Meta Masterclass with Adele Elliott from Chain Social

In this episode, Ryan sits down with Adele Elliott, Digital Director at Chain Social — a fashion, beauty and lifestyle paid performance agency with a team of 22 (all female!). Adele recently presented a Meta Masterclass at the Social Summit, and this episode is a deep dive into everything she covered and more.

Whether you're running your own ads or working with an agency, this one is packed with practical, no-fluff strategy.

What We Cover

The four metrics that make or break your Meta adsAdele breaks down the four numbers every brand needs to know — average order value, CPM, link click-through rate, and conversion rate — and explains exactly what it means when each one is off.

The netball analogy that changes how you think about ad setsStop turning off your highest-spending ad. Adele explains why that ad is your "centre" — and why pulling it kills the whole team.

Creative: quantity, quality, and what actually winsTwo new ads per ad set per week is the minimum. Only 10–20% will become winners. Here's how to find them — and why your winner will never look like an ad.

Persona targeting and micro-niche motivatorsIf all your ads say the same thing to the same person, you're leaving most of your audience on the table. Adele explains how to talk to multiple personas — and why Meta's algorithm rewards you for it.

How the Meta auction actually worksBudget is only 10–20% of the equation. Adele walks through Meta's bidding formula — estimated action rate, user value, and auction bid — and why understanding it changes everything.

Why running only purchase campaigns is a mistakeEspecially for newer or unique products. Adele explains how add-to-cart and view content campaigns open the door to entirely new audiences and feed your purchase funnel.

The Facebook Ad Library + AIHow to use the Ad Library to spy on competitors, and how to use Claude (or any AI) to monitor and analyse competitor creative at scale.

Black Friday: start in August, not NovemberThe brands that win in November are building their audience months earlier. Adele shares what the biggest mistakes are — and why a gift-with-purchase is not a Black Friday offer.

Paid partnership adsMeta is heavily favouring them right now. Adele explains how Chain Social uses them with founders and creators — and why they work so well because they don't look like ads.

About Adele & Chain Social

Adele is the Digital Director at Chain Social, overseeing paid performance, email marketing, influencer and paid partnerships. Chain Social specialises in fashion, beauty and lifestyle brands, running ads across Meta, Google, Pinterest, TikTok, and AppLovin. Brands they work with include Nala, Fun Day Sweets, Australian Beauty School, Brazilian Butterfly and Mecca (UK email).

Chain Social also offer one-off Meta build projects and consulting for smaller brands not yet ready for a full agency retainer.

Mentioned in This Episode

Chain Social — Adele's agency
Facebook Ad Library — free competitor research tool
Motion — paid ad creative reporting platform
Triple Whale — third-party attribution and reporting
AppLovin — emerging ad platform (gaming apps, new to Australia)
Chain Pod — Adele and Chain founder Shelby's new podcast, launching end of May
TikTok Masterclass — Chain Social's first ever, coming mid-June

Connect with Adele

Follow Chain Social on Instagram for regular Meta tips and updates on the Chain Pod launch.

eCommerce Australia is hosted by Ryan Martin, founder of Remarkable Digital — an eCommerce SEO and AIO agency based in Australia. If you're not being found in ChatGPT, Gemini AI, or traditional search, grab a free audit below.