Show Notes
Adele has pulled in the one person who knows her brain better than anyone: Chain's Digital Team Lead, Aimee Smart. Eight years working side by side and still on the tools for six clients. If you want to know what's actually working in real Meta accounts right now, this is your girl. We unpack what Aimee is seeing convert this week, plus a full launch strategy for a hypothetical ecomm startup with 3k a month to play with.
The Meta Cheat Sheet:
📣 Only running purchase campaigns is the biggest mistake in most accounts (most expensive objective, almost guaranteed to hit the ceiling).
📣 Cold add to cart: a quarter of the price of purchase. Exclude everything, switch to manual targeting, watch it feed your ASC.
📣 The jetlag idea that worked: retargeting optimised for add to cart, not purchase. Your ROAS will thank us later.
📣 Creative is more than 50% of the result. Partnership ads taking up 20–30% of your account, and founder content is non-negotiable (one client tripled her business).
📣 Meta AI enhancements: relevant comments IN, enhanced CTA love-hate (it once added a 33% off offer nobody approved).
📣 Pre-launch is lead gen, not sales. Skip the win comp, build a waitlist, use conditional filtering.
📣 Post-launch go full funnel: View Content as a sales campaign, never traffic.
📣 Catalogue ads: IN for fashion and homewares, OUT for cold skincare audiences. Nobody's buying a photo of a moisturiser tub.
📣 TikTok for cheap CPMs and discoverability, Meta to retarget. That's when both start working together. ✨
Got a Meta SOS?
Adele takes questions on Instagram (@adswithadele).
Prefer to learn Meta Ads in-person?
Join us for our FINAL Meta Ads Masterclass of 2026 in Brisbane this September. Secure your seat 🎟️ HERE.
More from Chain Pod
Welcome to episode two of our New York City takeover, recorded straight from the Meta Agency Summit. 🗽
If they didn't buy during your November sale, why would they buy the week after at full price? In our final Black Friday episode, Adele and Shelby unpack the post-sale hangover, and what to do when sales fall off a cliff after BFCM.
Creative is more than half the outcome on Meta, and in November every feed looks the same. Adele runs through the Black Friday creative types that keep winning: simple offer statics with your logo on them (yes, your logo), cart screenshots showing the savings, text message exchanges, founder and employee content, pack an order with me, and creator content like unboxings, try-ons and demos. Meta is pushing paid partnership ads harder than ever, so if they're not in your mix, you'll fall behind.
If your Black Friday strategy starts in November, you're already behind. Adele breaks down the runway that actually decides your sale. September is for testing creative motivators, targeting, campaign types and bidding strategies. October is for building a high-quality audience while shoppers hold out, and November is your Super Bowl, where you stop testing and scale.