger Whether ads can help you re-engage existing or lapsed customers, not just find new ones If you've ever felt confused by ad reporting, or wondered whether you're actually ready to invest in ads, this episode will help you get clear on the numbers that actually matter. Learn more about working with us: The next 8-week mentoring program where you'll learn to run Meta ads like a pro is opening soon. Apply now. Hire us to run your ads. Learn more. Learn how to run your own ads. Click here. Learn more about your guest: Fi Johnston is a chartered accountant and business and finance strategist, and the founder of Peach Business. She's spent 16 years working with purpose-led business owners who take a balanced approach to people, planet and profit, helping them get clear on pricing, marketing strategy and team needs so their business can grow sustainably. Fi hosts the Money Secrets podcast and shares weekly insights through her email, The Peach Weekly. Connect with Fi on Instagram @peachbusiness or listen to Money Secrets wherever you get your podcasts. Learn more about your host: Megan Winter is a meta ads expert, an experienced ADMA and AMI-awarded marketer and founder of Lume Marketing. As an early-adopter of digital marketing and social media advertising, she has consulted to global brands owned by Heineken and Lexus, has taught hundreds of small business owners at The Facebook Ads Academy, and presented on digital marketing at Bond University. Now, her passion is helping ethical, purpose-led brands achieve more income and impact with high-performing meta ads. Connect with Megan on Instagram @meganwinter or LinkedIn

Black Friday came from big-brand retail marketers seeing an opportunity to leverage a cultural event to make money. So when small businesses try to replicate and compete they run into trouble.  Small businesses don't have the economy of scale big businesses do  Small business blindly follow big business strategy - big biz may be going on sale to capture share of market, or move dead stock. So 70% off makes sense for them. This does not work for small biz.  So… how do small businesses make Black Friday work for them? Listen to this episode to find out how to use meta ads to make sure your business wins this Black Friday Cyber Monday holiday sales period. Megan covers how to:  Understand what role BF will play in your business plan Understand your number so you don't grow yourself to death Plan your offer so it works for your business Time it properly Create intentional messaging.  Use ads effectively and avoid overpaying at the busiest time of year  Plan to win Learn more about working with us: The next 8-week mentoring program where you'll learn to run Meta ads like a pro is opening soon. Apply now.  Hire us to run your ads. Learn more.  Learn how to run your own ads. Click here.  Learn more about your host:  Megan Winter is a meta ads expert, an experienced ADMA and AMI-awarded marketer and founder of Lume Marketing. As an early-adopter of digital marketing and social media advertising, she has consulted to global brands owned by Heineken and Lexus, has taught hundreds of small business owners at The Facebook Ads Academy, and presented on digital marketing at Bond University. Now, her passion is helping ethical, purpose-led brands achieve more income and impact with high-performing meta ads. Connect with Megan on Instagram @meganwinter or LinkedIn 

Have you ever walked away from a conference with pages of notes but no idea where to start?   That's exactly how I felt after spending three days at Cairns Crocodiles with Mia Fileman from Campaign Del Mar.   In this episode, we're sharing the ideas that made us stop, think, and question the way we approach marketing. We chat about why creativity is making a comeback, why strategy should come before tactics, and why the brands people remember aren't the ones trying to blend in.   If you're a founder, marketer or small business owner who wants to build a better brand, create marketing people remember, and stop chasing every shiny new tactic, this episode is for you.   Learn more about working with Lume Marketing ●        The next 8-week mentoring program where you'll learn to run Meta ads like a pro is opening soon. Apply now. ●        Hire us to run your ads ●        Learn how to run your own ads   One of the biggest surprises from the conference was what wasn't being talked about. Despite all the noise around AI, very few speakers saw it as a competitive advantage. Instead, the conversation centred on creativity, instinct, purpose-led marketing and understanding human behaviour.   We discuss why founder energy is such a powerful advantage, why the best ideas often feel uncomfortable before they're successful, and how brands like Pinterest are helping people get off their screens and back into real life.   We also talk about why podcasting is having a moment, why attention on its own isn't enough anymore, and why the brands creating genuine value will always outperform the ones chasing the latest algorithm. Whether you run a purpose-led brand, an ecommerce business or a service business, these are ideas that reach far beyond marketing.   We also share some of the behind-the-scenes realities of attending an event like this while running businesses and raising families. Because great marketing isn't just about campaigns. It's about creating space to think differently, challenging your assumptions and bringing fresh ideas back to your customers.   If you've been wondering why your Meta ads aren't working, whether your marketing has become a little too safe, or how to create marketing that people remember, I think you'll enjoy this conversation.   As I always say, ads are an amplifier. Brand first, ads last. The best Meta ads, Facebook ads and Instagram ads start with a clear strategy, great creative and a genuine understanding of your customers.   I'd love to know what stood out most for you from this episode. Are you going to embrace more creativity in your marketing? Focus more on long-form content? Or stop worrying so much about following the so-called rules? Come and tell us over on Instagram. We'd love to continue the conversation with you at @lumemarketing   Contact details mentioned: ●        Connect with Mia Fileman or Campaign Del Mar on Instagram, Facebook or via her website. ●        Connect with Lume Marketing on Instagram, Facebook of via our website ●        Megan Winter on LinkedIn   References ●        Cairns Crocodiles ●        Amy Keen ●        Paula Bloodworth ●        John Evans' podcast Uncensored CMO ●        Pinterest ●        Xanthe Wells ●        Uber Eats ●        Bonds – Robert Irwin Campaign ●        Kim Anderson ●        Marketing Circle ●        Ripple Festival ●        Tully Walter, Mike Wilson, Leigh Lavery and Kim Anderson ●        Got Marketing? Episode with Kim Anderson     Resources ●        Should you run your own ads or partner with an agency? Take the quiz here to find out. ●        10 most common Meta ads red flags, and how to avoid them. Download for free here.   Loved the pod? ●        Leave a review and you may just find yourself getting a shoutout on the pod.

Are you convinced your Meta ads aren't working, or are you looking at the wrong numbers?   One of the most common questions I get is, "Help, my ads aren't working. What do I do?"    There isn't one simple answer. Meta ads are only one part of your marketing, and before you start changing creatives, increasing your budget or blaming the algorithm, you need to understand what role your ads are playing in your customer's buying journey.   In this episode, I walk you through the exact process we use inside our Meta ads agency and the same framework I teach inside my Meta ads training program. You'll learn how to stop making emotional decisions and start reading the data that tells you exactly where the problem is.   If you've ever wondered why Meta ads aren't working, how to run profitable Meta ads, or how to stop wasting money on ads that don't convert, this episode is for you.   Learn more about working with Lume Marketing The next 8-week mentoring program where you'll learn to run Meta ads like a pro is opening soon. Apply now. Hire us to run your ads Learn how to run your own ads   I explain why understanding your acceptable cost per acquisition, customer lifetime value and marketing efficiency ratio is far more important than obsessing over ROAS alone. We also look at the biggest mistakes I see business owners make when results dip, including blindly increasing budgets, creating endless new content without a strategy, or comparing their results to brands that are years ahead of them.   I also break down the Meta ads metrics that matter, including click through rate, CPM, cost per click, frequency and website conversion rates, so you can identify whether your creative, website or offer is holding you back.   Whether you're running DIY Meta ads, working with a Facebook ads agency, managing an ecommerce brand or simply trying to work out why your ads aren't performing, this episode will help you understand what your numbers are really saying.   Because Meta ads aren't magic, they're an amplifier. When you know how to read the data, you stop guessing, reduce wasted ad spend and make better decisions about what to do next.   I'd love to hear from you. Which Meta ads metric do you find the most confusing, or what's the biggest challenge you're facing with your ads right now? Send me a message and let's continue the conversation on Instagram @lumemarketing   Contact details mentioned: Connect with Lume Marketing on Instagram, Facebook of via our website Megan Winter on LinkedIn   Resources Should you run your own ads or partner with an agency? Take the quiz here to find out. 10 most common Meta ads red flags, and how to avoid them. Download for free here.   Loved the pod?  Leave a review and you may just find yourself getting a shoutout on the pod.

