Meta Ads: Under the Hood

Episodi

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  Marketing Psychology Behind Pop Culture Hype 17.08.2026 34min

  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
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  $18,000 Revenue From $900 Meta Ad Spend with Fi Johnston 10.08.2026 40min

  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
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  Black Friday 26: Plan to win with meta ads 05.08.2026 21min

  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 
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  How to create marketing people remember with Mia Fileman 27.07.2026 42min

  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.
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  Help! My ads aren't working: A guide to troubleshooting poor performing meta ads 20.07.2026 31min

  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.
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  How to use Meta ads to find business bottlenecks with Ellen Hooper 13.07.2026 35min

  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.
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  PART 6: 6 steps to profitable Meta ads 06.07.2026 28min

  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
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  PART 5: 6 steps to profitable Meta ads 29.06.2026 25min

  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.
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  PART 4: 6 steps to profitable Meta ads 22.06.2026 20min

  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  
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  What happened after spending $100 a day on Meta ads 17.06.2026 33min

  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.
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  PART 3: 6 steps to profitable Meta ads 15.06.2026 22min

  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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  PART 2: 6 steps to profitable Meta ads 08.06.2026 23min

  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.
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  PART 1: 6 steps to profitable Meta ads 01.06.2026 21min

  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.
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  INTRO: 6 steps to profitable Meta ads 25.05.2026 13min

  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.
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  The truth about profitable Meta ads for retail brands 18.05.2026 26min

  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.
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  A must-listen for successful meta ads: brand first, ads last 10.03.2026 30min

  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.
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  How to create 'good' creative for meta ads that actually convert 23.02.2026 20min

  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.
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  What a data expert wants you to know about meta ads 09.02.2026 46min

  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
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  Secrets to successful meta ads in 2026 - part 2 04.02.2026 27min

  Learn more about working with Lume Marketing Hire us to run your ads for you Learn how to run your own ads  
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  Secrets to successful meta ads in 2026 - part 1 30.01.2026 30min

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