Podcast
Meta Ads: Under the Hood
Hosted by Megan Winter · EN
Welcome to Meta Ads: Under the Hood, the podcast where we explore what drives high-performing Facebook and Instagram ads. Your host, Megan Winter (who has over a decade of digital marketing experience, has mentored hundreds of business owners at The Facebook Ads Academy, and runs her own ads agency) is here to lift the hood on Facebook and Instagram ads. Each week Megan breaks down the mechanics of meta ads, unpacks real campaigns, and shares how she uses ads to drive results - and how you can do the same. Ready to take a look under the hood? Let's dive in!
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Episodes
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PART 1: 6 steps to profitable Meta ads
4d ago00:20:56Tap to summarizeAre 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.
Transcribe →INTRO: 6 steps to profitable Meta ads
2w ago00:13:16Tap to summarizeEver 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.
Transcribe →The truth about profitable Meta ads for retail brands
3w ago00:26:25Tap to summarizeWant 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.
Transcribe →A must-listen for successful meta ads: brand first, ads last
Mar 1000:30:23Tap to summarizeIn 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.
Transcribe →How to create 'good' creative for meta ads that actually convert
Feb 2300:20:28Tap to summarizeYou'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.
Transcribe →What a data expert wants you to know about meta ads
Feb 900:46:37Tap to summarizeMegan 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
Transcribe →Secrets to successful meta ads in 2026 - part 2
Feb 400:27:12Tap to summarizeLearn more about working with Lume Marketing Hire us to run your ads for you Learn how to run your own ads
Transcribe →Secrets to successful meta ads in 2026 - part 1
Jan 3000:30:38Tap to summarizeLearn more about working with Lume Marketing Hire us to run your ads for you Learn how to run your own ads
Transcribe →Scale without selling out using meta ads - with Denise Dunn
Jan 1400:30:51Tap to summarizeIn 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.
Transcribe →3 must-have video ads for successful meta ads
Dec 1000:28:49Tap to summarizeIn 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
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