Have you ever wondered why some businesses seem to grow effortlessly while others struggle to get noticed, even when they're incredibly good at what they do?   In this episode, I sit down with executive coach and people leader Ellen Hooper to talk about what really happens when you combine a great offer with clear marketing.   Ellen shares how she built a successful coaching business before ever touching Meta ads, why learning sales and marketing became one of the biggest growth opportunities in her business, and how getting clear on who she helps transformed the way she attracts clients.    We also talk about why so many talented business owners stay hidden, why niching feels uncomfortable, and how purpose-led growth often starts with being brave enough to speak directly to the people you can help most.   Learn more about working with Lume Marketing The next 8-week mentoring program where you'll learn to run Meta ads like a pro is opening soon. Apply now. Hire us to run your ads Learn how to run your own ads   We also get into one of my favourite topics, Meta ads that don't suck. Ellen shares her experience moving from done-for-you Meta ads management to learning how to run her own campaigns, what surprised her most about Facebook advertising, and why ads are an amplifier rather than a magic wand.   We talk about lead generation, building trust through free challenges, understanding your customer journey, and why profitable Meta ads often start long before someone clicks "buy".    If you've ever wondered why Instagram ads aren't converting, how to stop wasting money on ads, or how to create a clear marketing strategy that helps more of the right people find you, you'll get plenty from this conversation.   Ellen also shares her thoughts on the myth of digital products, why high-ticket offers can sometimes be easier to sell than low-ticket products, and how data can dramatically improve your business decision-making.   We discuss customer insights, testing and measuring, website conversion challenges, and why understanding the story behind the numbers can help you build a stronger business.    Whether you're a coach, consultant, service provider, founder, personal brand or small business owner looking to learn Meta ads, improve your Facebook ads strategy, or create growth without burnout, this episode is packed with practical lessons and honest reflections from two business owners figuring it out in real time. It's a conversation about values-led marketing, human-first marketing, and building a business that works for your life, not the other way around.   Have you ever resisted niching down because you didn't want to turn people away? I'd love to hear your experience. Send me a message and connect with us on Instagram @lumemarketing   Contact details mentioned: Connect with Ellen Hooper on Instagram, Facebook or via her website Connect with Lume Marketing on Instagram, Facebook of via our website Megan Winter on LinkedIn   Resources Should you run your own ads or partner with an agency? Take the quiz here to find out. 10 most common Meta ads red flags, and how to avoid them. Download for free here.   Loved the pod?  Leave a review and you may just find yourself getting a shoutout on the pod.

Are you making decisions about your Meta ads too quickly and wondering why your results never seem to improve?   In this final episode of my six-part series on how to run profitable Meta ads in 2026, I talk about the last step of my PROFIT framework: Test, Measure, Analyse and Improve. Because profitable Meta ads aren't built on gut feel. They're built on data.   I share why so many business owners turn ads off too early, how to spot what's causing poor performance, and why a bad result isn't always telling you the full story. If you've ever wondered why your Facebook ads aren't converting, why your cost per lead is too high, or how to create Meta ads that convert, this episode is for you.   Learn more about working with Lume Marketing The next 8-week mentoring program where you'll learn to run Meta ads like a pro is opening soon. Apply now. Hire us to run your ads Learn how to run your own ads   I walk you through the scientific method we use inside our Meta ads agency and Meta ads training program to improve campaign performance over time. You'll learn how to create a clear testing strategy, why you should only test one variable at a time, how to analyse Facebook ads data properly, and what metrics matter when you're trying to improve Facebook ROAS.    We look at one of the biggest mistakes I see business owners make when running DIY Meta ads: making decisions based on incomplete information. Because until you test, it's just a guess.   Whether you're running your own Facebook and Instagram ads, working with a Meta ads strategist, or partnering with a Facebook ads agency, this episode will help you understand how to use data to make smarter marketing decisions.    We cover ad creative testing, audience testing, landing page optimisation, conversion tracking, campaign analysis and how to create profitable Meta ads that support sustainable business growth.    If you're tired of wasting money on ads that don't work and want a clear Meta ads strategy built on evidence instead of assumptions, you'll walk away with practical steps you can apply immediately.   What is one thing you've tested in your marketing recently that surprised you? I'd love to hear about it. Send me a DM and continue the conversation with us on Instagram at @lumemarketing   Contact details mentioned: Connect with Lume Marketing on Instagram, Facebook of via our website Megan Winter on LinkedIn   Resources Episode on Marketing Efficiency Ration Should you run your own ads or partner with an agency? Take the quiz here to find out. 10 most common Meta ads red flags, and how to avoid them. Download for free here.   Loved the pod?  Leave a review and you may just find yourself getting a shoutout on the pod, just like Renee did. Find her at vous.net.au

Do your Meta ads feel way more complicated than they need to be?  Maybe you've been stuck tweaking audiences, building endless funnels, testing every "guru hack" on the internet, and still wondering why your Facebook ads aren't converting.  In this episode, I share how Meta ads work in 2026. Why most advertisers are focusing on the wrong things, and how to create a simple, strategic setup that gives Meta's AI the best chance of delivering profitable results. Because Meta ads can suck your time, energy and bank account if you don't understand what's really driving performance. I talk about why Meta ads are powered by machine learning, how the algorithm uses data to optimise ad delivery, and why trusting the machine is now one of the most important skills for anyone running Facebook ads or Instagram ads. Learn more about working with Lume Marketing The next 8-week mentoring program where you'll learn to run Meta ads like a pro is opening soon. Apply now. Hire us to run your ads Learn how to run your own ads I also share the biggest mistakes I see business owners and media buyers making when it comes to Meta ads management, including overcomplicated funnels, lookalike audiences, restrictive targeting, and relying too heavily on Advantage+ campaigns. We talk about why ads are an amplifier, why strong creative matters more than clever hacks, and why your role as the advertiser is to guide the machine with clear objectives, high-converting ad creative, and traffic-ready funnels. If you've ever wondered why your campaigns aren't converting, why your Facebook ROAS feels inconsistent, or how to create high-converting creative without wasting money, this episode will help you think about Meta ads differently. This episode is part five of my six-part PROFIT framework series, where I teach the exact strategies we use inside our Meta ads agency and inside my Meta ads training program.  Whether you're a founder, ecommerce brand, service business, personal brand, or marketing manager wanting more profitable Meta ads, this episode will help you simplify your strategy and stop pretending you're smarter than the algorithm. Because sustainable business growth doesn't come from chasing hacks. It comes from clear marketing strategy, testing, strong creative, and learning how to work with the machine instead of against it. What's one Meta ads strategy or "rule" you've followed that made your ads worse? Come tell us over on Instagram @lumemarketing Contact details mentioned: Connect with Lume Marketing on Instagram, Facebook of via our website Megan Winter on LinkedIn Resources Should you run your own ads or partner with an agency? Take the quiz here to find out. 10 most common Meta ads red flags, and how to avoid them. Download for free here. Loved the pod?  Leave a review and you may just find yourself getting a shoutout on the pod.

