Jessie Healy

eCommerce Growth & Facebook Ads Marketing Consultant

Mons Royale

Heading up the international DTC growth team for this iconic Kiwi brand - Mons Royale creates high-performance Merino apparel designed for action and adventure sports. Born in Wanaka, New Zealand and now an 8-figure global brand, we craft our gear from nature’s performance fibre.

I lead the performance marketing and eComm teams to drive profitable growth for Mons DTC.

Head of Ecomm Growth

Ecomm Rockets

Ecomm Rockets helps early-stage eComm brands hit $100k months. Our marketing psychology-based advertising and growth strategies allow you to attract, convert, and grow profitably. 

I also have a range of consulting options and a network of partners - let me help you find the right fit for your brand's growth and Advertising challenges. 

The $50 million I have spent on digital advertising for brands like Etsy, RealPlayer, Farfetch, Totter & Tumble, ilabb, Baukjen and Candy Kittens has helped me crack the code to creating profitable ads and growth marketing strategies that convert.

Learn what is working for other eCommerce brands, get expert consultancy on your unique situation. Finally feel empowered with the knowledge to succeed and a clear path-to-growth laid out.

Ecommerce Growth Coach and Consultant

Female Founders Rise

Founding Advisory Member

Webtopia - eCommerce Scaling Experts

Webtopia is a successful growth marketing agency for eCommerce brands - I founded the business in 2018, scaled it to 7 figures and then exited in 2023 when the business was acquired by Dyer Holdings.
The agency now has a team of 40+ global employes and manages $2.5M in monthly ad-spend, driving $7.5M in tracked revenue per month for its portfolio of clients.

Chief Executive Officer & Founder

Ve Global

ThinkersHQ was a disruptive boutique investment & management business within Ve Interactive.  

In this role I headed up a Digital Marketing Team,  providing digital marketing strategy and hands-on running of digital ad campaigns and email marketing to the businesses in the group, which included ecommerce brands.

Head of Digital Marketing - Thinkers HQ

Etsy

Etsy is a global marketplace with over 21.7 million active buyers, and turnover of $1.93 billion. 
In this role I led the International digital acquisition strategy in five core markets outside the US: France, Germany, Canada, Australia and the UK. I managed a team of 6 and report to the Global Marketing Director, holding a budget of $10M annually for performance marketing. 

•	Strategically managed very large buyer acquisition budgets across affiliate marketing, paid search, Google Shopping and mobile, to drive constant improvements in efficiency, ROI and Y/Y growth. 
•	Championed the use of attribution and customer lifetime value analysis that increased budget efficiency by 100%. 
•	Responsible for agency selection and management of our key agency relationships from Affiliate Marketing, to SEM and Mobile. 
•	Led the Appstore optimisation strategy and App acquisition campaigns that increased the uptake of the Etsy Apps worldwide by 40% - by making Etsy a top-ten ranked app.

Head of Performance Marketing, International

RealNetworks

Lead the EMEA-LATAM marketing for a consumer video sharing and streaming App. 
Responsible for the launch strategy for RealTimes in EMEA LATAM. Management of one direct report. 

*Responsible for a high-profile app launch in Europe at Mobile World Congress for Android, iOS, PC, Mac, Xbox & Roku. 
*Lead the successful launch strategy and repositioning of the RealTimes brand in Europe with a major integrated campaign spanning search marketing, SEO, digital display, social media PR, and a new website.  
*Responsible for managing the performance of six-figure monthly acquisition budgets and agency management, leading to 2 million installs in the first year.  
*A highly technical and analytical role, involving tracking, analyzing and improving the ROI of digital campaigns by combining Google Analytics, in-house tools, and optimization tools such as Visual Website Optimiser.  
*After setting up an attribution model for the campaigns – drove a 50% increase in marketing ROI.

