Jessie Healy

eCommerce Growth & Facebook Ads Marketing Consultant

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, as well as very limited slots for full ads management - let me help you find the right fit for your brand's growth and Advertising challenges. 

Agency and Consulting: www.ecommgrowthcollective.com
Personal Website: www.jessiehealy.com

Accelerator: www.ecommrockets.com

Book a free strategy call: https://calendly.com/d/4dk-87x-f84T
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 &amp; 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 just changed something that will affect how every performance marketer reads their ad results. 🚨

Click-through attribution now only counts actual link clicks.

Every other interaction has moved into a new bucket called Engage-Through Attribution. This replaces the old engaged-view metric and now applies across all formats, not just video.

The engaged-view threshold for video has dropped from 10 seconds to 5 seconds.

Meta’s internal data shows 46% of Reels purchase conversions happen within the first 2 seconds of attention 🤯

That stat alone explains why the change was overdue.

Here is what this means in practice.

Previously, a chunk of conversions that came from clicks on ads (not just outbound link clicks) were sitting inside click-through reporting. Now they are being separated. The click signal becomes cleaner. Engagement signals get their own lane.

In theory the total number of reported conversions should not change much. What will change is where those conversions appear inside the attribution breakdown.

If you want to understand the shift inside your own account, check two places inside Ads Manager:

- Compare Attribution Settings
- Breakdown by Attribution Setting

Both will show you where conversions are moving between click-through and engage-through.

So your data may look different because of this change which will make optimisation messy for a bit. 

Keep monitoring your overall blended ROAS and CAC and don't make any drastic account changes until it settles down.

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.

I have said it before, but I will say it again.

If you are a new eComm brand and you haven't yet generated at least some sales by advertising your products to strangers on Meta, Google or TikTok, then you're not ready to hire someone else to do marketing for your product.

If you hire an agency to run a channel you have no understanding of, your chance of getting ripped off is very high.

This year marks 10 years since I first hired someone to teach me Meta ads (and 20 years since I started on Google ads!)

It's wild to me that I am still opening up accounts and seeing stuff like this:

Brand spending $20k/month across 14 campaigns, 40+ ad sets. Most campaigns are stuck in learning. Half the ads have under 500 impressions. No signal, no scale, just noise.

Another account stuck with the same 5 ads since summer. Frequency is over 9. CPAs are rising fast. They're still running the same static image with the same hook, wondering why performance is falling off a cliff.

One DTC brand has 40% of their spend hitting past customers... inside their “prospecting” campaign. No exclusions. Creative with no information or benefit messaging.

They're paying Meta to re-sell to people who already bought and scratching their heads at high CAC.

The tactical fixes aren’t complicated. An experienced media buying can restructure an account like this in a few hours.

Yes - it's true - the creative strategy, landing pages and messaging have got harder with increased competition and ad-cost.

But what is wild to me is the fact that the basics aren't even there in so many accounts, still.

I'll say it again though - in case you have still missed it:

Meta rewards simplicity, signal density, and creative testing.

Stop over complicating media buying set up. Start launching more creative tests.

Vulnerable post. It’s been six years of constant punches. I feel tired.

First we had the pandemic - the absolute gut wrenching anxiety of that in the early days not knowing what it would do for our businesses.

Then iOS changes that turned the industry upside down.

Post-lockdown customer spending drops that may or may not have been the algorithm.

More War. Inflation. Cost of Living Crisis. Margin pressure.

Then the Orange Man announced bloody Tariffs.

Finally we felt like we might catch a break.

And we suddenly have oil shocks.

Every time it feels like we’ve found our footing, something blows up in our face again.

I’ve had more conversations than I can count with founders, operators, and marketers who are tired.

Not lazy. Not unfocused. Just worn down from having to adapt again and again.

And if I’m honest, I’ve felt it too.

This industry is not easy. Constant uncertainty. Decisions with incomplete data. Carrying teams through tough months while trying to keep your own head straight.

But here’s the part that doesn’t get talked about enough.

The people who make it through aren’t always the smartest or the most funded.
They are the ones who stay steady.
They keep showing up.
They work with good people they trust.
They focus on doing good work, even when results lag.
They keep things lean so they can breathe when things tighten.
They support their teams instead of squeezing them.
They take care of their own mental health, properly.
They go outside. They make time for family and friends even when the to-do list is endless.