Ever feel like your Meta ads are technically "working" but somehow still not making sales? You're getting clicks, traffic is coming through, but conversions are nowhere to be seen? I'm talking about why that happens and the hidden leaks that quietly waste your ad spend. Because ads don't work in isolation. Your website, landing pages, emails, and customer journey all need to do their job too. Meta ads are not a magic wand, they're an amplifier. They amplify what already exists in your business. So, if your systems aren't ready for traffic, your ads will simply send more people into a leaky bucket. In this episode, I walk you through step four of my PROFIT framework and explain how to fix those leaks before you spend another dollar on Facebook and Instagram ads. Learn more about working with Lume Marketing The next 8-week mentoring program where you'll learn to run Meta ads like a pro is opening soon. Apply now. Hire us to run your ads Learn how to run your own ads I share how to map your customer journey, identify every touch point, and understand the exact role your Meta ads should play in your marketing strategy. We talk about why your landing page matters just as much as your ad creative, how to improve conversion rates, why customer journeys matter more than funnels, and how to make sure your website is traffic-ready before scaling. I also explain the "three second test" I developed to quickly identify whether your website, landing page, or ad is clearly communicating what you sell.  If you've been wondering why your Meta ads aren't converting, why your Facebook ROAS is low, or how to create high-converting Meta ads that drive profitable growth, this episode will help you stop wasting money on ads that don't work.  This episode is perfect for ecommerce brands, service businesses, founders, and marketers who want a clearer Meta ads strategy. Whether you run your own ads or work with a Facebook ads agency, this conversation will help you think more strategically about what happens after the click.  Because profitable Meta ads aren't just about getting traffic. They're about creating a customer journey that converts.  What's one place in your customer journey where people might be dropping off right now? Come and tell us over on Instagram @lumemarketing and let's chat. Contact details mentioned: Connect with Lume Marketing on Instagram, Facebook of via our website Megan Winter on LinkedIn Resources Should you run your own ads or partner with an agency? Take the quiz here to find out. 10 most common Meta ads red flags, and how to avoid them. Download for free here. Loved the pod?  Leave a review and you may just find yourself getting a shoutout on the pod, just like Ellen Hooper did. Find her on Instagram @ellen.hooper.coach  

What does scaling with Meta ads look like behind the scenes?   In this episode, I sit down with Claire English from The Unteachables to talk about what really happens when an established, purpose-led business finally decides to stop relying only on organic marketing and start investing in profitable Meta ads.   We talk about the mindset blocks around money, scaling, visibility and growth, especially for founders who genuinely care about people and don't want marketing to feel manipulative.   If you've ever wondered how much should I spend on Facebook ads, whether Meta ads actually work, or if ads can help you scale sustainably without burnout, this conversation is for you.   Learn more about working with Lume Marketing ●        The next 8-week mentoring program where you'll learn to run Meta ads like a pro is opening soon. Apply now. ●        Hire us to run your ads ●        Learn how to run your own ads   Claire shares how she built a hugely successful business organically over five years before joining my Meta ads training program, and what happened next blew both of us away.   We talk about the reality of scaling a business with Facebook and Instagram ads, the fear of spending money on ads for the first time, and what it looks like to move from six figure years to six figure months with a clear Facebook ads strategy.   We also get into the difference between growing a business and scaling one, why purpose-led growth matters, and how Meta ads can create more impact, income and freedom when used strategically.   One of my favourite parts of this episode is hearing Claire explain what scaling her ads gave her beyond revenue: more certainty, breathing room and the ability to support thousands more teachers without needing to be permanently glued to Instagram.   If you're a founder, educator, coach, service provider or product-based business owner trying to work out whether Meta ads are the next step for you, this episode will help you understand what sustainable business growth can really look like. It's also a reminder that there's no overnight success. The businesses that scale well usually have strong foundations first. Ads just help fan the flames.   What's one belief about money, marketing or Meta ads that you've had to work through in your own business? Come chat with us over on Instagram at @lumemarketing   Contact details mentioned: ●        Connect with Claire and The Unteachables on Instagram, LinkedIn or via their website ●        Connect with Lume Marketing on Instagram, Facebook of via our website ●        Megan Winter on LinkedIn ●        Ripple Festival   Resources ·       Should you run your own ads or partner with an agency? Take the quiz here to find out. ·       10 most common Meta ads red flags, and how to avoid them. Download for free here.   Loved the pod? ·       Leave a review and you may just find yourself getting a shoutout on the pod.

Do your Meta ads feel like they're sucking your budget without delivering results?   In this episode, I talk about one of the biggest reasons why Meta ads fail in 2026: weak messaging and unclear customer positioning.    High-converting Meta ads don't start inside Ads Manager. They start with understanding your customer deeply. I run through how to identify your ideal customer, how to use voice of customer research to improve your Facebook ads strategy, and why ads are an amplifier of what already exists inside your business.    If your Meta ads aren't working, this episode will help you understand why   Learn more about working with Lume Marketing ●        The next 8-week mentoring program where you'll learn to run Meta ads like a pro is opening soon. Apply now. ●        Hire us to run your ads ●        Learn how to run your own ads   This episode is part 3 of my 6-part series on how to run profitable Meta ads in 2026 using my PROFIT framework. I walk you through the "O" step which stands for outline your audience and optimise your messaging. I explain why magnetic messaging matters, how to stop trying to market to everyone, and why understanding the person with the wallet changes everything.    I also share practical ways to gather customer insights, including reviews, testimonials, social comments, market stalls, expos, and real-world conversations. Because listening to your customers is one of the most powerful marketing skills you can develop.    We also look at why people buy outcomes, not products, and how to use the Features, Advantages, Benefits framework to create Meta ads that convert.   If you want to learn how to run profitable Meta ads, improve your Facebook ROAS, create high-converting ad creative, and stop wasting money on ads that don't work, this episode will give you practical strategies you can apply immediately.    I also share why trust matters so much in ecommerce marketing, how conversion assists like shipping and money-back guarantees help increase conversions, and why your brand positioning matters more than ever in today's crowded digital space.    Whether you run an ecommerce brand, personal brand, service business, or product-based business, this episode will help you create clearer messaging, stronger positioning, and Meta ads that connect with the right people.   What's one thing your customers constantly say about your business or product? I'd love to know. Come connect with us and send me a DM over on Instagram at @lumemarketing   Contact details mentioned: ●        Connect with Lume Marketing on Instagram, Facebook of via our website ●        Megan Winter on LinkedIn   Resources ·       Should you run your own ads or partner with an agency? Take the quiz here to find out. ·       10 most common Meta ads red flags, and how to avoid them. Download for free here.   Loved the pod? ·       Leave a review and you may just find yourself getting a shoutout on the pod.

Why do some Meta ads convert like crazy while others completely flop, even when the targeting looks "right"?  Most businesses don't have an ads problem, they have an offer problem. In this episode I focus on step two of my six-part PROFIT method and showing you how to refine your offer before spending another dollar on Facebook and Instagram ads. Because ads are an amplifier. They amplify what already exists. If your product, pricing, packaging, or customer experience isn't landing, Meta ads will simply amplify that problem faster. Learn more about working with Lume Marketing The next 8-week mentoring program where you'll learn to run Meta ads like a pro is opening soon. Apply now. Hire us to run your ads Learn how to run your own ads I break down what makes an offer irresistible and why trying to compete on cheap pricing is usually a race to the bottom. I go into the psychology behind perceived value, including the fascinating wine pricing study that proved people literally experience more pleasure when they believe something is premium. We also talk about how to choose the right products to advertise, why low-ticket products can quietly destroy your profitability, and how purpose-led brands can use strategic positioning instead of discounts to drive sustainable ecommerce growth. If you've ever wondered why your Meta ads aren't working, why your Facebook ads aren't converting, or how to create profitable Meta ads that support long-term business growth, this episode will help you think about your ads strategy differently. I also talk about something most marketers completely overlook, which is the role packaging and customer experience play in high-converting Meta ads. Your ad creative might get the click, but the full brand experience is what creates repeat customers, referrals, and real loyalty. Whether you run an ecommerce brand, service business, or personal brand, this episode will help you build Meta ads that don't suck by focusing on what matters first. Because good ads can't save a bad offer. You don't need gimmicks or magic formulas. You need a strong offer, clear positioning, and ads that support the bigger picture. Are you advertising the product that makes the most strategic sense for your business growth? Come tell us over on Instagram and connect with us at @lumemarketing Contact details mentioned: Connect with Lume Marketing on Instagram, Facebook of via our website Megan Winter on LinkedIn Resources The next 8-week mentoring program where you'll learn to run Meta ads like a pro is opening soon. Apply now. Should you run your own ads or partner with an agency? Take the quiz here to find out. 10 most common Meta ads red flags, and how to avoid them. Download for free here.