Senior Digital Marketing Manager RealNetworks EMEA/LATAM

ASB Bank

ASB Bank, New Zealand’s second largest bank, leads in social media, opening the world’s first Facebook virtual branch, and ranked 35th in the world for social followers per customer. 
Responsible for the design, implementation and management of the social media brand & marketing strategy with as well as driving digital specific brand and communication campaigns in the social media space.
•	Manage ASB’s social media channels such as Facebook, Twitter and YouTube from a Brand & Marketing perspective. 
•	Develop and deliver a social media brand and marketing strategy with a $1 million budget that drives acquisition and retention of customers whilst enhancing brand reach and awareness. 
•	Recommend, implement, optimise, track and analyse effectiveness of digital campaigns using Radian 6 and other social listening tools.

Senior Digital Marketing Manager - Social Media

APN Online

APN is one of the largest media publishers in NZ, publishing the NZHerald.co.nz, NZ’s most visited news website. 

Short term consultancy project and feasibility study on APN’s paid content strategy. Consultancy and training for staff on search engine optimization and social media techniques.

Digital Marketing Consultant/Strategist

Future Publishing

Future Publishing is one of the UK’s largest magazine and website publishers. 
With three direct reports, this role was to drive the strategic use of SEO and social media channels to grow profitable traffic and brand awareness for Future’s network. 

*Responsible for the SEO strategy for large websites competing in sectors such as tech, gaming, film and sport, with over 27 million unique visitors including Total Film, T3, Techradar, Cycling News, CVG and BikeRadar.
*Drive, coordinate and measure Future’s strategic use of social media and it’s role in growing brand engagement and traffic for some of the UK’s most followed social profiles – such as Total Film and Bike Radar. 
*Set up and implemented training programmes on SEO to ensure the organisation is at the cutting edge of the latest techniques. Increased SEO traffic by 30% Y/Y.  
Affiliate marketing: Responsible for Future’s affiliate revenue strategy, aimed at diversifying the company’s revenue.

Head of Search & Social Media

Building DTC brands to 7 & 8 figures. Co-Founder of Webtopia. Founder of Ecomm Rockets. Podcast host - Ecommerce Impact. $50M spent on Meta & Google Ads. Ex-Etsy. 1X Exit.

My mission is to help you build a profitable, successful DTC brand through better advertising strategies.  
Different stages of DTC growth need different types of support: 
Hitting your first 100k month is the first milestone. Putting in place the systems to get to $10M is a different kind of hard. For each stage in your eCommerce path, I have a solution for you. 

*Not Quite At 7 Figures - But Ambitious to Grow? 

Ecomm Rockets is my accelerator for early-stage eComm brands that provides growth marketing to get you to your first $100k months, for the next generation of iconic brands. A combination of mentorship, consultancy and teaching, this programme is perfect if you are ready to learn how to get the most out of your Meta and Google Ads. We can also include done-for-you ads management. 

*Established brand - keen to scale up? 

I have a range of consulting options and a network of partners - let me help you find the right fit for your brand's growth and Advertising challenges. 

Consulting: www.jessiehealy.com
Accelerator: www.ecommrockets.com
Book a free strategy call: https://calendly.com/d/4dk-87x-f84

The agency I founded and sold in 2023: www.webtopia.co

About Me: 

The $50 million I have spent on digital advertising for brands like Etsy, RealPlayer, Farfetch, Totter & Tumble, ilabb, Baukjen and Candy Kittens has helped me crack the code to creating profitable ads and growth marketing strategies that convert.
After a career spent working for consumer brands like Etsy - I struck out on my own as a freelancer in 2017, and then launched an agency which I grew over 5 years to 7 figures then sold it in 2023. I now work hands-on with brands again.

Not ready to chat just yet - why not sign up to my newsletter? https://ecommercecoach.beehiiv.com/

eCommerce Agency Founder & CEO | eComm Coach | Paid Social & Google Ads & Klaviyo Specialist

My Agency, Webtopia specialises in providing eCommerce businesses with highly optimised digital advertising on Facebook, Instagram, TikTok & Google, as well as Email Marketing with Klaviyo. Our team of 20 eCommerce experts focus on real results driving betweeen 3X and 15X return on investment for  our clients.
We make magic happen like: 

🌟15X ROAS for TWO YEARS (and counting) for an interior brand consistently
🌟Scaling a new brand to £150k a month spend and driving £600k in monthly revenue
🌟3 of our clients turning their side hustle into a million-pound-a-year business.