This isn’t about grinding harder.

It’s about staying human while everything around you feels unstable. Putting one foot in front of the other.

This cycle will pass like the others did. And when it does, the ones still standing won’t just have better businesses. They’ll still have their health, their relationships, and their friends.

That’s what lasts.

If you’re in the middle of it right now, feeling the pressure, questioning things, wondering how much more is coming next… you’re not alone.

Keep going. Just don’t lose yourself while you do.

What are you doing to stay sane in the chaos? 

ps. My DMs are open to anyone who just wants to vent.

When business friends become real friends. This is Mike Koziol.
 
He coached me when I was in the early stages of my agency, only making 200K a year, right up to when I became a seven-figure agency and in the top 1% of female-owned businesses in the UK.

Mike was there for me on every step of the journey, warts and all.

He coached me through the highs and lows and helped me grow a sustainable business that I was able to then sell and have a successful exit from a couple of years ago.
 
I was lucky enough to meet up with Mike in Portugal last year and then this year he came all the way to New Zealand to visit me.

Here we are in Queenstown, having the best time ever, talking a bit too much shop but also talking life, relationships, philosophy, and everything in between.

We even managed to get to a gig and dance in a vineyard under the sun. He met my family, my friends IRL.

Business at the end of the day is about connection, and shared values.

So glad we met by chance all those years ago in an online community!

ps. we walked on foot from lake level up to this viewing platform while others took the easy route in the gondola - a bit of a metaphor there on how we both approach life.

"Meta completely ignores audience exclusions.” True or false? 
Meta have finally confirmed the answer in their latest developer update...

Meta does NOT ignore exclusions, but they are now only a signal, albeit a stronger one than 'interests'. 

This is how it actually works now: 

Meta have said they essentially have hierarchy of 'signals' that they take into account. CRM and pixel data are at the top.

Interest targeting sits way down the bottom of their signal hierarchy, and is now really just loose guidance for when other signal is weak.

Interests, demographics, even gender targeting are no longer hard rules. 

My experience plays this out in reality - when you exclude past customers, website purchasers, or CRM lists, you absolutely reduce delivery to those people. 

I have seen the data. The overlap drops meaningfully, but not completely. It's a signal Meta is taking seriously. 

Meta’s targeting system is built around your objective, with your signals woven in. 
If you select Purchase, the algorithm is scanning for people most likely to purchase based on:

👉️ Your pixel data
👉️ Your conversion history
👉️ Your creative content, style, setting, layout, creators 
👉️ Your copy, headlines and keywords in your video 
👉️ Behavioral signals across the platform

It reads your ad. It interprets intent. It matches message to person.

So how does this shift impact campaign setup?

I always use exclusions when I want to reach new customers. That is non negotiable.

What I do not do anymore is create five ad sets split by micro interests thinking I am “controlling” audience targeting.

Spicy debate topic alert! 

Is anyone using the traffic objective to drive top of funnel awareness to feed ASC and other conversion campaigns? 

An account I'm auditing is doing this - with 0 conversions coming from traffic campaigns but very high ROAS in the ASC. 

Some would say turn off the traffic objective, it's driving garbage traffic that is of no value - and that is certainly what I would have said this until very recently. 

But as Meta no longer lets us limit our conversion campaigns to truly cold audiences, I am wondering if there is some validity to using traffic to build out a full funnel and have more cold traffic for the ASC and conversion campaigns to convert. 

But the question then becomes, how do you test whether the traffic campaigns are helping your funnel - aside from doing a test that keeps all other variables the same, and monitoring for 30-60 days to see if your overall funnel performance declines without the upper funnel spend.

What does everyone think? Are traffic campaigns now a valuable part of a DTC funnel? If so, how do we track their efficacy?

I get so many companies coming to me with 'problems' in their ad accounts. Often they think their poor performance is to do with the structure of their ad account.

I am here to tell you that the problem usually goes much deeper than that.

When ad accounts don't perform - it's usually a problem with creative or with conversion rates. And both of those are symptoms of a much bigger problem.

The business doesn't have a strong brand. They don't have a story to tell.

They haven't connected emotionally to their potential customers. They haven't crafted an identity that resonates with a tribe of people.