Are you throwing money at Meta ads without a real plan and wondering why your ads aren't converting? In this episode, I'm breaking down the very first step in my PROFIT Method for creating profitable Meta ads in 2026. Because Meta ads can suck your time, energy and bank account when you run them without strategy. But they can also get amazing results when you understand how to use them properly. Learn more about working with Lume Marketing The next 8-week mentoring program where you'll learn to run Meta ads like a pro is opening soon. Apply now. Hire us to run your ads Learn how to run your own ads I talk about why ads are an amplifier, not a magic wand, and why strategy needs to come before tactics every single time. I walk you through how to create SMART marketing goals that support profitable growth, how to reverse-engineer your Meta ads budget, and why your marketing efficiency ratio matters if you want sustainable ecommerce growth.  We also talk about the difference between growth goals and profit goals, how to stop wasting money on ads that don't work, and why your ads strategy should never operate in isolation from your wider marketing ecosystem. If you've ever wondered how much you should spend on Meta ads, why ads aren't working, or how to create a clear marketing strategy that supports profitable Meta ads, this episode will help you think much more strategically about your advertising.  I also share some honest truths about discount pop-ups, relying on cookie-cutter ecommerce advice, and why purpose-led brands need a human-first marketing strategy instead of silver bullets and hacks.  Because good Meta ads management isn't about gambling with your budget and hoping for the best. It's about understanding your business goals, your audience, your promotion strategy and where Meta ads fit into the bigger picture.  Whether you run a product-based business, service-based business or personal brand, this episode will help you stop guessing, start thinking more strategically about your marketing, and build Meta ads that support the bigger picture of your business. What's one marketing goal you're focusing on right now? Come connect with us and let me know over on Instagram @lumemarketing Contact details mentioned: Fi Johnston, Profit First expert at Peach Connect with Lume Marketing on Instagram, Facebook of via our website Megan Winter on LinkedIn Loved the pod?  Leave a review and you may just find yourself getting a shoutout on the pod, just like Sheri D did. She is the owner of Anneva Boutique on Instagram. Resources Should you run your own ads or partner with an agency? Take the quiz here to find out. 10 most common Meta ads red flags, and how to avoid them. Download for free here.

Ever feel like Meta ads are just sucking your time, energy, and bank account? In this episode I'm kicking off a brand new six-part series where I break down exactly how to run profitable Meta ads in 2026 using my proprietary PROFIT Method. Because Facebook and Instagram ads are not a magic wand. They won't save a sinking ship business. But when you understand how ads work, how to stop wasting money on poor strategy, and how to use ads as an amplifier for profitable growth, they can completely change the trajectory of your business.  Learn more about working with Lume Marketing The next 8-week mentoring program where you'll learn to run Meta ads like a pro is opening soon. Apply now. Hire us to run your ads Learn how to run your own ads I talk about why so many businesses are still struggling with Meta ads, despite all the noise online about "hacking the algorithm" or finding some secret formula. I explain why the algorithm didn't suddenly change overnight, why creative has always mattered, and why the best Meta ads strategy for small business owners is usually much simpler than people think.  We discuss the difference between search and discovery marketing, why Meta ads are a discovery tool, and why ads should sit inside a bigger marketing ecosystem rather than carrying the entire weight of your growth strategy. If you've ever wondered why your ads aren't converting, why your ROAS feels inconsistent, or whether you should hire a Meta ads agency or learn to run ads yourself, this episode will help you think about ads differently.  I also walk you through the six steps of the PROFIT Method including planning to win, refining your offer, understanding your audience, fixing conversion leaks, implementing an uncomplicated ads setup, and learning how to test, measure and optimise properly. This episode is packed with practical advice for ecommerce brands, founders, service businesses and purpose-led brands who want profitable Meta ads without the overwhelm, or guru nonsense. Because ads are an amplifier. They will either amplify profit or amplify loss. And I want you using Meta ads for sustainable business growth, not burnout.  What's one thing you've found frustrating about Facebook or Instagram ads lately? Come tell us over on Instagram and let's chat. Connect with us on Instagram @lume marketing Contact details mentioned: Connect with Lume Marketing on Instagram, Facebook of via our website Megan Winter on LinkedIn Loved the pod?  Leave a review and you may just find yourself getting a shoutout on the pod, just like Miss Chardy did. She is @miss.chardy on Instagram.  Resources Should you run your own ads or partner with an agency? Take the quiz here to find out. 10 most common Meta ads red flags, and how to avoid them. Download for free here.

Want to grow your business with Meta ads without losing the heart of what makes your brand special?  This episode has honest conversations about sustainable business growth, profitable Meta ads, customer loyalty, and how to create marketing that feels human. If you've ever wondered why your Facebook or Instagram ads aren't converting, whether your business is ready for traffic, or how to grow without losing your values in the process, this episode is for you. Learn more about working with Lume Marketing Hire us to run your ads Learn how to run your own ads I sit down with Jan Goakes from Savida Shoes to talk about what happens when you combine exceptional customer service, a genuinely great product, and a clear Facebook ads strategy. Jan has built her business over 25 years through trust, referrals, and loyal customers who come back again and again. Then she decided it was time to grow that with Meta ads. We talk about the reality of running Meta ads for a product-based business, why ads are an amplifier and not a magic wand, and what ethical ecommerce growth looks like in practice.  Jan shares how Savida Shoes grew both online sales and in-store traffic after partnering with Lume Marketing, why showing up as a real human online matters more than ever, and how trust has become one of the most valuable currencies in online marketing. We also chat about the power of founder-led content, doing the "unscalable" things like picking up the phone to customers, and why purpose-led businesses can compete online without racing to the bottom on price.  What's one thing your business does that keeps customers coming back again and again? Come and tell me over on Instagram: @lumemarketing Contact details mentioned: Connect with Savida Shoes on Instagram, Facebook or via their website Connect with Lume Marketing on Instagram, Facebook of via our website Megan Winter on LinkedIn Resources Should you run your own ads or partner with an agency? Take the quiz here to find out. 10 most common Meta ads red flags, and how to avoid them. Download for free here.

In this conversation, Megan Winter sits down with Rachelle Saevil, founder of creative agency Saevil Row, to unpack why meta ads don't "fix" a shaky foundation. Meta ads amplify what's already there. Learn More About Working with Lume Marketing Hire us to run your ads for you Learn how to run your own ads In this episode Rachelle and Megan talk about the difference between business strategy, brand strategy, and marketing strategy (with a brilliant house analogy), how to spot when your brand no longer fits, and what "aligned" actually looks like across every touchpoint: ads, landing pages, emails, website, packaging, and beyond. By listening to this episode small business owners and entrepreneurs will learn why strong ad performance is built on clarity. Who you're for, what you stand for, and how you make customers feel. And how to create a cohesive brand experience that converts and protects long-term brand equity (instead of chasing short-term trends like "ugly ads" that can erode trust). A must listen if you are running meta ads. Connect with Saevil Row on Instagram or via their website. Connect with Lume Marketing on Instagram or via our website.