Jessie Healy 🎨

Meta Media Buyer: We’ve hit the wall again. Every time we try to scale, CAC spikes and performance tanks.

Brand Manager: But we gave you 10 new ads last week, based on that one that did well last month?

Meta Media Buyer: The problem is we can't scale spend with more of the same type of creative.

We’re running slightly different creative sure, but: Same tone. Same person. Same backdrop. Same style.

Brand Manager: But we’re staying on-brand. Shouldn’t consistency be a good thing?

Meta Media Buyer:  Not when it leads to audience fatigue.

We’re talking to one type of customer, in one type of voice, with one type of visual.

Meta’s algorithm wants diversity - different angles, formats, hooks, creators, so that it can find us new customers.

Right now, it’s stuck recycling the same thing over and over.

Brand Manager: So what are you suggesting?

Meta Media Buyer: Let us build some range. Think: Raw, social-first UGC
Lo-fi, shaky camera
Off-the-cuff hooks that don’t feel like ads
A mix of age, gender, tone, and format

Brand Manager: Won’t that dilute the brand? I am worried we will look cheap and confused about our positioning.

Meta Media Buyer: We’re not touching the product. We’re just changing how we introduce it.

Your brand isn’t the font, it’s how people feel when they see something that speaks to them. Right now, we’re only speaking to one slice of the market.

Brand Manager: Alright. I’ll brief the creative team and give you some freedom.

3 weeks later....

Meta Media Buyer Guess what? We’ve doubled spend since launching the new creatives and CAC is lower than before.

Brand Manager: Seriously?

Meta Media Buyer: Social-first, “ugly” ads are pulling in a different customer segment. The algorithm is finding fresh pockets of demand. We’re finally feeding the machine what it wants — volume and variety.

Brand Manager: So… turns out polished doesn't always make more money.

Meta Media Buyer: Exactly. Perfect brand consistency doesn’t scale. Diversity does.

If you’ve plateaued on Meta, the issue probably isn’t targeting it’s creative sameness.

Growing DTC brands to 7 & 8 figures. $50M spent on Meta & Google Ads. Ecommerce Marketing Coach & Consultant. Webtopia Founder (now acquired). 1X Exit. Podcast host - Ecommerce Impact Podcast. Ex-Etsy.

For the love of god... track your CONTRIBUTION MARGIN this Black Friday and don't just look at vanity metrics like revenue.

Don’t get blinded by top-line numbers.

I’ve seen it year after year, brands celebrating record-breaking revenue while quietly bleeding profit behind the scenes.

What actually matters is what’s left after you take out variable costs like:
- Ad spend
- Shipping
- Discounts
- COGS
- Payment fees

That’s your contribution margin and it’s one of the most important numbers in your business.

Track it live. Obsess over it. Make decisions based on it.

A $500K sales day means nothing if you spent $520K to make it happen.

Equally bad is holding back ad spend that IS profitable because the ROAS isn't as high as you like.

Often you can keep growing your profits on a much lower ROAS than you realise.

Don't be the brand turns off ads too late OR too early.

Contribution margin is your key.

Has anyone else stopped using Google for Search? 

I have almost completely stopped searching Google for information, due to the fact that I almost never get a decent answer to my specific questions. 

My go-to, even on the move, on holiday, for almost everything is now ChatGPT.

What I do still do is use Google to shop, compare products etc and don't see that stopping.

So my prediction is that product brands trying to win tech savvy customers might as well not bother with informational SEO (blogs and educational content) as their customers now have a better way of getting this kind of information.

Who else has given up on Google as an info source? Am I weird or is this where things will go?

She doesn't know it yet - but even though she will be 7 months pregnant when it happens - she is about to lose her job and all her security as she enters motherhood for the first time.

This photo was taken in Nov 2016 - I was just a few months pregnant and had started a newish job.