It's never been 'easier' or cheaper to start a business than it is in 2026. But building a brand is as hard if not harder than ever before.

So if your business isn't doing well, ask yourself, are you building a brand - or are you just trying to sell stuff?

If it's the latter I don't think you will be around in a year from now!

Contrary to popular belief, you don't get to be an 8 figure eCommerce brand because of your amazing product. 
 
You get to be an 8 figure eCommerce brand because your marketing of that (amazing) product resonates deeply with a well-defined audience. 
 
Convince me I am wrong: marketing is AS important, if not MORE important than having a great product.

The biggest rippoff in our industry: founders assume (or are promised) they're paying for Google Ads strategy, when all they are actually getting is basic ad-operations. 

I saw it again this week mentoring a brand. 

Marketing Manager assumed the account was being actively optimised. Spend going out. Conversions coming in. 

Optimisation  must be happening right? 
Opened the account. Different story. 😭
Campaigns untouched for weeks. 
PMax running on autopilot with zero strategic input.
The account wasn't broken. It just wasn't being pushed.
For this brand its bleeding money. 

It's why there is so much distrust in agencies. 
They promise the world. And then put you in maintenance mode. 
Maintenance is not optimisation.
Real Google Ads optimisation looks like:

*Search terms are actively shaped and negatives managed actively
*Merchant Centre feeds optimised and organised
*Underperforming or low margin products removed from feed 
Ad copy is being tested
*Improve product data that feeds the algorithm
*Ring fence brand traffic so you get a clean read on your prospecting
*Experiment with optimisation settings to improve overall performance 
*Every change has a hypothesis behind it and an expected outcome
*Update assets and test creative in Pmax

If your media buyer can't tell you what they changed last week and why, you don't have strategy. You have an account manager.

And account management rarely moves the needle.

Myths about DTC eComm:

- You can't scale if your AOV is less than $30
- You shouldn't enter a category that is already competitive 
- You can never compete against established players with huge budgets 
 
Reality:
 
✅ Native Deoderant has a price point of $13 and scaled to $100M in two years 
✅ True Classic entered one of the most competitive fashion categories - basic tees, and has done $250M in revenue since launching in 2019
✅ HiSmile competes against toothpaste giants and is set to hit $200M in revenue. 
 
Don't believe everything you read - know your customer and your category and you can prove the rule makers wrong.

Before you hire that CMO with a resume full of big-name logos, or that agency with an impressive client list - STOP. 
 
Take a closer look.
 
Ask some hard questions: What stage was the brand at when they stepped in? Did they fix challenges similar to the ones your business faces today?
 
e.g. if your eCommerce brand is struggling to scale beyond $10M in rev, you'll need someone who knows how to optimize CAC (customer acquisition cost), streamline fulfillment processes, or improve conversion rates. 

A flashy resume won't help if their experience is mostly with established brands solving completely different challenges, like managing global campaigns or handling enterprise-level partnerships.
 
Also ask: Did their work actually drive the growth, or was that brand already set up for success with perfect timing, strong product-market fit etc? 

Don't get drawn in by big names and logos. Hire based on relevant experience and proven results for brands like yours. 
 
Get agencies or team that have been in the same kind of trenches you are in right now. 
 
And hit me if you need a recommendation - at this point I know who the good guys/gals are. 

Don't be the next horror story pouring money down the drain on the wrong team!

What separates successful eCommerce entrepreneurs from the rest? I have met and worked with some of the best and some of the very worst and I have studied what makes the difference. 

Spoiler: It’s not money. It’s not education. It’s definitely not class background. It's often not even how much experience they have. 

It's 10 traits that set them apart. 

1. They know their f&*king numbers.

The best entrepreneurs don’t just glance at their metrics, they study them. They know their conversion rates, customer acquisition costs, lifetime value, and margins better than anyone else.

2. They work on their mindset. Constantly. 

Nobody’s perfect. The most successful founders I know are brutally honest about their weaknesses, blind spots, and challenges. They’re not free from past traumas, but they’re actively working on their mental health. This self-awareness gives them the resilience they need to handle suff. 

3. Their second business is the game-changer.

For many entrepreneurs, the first business is just practice. They might make some money, but it’s their second venture where they take everything they’ve learned and really hit their stride. 