You've probably heard that creative is the most important element in meta ads now. And that's true (as long as you have the right set up and understand how to read the data) but what do we mean when we say creative, and how do you create good creative? That's exactly what we dive into in this episode.  Learn More About Working with Lume Marketing Hire us to run your ads for you Learn how to run your own ads In this episode, Megan breaks down what "creative" actually means in the context of Meta ads, and why your messaging strategy is the real foundation everything else is built on. What you'll learn in this episode: What the three creative elements of a Meta ad actually are (image/video, headline, and primary text) and what their job is Why most businesses get their messaging wrong — and how to fix it A simple four-question framework to develop messaging that meets your customer where they're at What ethnographic research is and why it's one of the most underused tools in marketing The concept of "desire paths" and how the best brands use them to stop forcing customers onto the wrong path Real-world examples covered: Kikkoman Teriyaki Sauce, Febreze, and Listerine — three iconic case studies showing how repositioning a product around what customers actually want (not what you think they should want) can completely transform a business. Key takeaway: 95% of great creative is done before you ever open Ads Manager. Get the messaging right first, and the creative almost writes itself.

Megan Winter interviews Brooke Huckerby from Penn & Lytics to educate, empower, and enhance your knowledge and skills to understand the incredible possibilities within your marketing data.  Learn More About Working with Lume Marketing Hire us to run your ads for you Learn how to run your own ads Brooke's links:  Penn & Lytics website

Learn more about working with Lume Marketing Hire us to run your ads for you Learn how to run your own ads  

Learn more about working with Lume Marketing Hire us to run your ads for you Learn how to run your own ads

In this eye-opening episode of Meta Ads: Under The Hood, Megan Winter sits down with Denise, the founder of Slappa's Thongs, Australia's original arch-support thong brand. What began as a personal need during pregnancy has since evolved into a business that blends comfort, innovation, and unapologetic authenticity. Learn More About Working with Lume Marketing Hire us to run your ads for you Learn how to run your own ads Denise shares the behind-the-scenes of building a brand with integrity. From navigating copycat competitors to walking away from the relentless sales cycle. You'll discover how strategic decisions around pricing, platform choice, and marketing authenticity have helped Slappa's thrive for over 15 years without compromising their values. Why eCommerce Entrepreneurs Should Listen By listening to this episode, eCommerce entrepreneurs will learn how to honour their brand's value while resisting the pressure to compete on price or scale unsustainably. Denise offers a transparent look at the practical and emotional journey of growing a product-based business with intention. From shifting mindsets around copycats to innovating with reverse pricing strategies, this episode is packed with grounded wisdom for any brand owner looking to grow profitably, sustainably, and authentically in the Meta ads space, and beyond. Key Takeaways Purpose-Led Product Innovation Slappa's was born out of a real need. Supportive, open footwear during pregnancy, and evolved into a truly unique product through smart design and manufacturing innovation. Being the Original Pays Off As the first Australian-designed arch-support thong using a one-piece closed-cell injection process, Slappa's owns its originality, and the moulds to prove it. Copycats as Compliments Denise shares the mindset shift that helped her see imitators not as threats, but as proof of Slappas' success and desirability. Realness as a Brand Differentiator From unpolished founder videos to direct DMs, Slappas thrives by being "real", a reflection of their Darwin roots and values-led approach. Rethinking Black Friday & Discount Culture After years of participating in sales cycles, Denise made the bold decision to opt out, highlighting how endless discounts train customers to wait for deals, not value. Reverse Pricing Strategy that Works Slappas launched a campaign where prices increased instead of dropping, driving urgency, conversions, and full-price sales with minimal ad spend. Meta Ads as the Core Platform Meta remains their most effective advertising channel, proving that a focused approach, paired with email and organic content, can outperform broader, scattered efforts. Scaling with Intention, Not External Pressure Denise made a conscious choice to stay small and self-funded, maintaining control while balancing business with family life. Check Denise out here:  Slappas Thongs Website Final Thoughts This episode is a powerful reminder that you don't have to play by everyone else's rules to win in eCommerce. Slappa's has built a brand that lasts. Not because they followed the crowd, but because they followed their truth. Denise's story offers the kind of grounded inspiration and strategic insight that will resonate deeply with founders ready to do things differently.

In this episode of Meta Ads: Under The Hood, Megan Winter dives into one of the most powerful — yet often under-utilised — elements of successful Meta ad campaigns: creative video content. Megan shares insider knowledge from her agency playbook and her Meta Ads Course, breaking down exactly what makes video ads convert, and how brands can produce high-performing videos without a big budget or fancy production setup. Learn More About Working with Lume Marketing Hire us to run your ads for you Learn how to run your own ads By listening to this episode, you will learn how to produce scroll-stopping, high-converting video ads that not only get clicks but drive sales. Megan offers practical frameworks, creative formulas, and pro tips that empower founders to create content that feels authentic, builds trust, and gets results. Whether you're DIY-ing your content or handing it off to a team, this episode gives you everything you need to boost your ad performance through creative that actually works. Video ads are one of the most powerful tools in your Meta ads toolkit — but only when they're done right. By focusing on authenticity, clarity, and simplicity, you can create scroll-stopping videos that connect with your audience and convert. Use the formulas and tips from this episode to stop the scroll, build trust, and drive results. And remember: progress over perfection. Don't just listen to this episode — take action. Make a video, post it, and tag Megan so she can see what you've created. Want some visual examples? Read the blog. Learn More About Working with Lume Marketing Hire us to run your ads for you Learn how to run your own ads Other Resources, Links & Mentions: Free Download - 10 meta ad mistakes small business owners make (and how to avoid them): Download Megan Winter on Instagram: @meganwinter Lume Marketing on Instagram: @lumemarketing

To download the playbook that goes alongside this episode click here. Learn More About Working with Lume Marketing Hire us to run your ads for you Learn how to run your own ads In this episode, I take you through 6-10 mistakes small business owners make with their meta ads - and what to do instead.   I've audited hundreds of meta ad accounts and I've seen the same mistakes being made with Facebook and Instagram ads again and again, so I'm recording this episode to lift the hood on these mistakes so you can steer clear.  This is part two of a two-part series so be sure to listen to last week's episode to discover the other 5 mistakes small business owners make when running meta ads.    Resources, Links & Mentions: Part 1 Episode - Listen here  Free Download - 10 meta ad mistakes small business owners make (and how to avoid them): click here. Megan Winter on Instagram: @meganwinter Lume Marketing on Instagram: @lumemarketing  

To download the playbook that goes alongside this episode click here. Learn More About Working with Lume Marketing Hire us to run your ads for you Learn how to run your own ads In this episode, I take you through the first 5 mistakes small business owners make with their meta ads - and what to do instead.  I've audited hundreds of meta ad accounts and I've seen the same mistakes being made with Facebook and Instagram ads again and again, so I'm recording this episode to lift the hood on these mistakes so you can steer clear. This is part one of a two-part series so be sure to come back and listen next week to discover the other 5 mistakes small business owners make when running meta ads.  Resources, Links & Mentions: Free Download - 10 meta ad mistakes small business owners make (and how to avoid them): click here. Megan Winter on Instagram: @meganwinter Lume Marketing on Instagram: @lumemarketing

If your Facebook ads aren't making you money, they're costing you. And I'm not talking about a few clicks and conversions that look good on a report—I mean actual, bottom-line profit. I've worked with dozens of eCommerce brands inside The ROAS Lab, and every time I see a struggling ad account, it comes down to the same thing: lack of strategy. Want profitable Facebook ads? You need a solid framework. Struggling to make your Facebook ads profitable? In this episode, I share the exact 4-rule framework I use to run high-performing Meta ads that drive real eCommerce growth. Resources, Links & Mentions: Learn how to run your own ads like a pro: The ROAS Lab Let us take the wheel and run your ads for you: Done-for-you Meta Ads Unsure which option is right for you: Take the quiz Megan Winter on Instagram: @meganwinter Lume Marketing on Instagram: @lumemarketing