By March 2017 the company I worked for would go under - amid headlines on the Financial Times about a founder spending investor cash on parties and private jets.

So there I was 7 months pregnant and up sh*t creek, with a freelance partner who's work was pretty up and down.

So started my entrepreneurial journey. I dove belly-first into freelance Digital Marketing.

Clients came quickly and before I knew it I had an agency.

Five years down the track I had a team of 20 and was in the top 2% of female-founded businesses in the UK.

9 years later I have had one successful exit, moved to New Zealand to live in the mountains,  payed off our mortgage entirely, and am now have a thriving coaching business helping early stage ecomm brands.

I also have something exciting to announce coming soon!

Meta released their Q3 earnings last month and here's everything you need to know as an eComm business. 

1. Meta made a tonne more money vs last year (again) 26%

2. They did this by serving more ads 14%, at a higher cost 10% more 

3. Meta flagged potential upcoming regulation that will affect personalised ads, reducing algorithm signal

What it means - we continue to see ad costs accelerate at a higher pace than we can realistically increase prices on our products. 

So this means it's more expensive to acquire customers, period. 

The only way to combat this is better marketing and better products. 

It gets harder over time, not easier. 

Make sure you have the right team fighting in your corner.

I’ve been keeping something under wraps... and now I can finally share it.
 
And no it's not the fact I have gone blonde (this is Linkedin not Instagram guys!)
 
After months of building quietly behind the scenes, I’m proud (and a little nervous) to finally announce: Ecomm Growth Collective is live.
 
A DTC performance marketing and creative agency built very differently.
 
This isn’t my first agency, I’ve scaled and sold one before. I’ve also spent years in-house, and today I coach 25+ eComm brands on growth. But this time, I wanted to build something that truly reflects how I believe performance marketing should be done.
 
Not junior teams ticking boxes.
Not cookie-cutter strategies.
Not taking your money when we know it won’t work.
 
Just senior operators (myself and my co-founder Richard Muskett) doing high-skill, high-integrity work, focused on profit, not platform ROAS.
 
We built this for brands who are ready for real growth. The kind that comes from a clear strategy, relentless testing, sharp creative, and a deep understanding of customer psychology.
 
Our signature systems:
- ATM (Angle Testing Method)
- Brand Buddy Creative System
- Funnel-first performance strategy (not just looking in the ad account)
 
If you're sick of the same old agency BS and no one seems to have a real plan, this is for you.
 
We’ve just opened the doors and we have one slot available in January, that’s it.
 
Because this agency is small on purpose - so every brand gets to work DIRECTLY with me and my co-founder.
 
If this sounds like the agency you’ve been hoping existed, message me. Let's talk.

Harsh eCommerce reality check: 

If your Meta ads aren’t scaling your brand, it’s not the algorithm - it’s your business.

Here are the 5 likely culprits:

- Your offer positioning isn’t resonating. If your audience doesn’t “get it,” your ads won’t save it.
- Your creative is sh*t. Boring, forgettable content that doesn't connect to core psychology of why people buy.
- Your account structure is inefficient. Bad data flow = wasted ad spend.
- Your unit economics don’t work. Scaling unprofitable ads is a death spiral.
- Your product just isn’t good enough.

Here’s the brutal truth: If it’s #5, you need to pivot fast.

The flip side: a great product will scale when you nail #1-4.

That’s why speed is everything. Dial in your messaging, creative, strategy, and numbers and figure out your bottleneck. 

Not sure which one you’re struggling with? 

I can usually spot the issue in less than 15 minutes with a quick look at your ad account.

Let’s chat - DMs are open!

If your ad doesn’t grab attention in the first 3 seconds… it’s already dead. 💀

After a decade studying what actually works, here’s what still delivers 👉 

What’s the hardest part for you when it comes to making ads that convert?

If your ad isn't performing, you're missing some of these!

Don't fall into this trap on Black Friday.

Too many brands chase revenue and forget about margin.

Here’s why:

They calculate target ROAS targets like it’s just another month. 

