Every week at my agency MADE. we put new ad types into live Meta accounts and this week I'm doing something risky: putting my predictions on record before the results come in.

In this episode I break down the three ad types we're trialling right now for jewellery and high-AOV brands — a 6-second versatility ad where only the words move, a 15-second split-screen built around a handwritten hook, and a 70-second creator video so native it doesn't register as an ad.

For each one: exactly what it looks like, why I think it will work, the psychology underneath it, and the specific metric it has to hit for me to call it a winner. Then in a few weeks, I'll come back with the data and tell you where I was right and where I was wrong.

Visit my agency's webite: https://madecreativeco.com.au/

Instagram (to see these posts): https://www.instagram.com/made_creativeco/

You're running ads for a product that isn't cheap and the hooks that work for $30 brands are hurting yours.

People stop, watch, even like the ad… and then nothing.

In this episode I break down why the first three seconds of an ad have a completely different job the moment your price point climbs — for jewellery, fashion and homewares brands, or anyone selling a considered purchase.

You'll learn the three ways to open a loop instead of closing one, the hook type almost no premium brand uses (and why it's your strongest weapon against price hesitation), the three places your hook can die without you noticing, and how to read hook rate, hold rate and CTR together so you stop celebrating the wrong ads.

The takeaway most founders get backwards: the more your product costs, the less your hook should say.

Almost every jewellery brand hits the same wall. You scale nicely from zero to $20k a month. You push toward $30k and things start feeling harder. You add spend and ROAS collapses. You add creative and nothing lifts. You start blaming the algorithm, the season, the offer — anything but the actual cause.

In this episode I break down the six structural reasons jewellery brands specifically stall in the $20k-$50k range. I walk through the two-stage account blueprint that fixes it, including exactly when to introduce cost caps, why you should split your content into separate campaigns, and how to build a dedicated retargeting layer that actually converts.

In this episode we break down why Meta's reported ROAS over-credits the ads that reach people you already owned, and under-credits the desire-driven creative that's actually building your brand. Get this wrong and you'll slowly turn off your best work and scale your worst.

Then we get into the numbers that actually tell the truth: blended MER (and the two ways people define it), MER per product, the SKU mix hiding inside a healthy-looking account, and contribution margin.

In this episode:

• The two opposite ways attribution misleads you
• MER vs MER per product and why you isolate to see the truth
• Contribution margin, and the break-even most brands get wrong
• New-customer cost, AOV as a lever, and LTV
• Why neither Meta nor Shopify is the full truth and what is

You think you're running ads to one customer. You're running them to two and they want opposite things, at opposite moments, for opposite reasons.

In this episode, Madelene breaks down the single most overlooked split in fashion, jewellery and beauty marketing: the self-buyer versus the gifter. One is the wearer and buys on her own timeline.

The other never wears the piece and is racing a deadline. Build for one and you quietly repel the other which is exactly what most brands are doing without knowing it.

You'll learn how the two buyers search differently, what each actually needs to see before they convert, and six scripted ad concepts (three per buyer) you can brief tomorrow.

If you've ever wondered why half your traffic bounces, this is the episode. Open your ads manager while you listen.

You found a winning ad. You pushed budget into it. And within a week, ROAS collapsed.

If that cycle sounds familiar, the problem isn't your creative and it isn't Meta. You're running a pre-Andromeda playbook on a post-Andromeda system.

In this episode of Marketing MADE, I break down the mistakes brands are still making - especially those spending $3k - $50k per month.

We cover: why your store has to convert at 2%+ before you touch budget, the consolidated one-campaign structure that lets performance compound, why creative diversity across all five awareness stages is the new targeting and the creative volume rule tied to your spend.

If you've hit a spending ceiling and every budget increase feels like setting money on fire, this episode is your way through it.

You've hit a ceiling. You're pushing more budget at your Meta ads and the returns are getting worse, not better, so you do what every founder/media buyer does. You blame the creative.

You brief more ads, test more hooks, refresh everything. And it doesn't fix it. Because the problem was never your creative. It's your account structure.

In this episode I break down why the structure that got your fashion, jewellery and homewares brand to where it is now is the exact thing capping your next stage of growth.

I walk through the three account architectures that actually work for style-led brands, how to know which one fits your product mix and selling cycle, and how to migrate to the right structure without tanking the performance you've already built.

If you're spending more and scaling less, this is the episode that explains why.

I would love to know your thoughts on this episode, send me a DM over on Instagram @marketing.made.podcast

Most fashion and jewellery brands are running the same ads. Polished product shots. Aesthetic lifestyle content. Generic UGC. And then wondering why nothing converts.

In this episode, I'm sharing 20 ad content ideas I'd actually create; the non-typical versions that most style-led brands never try. Using my 10-bucket creative framework, I walk through every content type from founder story to testimonials to lifestyle and offer content.

These aren't format tips. They're concept-level ideas grounded in consumer psychology built specifically for fashion, jewellery, and beauty brands running Meta ads.

Your best performing ad might be the reason your account can't scale. In this episode, Madelene breaks down the most misdiagnosed problem in paid social; reach saturation and frequency lock and why Meta's own algorithm optimises itself into showing your ads to the same people over and over.

She covers how to tell the difference between a real winning ad and a retargeting ad disguised as a winner, the ad-level frequency diagnosis process every media buyer should be running weekly, and the exact scalability scoring system MADE. uses to determine which ads can actually take more budget. We also walk through the three root causes behind scaling failures (structural fragmentation, creative exhaustion, or both), the lever framework for fixing it, and the common mistakes that make the problem worse.

Let Madelene know what you think of the episode, jump into our DMs @marketing.made.podcast

You're getting the clicks but not the sales. The ad is working — they want the product.

But something is stopping them from buying, and it's not your price, your product page, or your targeting. It's trust.

In this episode, I break down the three trust barriers that kill conversions for style-led brands running paid ads; product trust, brand trust, and social trust and exactly how to solve each one.

I cover why your organic social is doing a job most brands don't realise it's doing, why real customer content outperforms your campaign shoots, and how to engineer trust directly into your ad creative so the same ad creates desire and dissolves hesitation.

I would love your feedback, drop me a message over on Instagram > marketing.made.podcast