4. They are obsessed with marketing. 

Marketing isn’t something they delegate and forget about. They dive in, learn the ropes, and develop a passion for it. They’re curious about what makes people click, buy, and come back. They’re constantly tweaking ads, refining messaging, and testing strategies. 

5. They adapt quickly and get tech.

The eCommerce landscape changes constantly—new platforms, shifting consumer behaviors, rising ad costs. The best entrepreneurs don’t get mired down. They’re quick to pivot, experiment, and embrace what’s working now rather than clinging to old shit.

6. They’re obsessed with their customers.

Great entrepreneurs spend time understanding their audience inside and out: their pain points, desires, and buying habits. This customer-first approach drives their product decisions, marketing, and overall strategy.

7. They get sh*t done

They don’t wait for perfect conditions or overthink every move—they launch, test, iterate, and move forward. They understand that momentum is more valuable than perfection.

8. They surround themselves with great people.

Whether it’s hiring the right team, finding mentors, or building a network of peers, successful entrepreneurs don’t try to do it all themselves. They’re not afraid to ask for help or invest in people who complement their strengths.

9. They manage risk well.

Taking risks is part of the game, but the smartest entrepreneurs don’t gamble blindly. They balance bold moves with calculated planning, ensuring that they can recover if things don’t pan out.

10. They focus on building systems.

Scaling a business isn’t about working harder—it’s about working smarter. The best founders create processes and systems that allow their businesses to run without them. This frees them to focus on strategy and growth.

What would you add?

Until recently - I thought the only thing holding back a product brand from growing was hitting a profitable customer acquisition cost (CAC) or ROAS. 

Once you hit that number, you can theoretically start to print money by scaling. 
 
It's why we love eComm - as long as your addressable market is big and you solve a big problem, once you crack ads it is off to the races. 
 
Right? I thought so! 
 
But I have been super shocked discover a tonne of businesses actually suffer from the oposite problem. 
 
They are hitting a great CAC and acquiring customers profitably. 
 
But they don't grow because they see media spend as a cost instead of as a growth lever, or they don't feel confident in which channel will actually give a profitable ROI. 
 
Example - a brand doing $80k in monthly revenue, spending $2000 per month paid ads with a 8X tracked ROAS and a blended ROAS of 40X. 
 
This might sound crazy - why don't they just scale spend so they can make more money? I'ts wild. I have seen this in multiple businessses now, particularily those that started out in wholesale or retail where marketing is seen a cost. 
 
They simply haven't grasped that in DTC, the more you spend, the more you make. 
 
The problem seems to be that they don't feel confident enough in their agency to give them more money and they lack the knowledge to know what is working. 

The result - for every business that can't seem to crack ads, there is another business sitting on a goldmine with no idea what they have, and not mining it all. 
 
Has anyone else come across this?

Meta creative testing structure we start with on most accounts: 

1. Winning creative - running in Advantage Plus Shopping Campaigns (ASC) 

2. Testing creative - CBO, broad audience, very few exclusions. Each persona gets its own ad-set. Once a creative starts to perform - scale 'in place' - because moving creative can kill the winning streak, but duplicate into the ASC. Add new creatives into this structure and new ad-sets when you have a net-new concept or persona with a set of ads. 

3. Set up new creative testing ad-sets within the CBO to ensure creative diversity. 
 
Continue to increase budget to winning campaigns. 
 
Does this work for you? What other structures do you use for testing?

The DTC Playbook to go from 7 to 8 figures in 2026 💸 

✅ Product solves a real problem and has a defensible difference
✅ Tech Stack: Shopify + Klaviyo 
✅ Reliable flow of UGC creative for ads/social 
✅ Testing & iterating on landing pages
✅ Creative strategy based on deep customer insights (& interviews) 
✅ Diverse ad creative approaches - taking 'big swings' regularily
✅ Segmented email strategy plus 5+ core flows well-optimised 
✅ Influencer Whitelisting (not all niches)
✅ Clearly defined profitable CAC that will scale 
✅ 1000 true fans in a thriving brand community
✅ Testing TikTok Shop
 
 What would you add?🤔

"People will forget what your ad said but people will never forget how your ad made them feel."

I adapted this from the famous Maya Angelou quote. 

Go look at your ads. Which ones are making people feel a real emotion? Humour? Frustration? Anger? Excitement. 