But if you’re offering 20%, 30%, even 40% off - your margins are not the same.

You can’t run the same campaigns with the same ROAS expectations and expect to stay profitable.

I built a free calculator that does the math for you. 👇 

Just plug in your product margin and discount - it tells you the minimum ROAS you need to hit to break even or be profitable.

No guessing. Just clear targets so you don’t burn cash while chasing revenue.

I use this with my own clients every year to pressure-test their Black Friday numbers before spend goes live.

Want the calculator?

Comment "ROAS" and I’ll send it your way. [ must be connected ]

15 optimisations you might be missing in your Meta account

A checklist of testing ideas and optimisations for your Agency or Media-buyers 
 
AUDIENCES:
✅ Have you tested Whitelisting (working with creators/influencers and using their account to publish your ads from 
✅ Are you testing broad audiences with no targeting? 

SET UP:
✅ Are you testing ASC (Advantage Plus) campaigns alongside your normal conversion campaigns ? 
✅ Have you tried different ASC set-ups, for instance putting your catalogue in a separate ASC? 
✅ Have you uploaded your CRM list to Facebook to create lookalikes and custom audiences? 
✅ Do you have CAPI set up? 
✅ Is your catalogue set up correctly and are you using the dynamic creative ad format?

OPTIMISATION:
✅ Have you tried Cost Caps as a strategy to control ROAS? 
 
 What else would you add?

People often ask how I gets such good results advertising eComm brands, as if there is some secret hack that only we know about. 

The answer is we get results by testing every aspect of a campaign in a really systematic way. Running this process with dozens of clients has uncovered 7 'secrets' to Meta ad success in 2025. 
 
1. Have a great product that is unique. Crappy products won't sell, even with the best ads.
 
2. Make sure your website works. You need a fast, easy-to-use website that converts on mobile. 
 
3. Understand your audience. No, really. If you stereotype your customers they will see through you, instantly. 
 
4. Target the right people with your creative - but don't assume you know who this might be - test personas with creative to see which perform best.
  
5. Have GREAT creative. Show and explain the product quickly, clearly and ideally, using video. Test this too.
 
6. Have really, REALLY good copy that speaks to people's pain-points and explains how your product makes their life better - don't bore them talking about features you are obsessed with, they don't care. Test this too. 
   
7. Use creative diversity to reach diverse audiences and scale beyond your current audience. 

What did I miss?

How did I get my business into the top 2% of female-owned businesses worldwide? 

This simple but often overlooked formula:
 
Every week, I find the biggest roadblock in my business, that's preventing me from growing
- I make solving it my primary aim. 
 
Then I find the next biggest roadblock, and solve that. 
 
Repeat. 

That's it.

Nothing beats the feeling of BF surge! 
Who's got offers live? 
How is performance? 

We are seeing really strong initial performance from brands that were doing well prior to sale and have a strong offer. Brands with no offer are generally starting to pick up too.

I keep seeing this weird situation lately: brands with high ROAS but unable to scale.

Read on if you are stagnating and cant scale even though you have great ROAS.

I’ve been auditing  mature DTC brands  that have $1M+ in revenue, solid returning customer base, strong organic traffic, ROAS at 5X or more — and I keep seeing the same hidden growth blocker.

They’re hitting a high ROAS on Meta, but they can’t scale spend without breaking performance.

Why?

Because their ad account is built to convert warm traffic - not to prospect and convert new customers.
 
Here’s what usually happens:
- The brand has been around for a few years, so Meta starts by targeting high-intent audiences: past purchasers, engagers, site visitors.
- Creative is basic. Brand-led, familiar, polished — and it works just enough to keep the ROAS looking good.
- But since results are “good,” there’s no real pressure to test new hooks, formats, or angles for people who’ve never heard of them.

When they do try to scale, the cracks show fast. They’ve never developed the creative system, budget pacing, or funnel structure to win cold traffic at scale. So Meta can’t find new customers profitably. They get stuck.

