Meta Ads: Under the Hood

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!

Scale without selling out using meta ads - with Denise Dunn 01/14/2026

Scale without selling out using meta ads - with Denise Dunn 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 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: 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. /episode/index/show/ba48ab3d-ce94-4856-b7cb-1cee5b78e7dd/id/39724715

3 must-have video ads for successful meta ads 12/10/2025

Part 2: 10 Meta Ad Mistakes (and how to avoid them) 09/07/2025

Part 1: 10 Meta Ad Mistakes (and how to avoid them) 08/31/2025

The 4 Principles of Successful Meta Ads 05/26/2025

You Don't Need More Followers. You Need More Trust. 05/19/2025

It’s not how much value you offer, it’s how much value people THINK you offer 05/12/2025

3 Reasons People Aren't Buying From You: And How To Fix It 04/14/2025

How Much is a New Customer Worth to You 04/07/2025

Slash Costs & Boost Performance with Stronger Creative 03/31/2025

Ethical Brands: How to Compete with Planet-Destroying Giants on Meta 03/24/2025

6 steps to stop wasting money on Facebook Ads 03/17/2025

Meta Ads Success Metrics to Measure (and the benchmarks to aim for) 03/03/2025

Learn To Run Your Own Ads or Outsource to an Agency? 02/24/2025

Horror Stories of Agencies Past 02/17/2025

How Much Ad Spend to Hit Your Revenue Goal? 02/10/2025

Meta Ads Myths in 2025: Facebook & Instagram ad BS you can ignore 02/03/2025

Facebook & Instagram ads in 2025: what's changed, what hasn't 01/27/2025

Part 4 - Harness the power of Meta ads series 04/05/2024

Part 4 - Harness the power of Meta ads series This episode marks part four of a pivotal series aimed at harnessing the power of Meta ads to escalate your eCommerce business. Magnetic Messaging is not just about crafting messages; it's about creating connections that convert. Through today's episode, we've explored how to speak directly to the heart of your audience's needs, ensuring that your message not only reaches them but resonates on a deeper level. If you're on a quest to unearth the secrets behind compelling ads that not only catch the eye but also convert, catching up on the previous episodes will set the stage for today's insights. By listening to this episode, eCommerce entrepreneurs will learn: The foundational steps to crafting magnetic messages that resonate deeply with their target audience, leading to increased engagement and conversions. How understanding your audience's core problems is crucial in tailoring messages that speak directly to their needs and desires. The importance of focusing on the benefits and outcomes your product or service delivers, rather than just its features. Strategies to create FAB (Features, Advantages, Benefits) statements that succinctly communicate the value of your offerings to potential customers. Key Talking Points, Themes, or Takeaways: The Essence of Magnetic Messaging: Understanding the magnetic nature of messaging and its power to attract the right customers while repelling those that don't align with your brand's values. Audience Clarity: Emphasising the need to get crystal clear on who you're communicating with and what their main pain points are. The Shift from Features to Benefits: A crucial pivot from listing product features to highlighting the tangible benefits and outcomes for the customer. Creating FAB Statements: A practical guide on formulating FAB statements to effectively convey the value of your products, making your ads irresistible. Preparing for Success: An overview of the necessary groundwork before diving into ad creation, ensuring that your messaging aligns with your brand pillars and audience's needs. I hope you enjoy the episode. Links mentioned in the show: Previous Episodes Part 1 - Part 2 - Part 3 - Be sure to revisit the first three parts of the series for a comprehensive understanding of meta ads, audience identification, and defining your brand pillars. Megan’s Facebook Ads Course - Megan's Mastermind Waitlist - A deep dive into mastering Meta ads, where you can learn alongside a community of like-minded entrepreneurs. Lume Marketing - Discover more about our mission to enlighten eCommerce business owners in the art of digital advertising through courses, masterminds, and agency services. As we prepare to dive into 'Creative That Converts' in our next session, remember that the power of your advertising lies not just in what you say, but in how you say it. Join me as I guide you through understanding and application of Facebook ads, paving the way for unprecedented growth and success in your eCommerce ventures. /episode/index/show/ba48ab3d-ce94-4856-b7cb-1cee5b78e7dd/id/30690183

Part 3 - Harness the power of Meta ads series 03/27/2024

Part 3 - Harness the power of Meta ads series Part 3 - Harness the power of Meta ads series In the third instalment of our enlightening series on mastering Meta ads for eCommerce entrepreneurs, I dive deep into the foundation of any successful Meta ad campaign: understanding and defining your brand pillars. This episode is a treasure trove of insights on identifying what makes your business unique and leveraging these elements across all marketing channels, not just paid media. By listening to this episode, eCommerce entrepreneurs will learn how to harness the power of their brand's core values and messages to amplify their marketing efforts across the board. In this episode, eCommerce entrepreneurs will learn: The significance of brand pillars in crafting a successful Meta ad campaign and their overarching role in every marketing strategy. Step-by-step guidance on identifying and clarifying your brand pillars, with real-life examples from past mastermind students. Practical tips and exercises to help you articulate what stands your business apart in the marketplace. Insights on applying your brand pillars to not just paid media but enhancing every aspect of your marketing for cohesive and powerful brand messaging. Key Takeaways: Understanding Brand Pillars: Learn what brand pillars are and why they are crucial for the success of your Meta ads and overall marketing strategy. Real-Life Examples: Hear from past mastermind students like Louise from Perky Pod and Chrissy from Gigi Bib, who share their journey in identifying their brand pillars and the transformative impact it has had on their marketing. Practical Exercises: Discover exercises and tips to help you identify your brand's unique pillars, ensuring your marketing messages are grounded in what makes your business stand out. Applying Brand Pillars Across Marketing Channels: Gain insights on leveraging your brand pillars beyond paid media to strengthen your marketing efforts, from social media posts to email marketing. Links mentioned in the show: Previous Episodes Part 1 - Part 2 - For newcomers, it's recommended to listen to the first two parts of the series to fully grasp the context and build a comprehensive understanding of Meta ads. Megan’s Facebook Ads Course - Megan's Mastermind Waitlist - A deep dive into mastering Meta ads, where you can learn alongside a community of like-minded entrepreneurs. Lume Marketing - Discover more about our mission to enlighten eCommerce business owners in the art of digital advertising through courses, masterminds, and agency services. This episode demystifies the process of identifying and applying your brand pillars in Meta ads and beyond, offering a roadmap to more effective and resonant marketing. Understanding and articulating what makes your business unique is not just about standing out in a crowded marketplace; it's about creating a connection with your audience that goes beyond the transactional. Join me as I guide you through this crucial step in your journey to becoming a self-sufficient, successful online entrepreneur. /episode/index/show/ba48ab3d-ce94-4856-b7cb-1cee5b78e7dd/id/30561503