In this powerful and heartfelt episode, Megan Winter is joined by Claire Goldsworthy, founder of The Fashion Advocate, to explore one of the most underrated elements of successful marketing: trust. Together, they dive deep into how eCommerce brands—especially those with purpose at their core—can build, nurture, and sustain trust with their customers in a saturated and often unethical marketplace. From the environmental and human cost of fast fashion to the transformational power of purpose-led storytelling, Claire offers real-world insights and strategies that any values-driven business can implement right away. This conversation is both inspiring and practical, filled with empathy, truth-telling, and actionable takeaways. By listening to this episode, eCommerce entrepreneurs will learn how to build trust in meaningful and authentic ways that turn customers into loyal advocates. You'll discover how trust impacts the success of your Meta ads, why slow and purpose-led brands have a unique opportunity to stand out, and exactly what you can do—starting today—to connect with your customers on a deeper level. Whether you sell fashion or tea, this episode will help you transmute connection into conversion. Resources, Links & Mentions Learn how to run your own ads like a pro: The ROAS Lab Let us take the wheel and run your ads for you: Done-for-you Meta Ads Unsure which option is right for you: Take the quiz Megan Winter on Instagram: @meganwinter Lume Marketing on Instagram: @lumemarketing The Fashion Advocate: www.thefashionadvocate.com Claire Goldsworthy: @thefashionadvocate

Today, we're going to tackle a big question: What do you do when people aren't buying from your online store? And here's a little hint: it's not because they don't want to, it's often about the value they see in what you're offering. In this episode, we'll dive into what value perception is and why it's so important. Learn how different industries have successfully increased their value perception, and how some might have lowered it without realising they did. Together, we'll discover strategies to enhance the perceived value of your products and sell more in your online store. I'm super excited to share these tips and strategies with you. This episode is packed with insights on how to communicate the true value of your products and make your online store more successful.  I hope you enjoy the episode.  Resources, Links & Mentions: Learn how to run your own ads like a pro: The ROAS Lab Let us take the wheel and run your ads for you: Done-for-you Meta Ads Unsure which option is right for you: Take the quiz Megan Winter on Instagram: @meganwinter Lume Marketing on Instagram: @lumemarketing

As an eCommerce marketing coach and holistic marketing strategist, I have worked with hundreds of online stores, and a lot of the time, they are pushing customers away without even realizing it. In today's episode, I'm going to share three common mistakes that online store owners make, how they actually push customers away without even realizing they're doing it, and how you can flip that to start attracting more customers and making more sales.  This episode can help you analyze your own marketing and see if you are making these mistakes. Resources, Links & Mentions: Learn how to run your own ads like a pro: The ROAS Lab Let us take the wheel and run your ads for you: Done-for-you Meta Ads Unsure which option is right for you: Take the quiz Megan Winter on Instagram: @meganwinter Lume Marketing on Instagram: @lumemarketing

In today's episode, we are diving deep into one of the metrics that acts as a really key metric in making informed decisions for your online store: CPA, or Cost Per Acquisition. Discover what CPA is, how to calculate it, and understand what a 'good' CPA means for your unique business. CPA isn't one-size-fits-all; it's influenced by factors like customer lifetime value and product order averages. This is a tactical episode packed with insights, so grab a pen and paper—you won't want to miss this! Resources, Links & Mentions: Learn how to run your own ads like a pro: The ROAS Lab Let us take the wheel and run your ads for you: Done-for-you Meta Ads Unsure which option is right for you: Take the quiz Megan Winter on Instagram: @meganwinter Lume Marketing on Instagram: @lumemarketing

I recently had an article published in Inside Small Business: Meta ad strategy: How to slash costs and boost performance with stronger creative. As a marketing strategist who specialises in Meta ads, in this piece, I explain what makes a successful Meta ad, breaking down a case study of a business she worked with. In today's episode I am going to breakdown the casestudy and share with you how you can sell more on your online store using meta ads - with great creative.  Resources, Links & Mentions: Learn how to run your own ads like a pro: The ROAS Lab Let us take the wheel and run your ads for you: Done-for-you Meta Ads Unsure which option is right for you: Take the quiz Megan Winter on Instagram: @meganwinter Lume Marketing on Instagram: @lumemarketing Inside Small Business article: ​​here  

Temu spent $2bn on Meta in 2023. That's really fricking depressing. But there's an opportunity here. While you can't compete with them on price or advertising budget you can compete with them - and smash them out of the water - on other things.  Things that consumers are telling you they want. And I have the research and stats to back it up.  In today's episode learn what your consumers are telling you they want, and how can you position yourself as the solution to their problem. Resources, Links & Mentions: Learn how to run your own ads like a pro: The ROAS Lab Let us take the wheel and run your ads for you: Done-for-you Meta Ads Unsure which option is right for you: Take the quiz Megan Winter on Instagram: @meganwinter Lume Marketing on Instagram: @lumemarketing Research references can be found here. 

Facebook and Instagram ads can drive significant growth. But they can also suck your time, energy, and bank account if not done correctly.  I've audited countless ad accounts and I've seen a lot of wasted ad spend, unfortunately. Business owners who trusted meta with their money, only to learn that meta actually doesn't actually care. They will take your money regardless of the result you are getting.  So in today's episode I go through 6 steps to stop wasting money on meta ads. Resources, Links & Mentions: Learn how to run your own ads like a pro: The ROAS Lab Let us take the wheel and run your ads for you: Done-for-you Meta Ads Unsure which option is right for you: Take the quiz Megan Winter on Instagram: @meganwinter Lume Marketing on Instagram: @lumemarketing

Meta ads can suck. They can suck your bank account, time, energy, and motivation. But... when you know how to make them work, they can be the key to your business growth. The first - and most important - step is to know what success metrics to measure to see if your ads are doing their job. And what benchmarks to aim for.  In today's episode I go over the success metric to measure, including what is a "good" benchmark to aim for.  Resources, Links & Mentions: Learn how to run your own ads like a pro: The ROAS Lab Let us take the wheel and run your ads for you: Done-for-you Meta Ads Unsure which option is right for you: Take the quiz Megan Winter on Instagram: @meganwinter Lume Marketing on Instagram: @lumemarketing              

One of the most common questions I get is: Should I outsource my Facebook and Instagram ads to an agency, or should I learn how to run them myself? The answer isn't black and white. It depends entirely on you and your business. I've worked with eCommerce business owners who start learning ads and quickly realize they don't love the process—or simply don't have the time. On the flip side, I've also seen brands outsource to an agency before they were ready, leading to wasted money, frustration, and missed opportunities. So, how do you decide? There are three key factors to consider before making the call: Turnover – Can you afford to hire an agency? Time – Do you have the time to learn and manage ads yourself? Temperament – Do you enjoy working with numbers, testing strategies, and analysing data? Let's break these down in today's episode, so you can make the right decision for your business. Resources, Links & Mentions: Learn how to run your own ads like a pro: The ROAS Lab Let us take the wheel and run your ads for you: Done-for-you Meta Ads Unsure which option is right for you: Take the quiz Megan Winter on Instagram: @meganwinter Lume Marketing on Instagram: @lumemarketing

