Meta Ads: Under the Hood

Megan 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 me

• Hire us to run your ads for you
• Learn how to run your own ads

Brooke's links:

• Penn & Lytics website

Learn more about working with Lume Marketing

• Hire us to run your ads for you
• Learn how to run your own ads

Learn more about working with Lume Marketing

• Hire us to run your ads for you
• Learn how to run your own ads

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

• 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.

In 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 me

• 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

• Free Download - 10 meta ad mistakes small business owners make (and how to avoid them): Download
• Megan Winter on Instagram: @meganwinter
• Goodkind Media (previously Lume Marketing) on Instagram: @goodkindmedia

To download the playbook that goes alongside this episode click here.

Learn More About Working with me:

Hire us to run your ads for you Learn how to run your own ads

In this episode, I take you through 6-10 mistakes small business owners make with their meta ads - and what to do instead.

I've audited hundreds of meta ad accounts and I've seen the same mistakes being made with Facebook and Instagram ads again and again, so I'm recording this episode to lift the hood on these mistakes so you can steer clear.

This is part two of a two-part series so be sure to listen to last week's episode to discover the other 5 mistakes small business owners make when running meta ads.

Part 1 Episode - Listen here

Free Download - 10 meta ad mistakes small business owners make (and how to avoid them): click here.

Megan Winter on Instagram: @meganwinter

Goodkind Media (previously Lume Marketing) on Instagram: @goodkindmedia

To download the playbook that goes alongside this episode click here.

Learn More About Working with meHire us to run your ads for you

Learn how to run your own ads

In this episode, I take you through the first 5 mistakes small business owners make with their meta ads - and what to do instead.

I've audited hundreds of meta ad accounts and I've seen the same mistakes being made with Facebook and Instagram ads again and again, so I'm recording this episode to lift the hood on these mistakes so you can steer clear.

This is part one of a two-part series so be sure to come back and listen next week to discover the other 5 mistakes small business owners make when running meta ads.

Free Download - 10 meta ad mistakes small business owners make (and how to avoid them): click here.

Megan Winter on Instagram: @meganwinter

Goodkind Media (previously Lume Marketing) on Instagram: @goodkindmedia

If your Facebook ads aren't making you money, they're costing you. And I'm not talking about a few clicks and conversions that look good on a report—I mean actual, bottom-line profit.

I've worked with dozens of eCommerce brands inside my program, and every time I see a struggling ad account, it comes down to the same thing: lack of strategy.

Want profitable Facebook ads? You need a solid framework.

Struggling to make your Facebook ads profitable? In this episode, I share the exact 4-rule framework I use to run high-performing Meta ads that drive real eCommerce growth.

Learn how to run your own ads like a pro: The ROAS Lab

Let us take the wheel and run your ads for you: Done-for-you Meta Ads

Unsure which option is right for you: Take the quiz

Megan Winter on Instagram: @meganwinter

Goodkind Media (previously Lume Marketing) on Instagram: @goodkindmedia

In this powerful and heartfelt episode, Megan Winter is joined by Claire Goldsworthy, founder of The Fashion Advocate, to explore one of the most underrated elements of successful marketing: trust.

Together, they dive deep into how eCommerce brands—especially those with purpose at their core—can build, nurture, and sustain trust with their customers in a saturated and often unethical marketplace.

From the environmental and human cost of fast fashion to the transformational power of purpose-led storytelling, Claire offers real-world insights and strategies that any values-driven business can implement right away. This conversation is both inspiring and practical, filled with empathy, truth-telling, and actionable takeaways.

By listening to this episode, eCommerce entrepreneurs will learn how to build trust in meaningful and authentic ways that turn customers into loyal advocates. You'll discover how trust impacts the success of your Meta ads, why slow and purpose-led brands have a unique opportunity to stand out, and exactly what you can do—starting today—to connect with your customers on a deeper level. Whether you sell fashion or tea, this episode will help you transmute connection into conversion.

• Learn how to run your own ads like a pro: The ROAS Lab

  Let us take the wheel and run your ads for you: Done-for-you Meta Ads

  Unsure which option is right for you: Take the quiz

  Megan Winter on Instagram: @meganwinter

  Goodkind Media (previously Lume Marketing) on Instagram: @goodkindmedia

• The Fashion Advocate: www.thefashionadvocate.com

• Claire Goldsworthy: @thefashionadvocate

Today, we're going to tackle a big question: What do you do when people aren't buying from your online store? And here's a little hint: it's not because they don't want to, it's often about the value they see in what you're offering.

In this episode, we'll dive into what value perception is and why it's so important. Learn how different industries have successfully increased their value perception, and how some might have lowered it without realising they did.

Together, we'll discover strategies to enhance the perceived value of your products and sell more in your online store. I'm super excited to share these tips and strategies with you.

This episode is packed with insights on how to communicate the true value of your products and make your online store more successful.

I hope you enjoy the episode.

Learn how to run your own ads like a pro: Click here

Let us take the wheel and run your ads for you: Done-for-you Meta Ads

Unsure which option is right for you: Take the quiz

Megan Winter on Instagram: @meganwinter

Goodkind Media (previously Lume Marketing) on Instagram: @goodkindmedia