Meta Ads: Under the Hood

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

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

Are you convinced your Meta ads aren't working, or are you looking at the wrong numbers?
 
One of the most common questions I get is, "Help, my ads aren't working. What do I do?" 
 
There isn't one simple answer. Meta ads are only one part of your marketing, and before you start changing creatives, increasing your budget or blaming the algorithm, you need to understand what role your ads are playing in your customer's buying journey.
 
In this episode, I walk you through the exact process we use inside our Meta ads agency and the same framework I teach inside my Meta ads training program. You'll learn how to stop making emotional decisions and start reading the data that tells you exactly where the problem is.
 
If you've ever wondered why Meta ads aren't working, how to run profitable Meta ads, or how to stop wasting money on ads that don't convert, this episode is for you.
 
Learn more about working with Lume Marketing
The next 8-week mentoring program where you'll learn to run Meta ads like a pro is opening soon. Apply now.

Hire us to run your ads

Learn how to run your own ads

 
I explain why understanding your acceptable cost per acquisition, customer lifetime value and marketing efficiency ratio is far more important than obsessing over ROAS alone. We also look at the biggest mistakes I see business owners make when results dip, including blindly increasing budgets, creating endless new content without a strategy, or comparing their results to brands that are years ahead of them.
 
I also break down the Meta ads metrics that matter, including click through rate, CPM, cost per click, frequency and website conversion rates, so you can identify whether your creative, website or offer is holding you back.
 
Whether you're running DIY Meta ads, working with a Facebook ads agency, managing an ecommerce brand or simply trying to work out why your ads aren't performing, this episode will help you understand what your numbers are really saying.
 
Because Meta ads aren't magic, they're an amplifier. When you know how to read the data, you stop guessing, reduce wasted ad spend and make better decisions about what to do next.
 
I'd love to hear from you. Which Meta ads metric do you find the most confusing, or what's the biggest challenge you're facing with your ads right now? Send me a message and let's continue the conversation on Instagram @lumemarketing
 
Contact details mentioned:
Connect with Lume Marketing on Instagram, Facebook of via our website

Megan Winter on LinkedIn

 
Resources
Should you run your own ads or partner with an agency? Take the quiz here to find out.

10 most common Meta ads red flags, and how to avoid them. Download for free here.

 
Loved the pod? 
Leave a review and you may just find yourself getting a shoutout on the pod.

Have you ever wondered why some businesses seem to grow effortlessly while others struggle to get noticed, even when they're incredibly good at what they do?
 
In this episode, I sit down with executive coach and people leader Ellen Hooper to talk about what really happens when you combine a great offer with clear marketing.
 
Ellen shares how she built a successful coaching business before ever touching Meta ads, why learning sales and marketing became one of the biggest growth opportunities in her business, and how getting clear on who she helps transformed the way she attracts clients. 
 
We also talk about why so many talented business owners stay hidden, why niching feels uncomfortable, and how purpose-led growth often starts with being brave enough to speak directly to the people you can help most.
 
Learn more about working with Lume Marketing
The next 8-week mentoring program where you'll learn to run Meta ads like a pro is opening soon. Apply now.

Hire us to run your ads

Learn how to run your own ads

 
We also get into one of my favourite topics, Meta ads that don't suck. Ellen shares her experience moving from done-for-you Meta ads management to learning how to run her own campaigns, what surprised her most about Facebook advertising, and why ads are an amplifier rather than a magic wand.
 
We talk about lead generation, building trust through free challenges, understanding your customer journey, and why profitable Meta ads often start long before someone clicks "buy". 
 
If you've ever wondered why Instagram ads aren't converting, how to stop wasting money on ads, or how to create a clear marketing strategy that helps more of the right people find you, you'll get plenty from this conversation.
 
Ellen also shares her thoughts on the myth of digital products, why high-ticket offers can sometimes be easier to sell than low-ticket products, and how data can dramatically improve your business decision-making.
 
We discuss customer insights, testing and measuring, website conversion challenges, and why understanding the story behind the numbers can help you build a stronger business. 
 
Whether you're a coach, consultant, service provider, founder, personal brand or small business owner looking to learn Meta ads, improve your Facebook ads strategy, or create growth without burnout, this episode is packed with practical lessons and honest reflections from two business owners figuring it out in real time. It's a conversation about values-led marketing, human-first marketing, and building a business that works for your life, not the other way around.
 
Have you ever resisted niching down because you didn't want to turn people away? I'd love to hear your experience. Send me a message and connect with us on Instagram @lumemarketing
 
Contact details mentioned:
Connect with Ellen Hooper on Instagram, Facebook or via her website

Connect with Lume Marketing on Instagram, Facebook of via our website

Megan Winter on LinkedIn

 
Resources
Should you run your own ads or partner with an agency? Take the quiz here to find out.

10 most common Meta ads red flags, and how to avoid them. Download for free here.

 
Loved the pod? 
Leave a review and you may just find yourself getting a shoutout on the pod.

Are you making decisions about your Meta ads too quickly and wondering why your results never seem to improve?
 
In this final episode of my six-part series on how to run profitable Meta ads in 2026, I talk about the last step of my PROFIT framework: Test, Measure, Analyse and Improve. Because profitable Meta ads aren't built on gut feel. They're built on data.
 
I share why so many business owners turn ads off too early, how to spot what's causing poor performance, and why a bad result isn't always telling you the full story. If you've ever wondered why your Facebook ads aren't converting, why your cost per lead is too high, or how to create Meta ads that convert, this episode is for you.
 
Learn more about working with Lume Marketing
The next 8-week mentoring program where you'll learn to run Meta ads like a pro is opening soon. Apply now.

Hire us to run your ads

Learn how to run your own ads

 
I walk you through the scientific method we use inside our Meta ads agency and Meta ads training program to improve campaign performance over time. You'll learn how to create a clear testing strategy, why you should only test one variable at a time, how to analyse Facebook ads data properly, and what metrics matter when you're trying to improve Facebook ROAS. 
 
We look at one of the biggest mistakes I see business owners make when running DIY Meta ads: making decisions based on incomplete information. Because until you test, it's just a guess.
 
Whether you're running your own Facebook and Instagram ads, working with a Meta ads strategist, or partnering with a Facebook ads agency, this episode will help you understand how to use data to make smarter marketing decisions. 
 
We cover ad creative testing, audience testing, landing page optimisation, conversion tracking, campaign analysis and how to create profitable Meta ads that support sustainable business growth. 
 
If you're tired of wasting money on ads that don't work and want a clear Meta ads strategy built on evidence instead of assumptions, you'll walk away with practical steps you can apply immediately.
 
What is one thing you've tested in your marketing recently that surprised you? I'd love to hear about it. Send me a DM and continue the conversation with us on Instagram at @lumemarketing
 
Contact details mentioned:
Connect with Lume Marketing on Instagram, Facebook of via our website

Megan Winter on LinkedIn

 
Resources
Episode on Marketing Efficiency Ration

Should you run your own ads or partner with an agency? Take the quiz here to find out.

10 most common Meta ads red flags, and how to avoid them. Download for free here.

 
Loved the pod? 
Leave a review and you may just find yourself getting a shoutout on the pod, just like Renee did. Find her at vous.net.au