They tell you what you want to hear, show you all their best moves, even make things "Facebook official".  And then, all of sudden, they're treating you like you're just a number, palming you off to the intern, and giving you cookie-cutter solutions.  Is it just me or do most ad agencies kinda suck right now? And don't even get me started on coaches.  I've heard all the horror stories, so in honour of our new "It's Not You, It's Them" campaign I thought I'd dedicate this episode to some of those horror stories. Strap in.  Resources, Links & Mentions: Learn how to run your own ads like a pro: The ROAS Lab Let us take the wheel and run your ads for you: Done-for-you Meta Ads Unsure which option is right for you: Take the quiz Megan Winter on Instagram: @meganwinter Lume Marketing on Instagram: @lumemarketing Check out our recent campaign, "It's Not You, It's Them"  

Ever wondered how much you should actually be spending on ads to hit your revenue goal? In the agency, this is one of the first things we figure out for our clients. We reverse-engineer their ad spend based on their revenue target—because without a clear goal, how do you know if your ads are actually working? And yet, every time we ask a new client "What's your revenue goal?", we get the same response: "No one has ever asked me that before." That blows my mind. How can we have a successful ad campaign without knowing what success looks like?  At Lume Marketing, we don't do guesswork. We love data, and we love to reverse-engineer everything so your ad spend actually makes sense.  In this episode, I lift the hood on how we do that and show you how you can do the same. Resources, Links & Mentions: Learn how to run your own ads like a pro: The ROAS Lab Let us take the wheel and run your ads for you: Done-for-you Meta Ads Unsure which option is right for you: Take the quiz Megan Winter on Instagram: @meganwinter Lume Marketing on Instagram: @lumemarketing

Welcome to Meta Ads: Under the Hood, the podcast where we explore what drives high-performing Facebook and Instagram ads.  In today's episode, I take you through 5 meta ads myths and BS that you can ignore in 2025. Resources, Links & Mentions: Learn how to run your own ads like a pro: The ROAS Lab Let us take the wheel and run your ads for you: Done-for-you Meta Ads Unsure which option is right for you: Take the quiz Megan Winter on Instagram: @meganwinter Lume Marketing on Instagram: @lumemarketing

I'm back, baby! After a hiatus from the pod, we are back in business! Not only with exciting new episodes but with an exciting new name! Welcome to Meta Ads: Under the Hood.  Same host (Megan Winter - that's me!), same unpredictable tangents, same no-BS approach… just a focus on meta ads. Each week, I break down the mechanics of meta ads, unpack real campaigns, and share how I use ads to drive results - and how you can do the same.  In today's episode, I take you through meta ads in 2025: what has changed, what hasn't, how they work, and what you need to do to make them work for you.  Resources, Links & Mentions: Learn how to run your own ads like a pro: The ROAS Lab Let us take the wheel and run your ads for you: Done-for-you Meta Ads Unsure which option is right for you: Take the quiz Megan Winter on Instagram: @meganwinter Lume Marketing on Instagram: @lumemarketing

This episode marks part four of a pivotal series aimed at harnessing the power of Meta ads to escalate your eCommerce business.  Magnetic Messaging is not just about crafting messages; it's about creating connections that convert. Through today's episode, we've explored how to speak directly to the heart of your audience's needs, ensuring that your message not only reaches them but resonates on a deeper level. If you're on a quest to unearth the secrets behind compelling ads that not only catch the eye but also convert, catching up on the previous episodes will set the stage for today's insights. By listening to this episode, eCommerce entrepreneurs will learn: The foundational steps to crafting magnetic messages that resonate deeply with their target audience, leading to increased engagement and conversions. How understanding your audience's core problems is crucial in tailoring messages that speak directly to their needs and desires. The importance of focusing on the benefits and outcomes your product or service delivers, rather than just its features. Strategies to create FAB (Features, Advantages, Benefits) statements that succinctly communicate the value of your offerings to potential customers. Key Talking Points, Themes, or Takeaways: The Essence of Magnetic Messaging: Understanding the magnetic nature of messaging and its power to attract the right customers while repelling those that don't align with your brand's values. Audience Clarity: Emphasising the need to get crystal clear on who you're communicating with and what their main pain points are. The Shift from Features to Benefits: A crucial pivot from listing product features to highlighting the tangible benefits and outcomes for the customer. Creating FAB Statements: A practical guide on formulating FAB statements to effectively convey the value of your products, making your ads irresistible. Preparing for Success: An overview of the necessary groundwork before diving into ad creation, ensuring that your messaging aligns with your brand pillars and audience's needs. I hope you enjoy the episode.   Links mentioned in the show: Previous Episodes Part 1 - https://sites.libsyn.com/441627/part-1-harness-the-power-of-meta-ads-series Part 2 - https://sites.libsyn.com/441627/part-2-harness-the-power-of-meta-ads-series Part 3 - https://sites.libsyn.com/441627/part-3-harness-the-power-of-meta-ads-series Be sure to revisit the first three parts of the series for a comprehensive understanding of meta ads, audience identification, and defining your brand pillars.   Megan's Facebook Ads Course - https://www.meganwinter.com.au/the-facebook-ads-course-with-megan-winter Megan's Mastermind Waitlist - https://www.meganwinter.com.au/facebook-ads-mastermind A deep dive into mastering Meta ads, where you can learn alongside a community of like-minded entrepreneurs. Lume Marketing - https://lumemarketing.com/ Discover more about our mission to enlighten eCommerce business owners in the art of digital advertising through courses, masterminds, and agency services.   As we prepare to dive into 'Creative That Converts' in our next session, remember that the power of your advertising lies not just in what you say, but in how you say it.  Join me as I guide you through understanding and application of Facebook ads, paving the way for unprecedented growth and success in your eCommerce ventures.

Part 3 - Harness the power of Meta ads series In the third instalment of our enlightening series on mastering Meta ads for eCommerce entrepreneurs, I dive deep into the foundation of any successful Meta ad campaign: understanding and defining your brand pillars.  This episode is a treasure trove of insights on identifying what makes your business unique and leveraging these elements across all marketing channels, not just paid media.  By listening to this episode, eCommerce entrepreneurs will learn how to harness the power of their brand's core values and messages to amplify their marketing efforts across the board. In this episode, eCommerce entrepreneurs will learn: The significance of brand pillars in crafting a successful Meta ad campaign and their overarching role in every marketing strategy. Step-by-step guidance on identifying and clarifying your brand pillars, with real-life examples from past mastermind students. Practical tips and exercises to help you articulate what stands your business apart in the marketplace. Insights on applying your brand pillars to not just paid media but enhancing every aspect of your marketing for cohesive and powerful brand messaging. Key Takeaways: Understanding Brand Pillars: Learn what brand pillars are and why they are crucial for the success of your Meta ads and overall marketing strategy. Real-Life Examples: Hear from past mastermind students like Louise from Perky Pod and Chrissy from Gigi Bib, who share their journey in identifying their brand pillars and the transformative impact it has had on their marketing. Practical Exercises: Discover exercises and tips to help you identify your brand's unique pillars, ensuring your marketing messages are grounded in what makes your business stand out. Applying Brand Pillars Across Marketing Channels: Gain insights on leveraging your brand pillars beyond paid media to strengthen your marketing efforts, from social media posts to email marketing. Links mentioned in the show: Previous Episodes Part 1 - https://sites.libsyn.com/441627/part-1-harness-the-power-of-meta-ads-series Part 2 - https://sites.libsyn.com/441627/part-2-harness-the-power-of-meta-ads-series For newcomers, it's recommended to listen to the first two parts of the series to fully grasp the context and build a comprehensive understanding of Meta ads.   Megan's Facebook Ads Course - https://www.meganwinter.com.au/the-facebook-ads-course-with-megan-winter Megan's Mastermind Waitlist - https://www.meganwinter.com.au/facebook-ads-mastermind A deep dive into mastering Meta ads, where you can learn alongside a community of like-minded entrepreneurs.   Lume Marketing - https://lumemarketing.com/ Discover more about our mission to enlighten eCommerce business owners in the art of digital advertising through courses, masterminds, and agency services.   This episode demystifies the process of identifying and applying your brand pillars in Meta ads and beyond, offering a roadmap to more effective and resonant marketing.  Understanding and articulating what makes your business unique is not just about standing out in a crowded marketplace; it's about creating a connection with your audience that goes beyond the transactional.  Join me as I guide you through this crucial step in your journey to becoming a self-sufficient, successful online entrepreneur.