What can you do to dial up how much they feel. 

I guarantee your ads will work better.

I see too many early-stage eCommerce brands make a critical mistake:
 
Spreading themselves too thin across multiple marketing channels.
 
With limited resources, juggling too many channels means nothing gets mastered.
 
Here's the truth if you want to break 7 figures: Laser-focus is key.
 
Pick 1-2 paid channels and master them. In most cases, this will be Meta, but sometimes Google is a better fit.

- Ensure you have a compelling offer for your chosen channel.
- Optimize your landing pages to convert efficiently.
- Develop a robust creative production system.
- Address pain points, showcase your solution, and leverage social proof. 
 
If your product is strong, Meta alone can get you to seven figures. Add Google, and you can scale to eight figures.
 
Scaling to 7 figures isn't about doing more.
 
It's about doing less but doing it exceptionally well.
 
Focus, test, iterate, optimize!

"Everyone has a plan until they get punched in the face."

The Middle East situation was the punch we didn't expect in eComm this week. 

Mike Tyson said it about boxing. It also applies to global supply chains rn. 

What looked like another Red Sea style disruption has turned into something far bigger for global commerce.The Strait of Hormuz is now declared a closed military zone.

For operators this is what it means right now:

- The Suez Canal is now blocked. Carriers are already planning routes around the Cape of Good Hope, adding 10 to 15 days to transit times and burning far more fuel.

- Air freight demand is surging. When sea lanes slow down, high value categories move to air. Electronics and pharma capacity is already being bid up.

- Oil pushing past $85 feeds straight into the cost stack. Packaging production, freight surcharges, and even the last mile van all get more expensive.

This becomes a margin and cash flow situation. 

What can you do now to stay front footed? 

1. Do not wait for delivery delays to happen. Update shipping pages and post purchase emails now. Customers handle the truth far better than surprises.

2. Think about freeing up cash flow to order more stock now, so you have a big buffer if delays happen down the line. Build more buffer into your timelines. 

When supply chains get punched in the face, the brands that stay calm, communicate clearly, and protect stock levels are the ones still standing when things settle.

What else are you doing to prepare or react? 

ps. I know this is a business post - but my thoughts are with anyone currently living in a conflict zone.

I am hearing that connecting AI tools like Claude, GPT or third party tools directly to Meta accounts is getting them banned.

Has anyone I know experienced this?

Founder at FMG Digital | E-com Growth Experts 🚀

In four years, I've scaled an e-commerce brand from six to multi 8-figures, managed +$20M in ad spend, and helped 60+ brands grow through creative-driven paid media strategies.Before launching my agency, FMG Digital, I was part of the team behind Burnt Studios and lead a team at R17 Digital growing some of Europe's biggest e-com brands.Today, I lead a lean, high-performance team focused on helping e-commerce brands scale profitably through paid ads, conversion strategy, and creative that actually sells. We're not just another agency. We treat your brand like it's our own and it shows.📈 Across our portfolio, we’ve generated millions in revenue for our clients, and we’re just getting started.Here’s a snapshot of what we’ve done recently:• Blast Vitality: +R5.41M in 16 months (4,700% increase)• NOANGER: +€181K in 10 months (1,200% increase)• Shower Bloom: R980K in 6 months (58,000% increase)• The Dunk: +R800K in 6 months (80x ROAS)• Wayfare Culture: +R2.43M in 3 months (158% increase)• Lumi Glo: +R555K in 6 months (2,293% increase)...and many more.💥 I also coach +14,000 e-commerce founders inside of Iman Gadzhi’s Educate community - many of whom are running 7–8 figure brands themselves.Whether you’re looking to scale a hero product, launch a high-converting funnel, or improve your paid media results - we’ve probably done it before, and we can do it for you too.

James Freemantle

We're looking for a hungry junior performance marketer to join our team 🚀 You will be shadowing one of SA's top performance marketer's and assist with generating +R100mil per year across our clients 🙏 All training will be provided with the growth opportunity to take full responsibility for scaling 7 figure e-com brands. Apply if you are up for the challenge.

🚀 Built 8-Figure Brand | Now Helping 60+ Brands Do the Same with Meta Ads | Coach to 14K+ of Iman Gadzhi’s Students

City of Cape Town, Western Cape, South Africa (Remote)

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