ROAS becomes a vanity metric- and they think they have reached a ceiling.
I just wrapped up a project with an brand that was in this exact boat.

It wasn't easy to turn it around, it took a whole new creative system - but when we did - boy did the floodgates open!

93% year on year increase in revenue for the first 6 weeks of Q4, and that is without ANY discounting.

If this resonates my DMs are open.

Free Black Friday ROAS Calculator!
Plug your numbers in and get your target ROAS to not go broke this Black Friday. 
Scale profitably. 
Comment "ROAS" and I’ll send it your way. [ must be connected ]

I am looking for 5 eComm brands who want to attend a completely free coaching session on their Black Friday strategy.

Only five slots available to keep this intimate and high value for the 5 brands.

Comment 'pick me' with the name of your brand to be considered. 

Tag a brand you think needs a hand!

Meta wants you to believe every ad set needs 50 conversions per week to be fully optimized.

Here’s the truth: that’s not always realistic. Especially if you’re testing new offers, running lean budgets, or building out a new funnel.

Staying in learning doesn’t mean you’re doing it wrong. It also means the algorithm needs more time. That’s it.

If you’re confident in your strategy, stay the calm.

If you’re unsure what’s working then it might be time to consolidate and clean things up.

The mistake? Making changes just because Meta says so.

You don’t build a growth strategy by chasing warning labels.

You build it by knowing what you’re testing, and why.

Don’t let the machine run the strategy. That’s your job.

Confused customers don’t buy. Especially on Black Friday.

Too many brands overthink their offer. 

Stacked discounts. Flash deals. Tiered gifts. Hidden codes. 

It feels clever but it kills conversions.

Here’s the reality: Your customer is juggling 10 tabs, 4 emails, and 2 timers!

If they need a calculator to figure out your sale, they’ll leave.

Clarity > complexity. Every time!

If something worked last year, bring it back. Don’t fix what isn’t broken. And make buying feel like a no-brainer.

In a week where everyone is shouting, it’s the quietest brands with the clearest offers that usually win.

How are you simplifying your BFCM offer this year?

Most brands will mess up BFCM and miss the chance to scale as much as they could.

Confusing offers. Weak creative. Bad campaign set-up.

Don’t be one of them.

I’m reviewing 5 ecomm ad plans before Black Friday hits - I've got 10 years of Black Friday experience and have led hundreds of BFCM campaigns - think of me as your Black Friday Fairy Godmother.

Drop your brand name below. I’ll pick 5 to join me live for a FREE review of your campaign.

You don’t have to run a discount this Black Friday.

But disappearing completely? Huge mistake!

I work with a lot of premium, sustainable, or values-led brands and many of them feel like they don’t belong in the Black Friday chaos.

The answer isn’t to stay silent. It’s to choose a strategy that actually fits your brand.

Here are a few options that work:
- A gift with purchase instead of a price slash
- A charity-based “anti-Black Friday” campaign
- A pre-Black Friday nudge for warm leads already on the fence

One client of mine took this exact approach: She emailed her list saying she wasn’t running a Black Friday sale…

But offered a small, limited-time bonus the week before.

There’s no one way to do Black Friday. You don’t have to chase volume if that’s not your model.

Just choose a strategy that makes sense for you and show up with intention.

Mikulin Media Shop Ltd.

Growth Consultant

Buoy

Advisor

Siena AI

Angel Investor

Stay Ai

Shoelace

Chief Strategy Officer (CSO)

Kulin

Acquired by Versett/CBTW January, 2023

Managed growth marketing, creative, and email teams to ensure successful project delivery. 

Advised teams and clients at high-level on daily basis, while proactively identifying strategic opportunities to drive growth for clients and agency.

Key Contributions:

- Successfully grew team to 30 full-time employees and generated $800K in EBITDA with $3.25M accounts receivable by end of 2022.

- Established one of the top performance marketing agencies in North America that supports the sustainable growth of ecommerce brands from around the world.

Co-Founder / Partner

Oddit

Co-Founder

Lunar Solar Group

Director, Paid Social + Analytics

ZGM Modern Marketing Partners

Led development of digital strategy for conversion-focused and social cause campaigns while collaborating with all teams. 