This is Part Two of my series on how to create, set up and run successful Meta ads.  Today, we'll talk about an important aspect of ad creation: understanding your audience. Because, let's face it, creating ads that truly resonate begins with knowing who we're speaking to. So if we want to create ads that resonate with our audience, we need to know who our audience is and that's what we're diving into today. I hope you enjoy the episode.   Links mentioned in the show: Facebook Ads Course - https://www.meganwinter.com.au/the-facebook-ads-course-with-megan-winter Mastermind Waitlist - https://www.meganwinter.com.au/facebook-ads-mastermind  

Today's episode marks the beginning of our 12-part journey together. This series is designed to teach you exactly how to create, setup, run, analyse and optimise your own successful Meta ads like a pro.  By listening to each episode of this really practical and tactical series, I'm going to lift the hood and take you through the exact process that I use in my done-for-you Meta Ads agency, Lume Marketing. And this is also the exact same process that I teach my students in my course and my masterminds so that they can learn how to do and run successful Facebook and Instagram ads.  I'm bringing this wealth of knowledge directly to you through this podcast series so that you can take it and apply it into your own business. Whether you're looking to refine your existing strategy or starting from scratch, I'm here to ensure you have the tools and insights needed to make your e-commerce business thrive. I hope you enjoy the episode.    Links mentioned in the show:  Facebook Ads Success Metric Tracking Sheet - https://meganwinter.ck.page/5947090b8f Mastermind Waitlist - https://www.meganwinter.com.au/facebook-ads-mastermind  

In today's episode, I'm excited to share a groundbreaking strategy we've developed in our agency and Mastermind group. This new approach to Facebook ads can double, triple, or even more, your ad results instantly. It's a total game-changer! By listening to this episode, you'll have a peek into our agency's latest discoveries in Facebook advertising, and compare the traditional funnel approach with our innovative method. This episode is packed with insights and actionable tips. Hear about the success stories and outcomes from using this new strategy and learn about the new way of doing Facebook ads and how it's bringing incredible results.  I hope you enjoy the episode.    Links mentioned in the show:  Megan's Instagram - https://www.instagram.com/meganwinter/  Mastermind Waitlist - https://www.meganwinter.com.au/facebook-ads-mastermind  

In today's episode, we're going to unravel the mysteries of the Facebook pixel. What is it, really? How can we tell if it's working? And do we need it even if we're not running ads yet? Spoiler alert: the answer is definitely yes. By listening to this episode, you'll learn exactly what the Facebook pixel is and why it's important. I'll show you how to see if your Facebook pixel is working correctly. Let's find out why it's important to have the pixel set up even before you start running ads. This episode is going to be insightful and full of practical advice. It might get a bit technical, but it's packed with valuable info for your online store. I hope you enjoy the episode.    Links mentioned in the show:  Megan's Instagram - https://www.instagram.com/meganwinter/  Mastermind Waitlist - https://www.meganwinter.com.au/facebook-ads-mastermind

Today, we're going to tackle a big question: What do you do when people aren't buying from your online store? And here's a little hint: it's not because they don't want to, it's often about the value they see in what you're offering. In this episode, we'll dive into what value perception is and why it's so important. Learn how different industries have successfully increased their value perception, and how some might have lowered it without realising they did. Together, we'll discover strategies to enhance the perceived value of your products and sell more in your online store. I'm super excited to share these tips and strategies with you. This episode is packed with insights on how to communicate the true value of your products and make your online store more successful.  I hope you enjoy the episode.    Links mentioned in the show:  Unveiling the FAB Framework: Crafting Facebook Ads That Speak to Your Audience - https://sites.libsyn.com/441627/unveiling-the-fab-framework-crafting-facebook-ads-that-speak-to-your-audience Facebook Ad Success: Defining Your High-Value Audience - https://sites.libsyn.com/441627/facebook-ad-success-defining-your-high-value-audience Megan's Instagram - https://www.instagram.com/meganwinter/  Mastermind Waitlist - https://www.meganwinter.com.au/facebook-ads-mastermind

In today's episode, I'm excited to share with you a special framework that we use at our agency and teach in our mastermind classes. This framework is a powerful tool to help you sell more in your online store. By listening to this episode, you'll learn about the framework that can transform how you sell products online, and discover how to create marketing that really sticks and effectively sells your products. This is the same framework that has helped our students and clients achieve great success. I'm eager to share these insights with you, so you can apply them to your own online store.  I hope you enjoy the episode.    Links mentioned in the show:  Megan's Instagram - https://www.instagram.com/meganwinter/  Mastermind Waitlist - https://www.meganwinter.com.au/facebook-ads-mastermind  

Today we're going to dive deep into finding your high-value audience. And we're not just scratching the surface here – it's about getting super clear on who you're talking to, way beyond just basic age or gender. By listening to this episode, you'll understand why knowing your audience is about more than just demographics. I'll show you how to really get to know your audience and why it's crucial for your business. Learn techniques to identify and connect with your high-value customers and discover how this deep understanding can massively benefit your eCommerce strategies. Get ready for an insightful episode where you'll learn how to truly connect with your audience on a deeper level. This isn't just another marketing talk; it's about making real connections that count.  I hope you enjoy the episode.    Links mentioned in the show:  Megan's Instagram - https://www.instagram.com/meganwinter/  Mastermind Waitlist - https://www.meganwinter.com.au/facebook-ads-mastermind

In today's episode, I talk to Chrissy Dupé from Gigi Bib. Chrissy opens up about her incredible journey, transforming a simple idea into an amazing product.  From the drawing board to manufacturing, and then mastering the art of marketing, she shares it all. Her passion and authenticity shine through every step of her journey. This episode is more than just business talk. It's about making an impact, creating value, and the beautiful balance between generating income and making a difference.  I hope you enjoy the episode. Links mentioned in the show:  Gigi Bib Website - https://www.gigibib.com.au/ Gigi Bib Instagram - https://www.instagram.com/gigibibshop/ Chrissy Dupé Profile - https://www.facebook.com/chrissy.dupe?mibextid=LQQJ4d Megan's Instagram - https://www.instagram.com/meganwinter/  Mastermind Waitlist - https://www.meganwinter.com.au/facebook-ads-mastermind

In today's episode, I discuss the importance of a weekly tracking sheet for eCommerce success. I talk about why it's so important, how you can set one up, what key metrics to measure, and how you can actually use this to drive your business forward so that you can make data-driven decisions, spot trends, continuously improve your business and not let amazingly valuable information slip through the cracks. This episode is going to be quite hands-on, so you might want to grab a pen and paper. Let's learn how a simple tracking sheet can be a game-changer for your eCommerce business. I hope you enjoy the episode.    Links mentioned in the show:  Facebook Ads Success Metrics Tracking Sheet - https://meganwinter.ck.page/5947090b8f Get Ahead in 2024: How to Plan Your Online Store's Promotions & Content Calendar for the Entire Year - https://sites.libsyn.com/441627/get-ahead-in-2024-how-to-plan-your-online-stores-promotions-content-calendar-for-the-entire-year Megan's Instagram - https://www.instagram.com/meganwinter/  Mastermind Waitlist - https://www.meganwinter.com.au/facebook-ads-mastermind