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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.
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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 adsI 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 LinkedInResources
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. -
Saknas det avsnitt?
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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 adsI 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 LinkedInLoved 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 adsI 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 LinkedInLoved 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 adsI 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: @lumemarketingContact 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 LinkedInResources
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.
Hire us to run your ads for you Learn how to run your own ads
Learn More About Working with Lume MarketingIn 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.
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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 adsIn 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 pathReal-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.
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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 adsBrooke'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 adsDenise 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 WebsiteFinal 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.
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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 adsBy 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 adsIn 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
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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 adsIn 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
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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
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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 & MentionsLearn 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
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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
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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
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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
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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
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