Led post-campaign client presentations to review results and provide insights for future campaigns. Mentored and supported two digital coordinators, ensuring work aligned with company's values and added most value for clients.

Key Contributions:

● Developed effective multi-channel digital strategies, including SEM and paid social media execution, campaign optimization, funnel development, creative recommendations, and event tracking.

● Created Google Data Studio dashboards to facilitate campaign tracking and performance analysis and implemented for all clients.

Digital Marketing Director

Digital Strategist

DDB Edmonton

Maintained consistent coordination with media, accounts, and creative teams to develop several ad campaigns and crafted digital strategies that complemented overall campaign objectives.

Implemented Google Data Studio dashboard reporting system for all clients to facilitate campaign tracking and analysis.

Key Contributions:

● Mentored and trained co-workers and junior strategists to improve their skills and knowledge of digital marketing best practices.

● Worked with diverse range of clients, including VW Canada, Government of Alberta, EPCOR, City of Edmonton, Champion Petfoods, and Interior Savings Credit Union, delivering exceptional digital strategies and achieving their campaign objectives.

I am a growth marketer and advisor with over 18 years of experience in helping ecommerce brands scale their revenue. I have a background in mechanical engineering and a passion for branding, social media, and community-building.

As an advisor and angel investor for several brands and startups, I bring years of experience, unique ideas, and a massive Rolodex to the table. Notably: Siena AI, Stay AI, De Soi, and Buoy.

I have generated over $750M in revenue for my clients, managed over $100M in ad spend, and invested in six promising startups.

My mission is to empower ecommerce brands and startups to grow sustainably and authentically, by creating engaging and loyal online communities.

I also advocate for workplace mental health.

I am always eager to learn new skills, explore new challenges, and collaborate with other passionate and innovative professionals.

Please feel free to reach out anytime! Always there to help where I can.

Chris Mikulin

Meta has completely changed how it sees "different" ads with the new Andromeda update.

And if you haven't adjusted your creative testing approach, you're paying for it.
Over the past few months, I've noticed a pattern: ads are fatiguing faster, CPMs are climbing, and reach is getting throttled.

The culprit? Creative sameness.

Meta's detection has gotten more aggressive. They're not just looking at your copy on the image anymore—they're analyzing visual similarity at a level that makes most "variations" useless.

Here's what's happening:

Same creator, same setting = same ad in Meta's eyes, regardless of what you changed in the script. 

Headline swaps and CTA changes? These still get flagged as duplicates. Visual similarity now beats everything else.

The Andromeda update rewards volume and variation—but it's ruthless about what actually counts as different.​

Meta has gotten smarter about figuring out the customer journey and the supporting variation in ads needed for each stage of the buying process.

One ad? People will get annoyed and bounce.

Two ads that are similar? People won't really notice the second one is new making it less impactful.

Three ads all different? Meta will show the best ad that matches the stage the customer is at. 

What's working now:

Persona-based creative. Ads built around different demographics, psychographics, and buying motivations perform better and last longer. They're not surface-level tweaks—they're strategically designed to resonate with different customer segments.​

What you need to do:

Make bigger creative swings after a winner emerges. Instead of micro-editing a top performer, change scenes, locations, and entire setups to avoid similarity.

Treat the hook as the defining element. The first 3 seconds determine whether Meta sees your ad as new. New video hook = new opportunity to reach a new buyer.

Refresh winners with completely new b-roll. If a message worked, it can work again—but only if the visual delivery changes.

Briefing creative around customer mindsets, not just product features. A 24-year-old impulse buyer and a 44-year-old skeptic need fundamentally different approaches.

Create supporting ads that follow the same customer persona's journey. 

If your ads are slowing down, this is probably why. They're not bad—they just look identical in Meta's eyes.

More variation. More angles. More distinct hooks.

That's what wins now.

Chris M.

🚀 Performance Marketer, Growth Consultant | Ex-Design Engineer

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